网络营销策略外文文献翻译Word下载.docx

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原文

EvolutionofMarketingStrategies:

FromInternetMarketingtoM-Marketing

TizianaGuzzo,AlessiaD’Andrea,FernandoFerri,andPatriziaGrifoni

1Introduction

Marketingis“theprocesswhichcreates,communicates,deliversthevaluetotheconsumers,andmaintainstherelationshipwithconsumers.Itgeneratesthestrategythatunderliessalestechniques,businesscommunication,andbusinessdevelopments.Itis“anintegratedprocessthroughwhichcompaniesbuildstrongconsumersrelationshipsandcreatevaluefortheirconsumersandforthemselves”

Marketingstrategieshavealonghistoryandmainlyinterestedeconomistsandsociologists.ThewideuseofInternet,pervasivenessofsocialnetworksandtheevolutionofmobiledeviseareimplyingawiderinvolvementofinterdisciplinarycompetencesenlargingtheinteresttowardICTcompetences.

ThispaperistodescribetheevolutionofmarketingstrategiesfromtheadventoftheWeb（InternetMarketing）-throughtheadventofSocialNetworks（Marketing2.0）-totheevolutionofMobileSocialNetworks（M-marketing）.Inparticular,thepaperanalysestheusethatItalianpeoplemakeofmobiledevicesandtheuserperceptionandacceptanceofM-marketing.

TheadventoftheWebhadasignificantimpactonthewaymarketersdotheirstrategies;

itprovidesopportunitiesforcompaniestoenhancetheirbusinessinacost-effectiveandpracticalmanner.Thatis,theWebcanbeusedbymarketerstodistributeproductsfaster,toreachnewmarkets,toconductmarketingresearch,toservecustomersbetter,tosolvecustomerproblemsandalsotocommunicatemoreefficientlywithmarketingpartners.Thisevolutionofmarketingiscalled“InternetMarketing”.

ThewidespreadadventofSocialNetworkingstimulatedafurtherdevelopmentofmarketing（Marketing2.0）defininganewperspectiveconnectedtothesymmetryofcompaniesandconsumersintheircommunicationprocess.Indeed,consumersdonotpassivelyreceivemarketers’messages;

theyactivelyexpresstheirneeds,preferencesandchoices.Alltheseissuesstimulatedtheemergingofnewmarketingmodelswithdifferentaspectsforsuccessfulmarketingstrategiessuchas:

userinformationsharingandinteraction,brand&

corporateidentity,searchengineoptimization（SEO）etc..InthenewmarketingonSocialNetworks,databasesplayanenormousroleinallowingtheuseandtheintegrationofonlinetools.InparticulartheymakeitpossibleforconsumersandcompaniestologinandtohavetheirownprofileonaSocialNetworkingsiteetc.;

thisgiveconsumersandcompaniesthepossibilitytoconnecteachotherandtofulfilltheirspecificneedsforinformationsharingandinteractionandcompaniesthepossibilitytooutlinethecoreconceptofidentitythat,inthecaseofmarketingstrategies,canbeextendedtotheanalysisofthewayinwhichconsumersandcompaniesdeveloptheironlineprofiles.Thisprocesscanstimulatethepresenceofsmallenterprisesonthemarket.

However,astrongerchangeisconnectedtothepopularityofSocialNetworks,combinedwiththewidespreaddiffusionofmobiletechnologies,suchaspocketPC,PDAandcellphone;

ithasgivenrisetothephenomenonofMobileSocialNetworks.MobileSocialNetworksareconsideredtobethenaturalevolutionofSocialNetworks;

theycanbeseenasSocialNetworkscommunitiesspecializedwithmobileservices.MobiledevicesoffertoSocialNetworksnewopportunitiesconnectedwithreal-timelocation-basedservices,communicationonthemoveandthesharingofinformationandservicesanywhere,anytime.Thisphenomenonishavingagreatimpactonmarketingsector.Mobilemarketing（M-marketing）isdefinedas“theuseofthemobilemediumasameansofmarketingcommunication”.Morespecifically,itis“usinginteractivewirelessmediatoprovidecustomerswithtimeandlocationsensitive,personalizedinformationthatpromotesgoods,servicesandideas,therebygeneratingvalueforallstakeholders”.

InordertomarketersadoptbestM-marketingstrategiesitisveryimportanttounderstandtheusethatusersmakeofmobiledevices,theirperceptionsandacceptanceintermsofbenefitsandcostsinusingMobileSocialNetworksformarketingpurpose.TheintegrationofInternetMarketing,Marketing2.0andM-marketinghasledtothedevelopmentofanewtypeofmarketing:

theViralmarketing.Thereminderofthepaperisorganisedasfollows.Section2describestheInternetMarketingbydiscussingthedifferentmarketingways,theiradvantagesandlimitations.Section3introducestheMarketing2.0byanalyzingthebenefitsforconsumersandcompanies.InSection4thedifferentformsofmobilemarketingstrategiesarediscussed.Section5analysestheusethatItalianpeoplemakeofmobiledevicesandtheuserperceptionandacceptanceofM-marketingonconsideringthecharacteristicsthatinfluencethem.FinallySection6discussestheviralmarketingtrend.

2InternetMarketing:

MarketingontheWeb

InternetMarketingisalsocalledonlineMarketing,WebsiteMarketingore-Marketing.ItisgenerallyreferredtothepromotionofproductsorservicesovertheInternet.AmongtheadvantagesofInternetMarketingthereismainlyitscheapnessbothforcompaniesandforbuyers.Companiescanreachawideaudiencewithminorbudgetrespecttothetraditionaladvertisingwhileconsumerscanresearchandpurchaseproductsandservicesconvenientlyandquickly.

TherearedifferentwaysofInternetMarketingwhicharelistedbelow:

•PayperClick:

isamodelwhereadvertiserspaythepublisherwhentheadisclicked.

•MarketingwithAffiliates:

Acompanyhiresoneormoreaffiliatesthatarepaidcommissionforeachvisitorthatclickonthebannerorlogo.Visitorsareonnectedtothesponsor’ssiteforwhichaffiliatesarepaidacommission.

•SearchEngineOptimization（SEO）:

Itallowtotypeskeywordsinsearchnginesrelatedtoonesproductandtohavethelistofdifferentsitesrelatedtothatproduct.SEOmaintainsonessitetocollocateonthefirstpageofthemostsearchenginestoattractmoretraffic.ThiscangivegoodReturnonInvestment（ROI）andincreaseprofits.

•AdvertisingthroughBanner:

Advertiserpurchasesbannertobedisplayedonthewebsite.Usually,bannermarketingisusedtodivertpotentialtraffictothesite.

•AuctionthroughInternet:

Inanonlineauctiontakesplacewhenitemsarekeptforselling.Aminimumpriceforitemsisfixedbysellerandbuyersthatofferthehighestpricewillreceivethatproduct.

•ListingonDirectories:

PeoplecanplacetheirsiteonHorCwhichactasYellowPagesontheinternet.Thisischeaperthantheotherwaysofinternetmarketing,soalsosmall-scaleenterprisecanuseit.

3Marketing2.0:

MarketingonSocialNetworks

TheadventofSocialNetworkingprovidesmarketerswithnewpotentialities,notavailableintraditionalchannels,inparticularfortheproductsandservicesdiffusion.TheimportanceofSocialNetworksandthekeyaspectofthecompanies’interestonthemareduetothewidenumberofconsumersthatcanbereachedusingthesetools.Marketersstartfrombuildingaloyalconstituencyofconsumersthroughadvertisementondiscussionforums,providinglinkstoexpertsinspecificareasforfreeconsultation,anduseofknowledgefromotherforumstohonestlycounselconsumers.Marketersmayalsoopendiscussiontospecificallyattractnewmembersaccordingtotheirprofileofinterest.TherealadvantagesofSocialNetworkscanbeexploitedwhenmarketersusetheinteractivecapabilitiesofthisnewmediumandbuildapersonalcommunityenvironmentfortheconsumers,onconsideringeachconsumerasanindividualinaddressingpromotionalmessages,providingallrelatedservicesatauniquepoint,andmakingthevirtualcommunityatrulyworthwhileplacefortheconsumertovisit.Thepossibilitytoindividuallyandinteractivelyaddressconsumers,allowsmarketerstounderstandtheirtargetbetterandtoprovidenewproductsandservicesinfulfillingtheconsumersneeds.TheimportanceofSocialNetworkingis,moreover,connectedtothesymmetrybetweencompaniesandconsumersintheircommunicationprocess.Indeed,consumersdonotpassivelyreceivemarketers’messagestheyactivelyexpresstheirneeds,preferencesandchoices.AllthesefeaturesofSocialNetworksallowedtheintroductionofdifferentbenefitsonmarketingprocess;

thebenefitscanbeviewonconsideringtheconsumersaswellasthecompanies’pointofview.

Fromconsumers’pointofviewthekeyusefulcharacteristicsofaSocialNetworktoconsiderare:

•inter-activity:

aconsumerwhojoinsaSocialNetworkcanseekinformation,testtheproductandproceedtoplaceorderforproducts.Consumerscanalsohaveaccesstothefeedbackofotherpeopletomakebetterinformeddecisions.

•aggregationofservices:

aSocialNetworkallowsaggregationofdifferentservices,coordinatedandhyper-linkedbytheselleroftheproductsorservices.Thisgivesconsumersaccesstoallthenecessaryinformationtomakeabetterpurchasedecision.

•deliverability:

aSocialNetworkisdeliveredinrealtime24hoursaday,and7daysaweek.

Thesecharacteristicallowconsumersto:

•gatherinformationaboutproductsandservicesofferedbycompanies;

•interactwithotherconsumerswithoutspatialandtemporalconstraintsandwithreducedsearchcosts;

•provideinformationabouttheproduct,tothecompanyandtootherconsumers;

•add“collectivecontent”usingdiscussionforums;

•haveeconomicbenefitsd