资源描述：
《Four ways to get more value from digital marketing》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、1MARCH2010marketing&salespracticeFourwaystogetmorevaluefromdigitalmarketingCompaniesthatmakethedeepstrategic,organizational,andoperationalshiftsrequiredtobecomeeffectivedigitalmarketerscanbecomemoreagile,moreproductive,andacceleraterevenuegrowth.DavidC.Edelman2Sincethedawnofthe
2、Internet,marketershaveregardeditasavastlaboratory,launchingexperimentafterexperimenttocrackthecodethatgeneratessalesandcustomerloyalty.Notsurprising,mosthavefailed.Consumersadopteddigitaltechnologyastheythemselvessawfit,intheprocessfundamentallyalteringthewaytheymakepurchasingd
3、ecisions.1Companiesthatunderstandthisevolutionarenowcarefullymovingdigitalinteractivitytowardthecenteroftheirmarketingstrategies,rethinkingtheirprioritiesandbudgets,andsubstantiallyreshapingtheirprocessesandskills.Throughourworkwithdozensofcompaniesnavigatingthisshiftinglandsca
4、pe,wehavefoundthatthemostsuccessfuldigitalmarketersfocusonmanagingfourcoresourcesofvalueastheyincreasethepercentageofmarketingandchannelspendingthatisdirectedtodigitalactivities.First,theycoordinatetheiractivitiestoengagetheconsumerthroughoutanincreasinglydigitalpurchasejourney
5、.Second,theyharnessinterestintheirbrandsbysyndicatingcontentthatempowerstheconsumertobuildhisorherownmarketingidentityand,intheprocess,toserveasabrandambassador.Third,theyrecognizetheneedtothinklikealarge-scalemultimediapublisherastheymanageastaggeringincreaseinthecontenttheycr
6、eatetosupportproducts,segments,channels,andpromotions.Finally,thesemarketersstrategicallyplothowtogatherandusetheplethoraofdigitaldatanowavailable.Thedigital-marketingdifferenceAtthesimplestlevel,we’vealwaysknownthatconsumerstendtogothroughamultistagejourneyastheymakepurchasing
7、decisions.Yetmostcompaniesstillconcentratemarketingresourcesononlytwostages:brandmarketingupfronttowooconsumerswhentheyfirstconsiderproducts,andpromotionsatthefinalpointofsaletoswaythemastheyareabouttomakeapurchase.Digitaltechnologyischangingallthat.Consumerswhousedtoseekoutfam
8、ilyandfriendsforword-of-mouthproductrecommendationsnow
