1、标题THEEVOLUTIONOFINTERNETMARKETING原文PAPERATAGLANCEASMULTICHANNELCOMMERCEIE,THEABILITYTOPURCHASEGOODSANDSERVICESVIA,FOREXAMPLE,THEWEBANDTHECALLCENTERBECOMESINCREASINGLYUBIQUITOUS,TECHNOLOGYNOWINDISTINGUISHABLEFROMTHEPROCESSESITENABLESHASBECOMETHEMEANSTOINSTANTGRATIFICATIONHOWEVER,THEWEBASASTANDALONECH
2、ANNELPRESENTSASMUCHOFALIABILITYASITDOESANOPPORTUNITYBECAUSEBESTBUSINESSPRACTICESFORCOHESIVELYEXPLOITINGTHEINTERNETANDSYSTEMATICALLYTHRIVINGINCYBERSPACEHAVELAGGEDNOTLEASTOFALLINTHEMARKETINGARENATHE“OLD”INTERNETLAIDTHEFOUNDATIONFORTHEMOSTCRITICALMISTAKEORGANIZATIONSHAVEMADEWITHTHEWEBTODATEFAILINGTOINT
3、EGRATETHEWEBINTOTHEIROVERALLCHANNELSTRUCTURETHE“NEW”INTERNETPRESENTSANEWSETOFOPPORTUNITIESIFMARKETERSREALIZETHATDECISIONSOFONLINESEARCHERSAREINFLUENCEDBYABROADNUMBEROFOFFLINESOURCESANDVICEVERSATHETAKEAWAYBRAND,RELATIONSHIPANDINTERNETMARKETERSMUSTBREAKTHROUGHOFTENARTIFICIALBOUNDARIESTOCOALESCEAROUNDT
4、HECUSTOMERASTHEDESIGNPOINTORGANIZATIONSMUSTPLANTOBECUSTOMERPROACTIVEASCOMMERCEPARADIGMSSHIFTFROMPUSHTOPULLCROSSCHANNELINTEGRATIONWILLENABLEORGANIZATIONSTOOPTIMIZETHEWAYTHEYTREATCUSTOMERSANDRIGHTSIZECOSTSINTRODUCTIONFORTOOMANYORGANIZATIONS,“CROSSCHANNELINTEGRATION“ISSIMPLYABUZZWORDCOMPLIANTTRENDDUJOU
5、R,ANDLITTLEMORETHANLIPSERVICEISPAIDTOWARDIMPLEMENTINGITHOWEVER,FROMTHECUSTOMERSPERSPECTIVE,THISLACKOFINTEGRATIONISAGGRAVATINGANALREADYFRUSTRATINGPROBLEMWHENINTERACTINGWITHMULTILINE,MULTICHANNELORGANIZATIONS,LEADINGCUSTOMERSTOWONDER,“WHYDONTTHEYKNOWMEHEREWHENIVEALREADYTOLDTHEMABOUTMETHERE“THEINTERNET
6、HASCHANGEDTHEWORLDWELL,MAYBENOTTHEWORLD,BUTTHEINTERNETHASCLEARLYGAINEDMOMENTUMASITHASMOVEDFROMBEINGACOMMERCIALEXPERIMENTTOALEGITIMATE,MISSIONCRITICAL,BUSINESSENGINEINALMOSTEVERYBUSINESSSECTORAMONGOTHERSTATISTICSSUPPORTINGITSSIGNIFICANCE,THEUSCENSUSBUREAUREPORTSTHATUSRETAILECOMMERCESALESINTHEFOURTHQU
