數(shù)字營(yíng)銷外文翻譯文獻(xiàn)

文獻(xiàn)信息：文獻(xiàn)標(biāo)題：TheMostEffectiveDigitalMarketingStrategiesandApproaches:AReviewofLiterature（最有效的數(shù)字營(yíng)銷策略與方法：文獻(xiàn)綜述）文獻(xiàn)作者：CharlesGibson文獻(xiàn)出處：《InternationalJournalofScientificandResearchPublications》,2018,8(2):12-16字?jǐn)?shù)統(tǒng)計(jì)：英文2773單詞，16290字符；中文5353漢字外文文獻(xiàn)：TheMostEffectiveDigitalMarketingStrategiesandApproaches:AReviewofLiteratureAbstract-Theriseinpopularityoforganizationsintegratingtechnologyintotheirmarketingstrategy,directsattentiontotheneedforanin-depthreviewofdigitalmarketingstrategies.Makingastrategicshifttoclient-centeredmarketingstrategies,providebusinessestheopportunitytoengageinaneweraofinnovativemarketingpractices,thatusedigitalmarketingtomeettheirprimarymarketingrequirements.Aliteraturereviewofthemosteffectivedigitalmarketingapproaches,providecompanieswithvaluabletoolstotargetalargeraudience,usingacombinationofemergingtechnologiesandsomeaspectsoftraditionalmarketing.Thepresentstudyprovidedindividuals,companies,organizations,businessesandresearchers,withdigitalmarketingstrategiestoincreasevisibilitytotheirtargetmarket.IndexTerms-Marketing,Business,DigitalMarketing,Advertising,InternetMarketingI.INTRODUCTIONTheimplementationofdigitalmarketingintobusinessstrategyhasbecomeamoreregularlyusedstrategy.Gaikwad&Kate(2016)notedthatmarketinghasalwaysbeenaround.Zimmer(2017)statedthat“marketingisconcernedwitharelationshipcalledanexchangerelationship(p.1).”Digitalmarketingisastrategythatprovidesanindividualororganizationtheabilitytoreachclientsbyestablishinginnovativepractices,combiningtechnologywithtraditionalmarketingstrategies.Roberts&Micken(2015)explainedthatsocietyhasexperiencedaneconomicalshift,drivenbydigitaltechnology.Roberts&Micken(2015)citedDeanetal.(2012)discoveriesofa4.7%grossdomesticproductcontributiontotheUnitedStates(U.S.)economyin2010.Thenotedgrowthin2010isexpectedtocontinueatmorethan10%peryear.Pi?eiro-Otero&Martínez-Rolán(2016)expressedthatdigitalmarketinghasbecomeinnovativephenomena.Thenewstrategyhelpsorganizationsachievetheirmarketinggoalsthroughestablishingalinkbetweencustomizationandmassdistribution.ThereareaconsiderablenumberofprofessionalsthatholdtotheideologyofMcCarthy,whichviewsmarketingutilizingthe4Pmodel:product,place,promotionandprice.ThetraditionalmarketingstrategyusedbyMcCarthyisapowerful,credibleandwidely-recognizedfoundationalstrategy,butleavesnoroletotheconsumer.Smith(2011)citedInternetWorldStats(2010),whichpointedoutthattheworld’sinternetuserpopulationwasprojectedtoexceed2billionby2010.Withtherapidadvancementoftechnologyinsociety,theadoptionofdigitalmarketingstrategyismoreimportantthanever.Armitage(2015)explainedthatdigitalstratagemshouldbethecornerstoneofanorganization“goto”marketstrategy.ThesethoughtsareechoedbyGonzálezRomo,García-Medina&PlazaRomero(2017),whichexplainedthatnewtechnologieshaveforcedcompaniestoreconsidermarketingstrategies.Theauthorscontinuedtoexplainthattheimplementationoftechnologyintomarketingwouldhelpmarketingprofessionalsreachayoungeraudiencethatheavilyusemobiledevicesonaregularbasis.TheviewsofSlade(2016)regardingalinkbetweentheimplementationofinnovativetechnologyandmarketingstrategyconcurredArmitage(2015)andGonzálezRomo,García-Medina&PlazaRomero(2017),byprovinginsightthattechnologyisrapidlydevelopingandwilltakebusinessesoutoftherecomfortzone.Amarketingstrategythatusetechnologytoenhanceanorganization’sabilitytoobtainmoreexposurestartswithasoundstrategy.Longo(2016)concurredwiththesethoughtsbyexpressingthatstrategyindigitalmarketingmustbeprioritized.ThePresidentofEDventureHoldingInc.,EstherDysan,explainedthattheinternetisnotjustanadditionalsalesoradvertisingmethod,buthasbecomeatoolthathasessentiallyrevampedthewaythatanorganizationdoesbusiness.ThePresidentofEDventuredcontinuedtoexpressthatdigitalizationisprojectedtohaveexponentialgrowthinthefuture(PatrutiuBaltes,2016).Client-focusedStrategyMaximizationoforganization-to-clientexposuremustbyaprimarymarketinggoalofanorganizationthatseekstosuccessfullymakecontactwithprospectivecustomers.Pi?eiro-Otero&Martínez-Rolán(2016)explainedthatthetraditionalproductionfocusedparadigmwaschallengedsomeyearslaterbyLauterborn’suser-centeredmodel.Thenewmodelmadeashiftinfocusfromtheattentionbeingonproductiontotheuser.Thethoughtsregardinguser-centeredmarketingstrategyisresonatedbyPatrutiuBaltes(2016),whichfurtherelaboratedondigitalmarketing’sroleinensuringthatthefocusremainsontheconsumer.ThescholaroftheTransylvaniaUniversityofBrasovvoicedsimilarconcernsofthoseexpressedbyPi?eiro-Otero&Martínez-Rolán(2016),byelucidatingthattheattentiongiventothecustomeressentiallyhasbeen“dethroned”byexcessivefocusedbeingplacedontheproduct.II.PURPOSEInaliteraturereviewcomposedbyEryigit(2017),aneedforfurtherresearchregardingmarketinginspecificareaswasidentified.Thepurposeofthispresentstudyistoexaminedigitalmarketing’sbestpractices.Thisresearchpaperprovidedamorein-depth,comprehensiveexaminationofeffectivedigitalmarketingstrategies.III.RESEARCHQUESTIONInthisresearchpaper,thefollowingresearchquestionwasposed:RQ:Whatdigitalmarketingstrategiesaremosteffectiveinmaximizingbusinesstoperspective-clientexposure?IV.METHODBadke(2017)expressedthattheliteraturereviewisaneffectivemethodinrevealingwhathasbeencompleteonatopic.Thismethodprovidesarationaleformorestudyonanissueandgroundstomovetheentiresubjectforward.Theliteraturereviewwasselectedtoevaluatetheresearchquestion.Arandomselectionofacademicjournals,articlesandresearchpublicationswereselectedfromvariessources.Theselectionofprofessionalpublicationswerethoroughlyreviewed.Thefindingsweredisplayedusingwrittenexplanations.V.RESULTSMarketresearch(2017)informedthattheinternet’sexpansionhashadameaningful,tremendousimpactonthemarketingofcustomergoods.Areviewoftheliteraturedisplayedadirect,solidconnectionbetweenmarketingandtechnology.WebsiteTheliteraturedisplayedtheimportanceofaddingawebsiteintoanorganization’smarketingefforts.Peck(2012)notedinanarticlethataninvestmentinawebsitefornewspapercompaniesisbeneficial.TheNewspaperAssociationofAmerican(NAA)explainedthat63%ofadultnewspaperreadersvisitedanewspaperwebsite.Withmorethanhalfofthenewspaperreadersvisitingtheironlinesite,areportfromthecompany’s20114thquarter,averaged111millionwebsitevisitors.Vien(2015)explainedthatanorganizationcouldbuildawebsiteasamarketingtoolforfreeorlowprice.ThewebsitealsoneedstohaveaprofessionallookasexplainedbyVein(2015),citingstatisticsfromaHingesurveythat30%ofclientsruledoutsmallfirmsthathavepoorlyconstructedwebsites.SocialMediaMarketingAplethoraofsources(Gaikwad&Kate,2016;Kingsnorth,2017;PatrutiuBaltes,2016;Pi?eiro-Otero&Martínez-Rolán,2016;Slade,2016;Vien,2015;Wienclaw,2017;Zimmer,2017)withinthebodyofliteraturepointstoSocialMediaMarketingasbeingapowerfulmarketingtool.Socialnetworkingthroughanonlinecommunityallowsuserstocommunicatewitheachother.Thesocialnetworkingplatformallowsmarketingbetweenindividualsororganizationstobefacilitatedthroughonlineinformationpostandmessaging(Zimmer,2017).Wienclaw(2017)citedKaplan&Haenlien(2010)definitionofsocialmediaas“agroupofInternet-basedapplicationsthatbuildontheideologicalandtechnologicalfoundationsofWeb2.0andthatallowcreationandexchangeofuser-generatedcontent(p.4).”Pi?eiro-Otero&Martínez-Rolán(2016)commentedinhisworkthatsocialmediaisanamazingmethodusedtoestablishcommunicationbetweenmembersthroughdynamicexchanges.Gaikwad&Kate(2016)elaboratedontheimportanceofsocialmediainmarketingbydrawinganadjacentlinkbetweensocialmediaandwordofmouthmarketing.PatrutiuBaltes(2016)citedBafton(2012)recollectionperFleishman-Hillard,that79%ofconsumersfolloworliketheirbrandsonsocialmedia.Facebook,Twitter,LinkedIn,YouTube,InstagramandPinterestwerenamedbyPatrutiuBaltes(2016),aswell-knownandregularly-usedsocialmediaplatforms.Slade(2016)gaveinsightthatcompaniesbenefitfromsettingasideasocialmediamarketingbudget,tofinanceusingpremiumservicesofferedonsocialmedia.E-mailMarketingTheliteraturereviewrevealedthatadigitalmarketingstrategycalledE-mailmarketing.Pi?eiro-Otero&Martínez-Rolán(2016)definedE-mailmarketingasanonlinesystem,usinge-mailtodistributeannouncementsandcommercialinformation.E-mailmarketingisastrategythatallowsabusinessororganizationtoreachalargecustomer-basethroughthedistributionofmessagesandinformationusinganelectronicmessagingtool(Zimmer,2017).Weinclaw(2017)pointedoutthattheoretically,E-mailmarketingisasimplisticconcept.Thedistributionofcoupons,onlinenewsletters,promotionaleventsandadvertisingmaterialsareamongmethodsofemailmarketing.Gaikwad