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旧的营销法则可能不再有效了,而你又将怎样对待全新的网上营销?Bell Atlantic曾经在1997年推出过一出网上肥皂剧,每周都吸引了一大批访问者到他们的网站上来观看这部关于一对新婚的雅皮士夫妇的故事.虽然此剧赢得了许多热心观众的支持和甚至是来自影视娱乐界的赞誉,然而片中男女主人公的故事可能无法再继续发展下去了.因为Bell Atlantic的一项调查显示,这部广受欢迎的肥皂剧并没有起到预期的效果,对提高他们的名牌认识度没有起到多大的帮助,也没能提高多少消费者的品牌忠实度.该公司品牌管理部副总经理Janet Keeler认为:“这一活动的创意是好的,但是这种创意看起来好像行不通.我们想要做的是在网上树立自己的品牌.”营销界的许多人都认识到了利用因特网无所不及的广泛到达性和无时不在的实时互动性来树立和维持品牌认识度、进行市场营销的
The old rules of marketing may no longer work, and what will you do with brand-new online marketing? Bell Atlantic once launched an online soap opera in 1997, attracting a large number of visitors every week to their website The story of a newly married couple of yuppies, though the show has won many enthusiastic audiences and even acclaim from the movie and entertainment industry, the story of the hero and heroine may not be able to continue. A survey showed that this popular soap opera did not play the desired effect, to enhance their brand awareness did not help much, nor how many consumers improve brand loyalty.The company’s brand management Janet Keeler, deputy general manager, said: “The idea for this event is good, but this idea does not seem to work and what we want to do is establish our brand online.” Many in the marketing community recognize Make use of the Internet’s ubiquitous reach and timeless real-time interactivity to establish and maintain brand awareness and marketing