7、ARTEROF2005CONTINUEDITSSTEADYCLIMB,ACCOUNTINGFOR24OFTOTALRETAILSALESUPFROM16AND19OVERPREVIOUSYEARS,ADJUSTEDFORSEASONALITYANDTHATSJUSTINTHERETAILSECTORHOWEVER,THEWEBASASTANDALONECHANNELPRESENTSASMUCHOFALIABILITYASITDOESANOPPORTUNITYBECAUSEITOFFERSCONSUMERSANONYMITYUNTILTHEMOMENTOFPURCHASETHIS,INTURN,
8、LIMITSTHEABILITYOFTHEENTERPRISETOMOTIVATEREPURCHASINGBASEDONTHEBUYERSPAINANDNEEDSINTURN,CONTRIBUTINGTODIMINISHINGCONSUMERLOYALTYANDLOWERSWITCHINGCOSTSUNFORTUNATELY,BESTBUSINESSPRACTICESFORCOHESIVELYEXPLOITINGTHEINTERNETANDSYSTEMATICALLYTHRIVINGINCYBERSPACEHAVELAGGEDNOTLEASTOFALLINTHEMARKETINGARENA“O
9、LD”INTERNETMARKETINGINTHEBEGINNING,THEINTERNETWASCOOLINANODTOMODERNIZATION,MANYGLOBAL2000COMPANIESDABBLEDINTHEWEBWITHEXPERIMENTALWEBSITES,OFTENNOTHINGMORETHANTECHNOLOGYLITEBROCHURESITESTHESEEXPERIMENTSWEREPURPOSELYSEPARATEDFROMDAYTODAYOPERATIONSGIVENALLTHEUNKNOWNSRELATIVETOBUSINESSIMPACT,CLAIMINGDED
10、ICATEDPEOPLE,BUSINESSPROCESSES,TECHNOLOGY,ANDINFORMATIONTHEWEBWASCOMMONLYRUNBYTHEJEANSWEARINGPONYTAILSETASOPPOSEDTOTHEBLUESUITSCARRYINGSALESBAGSTHROWAPIZZAINTOTHE“CONFERENCEROOMCUMWEBLAB”NOWANDAGAINANDALLWASRIGHTWITHTHEWORLDWEBMARKETINGLARGELYCONSISTEDOFMASS,OUTBOUNDEMAILBLASTSANDGETTINGEMAILRIGHTBE
11、CAMEAHUGEFOCUSOFINTERNETMARKETINGEMAILTECHNOLOGYJOCKEYSFOUNDTHEMSELVESACTINGASNEWAGEMARKETERSANDITBECAMEMOREABOUTCRAFTINGTHEPERFECTEMAILTHANABOUTGETTINGTHERIGHTMESSAGETOTHERIGHTCUSTOMERVIATHERIGHTCHANNELTHUSTHEFOUNDATIONWASLAIDFORTHEMOSTCRITICALMISTAKEORGANIZATIONSHAVEMADEWITHTHEWEBTODATEFAILINGTOIN
12、TEGRATETHEWEBINTOTHEIROVERALLCHANNELSTRUCTUREINDEEDWETHOUGHTWEWEREMAKINGTHINGSBETTERBYBIFURCATEDMARKETINGDISCIPLINESBASEDONCHANNELEG,ONLINEVSOFFLINEANDFORMALIZINGTHEDISCIPLINEOFONLINEORINTERNETMARKETINGWESCOFFEDATTHEIDEATHATARELATIONSHIPORABRANDCOULDBEENHANCEDTHROUGHTHEINTERNET,ANDINTERNETMARKETINGE
13、VOLVEDSEPARATELYFROMRELATIONSHIPMARKETINGANDBRANDMARKETINGONLINEMARKETINGSUBSPECIALTIESEVOLVEDEG,SEARCHMARKETING,BUSINESSDISCIPLINESWEREREPLICATEDEG,ORDERMANAGEMENT,ONLINECUSTOMERSERVICE,REVENUETRACKINGANDVOILAWECREATEDPARALLELEBUSINESSESREMEMBERTHEPREDOTBOMBDAYSOFINTERNETSPINOFFBUSINESSESSTILL,INTE
