1、1 外文翻译 原文 Developing A Marketing Plan Material Source: Hudson Valley Business Journal Author: Hoag,Risa B Introduction E-marketing means using digital technologies to help sell your goods or services. These technologies are a valuable complement to traditional marketing methods whatever the size of
2、your company or your business model. The basics of marketing remain the same - creating a strategy to deliver the right messages to the right people. What has changed is the number of options you have. Though businesses will continue to make use of traditional marketing methods, such as advertising,
3、 direct mail and PR, e-marketing adds a whole new element to the marketing mix. Many businesses are producing great results with e-marketing and its flexible and cost-effective nature makes it particularly suitable for small businesses. This guide describes how to develop an e-marketing plan and pro
4、vides guidance on implementing that plan and monitoring its effectiveness. The benefits of e-marketing E-marketing gives businesses of any size access to the mass market at an affordable price and, unlike TV or print advertising, it allows truly personalised marketing. Specific benefits of e-marketi
5、ng include: Global reach - a website can reach anyone in the world who has internet access. This allows you to find new markets and compete globally for only a small investment. Lower cost - a properly planned and effectively targeted e-marketing campaign can reach the right customers at a much lowe
6、r cost than traditional marketing methods. Trackable, measurable results - marketing by email or banner advertising makes it easier to establish how effective your campaign has been. You can obtain detailed information about customers responses to your advertising. 24-hour marketing - with a website
7、 your customers can find out about your 2 products even if your office is closed. Personalisation - if your customer database is linked to your website, then whenever someone visits the site, you can greet them with targeted offers. The more they buy from you, the more you can refine your customer p
8、rofile and market effectively to them. One-to-one marketing - e-marketing lets you reach people who want to know about your products and services instantly. For example, many people take mobile phones and PDAs wherever they go. Combine this with the personalised aspect of e-marketing, and you can cr
9、eate very powerful, targeted campaigns. More interesting campaigns - e-marketing lets you create interactive campaigns using music, graphics and videos. You could send your customers a game or a quiz - whatever you think will interest them. Better conversion rate - if you have a website, then your c
10、ustomers are only ever a few clicks away from completing a purchase. Unlike other media which require people to get up and make a phone call, post a letter or go to a shop, e-marketing is seamless. Together, all of these aspects of e-marketing have the potential to add up to more sales. Stages in de
11、veloping your e-marketing plan It is important to recognise that planning for e-marketing does not mean starting from scratch. Any online e-communication must be consistent with the overall marketing goals and current marketing efforts of your business. The main components of an e-marketing plan wil
12、l typically include the following stages: Identify your target audience - if you identify multiple targets, rank them in order of importance so that you can allocate resources accordingly. Profile each target group and understand their requirements and expectations so that you can pitch your costs a