&Kate(2016)broughtthetermE-mailmarketingintofocus,bypresentingthoughtsthateveryE-maildirectedtowardaprospectivecustomercouldbeviewedasemailmarketing.SearchEngineOptimization(SEO)Theimplementationofthewebsitesintoanorganization’smarketingapproachisstrategic.ThereisanotherlayerofinnovativestrategythatmarketersusetoenhancethevisibilityofwebsitesontheinternetamongsearchenginescalledSearchEngineOptimization(SEO).Wienclaw(2017)definedSEOas“theprocessofincreasingtheprobabilitythatawebsitewillbelistedintheresultsofanonlinesearchandthatitwillbeplacedprominentlyinthesearchresults(p.4).”AnoverabundanceamountofliteraturesupportsSEOasbeingacredible,establishedstrategyindigitalmarketing(Gaikwad&Kate,2016;Gifford,2010;Kingsnorth,2017;PatrutiuBaltes,2016;Pi?eiro-Otero,Teresa&Martínez-Rolán,Xabier,2016).SomeSEOstrategiesnotedbyWeinclaw(2017),include:adjustmentofwebsitecontent,additionofkeywords,properwebsiteindexingandensuringthatsitecontentisunique.Pi?eiro-Otero&Martínez-Rolán(2016)indicatedthat88%oftheworldwideaccessofthewebgoesthroughtheGooglesearchengine.Gaikwad&Kate(2016)statedthatSEOisamustforonlinemarketing.SearchEngineMarketing(SEM)SearchEngineMarketing(SEM)isanapproachusedindigitalmarketing.Wienclaw(2017)explainedSEMasbeinganavenueofinternet-marketing,thattargetsprospectivecustomersthatenterkeywordsintotheirsearch.Thisisasimplistic,butpowerfulstrategythatusekeywordstodirecttheuserdirectlytoanorganizationorbusiness.Theliteraturepointstohyperlinksandbanneradsastoolsthatindividualsandorganizationsusetomaximizetheirmarketing.Advertisementsonlineareavailableforpurchaseforcompaniestouseforaperiod.Theoverallgoalisfortheadvertisementtobeusedasadirectionaltooltodrivetraffictoabusiness’website.Pi?eiro-Otero&Martínez-Rolán(2016)identifiedGoogleAdWordsandBingAdsasbeingpopularSEMadvertisementtools.DigitalPublicRelationsThedisseminationofinformationpertainingtoacorporationororganizationisavitalmarketingtechnique.AconsiderablenumberofsourcessupportDigitalPublicRelationsawell-rounded,dependableavenueofmarketing(Gifford,2010;Gould,2017;PatrutiuBaltes,2016).Publicrelationsareatypeofformalcommunications,thatisaimedtofosterpublicacceptance,considerationandsupport(Gould,2017).ThemaingoalofDigitalPublicRelationsistoprovideinformationtothepublicusingtheinternet.DigitalPublicRelationsasexpressedbyGifford(2010),venturesbeyondthetraditionalwaysofpublicrelationsdescribedbyGould(2017),throughinvokingpowerfulinternettechnologytoreachalarger,morediverseaudience.Thisincredibleapproachisusedtodistributecompanyinformation,namesofmanagementofficials,productinformation,investorinformation,organizationhistoryandavarietyofextrainformation.OnlineAdvertisingPatrutiuBaltes(2016)andGaikwad&Kate(2016),articulatedtheimportanceandrelevanceofonlineadvertising.PatrutiuBaltes(2016)citedVeges&Grigore(2009)descriptionofonlineadvertisingasadvertisingexhibitedontheinternet,havingcomparablesuggestsastraditionaladvertising,butimplementingtheusageofcommunicationandinteractivetoolswiththetargetaudiencedefinedtothedigitalenvironment.Theliteratureexpressedthatthemostwidelyusedinstrumentinonlineadvertisingisatoolcalledanonlineadvertisingbanner.Dissimilartotraditionaladvertising,PatrutiuBaltes(2016)notedthatonlinebannersareusableinavarietyofelectronicplatforms.Theseplatformsincludeemails,websites,blogsandsocialchannels.CustomerRelationshipManagement(CRM)SystemsPatrutiuBaltes(2016)referencedasurveybyCretu&Gramada(2008),expressingthatthemainmotivationfoundintheU.K.forusingCustomerRelationshipManagement(CRM)applicationswastoimproverelationshipswithclients.ThefindingsofPatrutiuBaltes(2016),concludedthatCRManddigitalmarketingareconnected.ThegoalofCRM,usingdigitalapplication,istoensurethatthestrategyisclient-centered.FurtherbenefitsofCRMasapartofadigitalmarketingstrategyismarketresearchandretainingclients.ContentMarketingThebodyofresearchdisplayedseveralpublications,supportingContentMarketingasbeingawidely-accepted,trustworthydigitalmarketingpractice(Gaikwad&Kate,2016;Kingsnorth,2017;PatrutiuBaltes,2016;Slade,2016;Vein,2015).Mostoftheliteraturepointedtousingblogsasbeingthemainplatformforcontentmarketing.Sladestatedthat“Engagingvisualcontentmeansthatauserislikelytospendmoretimeonyourwebsite(p.38).”PatrutiuBaltes(2016)expressedthatblogspostedtoanorganization’swebsitehasasignificantpartinexpressingthecompany’simage.TheexpressionsofSlade(2016)andVein(2015),providedonlinearticles,presentations,livestreaming,picturesandvideosasbeneficialtoolsthatcompaniesshouldincludeintotheirblogsontheirbusinesswebsite.AffiliateMarketingTheSeniorOnlineMarketingManagerofBSkyBandtheInternetAdvertisingBureau,HelenSouthgate,endorsedaffiliatemarketingasatrustworthystrategytogeneraterevenueonlineforabusinessofanysize(PatrutiuBaltes,2016).Affiliatemarketingisatypeofmarketingpracticeindigitalmarketing,wheretheaffiliatesarerewardedbytheweb-basedmerchant,viaeachcustomerbroughtthroughtheaffiliate’smarketingexertions(PatrutiuBaltes;Afiliere,2008).ThefindingsofPatrutiuBaltes(2016),explainedthatPayPerClick(PPC)affiliateprogramsandaffiliatenetworkswerewaysthataffiliatemarketingstrategiesarepracticedthroughtheonlineenvironment.NewslettersPi?eiro-Otero&Martínez-Rolán(2016)pointedtonewslettersasbeinganeffectivemarketingstrategyforcompaniestoimplementintotheirmarketingefforts.Theauthorsexpressedthevalueofawell-designednewsletterwithgoodcontent.Gaikwad&Kate(2016)concurredwiththethoughtsofPi?eiro-Otero&Martínez-Rolán(2016),byelaboratingonthesignificanceofnewsletterbeingusedindigitalmarketing.Theadditionofprofessionallycraftedpicturesandvideosintoanelectronicnewsletter,willresultin50%to70%moreclicksthannewslettersconstructedpurelyusingtext.DisplayAdvertisingPatrutiuBaltes(2016)citedthedataprovidedbyWoodstream(2016),thatGoogleDisplayNetworkscontacts90%ofglobalinternetusers,usingvisualbanner-styleadvertisements.Displayadvertisingisapowerful,influentialstrategythatorganizationsusetoreachtargetaudiences.Thismethodofadvertisingfocusonusinggraphics,videos,pictures,logos,textandothersimilartoolstoconveyitsorganization’smessage.Thistechniquealsousedauniqueidentifieroftheuser’sspecificcomputercalledcookiestotrackthenumberofusersvisitingtheirsite.Theuservisitationdatacanbeusedtohelpacompanyunderstandtheamountofuservisitingtheirsiteandleavewithoutmakingapurchase.Theinsightgainedfromthismethodprovidesthecompanyormarketingteamvaluabledata,thatcanbeusedtolaterretargettheuserthatleftwithoutmakingapurchase(Kingsnorth,2017;PatrutiuBaltes,2016).VI.CONCLUSIONThegoalofthisresearchpaperwastoexaminethebestdigitalmarketingstrategies,throughathorough,in-depthreviewofliterature.Thispresentstudyrevealedseveraldigitalmarketingstrategiesthatareusefultocompanies,businesses,non-profits,educationalfacilitiesandotherprofessionalareas.Theliteraturepointedclearlyinthedirectionofcombiningtechnologywithmanyaspectsoftraditionalmarketingideology.ThecleardifferencebetweentraditionalmarketinganddigitalmarketingasdiscussedbyPi?eiro-Otero&Martínez-Rolán(2016),isthestrategicshiftbetweenthefocusbeingplacedonthecustomer;asopposedtotheproduct.Thebodyofresearchpointedtoengineeringandimplementationofawebsiteanduseoftheinternetindigitalmarketingasbeingakeyresourceindigitalmarketing.Gould(2017)concurredthattheinternetisamainvenuethatcompaniesusetomarketproductsandservicesandnotedthecost-to-benefitdifferencebetweentraditionalanddigitalmarketing(Gould,2017).Havingawebsiteandusingtheinternetactsasaplatformtoaplethoraofstrategiesidentifiedintheliterature.Thesestrategiesinclude:SEM,SEO,E-mailMarketing,OnlineAds,E-NewslettersDigitalPublicRelations,AffiliateMarketingandContentMarketing.Kingsnorth(2017)sharedthatdigitalmarketingandbusinessstrategyareconceptsthatshouldbeintegratedandgrowtogether.Furtherresearchintospecificdigitalmarketingstrategies,wouldbeavaluablecontributiontothefieldofdigitalmarketingandcurrentbodyofwork.In-depth,qualitativeandquantitativeanalysiswouldprovidesupportingevidenceoftheeffectivenessorineffectivenessofspecificstrategies.Furthercomparativestudiesbetweentraditionalmarketinganddigitalmarketingwouldgiveresearchersandcompaniesabetterunderstandingofdifferencesbetweenthetwoapproaches.Digitalmarketingisaninnovative,influentialcontributiontothefieldofmarketing.中文譯文：最有效的數(shù)字營(yíng)銷策略與方法：文獻(xiàn)綜述摘要—將技術(shù)融入營(yíng)銷策略的組織越來(lái)越受歡迎，這使得人們注意到需要對(duì)數(shù)字營(yíng)銷策略進(jìn)行深入的研究。將策略轉(zhuǎn)變?yōu)橐钥蛻魹橹行牡臓I(yíng)銷策略，為企業(yè)提供了一個(gè)機(jī)會(huì)，以進(jìn)入創(chuàng)新?tīng)I(yíng)銷實(shí)踐的新時(shí)代，即利用數(shù)字營(yíng)銷來(lái)滿足自己的主要營(yíng)銷需求。