14、RNETMARKETERSWERENOTBLINDTOTHEEXIGENCIESOFCROSSCHANNELMARKETINGITSJUSTTHATTOTHEM,CROSSCHANNELWASINTEGRATINGGOOGLETOYAHOO,RATHERTHANWEBACTIVITYTOPOINTOFSALEMARKETINGWASALLABOUT“PUSHING”MESSAGESTOCUSTOMERS,ANDMOSTMARKETINGEFFORTSWEREANDSTILLAREDESIGNEDWITHTHECHANNELASTHEPRIMARYCONSIDERATION,ANDTHECUST
15、OMERASASECONDARYDESIGNPOINTALLWEWEREREALLYDOINGWASREINFORCINGTHEINTERNETASASEPARATEANDDISTINCTELEMENTOFBUSINESSWEASSUMEDTHATLACKOFACCESSTOTECHNOLOGYANDFEAROFTHEUNKNOWNWOULDPREVENTCUSTOMERSFROMTRULYEMBRACINGOREVENDEMANDINGTHEINTERNETASALEGITIMATEMEANSOFTRANSACTINGBUSINESSINCOMBINATIONWITHOTHERCHANNEL
16、STHINGSIMPROVEDWITHTHEADVENTOF“PULL”MARKETINGANDALLITSIMPLICATIONSCUSTOMERSWOULDPROACTIVELYPULLCOMPANIESSEEFIGURE1TOTHEMONTHEIRTERMS,VIATHEIRPREFERREDCHANNELS,ANDWHENTHEYAREREADYBANNERADSAREACLASSICEXAMPLEOFPULLMARKETINGTHEBANNERSAREUBIQUITOUSANDPRESUMABLYTARGETEDATAUSERSCURRENTBEHAVIOR,BUTACUSTOMER
17、CANCHOOSETOCLICKTHROUGHORNOTEVENWITHTHISEVOLUTIONTOPULLMARKETING,CUSTOMERSREMAINEDSUBSERVIENTTOTHECHANNELDUETOADEARTHOFINFORMATIONTHATCOULDBECULLEDFROMACROSSCHANNELSANDINTEGRATEDINTOA“PANORAMICVIEW”OFTHECUSTOMERTHEPANORAMICVIEWOFTHECUSTOMERISANENTERPRISES“CORPORATEMEMORY”OFACUSTOMERACROSSTIME,CHANNE
18、LS,ANDBUSINESSLINESALSOCALLEDTHE“360VIEW,”ITSPURPOSEISTOOPTIMIZECUSTOMERINTERACTIONSFORMAXIMUMSEGMENTPROFITABILITYTOCREATETHEPANORAMICVIEW,ORGANIZATIONSMUSTHAVEACONSISTENTAPPROACHTOCOLLECTINGACCURATECUSTOMERINFORMATION,REACHINGBEYONDTRADITIONALTRANSACTIONALANDDEMOGRAPHICINFORMATIONTOINCLUDEINFORMATI
19、ONABOUTALLINTERACTIONSWHETHERORNOTASALERESULTEDINDEED,MARKETINGHASREMAINEDLARGELYSTATICANDREACTIVEBECAUSECHANNEL/CUSTOMER/OFFERCOMBINATIONSUSUALLYDIFFERBYPOINTINTIME,CHANNELSPECIFIC,PREDEFINEDRULESHOWEVERACUSTOMERSBEHAVIORCANANDWILLDEVIATEFROMTHESERULESANDTHELACKOFAPANORAMICVIEWOFTHECUSTOMERWILLGATE
