Tim : Hey, how’s your day going? Alfonso : Rough. I just got grilled by my manager about this e-mail and banner campaign we’ve been running. Tim : What happened? Alfonso : I can’t figure out what the problem is. We’re doing the same thing that’s worked for us for the past few years. We did some banner ads, sent e-mails, and built a landing page. But according to my manager, we’re not seeing enough results to justify the time and effort we spent on it. Come on, I’ve planned these campaigns a hundred times. I know what works and what doesn’t. Tim : Those e-mail and banner ad campaigns used to be the cutting edge of digital marketing. But things have changed pretty quickly, and new technology is changing the way we think about consumers and the way they think about us. Alfonso : What do you mean? Tim : These days, customers can respond when they’re ready to. They don’t have to listen to us anymore. They want to be heard, and they want to feel respected. Alfonso : Yeah, we’ve gotten several complaints lately from customers about giving out their private information. Tim : That doesn’t surprise me, actually. We’ve got to start rethinking how we approach customers and what we do with their information. Fortunately, the digital environment gives us lots of opportunities to learn about our customers. We’ve got blogs, webcasts, virtual labs, RSS feeds, mash-ups, social networking sites…you name it. So not only can we track what’s getting the most attention, we also get to hear from the customer, since they have the opportunity to produce some of the content. Alfonso : I thought producing the content was our job. Tim : Yeah, me too. It still is, but now we’ve got to figure out how to create dialogues with our customers using technology that’s still emerging and changing. Alfonso : Wow, sounds like you really know your stuff. What have you been able to do that I haven’t? Tim : Good question. You know what? Let’s get lunch together and talk about it some more.
Alfonso : So it's clear that "digital marketing" is not what I thought it was. Tim : Yeah, it's a lot bigger than some marketers realize. Really, "digital marketing" is any kind of marketing that leverages the interactive connections that digital media and devices enable between people who want information and people who have information. Alfonso : Interactive connections...like my e-mail campaign... Tim : Sure, but e-mail is only one piece. There's also paid advertising, MSCOM advertising and Web sites, search, search engine optimization, virtual events, webcasts, product placement, blogs, mash-ups, RSS feeds, social networks, and other online communities. They each have their own pros and cons, but when used well, these tools can multiply our reach several times over.
Thảo luận về các hình thức Digital Marketing Cho ví dụ minh họa cụ thể về từng loại hình Digital Marketing Phân tích điểm mạnh và điểm yếu của từng loại hình