全球化之數位行銷應用方法 / With the popularity of internet and continuous digitalizing environment, it’s getting more complicated do digital marketing. Meanwhile, internet makes the world connect closer without boundary. The objective of this research is to propose a methodology to offer corporate a cost-effective method to conduct digital marketing domestically and globally.
The methodology originates from the early official website traffic monitoring system and membership profile analysis. Through enhancement and evolvement, there are 2 modules developed to help for proposing a global digital marketing strategy to fulfill different individual needs from corporate.
We use 4 cases to present how the methodology works to fulfill different requirements.
The 4 cases are PizzaHut , TrendMicro, FamilyMart & Asus. The methodology is used to propose the digital marketing strategy for the corporate.
The value of this methodology is to offer broad application in any digital development stage. The key factor to affect the level of quality and completeness is how much information collected. In most cases, the information could be derived from 1) the free online analysis tools and 2) the corporate/the brand itself. The professional online research data is an optional source, but not a crucial one to make major effect.
The important point is that the analysis should stick with the concept of OBE (Owned Media, Bought Media and Earned media) to review results from the past marketing campaigns to see whether all of the results could connect with the corporate long term goals and whether these results could be accumulated to make owned media stronger.
For the brand owner and management team, implementing the methodology can make it easy to understand the current status of the brand’s digital development and catch up external digital environment trends. It’s also more accurate and practical to propose a strategic plan to accumulate the results for future digital development.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0093933017 |
| Creators | 謝佩芳, Nicky Hsieh |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 英文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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