20、ANORGANIZATIONSABILITYTOEFFECTIVELYRESPONDTHISISATWOWAYSTREETTHEENTERPRISEDOESNTHAVEAPANORAMICVIEWOFTHECUSTOMER,BUTTHECUSTOMERDOESNTHAVEASINGLEVIEWOFTHEENTERPRISEEITHERTHISMATTERSBECAUSETOTHECUSTOMER,THEREISFRUSTRATIONASSOCIATEDWITHNOTBEINGKNOWNACROSSCHANNELS,LEADINGTODISSATISFACTIONANDDIMINISHEDLOY
21、ALTY“NEW”INTERNETMARKETINGWENOWKNOWTHEWEBEXPERIMENTHASSUCCEEDED,ANDTHEINTERNETASACOMMERCIALTOOLISHERETOSTAYCONSUMERSAREPURCHASINGGOODSANDSERVICESMORETHANEVERVIATHEINTERNET,ANDMARKETINGSPENDONMEDIASUCHASONLINECLASSIFIEDS,SEARCHMARKETING,ANDDISPLAYADVERTISINGISFASTFOLLOWINGINDEEDSPENDINGONINTERNETMARK
22、ETINGISPROJECTEDTOINCREASE,DEPENDINGONWHOYOUBELIEVE,BETWEEN7WINTERBERRYGROUPAND20EMARKETEROVERTHENEXT4YEARSBUTJUSTWHENWETHINKWEVEGOTITFIGUREDOUT,CONSUMERSTELLUSOTHERWISECUSTOMERSUNDERSTANDTHATBUSINESSESOPERATETHROUGHMULTIPLECHANNELS,ANDTHEYWILLLEVERAGEWHICHEVERCHANNELISMOSTAPPROPRIATETOTASKSTUDIESSH
23、OWTHATINTERNETMARKETINGISDRIVINGOFFLINEEFFORTSANDTHEREISASIGNIFICANTMISSEDOPPORTUNITYIFALLCHANNELSARENOTINTEGRATEDSEEFIGURE2ASSUCH,ORGANIZATIONSMUSTBEGINTOREGARDTHEWEBSOMECALLITTHEECHANNELASJUSTANOTHERCHANNELINITSCHANNELMIX,ASOPPOSEDTOTREATINGITASASEPARATEBUSINESSUNIT,OPERATINGCOMPANY,ORDIVISIONTHEI
24、NTEGRATEDCHANNELSYSTEMITSELFMUSTBEECONOMICALLYOPTIMIZED,VERSUSOPTIMIZINGTHEUSEOFASINGLECHANNELEG,THEWEBWITHINACHANNELSYSTEMWEALSOKNOWTHATWHILETHEWEBISAHUGEMARKETPLACE,90OFTHEONLINEPURCHASINGANDCONSIDERATIONPROCESSISOCCURRINGBEYONDTHECORPORATEWEBSITESTUDIESSHOWTHATWHILECUSTOMERSMAYSEEKINFORMATIONFROM
25、ACORPORATEWEBSITE,THESALETHROUGHTHISSAMECHANNELRARELYFOLLOWSSOITWOULDSEEMONTHESURFACETHATTHEWEBISANINEFFECTIVEREVENUEGENERATINGCHANNELBUTWEKNOWITISAVERYEFFECTIVECHANNELWHENTAKENASONEELEMENTOFTHECHANNELSYSTEMSOLOOKINGATTHEWEBFROMADIFFERENTPERSPECTIVE,ACONSUMERSABANDONEDSHOPPINGCARTMAYINDICATETHEEXIST