本文是一篇對(duì)最有效的數(shù)字營(yíng)銷方法的文獻(xiàn)綜述，結(jié)合了新興技術(shù)和傳統(tǒng)營(yíng)銷的某些方面，為公司提供了針對(duì)更多受眾的有價(jià)值的方法。本研究為個(gè)人、公司、組織、企業(yè)和研究人員提供了數(shù)字營(yíng)銷策略，以提高其目標(biāo)市場(chǎng)的知名度。索引詞—營(yíng)銷，商業(yè)，數(shù)字營(yíng)銷，廣告，網(wǎng)絡(luò)營(yíng)銷一、引言實(shí)施數(shù)字營(yíng)銷已成為企業(yè)策略中比較常用的一種策略。蓋克瓦德和凱特(2016)指出，市場(chǎng)營(yíng)銷一直存在。齊默(2017)指出，“營(yíng)銷關(guān)注的是一種稱為交換關(guān)系的關(guān)系(第1頁(yè))”。數(shù)字營(yíng)銷是一種策略，它通過(guò)建立創(chuàng)新實(shí)踐，將技術(shù)與傳統(tǒng)營(yíng)銷策略相結(jié)合，為個(gè)人或組織提供接觸客戶的能力。羅伯茨和梅肯(2015)解釋說(shuō)，在數(shù)字技術(shù)的推動(dòng)下，社會(huì)經(jīng)歷了一場(chǎng)經(jīng)濟(jì)轉(zhuǎn)型。羅伯茨和梅肯（2015）引用了迪安等人(2012)的文章。迪安等人發(fā)現(xiàn)2010年美國(guó)國(guó)內(nèi)生產(chǎn)總值(GDP)對(duì)美國(guó)經(jīng)濟(jì)的貢獻(xiàn)率為4.7%。2010年的增長(zhǎng)率預(yù)計(jì)將繼續(xù)保持在每年10％以上。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）表示，數(shù)字營(yíng)銷已成為一種創(chuàng)新現(xiàn)象。新策略通過(guò)在定制和大規(guī)模分銷之間建立聯(lián)系，幫助組織實(shí)現(xiàn)其營(yíng)銷目標(biāo)。有相當(dāng)數(shù)量的專業(yè)人士堅(jiān)持麥卡錫的意識(shí)形態(tài)，他們認(rèn)為利用4P模型進(jìn)行營(yíng)銷的方式：產(chǎn)品，地點(diǎn)，促銷和價(jià)格。麥卡錫使用的傳統(tǒng)營(yíng)銷策略是一個(gè)強(qiáng)大的、可信的、得到廣泛認(rèn)可的基礎(chǔ)策略，但不會(huì)對(duì)消費(fèi)者產(chǎn)生任何作用。史密斯（2011）引用了互聯(lián)網(wǎng)世界統(tǒng)計(jì)數(shù)據(jù)（2010）指出，到2010年世界互聯(lián)網(wǎng)用戶人口預(yù)計(jì)將超過(guò)20億。隨著社會(huì)技術(shù)的迅速發(fā)展，采用數(shù)字營(yíng)銷策略將變得越來(lái)越重要。阿米蒂奇（2015年）解釋說(shuō)，數(shù)字策略應(yīng)該是組織“走向”市場(chǎng)策略的基石。岡薩雷斯?羅莫、加西亞?梅迪納和普拉扎?羅梅羅（2017）對(duì)這些想法表示贊同，他們解釋說(shuō)，新技術(shù)迫使企業(yè)重新考慮營(yíng)銷策略。作者繼續(xù)解釋說(shuō)，將技術(shù)應(yīng)用于市場(chǎng)營(yíng)銷將有助于營(yíng)銷專業(yè)人員接觸到經(jīng)常大量使用移動(dòng)設(shè)備的年輕受眾。斯萊德（2016）關(guān)于實(shí)施創(chuàng)新技術(shù)和營(yíng)銷策略之間的聯(lián)系的觀點(diǎn)與阿米蒂奇（2015）和岡薩雷斯?羅莫、加西亞?梅迪納和普拉扎?羅梅羅（2017）一致，證明了技術(shù)正在迅速發(fā)展并將把企業(yè)帶出舒適區(qū)。使用技術(shù)來(lái)提高組織獲得更多曝光率的能力的營(yíng)銷策略是從一個(gè)健全的戰(zhàn)略開(kāi)始的。隆哥（2016）贊同這些觀點(diǎn)，表示必須優(yōu)先考慮數(shù)字營(yíng)銷策略。EDventure控股公司總裁埃絲特?戴森解釋說(shuō)，互聯(lián)網(wǎng)不僅僅是一種額外的銷售或廣告方式，它已經(jīng)成為一種工具，從根本上改變了組織開(kāi)展業(yè)務(wù)的方式。EDventured總裁繼續(xù)表示數(shù)字化未來(lái)將呈指數(shù)級(jí)增長(zhǎng)（帕特魯?shù)?巴爾特斯，2016）。以客戶為中心的策略最大限度地?cái)U(kuò)大組織對(duì)客戶的接觸，取決于尋求成功地與潛在客戶聯(lián)系是一個(gè)組織的主要營(yíng)銷目標(biāo)。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）解釋說(shuō)，傳統(tǒng)的以生產(chǎn)為中心的模式幾年后受到勞特伯恩的以用戶為中心的模式的挑戰(zhàn)。新模式把注意力從生產(chǎn)轉(zhuǎn)移到用戶身上。關(guān)于以用戶為中心的營(yíng)銷策略的想法得到了帕特魯?shù)?巴爾特斯（2016）的共鳴，并進(jìn)一步闡述了數(shù)字營(yíng)銷在確保繼續(xù)關(guān)注消費(fèi)者方面的作用。羅馬尼亞布拉索夫特蘭西瓦尼亞大學(xué)的學(xué)者表達(dá)了與皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）所表達(dá)的類似擔(dān)憂，由于過(guò)分關(guān)注產(chǎn)品，對(duì)客戶的關(guān)注基本上已經(jīng)被“剝奪”。二、目的艾利哥特(2017)編寫(xiě)的一份文獻(xiàn)評(píng)論指出，需要對(duì)具體領(lǐng)域的營(yíng)銷進(jìn)行進(jìn)一步研究。本研究的目的是考察數(shù)字營(yíng)銷的最佳實(shí)踐。本研究對(duì)有效的數(shù)字營(yíng)銷策略進(jìn)行了更深入、更全面的考察。三、研究課題在本文中，提出了以下研究問(wèn)題：?jiǎn)栴}：在最大限度地將業(yè)務(wù)展現(xiàn)給客戶方面，什么樣的數(shù)字營(yíng)銷策略是最有效的？