在线营销为何高效
在线营销为何高效？
网络营销与传统的外向营销（outbound marketing）不同，大多数营销管理者所接受的培训是后者。传统营销基于“推”（push）品牌信息，所反映的是营销者的兴趣和目标，即鼓励客户去购买。相反，网络营销则是采用“拉”（pull）的模式，以客户所需、所想，客户的愿望和兴趣为中心。这就意味着营销者必须花更多时间倾听和了解消费者，以使他们能够对其做出反应和回应。高效在线营销会在买方和卖方之间形成一个连续的对话或交流。这样，二者之间的关系就一定是建立在信任和互补基础上，即每一方都能从他们之间持续存在的关系中受益，而不只是简单地用产品换取金钱。
腾讯所提出的可整合及可衡量的革命性在线传播手段—腾讯智慧（即可衡量的效果、互动式的体验、精确化的导航、和差异化的沟通），提供了一 条帮助营销人员跨越传统与在线营销之间鸿沟的桥梁，开辟了一条令总体媒体投放效用最优化的途径。
MAKING ONLINE MARKETING EFFECTIVE
Online is unlike traditional, outbound marketing which is the training of most managers. Traditional marketing is based on “push” messages, reflecting the interests and goals of the marketer, i.e., to encourage customers to buy. Instead, online marketing centers on the needs, wants, desires and interests of the customer using a “pull” model. That means marketers must spend more time listening and understanding customers so they can react and respond to them. Effective online marketing creates a continuing dialog or conversation between the buyer and the seller. Thus, the relationship between the two must be based trust and reciprocity where each party benefits from their on-going relationship, not just the simple exchange of goods for money.
The revolutionary integrative and measurability approach called MIND,(M=measurability, I=interactive experience, N=navigation, D=differentiation) developed by Tencent provides the framework that enables both traditional and online marketers to cross the chasm that currently separate the two approaches and creates the bridge that enables all marketers to optimize their total media spend.
唐·舒尔茨先生是西北大学商学院的整合营销传播教授，整合营销传播理论的开创者。也是位于伊利诺伊州的AGORA（爱格瓦）咨询公司的总裁，还是位于得克萨斯州达拉斯的TAGETBASE营销公司和TARGETBASE营销协会的高级合伙人。