26、ENCEOFACOMMERCELIFECYCLESEEFIGURE2ANDNOTMERELYANABORTEDTRANSACTIONIFVIEWEDINTHISWAY,ANORGANIZATIONHASTHEOPPORTUNITYTOINFLUENCEPURCHASEEVENIFTHEWEBISNTTHERIGHTCHANNELFORTHATCONSUMERATTHATMOMENTINTIMEINTHISMODEL,THEEFFICACYOFTHEWEBINCREASESEXPONENTIALLYASITISCAUSALLYLINKEDTOTRANSACTIONSINOTHERCHANNELS
27、INDEEDMILLIONSOFTHESETELLINGWEBINTERACTIONSGOUNNOTICEDEVERYWEEKANDHARVESTINGTHISKINDOFINFORMATIONWILLLEADTOAMOREFOCUSED,PRODUCTIVEMARKETINGEFFORTWHERECOORDINATINGONLINEANDOFFLINEMARKETINGINVOLVEMENTDRIVESMINDSHAREANDULTIMATELYTRANSACTIONSACROSSCHANNELSWHATSWEB20GOTTODOWITHITWEB20ISABUZZWORDREFERRING
28、TOWHATEVERISNEWLYPOPULARONTHEWEBEG,BLOGS,PODCASTSITSMEANINGISSTILLINFLUXTOBEFAIR,WEB20DENOTESANIMPROVEDFORMOFTHEWEB,GENERALLYREFERRINGTOASECONDGENERATIONOFSERVICESTHATENABLEPEOPLETOCOLLABORATEANDSHAREINFORMATIONONLINEITISIMPORTANTFORMARKETERSTOUNDERSTANDTHEPOTENTIALOFTHISNEXTGENERATIONWEB,ASITPROVID
29、ESTHEFOUNDATIONFORTRUEANDSEAMLESSCROSSCHANNELPROCESSANDINFORMATIONINTEGRATIONWEB20ENABLESMARKETERSTOPREDICTANDRESPONDCONSISTENTLYTOCUSTOMERNEEDSINEVERYCHANNELANDACROSSEVERYSTAGEOFTHECOMMERCELIFECYCLEWHYSHOULDAMARKETERCAREITSCLEARTHATTHEOFTENARTIFICIALBOUNDARIESAMONGRELATIONSHIP,BRAND,ANDINTERNETMARK
30、ETERSAREBLURRINGINTHEWORLDOFWEB20SEEDEFINITIONCHECKBUSINESSUSAGEOFTHEWEBTYPICALLYTRAILSCONSUMERADOPTION,WHICHLAGSSIGNIFICANTLYBEHINDINTERNETTECHNOLOGYADVANCESANDSOCIALADOPTIONOFNEWWEBCAPABILITIESISSKYROCKETINGASINCREASINGNUMBERSOFINTERNETUSERSBECOMEINDOCTRINATEDACCORDINGTOIDC,THENUMBEROFUNIQUEGLOBAL
31、INTERNETUSERSWILLGROWFROMAPPROXIMATELY820MILLIONIN2004TOOVER13BILLIONIN2009SOITSTIMEFORBUSINESSESTOMOVEBEYONDTHEWEBAS“BROCHUREWARE”IE,WEB10ANDSTATICHTMLPAGESANDEXPLOITTHEINTERACTIONANDSOCIALNETWORKINGFEATURESOFWEB20CREATINGPERVASIVERELATIONSHIPSTHEUNDERLYINGFEATURESOFWEB20SUPPORTTHECREATIONOFPERVASI