13、nd benefits at the correct level. Set your objectives - possible objectives could include awareness raising (of your business or disseminating information about your products or services), entering new markets, launching a new product, focusing on sales (building internet sales of a product or incre
14、asing the frequency of sales from regular customers), or internal efficiency (decreasing marketing costs, reducing order-taking and fulfilment costs, or improving customer retention rates). Decide upon the marketing mix - you should choose a mix of e-marketing 3 activities that will help you achieve
15、 your objectives and fit with any existing traditional marketing activities you already have planned. For an outline of the range of e-marketing options, see our guide on how to generate business from your e-marketing plan. Agree a budget - careful budgeting allows you to prevent costs spiralling ou
16、t of control. By identifying the returns you expect to make from your investment in e-marketing activities you can compare these with the costs in order to develop a cost/benefit analysis. Action planning - identify the tactics for implementing the selected e-marketing activities. The plan should al
17、so cover other non-internet marketing activities that are being undertaken. Measure your success - build in feedback mechanisms and regular reviews to enable you to assess the success of your e-marketing activities, particularly as e-commerce is such a dynamic and fast-changing area. The importance
18、of brand and image The brand and image of a business are vital to its success. Strong brands can generate customer trust, which is particularly important in e-commerce where there are often concerns over privacy and security. There are several branding options. You could use an existing brand name,
19、create a new internet brand name or co-brand with another business. Closely linked to these decisions is the choice of domain name for your website. Using existing brand names Using an existing brand name can make sense if the brand is well known and has a strong reputation. However, you risk jeopar
20、dising your brands good name if your new venture is not successful. Creating a new brand If you want to create a new e-commerce brand then a good name is extremely important. Some factors to consider when selecting a new brand name are that it should: suggest something about the product be short and
21、 memorable be easy to spell translate well into other languages have an available domain name Co-branding 4 Co-branding occurs when two businesses put their brand name on the same product. This practice is quite common on the internet and has proved to be a good way to build brand recognition. Domai
22、n names Whatever e-commerce brand name you choose, it is essential that the domain name is available to support this. A strong domain name can help customers to find your site. For more information on choosing a domain name, see our guide to website hosting options. If the domain name youd like has
23、already been taken you could offer to buy the domain name from the registered user. If this is not possible and the registration appears to be an infringement of your trade mark then you should seek legal advice. Read about domain name dispute resolution on the Nominet website or find out about doma
24、in name dispute resolution policies on the Internet Corporation for Assigned Names and Numbers (ICANN) website . It is now possible for businesses based in the European Union to register for .eu domain names. Find out about .eu domain names on the EURid website . Building relationships with your cus