四、方法巴德克（2017）表示，文獻(xiàn)綜述是揭示某一主題的完整內(nèi)容的一種有效方法。這種方法為更多研究問(wèn)題提供了理論基礎(chǔ)，并為將整個(gè)主題向前推進(jìn)奠定了基礎(chǔ)。選擇文獻(xiàn)綜述來(lái)評(píng)估研究問(wèn)題。從各種來(lái)源中隨機(jī)選擇學(xué)術(shù)期刊、文章和研究出版物。對(duì)專業(yè)出版物的選擇進(jìn)行了全面審查。研究結(jié)果使用書(shū)面解釋顯示。五、結(jié)果市場(chǎng)研究（2017）表示，互聯(lián)網(wǎng)的擴(kuò)張對(duì)客戶商品的營(yíng)銷產(chǎn)生了有意義的巨大影響。對(duì)文獻(xiàn)的回顧顯示了營(yíng)銷與技術(shù)之間的直接、牢固的聯(lián)系。網(wǎng)站這些文獻(xiàn)顯示了將網(wǎng)站添加到組織的營(yíng)銷工作中的重要性。佩克（2012）在一篇文章中指出，投資報(bào)紙公司的網(wǎng)站是有益的。美國(guó)報(bào)業(yè)協(xié)會(huì)（NAA）解釋說(shuō)，63％的成人報(bào)紙讀者都會(huì)訪問(wèn)報(bào)紙網(wǎng)站。有超過(guò)一半的報(bào)紙讀者訪問(wèn)他們的在線網(wǎng)站，2011年第四季度的報(bào)告顯示，平均有1.11億網(wǎng)站訪問(wèn)者。維恩（2015）解釋說(shuō)，一個(gè)組織可以建立一個(gè)網(wǎng)站，作為免費(fèi)或低價(jià)的營(yíng)銷工具。根據(jù)維恩（2015）的解釋，該網(wǎng)站還需要具有專業(yè)外觀，引用Hinge調(diào)查的統(tǒng)計(jì)數(shù)據(jù)，其中30％的客戶排除了網(wǎng)站結(jié)構(gòu)不完善的小公司。社交媒體營(yíng)銷大量資料（蓋克瓦德和凱特，2016；金斯諾斯，2017；帕特魯?shù)?巴爾特斯，2016；皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭，2016；斯萊德，2016；維恩，2015；維恩克勞，2017；齊默，2017）指出，社交媒體營(yíng)銷是一個(gè)強(qiáng)大的營(yíng)銷工具。通過(guò)在線社區(qū)的社交網(wǎng)絡(luò)可以讓用戶相互溝通。社交網(wǎng)絡(luò)平臺(tái)允許通過(guò)在線信息發(fā)布和消息傳遞促進(jìn)個(gè)人或組織之間的營(yíng)銷（齊默，2017）。維恩克勞（2017）引用卡普蘭和海倫（2010）的觀點(diǎn)將社交媒體的定義為“一組基于互聯(lián)網(wǎng)的應(yīng)用程序，它們建立在Web2.0的思想和技術(shù)基礎(chǔ)之上，并允許創(chuàng)建和交換用戶生成的內(nèi)容(第4頁(yè))”。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）在工作中評(píng)論說(shuō)，社交媒體是通過(guò)動(dòng)態(tài)交流建立成員之間溝通的一種令人驚奇的方法。蓋克瓦德和凱特（2016）闡述了社交媒體在營(yíng)銷中的重要性，并在社交媒體和口碑營(yíng)銷之間建立了相鄰的聯(lián)系。帕特魯?shù)?巴爾特斯（2016）引用了福萊國(guó)際傳播咨詢公司的巴夫頓（2012）的回憶說(shuō)，79％的消費(fèi)者在社交媒體上關(guān)注或喜歡他們的品牌。Facebook、Twitter、LinkedIn、YouTube、Instagram和Pinterest都被帕特魯?shù)?巴爾特斯（2016）評(píng)為知名且經(jīng)常使用的社交媒體平臺(tái)。斯萊德（2016）提供了一些見(jiàn)解，即公司通過(guò)留出社交媒體營(yíng)銷預(yù)算而獲益，以使用社交媒體上提供的優(yōu)質(zhì)服務(wù)進(jìn)行融資。電子郵件營(yíng)銷文獻(xiàn)綜述表明，電子郵件營(yíng)銷是一種數(shù)字化營(yíng)銷策略。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）將電子郵件營(yíng)銷定義為在線系統(tǒng)使用電子郵件發(fā)布公告和商業(yè)信息。電子郵件營(yíng)銷是一種策略，它允許企業(yè)或組織通過(guò)使用電子消息傳遞工具發(fā)布消息和信息來(lái)接觸大型客戶群（齊默，2017）。維恩克勞（2017）指出，理論上，電子郵件營(yíng)銷是一個(gè)簡(jiǎn)單化的概念。發(fā)布優(yōu)惠券、在線通訊、促銷活動(dòng)和廣告材料是電子郵件營(yíng)銷的方法之一。蓋克瓦德和凱特（2016）將電子郵件營(yíng)銷這個(gè)術(shù)語(yǔ)引入了關(guān)注的焦點(diǎn)，他們認(rèn)為每一封針對(duì)潛在客戶的電子郵件都可以視為電子郵件營(yíng)銷。搜索引擎優(yōu)化（SEO）將網(wǎng)站實(shí)施到組織的營(yíng)銷方式是具有策略意義的。還有另一層創(chuàng)新策略，營(yíng)銷人員使用它來(lái)提高網(wǎng)站在互聯(lián)網(wǎng)上的知名度，即搜索引擎優(yōu)化(SEO)。維恩克勞（2017）將SEO定義為“增加網(wǎng)站在網(wǎng)上搜索結(jié)果中列出的概率，并將其放置在搜索結(jié)果中顯著位置的的過(guò)程（第4頁(yè)）”。過(guò)多的文獻(xiàn)支持SEO作為數(shù)字營(yíng)銷中可信的既定策略（蓋克瓦德和凱特，2016；吉福德，2010；金斯諾斯，2017；帕特魯?shù)?巴爾特斯，2016；皮尼埃羅?奧特羅，特里薩和馬丁內(nèi)茲?羅蘭，薩貝爾，2016）。維恩克勞（2017）提到的一些SEO策略包括：調(diào)整網(wǎng)站內(nèi)容，添加關(guān)鍵字，正確的網(wǎng)站索引和確保網(wǎng)站內(nèi)容的獨(dú)特性。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）表示，全球88％的網(wǎng)絡(luò)訪問(wèn)都通過(guò)谷歌搜索引擎。蓋克瓦德和