32、VE,CROSSCHANNELCUSTOMERRELATIONSHIPSAPERVASIVERELATIONSHIPISAN“ALWAYSON”CONVERSATION“DIALOG”WHICHTRANSCENDSINDIVIDUALTRANSACTIONSANDINTERACTIONSACROSSALLCHANNELSTHEDIALOGISINFORMEDBYTHEPANORAMICCUSTOMERVIEWANDACUSTOMERSSTRATEGICVALUE,ANDISCONSIDEREDBYTHECUSTOMERTOBEUSEFUL,UNOBTRUSIVE,PERSONAL,ANDRES
33、PECTFULTOGETTHISRIGHT,MARKETINGMUSTBECOMETHE“AIRTRAFFICCONTROLLER”OFPERVASIVECUSTOMERPROCESSESANDINTERACTIONSACROSSEVERYCHANNELINTHISWAY,ALLMARKETINGDISCIPLINESWORKTOGETHERTOACTONTHEPANORAMICCUSTOMERVIEW,PROVIDINGTHERIGHTINFORMATIONTOTHERIGHTCHANNELATTHERIGHTTIMEDEFININGTHEDIALOGASDISCUSSEDABOVE,CON
34、SIDERTHEDIALOGTOBEAN“ALWAYSONCAMPAIGN”SOMETIMESCALLEDEVENTBASEDMARKETING,THECONVERSATIONISPREDEFINEDBYMARKETINGBASEDONANTICIPATEDLIFECYCLEEVENTSHOWEVERMESSAGINGANDTRIGGERSMUSTBEBUILTAROUNDTHECONSUMERSBEHAVIORANDPROFILE,ANDNOTAROUNDARBITRARYTIMETRIGGEREDEVENTSSEEFIGURES4,5ASSUCH,TRANSFORMINGONEOFFINT
35、ERACTIONSINTOMEANINGFULDIALOGSREQUIRESTHECONTEXTOFTHECONVERSATIONBEMAINTAINEDANDTRANSFERREDFROMONECHANNELTOTHENEXTANDTHATREQUIRESCROSSCHANNELINTEGRATIONTHECROSSCHANNELMARKETINGPLAYBOOKBUSINESSESWHOSECUSTOMERRELATIONSHIPSCONSISTENTLYTHRIVEMUSTBEPREPAREDFORMARKETINGTOACTASANAIRTRAFFICCONTROLLEROFSORTS
36、,PROVIDINGCONSISTENTVISIBILITYOFCUSTOMERSINEVERYCHANNELANDACROSSEVERYSTAGEOFTHECOMMERCELIFECYCLECROSSCHANNELINTEGRATIONENABLESORGANIZATIONSTOOPTIMIZETHEWAYTHEYTREATCUSTOMERSANDRIGHTSIZECOSTSTHEFOLLOWINGGENERALIMPERATIVESMUSTBEEXECUTEDTOSUCCEEDWITHSUCCESSFULMULTICHANNELSYSTEMSANDCROSSCHANNELINTEGRATI
37、ONUNDERSTANDTHECOMMERCELIFECYCLEANDASSOCIATEDEVENTSBECAUSEMARKETINGISULTIMATELYABOUTSUPPORTINGREVENUETHROUGHPROACTIVEMANAGEMENTOFTHEETFSCOMMERCELIFECYCLE,ORGANIZATIONSMUSTCREATEANDAPPLYTHERIGHTBUSINESSPROCESSESTOTHERIGHTCHANNELSINAWAYTHATBUILDSEXITBARRIERSANDSWITCHINGCOSTSINTOTHERELATIONSHIPINADDITI