25、tomers A website provides an ongoing point of contact with your customers and can be a useful way of collecting information about them for e-marketing purposes and for building successful relationships with them. Provide engaging content Make the information that you provide about you and your busin
26、ess as engaging as possible. Think about what you can add to your website that will benefit your customers, eg online discounts to the products or services that you provide or perhaps a blog about your business that they can contribute to. Increasing the interest and value of your website will impro
27、ve your brand and encourage visitors to come back. See our guide Web 2.0: a guide for business. Answering common queries Answering the common queries customers ask on your website - perhaps in the form of FAQs (Frequently Asked Questions) - demonstrates youre ready to help. It may also save you time
28、 and money by reducing the number of basic phone queries. Provide an email facility for queries and customer feedback - but ensure someone checks them regularly. Respond to queries promptly and let people know their comments are appreciated. This process can be automated. Provide full contact detail
29、s, particularly phone numbers, for people in need of an immediate answer or 5 they may look elsewhere. Asking visitors to register Many businesses ask first-time visitors to their site to register. This can be useful for gathering statistics and email addresses for direct mailings. But asking people
30、 to register straight away may put them off. Most people will not sign up unless there is an incentive for doing so, such as an e-newsletter, special offer or access to further information that is not available to non-subscribers. Make sure theyve got far enough into your site to want to find out mo
31、re and tell them how they can benefit by registering. Ask for the minimum details possible. If you intend to collect personal data, there are a number of legal requirements. See the page in this guide on the legal considerations in e-marketing. Customer relationship management Many businesses invest
32、 in a customer relationship management (CRM) system to improve their customer services. The CRM system brings information like customer data, sales patterns, marketing data and future trends together with the aim of identifying new sales opportunities, delivering improved customer service, or offeri
33、ng personalised services and deals. In addition to improving sales and profitability, the CRM system is very effective in handling customer complaints and can have a tremendous effect on your reputation. For more information on types of solutions and key implementation issues, see our guide on how t
34、o manage your customer database. Getting the technology right There are several elements that you could include in your e-marketing mix including email, online advertising (such as banner adverts and sponsored links), SMS messaging or setting up a website. The technology you will require to deliver
35、your e-marketing messages will depend on which elements you decide to employ. If you are planning to use email as part of your e-marketing plan, make sure the technology you choose is right not only for the message but for your customers. When deciding what technology to use you should consider: Com
36、puter set-up and performance - this can vary widely. For example, some computers dont have soundcards, making music or video files pointless. Firewalls - these often limit the size of file that can be received. Compatibility- different programs will display emails differently. Be careful in your use
