[雙語翻譯]互聯(lián)網(wǎng)營銷外文翻譯--網(wǎng)絡營銷策略未來在這里（譯文）

1、187Journal of International Studies© Foundation of International Studies, 2015 © CSR, 2015Scientific PapersSusanne Schwarzl MCI Management Center Innsbruck Austria schwarzl.s@hotmail.comMonika Grabowska Wroc

2、law University of Economics Poland monika.grabowska@ue.wroc.plAbstract. It is well-known that traditional (offline) marketing strategies are already widely used by the companies around the world and there are almost no

3、new options for fostering competition. And here comes online marketing with almost unlimited pos- sibilities and options. This paper focuse s on the growing importance of online mar- keting, including research of the

4、 state of the art through analysis of the data provided by numerous surveys. It also contains brief description of the online marketing itself, basic strategies on the internet nowadays and the answer to the question:

5、How it is possible to get new customers while keeping the old ones? Keywords: online marketing, customer behaviour, customer journey, marketing researchJEL Classification: D03, J48, M31INTRODUCTIONAmerican Marketing Ass

6、ociation defines a brand as “ a name, term, design, symbol, or any other feature that identifies one seller’ s good or service as distinct from those of other sellers. The legal term of brand is trademark”. Brands are

7、seen as complex social phenomena which have a huge value for companies and customers. A brands’goal is identification of a product and its producer as to differentiate the offering in a valued way and command margin (M

8、ooradian et al., 2012; Herget et al. 2015). On the contrary, “customer journey” describes the “ tour” a customer goes through before purchasing, ordering or asking for a certain product or service of a company. It shows

9、 what kind of touch points are responsible for a potential consumer to finally end up on a company’ s website. This journey can last a few hours or even days (Mattscheck, n.d.). The so-called touch points are classy ad

10、vertisements as TV or radio spots, banners but also online marketing measures or mouth-to-mouth advertisements where customers get the possibility to get in touch with a company (Mattscheck, n.d.).Received: March, 201

11、5 1st Revision: May, 2015 Accepted: July, 2015DOI: 10.14254/2071- 8330.2015/8-2/16Online marketing strategies: the future is hereSusanne Schwarzl, Monika Grabowska “Online marketing strategies: the future is here”, Jo

12、urnal of International Studies, Vol. 8, No 2, 2015, pp. 187-196. DOI: 10.14254/2071-8330.2015/8-2/16Susanne Schwarzl, Monika Grabowska Online marketing strategies: the future is here189Diagramm 1: World Internet Usage

13、GrowthSource: Mahajan (2014).These numbers demonstrate the importance of internet nowadays and necessity for companies to be present on this certain market – the online market. However, mentioned figures describe the po

14、tential of online marketing strategy, its growing audience. But is the online marketing efficient? What are pros and cons? In order to answer such questions and to provide the reader with better insights regarding onli

15、ne mar- keting in the text below we shall analyze results of the surveys conducted by the CMO Council, WebDAM, iContact, ContentPLUS and other companies. According to the data collected by the CMO Council 71% of intern

16、et users are more likely to purchase from a brand that they are following on a social networking site such as Twitter or Facebook. Moreover, the majority of marketers (59%) are using social media for 6 hours or more ea

17、ch week. Additionally, online marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less. Herewith, marketing professionals are 50% more likely than consumers to like a brand on Fac

18、ebook, 400% more likely to follow brands on Twitter, 100% more likely to make a purchase as a result of seeing something on Facebook, and 150% more likely to make a purchase as a result of a tweet. But still, 83% of co

19、nsumers reported that they have had a “bad experience with social media marketing, consequently there is a room for improvement. Pursuant to the data collected by WebDAM the following are the key facts on the online ma

20、rketing: – in 2014 the marketers spent approximately 135 billion of dollars on new online marketing collateral. – 78% of CMOs think that online marketing is the future of the marketing.– Internet advertising will make up

21、 nearly 25% of the entire advertising market by 2015. Surveys of iContact and ContentPLUS provided us with the following insights: 1. Average return on online marketing investment: $44.25 for every dollar spent; 2. Cons

22、umers who are involved in online marketing spend 83% more when shopping, make orders 44% larger and 28% more often; 3. Personalized online marketing improves click-through rates by 14%, and conversion rates by 10%; 4. B

23、logs are 63% more likely to influence purchase decisions than magazines. As we can see, online marketing is revolutionizing the way in which companies compete between each other. Marketers around the world have realized