38、ON,THEMULTIPLECHANNELSTHROUGHWHICHANORGANIZATIONGOESTOMARKETMUSTBEINTEGRATEDWITHONEANOTHERINSUPPORTOFASINGLEETFSPROCESSTOPRESENTACONSISTENTIMAGETOTHECUSTOMERASWELLASANINTEGRATEDCUSTOMEREXPERIENCECREATEABUSINESSSTRATEGYANDVALUEPROPOSITIONFORCROSSCHANNELINTERACTIONTHEOBJECTIVEFORMULTIPLECHANNELPROGRAM
39、SISTOMAKETHESALES,MARKETING,ANDSERVICEMIXWORKTOGETHERASASINGLE,HIGHLYEFFICIENTEXECUTIONSYSTEMTHATDELIVERSSEAMLESSSERVICE,RAPIDGROWTH,ANDAPPROPRIATECOSTOFSALE/COSTTOSERVEFACILITATINGMULTIPLESALESANDSERVICECHANNELSTOWORKMORECLOSELYREQUIRESNEWNORMSAROUNDCHANNELCOMPENSATIONANDTIGHTERTERRITORY“RULESOFENG
40、AGEMENT”FURTHERMORE,THEEXPONENTIALGROWTHINCUSTOMERINTERACTIONPOINTSMEANSTHATANUNDERSTANDINGOFCUSTOMERINTERACTIONSISASCRITICALTOACROSSCHANNELSTRATEGYASARETRANSACTIONSFORTHEFOLLOWINGTWOREASONS1THEREISIMPORTANTBEHAVIORALINFORMATIONIMPOUNDEDINACUSTOMERINTERACTIONEVENIFORPERHAPSESPECIALLYIFITDOESNOTRESUL
41、TINATRANSACTIONAND2ORGANIZATIONSTHATDONOTTIGHTLYENFORCECONSISTENCYACROSSEVERYCHANNELRISKCOMPROMISINGTHEIRBRANDEQUITYORGANIZATIONSMUSTALSOASSESSCHANNELEFFICIENCYECONOMICSASPARTOFACROSSCHANNELSTRATEGYTRANSFORMCHANNELSPECIFICBUSINESSPROCESSESCROSSCHANNELSTRATEGIESAREOFTENINHIBITEDBYCHANNELSPECIFICBUSIN
42、ESSPROCESSESEG,MARKETINGSUPPORTS“PUSH”STRATEGIESNOT“PULL”PERHAPSTHEMOSTIMPORTANTTASKISFORORGANIZATIONSTOBRINGTHEWEBCHANNELINTOTHECHANNELMANAGEMENTFOLDTHEBUSINESSMODELSHOULDALSORIGHTSIZECHANNELSTOENSURETHESELLINGSYSTEMHASTHECAPACITYTOHANDLEAGROWINGNUMBEROFTRANSACTIONSANDCUSTOMERINTERACTIONSEMBEDANALY
43、TICSINTOTHEBUSINESSPROCESSESPREDICTIVEANDDECLARATIVEANALYTICSDISTINCTFROMPURETRANSACTIONALREPORTINGMUSTBEEMBEDDEDINTOTHEDNAOFBUSINESSPROCESSANDTHENDEPLOYEDTHROUGHTHEOPERATIONALENVIRONMENTTECHNOLOGYSOLUTIONSMUSTENABLETHISTIGHTCOUPLINGOFOPERATIONALANDANALYTICALPROCESSESSOTHATKNOWLEDGEANDEXPERIENCECANB
44、EDEPLOYEDINTOTHEBUSINESS,INDEPENDENTOFPEOPLEANDSYSTEMS出处LIZROCHETHEEVOLUTIONOFINTERNETMARKETINGDCUSTOMERSINCORPORATEDDESIGNINGBUSINESSAROUNDCUSTOMERSWHITEPAPER标题网络营销的发展译文摘要多渠道营销例如,通过网络和呼叫中心的能力来购买商品和服务越来越普遍,网络技术成了有满足感的工具。然而,这些网页作为独立的渠道提出了更多的责任,因为最佳的商业模式为紧密开发的网络系统，它已经进入繁荣的网络空间（不仅仅在营销的舞台）。“旧”互联网奠定了基础但最