37、 of images since these will increase download times and may be blocked by email filters. Create plain text versions as well as HTML versions to ensure 6 cross-platform compatibility. The solution is to profile your customers and understand what the best format for them is. Some may like e-mails with
38、 whistles and bells, others might just like a plain text email. See our guide on email marketing. 译文 发展一个营销计划 资料来 源： 哈得孙河谷商业杂志 作者： 霍格，里萨乙 网络营销是指利用数字技术，以帮助销售您的商品或服务。这些技术是对传统营销方式有价值的补充，不管你的公司或您的业务模型的多大。 营销的基本模式保持不变 -创建一个策略传递正确的信息给正确的人。它改变了你的选择。虽然企业将继续进行传统的营销方法，如广告，直邮和公关，而电子营销增加了一个全新的元素，营销组合的传统营销方式的使用。
39、许多企业正在产生极大地收获利用网络营销和它的灵活性和成本效益性，因此特别适合小企业。 本指南介绍了如何 发展电子营销计划，并提供该计划的实施和监测其有效性的指导。 网络营销的优势 网络营销提供了合理的价格让任何规模企业进入大众市场，不像电视或平面广告，它可以真正的个性化营销。电子营销的具体优点包括： 全球影响力 - 一个网站，能够传递到世界上的每个人只要拥有互联网接入。这使您可以在全球上寻找新的市场和竞争进行小投资 更低的成本 - 一个妥善的规划和有效地针对网络营销活动能用更低的成本传达给正确的客户比传统营销方式。 跟踪的，可衡量的结果 - 通过电子邮件或横幅广告行销可以更容易地确定如何有效的
40、发 布广告。您可以获取有关客户的反应，您的广告的详细信息。 24 小时营销 运用一个网站，您的客户可以找到你的产品，即使你的办公室被关闭。 个性化 - 如果您的客户数据库链接到您的网站，那么当有人访问该网站，你可以用有针对性优惠迎接他们。他们购买你的东西越多，就越能优化您的客户资料和市场效果。 1 对 1 营销 - 电子营销可以让你接近想要知道你的产品和服务的客户。例如，许多人带着移动电话和 PDA 无论身在何处。结合电子商务的个性化方面7 的这种营销，您可以创建非常强大的，有针对性的宣传活动。 更有趣的活动 - 电子营销可以创建使用音乐，图像和视频互动活动。你可以发送您的客户游戏或问答游戏
41、- 无论你认为能够让他们感兴趣的东西。 更好的转换率 - 如果你有一个网站，那么你的客户只有不断点击几下完成收购。不同于其他媒体需要人站起来，打个电话，信件或张贴到商店， 网络营销则是无缝的，所有这些方面的电子营销有可能增加到更多的销售。 在开发阶段的电子营销计划 重要的是要认识到电子商务的规划，网络营销并不意味着从零开始。任何在线电子通信必须与整体营销目标和您的企业目前的营销努力是一致的。 一个电子营销计划通常包括以下几个 阶段的主要组成部分： 确定您的目标受众 - 如果您识别多个目标，排名按重要性排列，从而使您可以相应地分配资源。简介每个目标群体，了解他们的要求和期望，以便您可以在正确的层
42、次上调整成本和效益。 设定目标 - 目标可以包括：提高认识（您的业务或传播有关你的产品或服务的信息），进入新市场，推出新产品，销售重点（建设互联网销售产品或增加销售频率通过客户），或内部效率（降低营销成本，减少订单人质和实现成本，或提高客户保持率）。 作出决定的营销组合 - 你应该选择的电子组合营销活动，将帮助你实现与任何现有的传 统营销活动和您的目标。对于一个电子商务的范围内的行销方式，请参阅如何从你的电子业务的营销计划的指南。 同意预算 - 小心预算可以阻止成本失控。从你的投资在电子营销活动中可以确定你期望的回报率，您可以比较成本增加成本 /效益分析。 行动计划 - 确定电子营销活动的实施
43、策略。该计划也应该包括其他非网络营销活动的开展。 测量您的成功 - 建立反馈机制，并定期审查，使您能够评估你的电子营销活动，例如电子，特别是成功的电子商务是一个充满活力和快速变化的区域。 品牌和形象的重要性 品牌和企业形象对成功是至关重要的。强大的品牌可以产生客户的信任，在电子商务中的隐私和安全问题这点尤其重要。 有几个品牌的选择。你可以使用现有的品牌名称，与其他企业建立一个新的互联网品牌或联合品牌。密切相关的这些决定是相关于你网站域名的选择。 利用现有的品牌名称 利用现有品牌的名称是有意义的，如果是众所周知的，具有良好的声誉品牌。但是，您可能危及你的品牌的良好声誉，如果您的新合资公司是不成功
44、的。 8 创建一个新品牌 如果你想创建一个新的电子商务品牌，一个好名字是非常重要的。要考虑的一些因素在选择一个新的品牌时，它 应： 建议有关产品的事 是短暂而难忘 容易拼写 很好的转化成其他语言 有一个可用地域的名称 品牌联合 当两个企业的品牌放在同一个产品上时就形成品牌联合。在互联网上这种做法是很普遍的，并已被证明是一个很好的方式来建立品牌知名度。 域名 无论什么样的电子商务品牌选择，域名是至关重要的。一个强有力的域名可以帮助客户找到您的网站。有关选择一个域名，看到我们的指南网站托管选项的信息。 如果您想要已经被注册的域名您就要购买他们。如果这是购买不到，去登记似乎是你的商标侵权，那么你应该
45、寻求法律意 见。阅读关于域名的网站上Nominet 的纠纷解决或找到有关域名争议关于名称和号码分配（ ICANN）因特网公司决议政策所网站。 现在可以在欧洲联盟为基础的企业注册 .eu 域名。了解更多有关 .eu 域名到欧盟网站。 与客户建立关系 一个网站提供了与客户的联系点，目前可以利用电子收集他们的信息，为了网络营销目，并与他们建立成功的关系。 提供丰富内容 请您的信息对您和您的企业提供尽可能参与。想想你可以添加到您网站的客户受益，如网上折扣的产品或服务，或者您提供关于您的企业博客，他们可以作出贡献。增加的兴趣和你的网 站的价值将提高你的品牌并鼓励回头客。见我们的指南的 Web 2.0：为
46、商业指南。 常见问题回答 回答客户的共同疑问请在您的网站 - 也许在常见的形式（常见问题） - 证明你愿意帮助。它也可能节省您的减少基本的电话号码查询的时间和金钱。 提供一个用于查询和客户反馈的电子邮件设施 - 但要确保他们的人定期检查。响应查询及时，让人们知道他们的评论是值得赞赏。这个过程可以自动完成。提供完整的联络资料，特别是电话号码，供有需要立即得到答复的人，9 也可能到别处寻找。 要求访客登记 许多企业要求首次访问其网站上登记 。这可用于收集统计资料和直接邮件的电子邮件地址。 但是，要求人们立刻登记可能将它们赶走。大多数人不会签署，除非有这样做的一种奖励，例如，电子通讯，特别优惠或获得
47、进一步的信息，不提供给非用户。确保他们有到您的网站还不足以想了解更多，并告诉他们如何能够受益登记。要求可能最低的细节。 如果你想收集个人资料，有一些法律规定。请参见本关于电子商务的法律因素引导页营销。 客户关系管理 许多企业投资于客户关系管理（ CRM）系统，以改善他们的客户服务。 CRM系统带来了信息，如客户数据，销售模式，销售数据和未来趋势 一起确定新的销售机会的目标，并提高了客户服务，或提供个性化的服务和交易。 除了提高销售和盈利的客户关系管理系统是十分有效的处理客户投诉，并会对你的声誉产生巨大影响。欲了解更多有关的解决方案和关键的执行问题的类型，请参阅有关如何管理自己的客户数据库的指南
48、。 使用该技术的权利 有几个要素，你可以包括在您的电子邮件营销组合包括电子邮件，网络广告（如横幅广告和赞助商链接），短信或设立一个网站。该技术需要提供你的电子营销信息，这将取决于哪些因素决定聘用你。 如果您打算使用电子邮件营销计划，请确保你的技术选择是 正确的，不仅为了消息，而且为了您的客户。在决定使用哪种技术，应考虑： 计算机设置和性能 - 这可以有很大的不同。例如，一些计算机没有声卡，制作音乐或视频文件没有意义的。 防火墙 - 这往往限制了文件可以接收的大小。 兼容性 - 不同的程序会显示不同的电子邮件。小心你的图像的使用，因为这些会增加下载时间，并可通过邮件过滤器阻止。创建纯文本格式以及 HTML版本，以确保跨平台兼容性。 解决的办法是配置您的客户和了解最适合自己的格式。有人喜欢电子与口哨声，钟声邮件，则可能就像一个纯文本的电子邮件。见我 们的电子邮件营销指导。