45、关键的是错误组织与网路日期未能把网路变成他们的整体渠道结构。“新“因特网提出了一套新的机遇，其意识到在广告商的决定搜寻者的影响下,在网上广泛的数量来自离线来源,反之亦然。外卖品牌、人际关系、互联网行销必须冲破通常是人工界限,以融合在客户的设计点中。组织必须计划将潜在顾客转变为商业模式。能使各单位进行跨海峡整合优化他对待客户的成本。简介对许多组织来说,“交叉渠道一体化”是一个简单顺应流行的趋势，它比支付多一点口头服务。然而,从广大客户的观点来看,该问题缺乏充分的整合，更加令人沮丧的是,多元渠道组织的主要客户问“为什么他们不知道我在这里，我已经告诉他们关于我自己的事情了啊”网络已经改变了世界互联网
46、几乎在每一个商业领域都有一个合法的关键任务，商务引擎也已经获得了足够的动力。在支持他的其他统计数据之中,美国人口普查局的报导,美国电子商务零售额2005年第四季度,持续稳步上升,占零售总额2416和19前一年的季节性调整后的。而且这只是在零售部门的。然而,一位不愿透露姓名的消费者表示这些网络作为独立的渠道提出了那么多的责任,因为它给消费者提供了免除手续费的机会。反过来,这限制了企业激励的能力采购基于买方的需求,反过来,有助于减少消费者的忠诚度和更低的开销成本。“旧”网络营销起初,互联网是很酷的。谈到现代化,很多跨国公司在2000年在网上实验用的网站,只不过是超过简单知识手册的网站。这些实验蓄意
47、地脱离日复一日的运营,相对于声称具有奉献精神的人们,业务流程、技术和信息带来所有的生意更具冲击。网络一般由穿着牛仔裤，头发梳成马尾辫,反对携带蓝色销售袋的人经营。网络营销在很大程度上由质量、出库电子邮件的爆炸和获得电子邮件组成一个巨大的焦点网上营销。电子邮件技术员发现自己作为新时代前卫经营者，成为了需要制作更多完美的电子邮件而不是通过合适的渠道得到正确的信息和合适的客户。因此,基本上最关键的错误是组织与网路日期未能把网路变成他们的整体渠道结构。我们确信,基于渠道的营销学科例如,上网和离线和在线的网络营销能够把事情做好。网上销售代替了搜索营销、重复商务领域如订单管理,在线客户服务、销售收入的跟踪
48、,就这么简单我们创造了类似的电子商务。记得PREDOTCOM的互联网分拆企业吗尽管如此,互联网行销不是个人盲目的发出进行交叉渠道的销售而是,整合出发进行交叉渠道也就是从谷歌到雅虎营销都是将有关于讯息“推”给客户,促销曾经是现在依然是以有计划的渠道作为首要考虑目标客户设计点是次要的。我们认为,缺乏技术和未知的恐惧会让客户从要求互联网成为一个商业和渠道结合的合法公司。随着“拉”营销的出现和所有的含意的提高当消费者准备好之后将会通过他们的首选渠道在允许的条件下积极“拉”公司。横幅广告是典型的拉营销横幅在市场上无处不在以及此后针对当前的用户行为,但客户可以通过点击选择。即使有了这种进化了的拉营销、但是
49、由于缺少信息用户依然屈从于渠道,企业可以精选在渠道中融入“全景图”的客户。全景的客户是企业的一项“企业记忆”里的客户跨时空的渠道和业务线，也叫“360视角”,“它的目的是为了优化客户的相互作用以取得最大段的盈利能力。创造尽收眼底,组织必须拥有固定的方法来收集准确的客户信息,收集到在传统的交易中的人口统计资料,包括所有互动销售信息是否发生病变。事实上,因为渠道/客户提供的颜色搭配通常会不同，所以销售大体上仍然静态及无功的。企业需要及时指出预先确定特殊渠道的规则。然而,客户的行为会脱离这些规则以及缺乏组织能力的有效回答。这是一条双行道企业没有全方位的客户,但客户也没有单一的观看整个企业。这很重要,因为对客户来说,通过渠道遭遇挫折,从而导致不满和不够忠诚。“新”网络营销我们现在知道互联网作为商务工具的网络实验已获得成功。消费者通过互联网购买产品和服务比以往任何时候都更加快速，市场营销在媒体如在线的分类,搜索市场营销展示广告是快速追随者的花费。网络营销预计支出确实在增长,这取决于你相信谁,在接下来的4年，在7（WINTERBERRY集团和20之间EMARKETER）。但是,正当我们认为我们已经了若指掌时,消费者告诉我们不然。目标消费群,通过多种渠道做生意,他们将利用哪个渠道是最合适的呢研究表明,网络营销中如果所有频道不整合企业就会失去显著性的机会
