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Marketing - Five Measures To Using The Power Of Marketing 2 For Your B2B Business
The five practical steps to aid your organization make the most of the newest surroundings are:
Make it easy to buy!
2) Automate.
5) Harness the power of Analytics.
For the convenience, a few of the key terms are summarized below.
Marketing 2.0 represents an internet-empowered shift from selling to purchasing, delivers a new permission-based 1:1 relationship between seller and prospects, and is powered by new internet-based automation and real time analytics.
Inbound Marketing supports prospects to find you (the seller) when they are searching for solutions, versus Outbound Marketing in which you broadcast to prospects in the expectation that they`re considering your message.
CRM/SFA: Software systems maintained by that save prospect, sales, customer and sales chance customer data.
SAMA: Integrated Sales And Marketing Automation. Comprises Web Analytics, Demand Generation, Reputation Management, and CRM/SFA automation.
ROMI: Return On Advertising Investment. SAMA closes the loop between sales returns and advertising investment.
Ah, the good old days of advertising and sales. It absolutely was 1982, mid-winter, in Moscow of the former Soviet Union. In the Deputy Minister of Forestry, I sat across the table as a youthful marketing rep for a producer of capital equipment.
I discovered that the maintenance manuals we shipped with every piece of equipment never made it to the field. In those days information was power, as well as the Deputy Minister of Forestry was not about to let any power slip out of his grip: he kept every manual and each tucked away in Moscow in his big office. You had to contact Moscow and ask him for it in the event you needed that advice.
That was the world of 1.0. Everything revolved around commanding the dialogue, commanding the info, and controlling the message. Silos were constructed by people around their proprietary information. Everyone protected their turf.
These days, yet, more new information is published online in the previous 5000 years of man`s history. This unfettered access to information has empowered the individual user, with remarkable consequences for both promotion and sales.
And so, with all the click of a mouse, power has shifted from seller to buyer.
It definitely appears like we`ve a fascination with everything \"2.0\" these days.
The root of all these transformations is, of course, the internet. Web 2.0 produces user empowerment, interaction, cooperation, and sharing of information.
Has Web 2.0 transformed internet marketing success in the same way? Absolutely, but at a much deeper level than you expect at first. Sure, you can now take part in the latest buzz, like \"glocalization\", \"zalking\", \"business confusing\", and \"geostreaming\". You can blog your path to blogosphere stardom, and tweet all your co workers, clients, and suppliers ad nauseum. But if that is the extent of your new advertising paradigm, you`re really missing the boat.
From Selling to Purchasing
Here`s the big image: with web2.0, power has basically shifted in the seller to the client. The buyer no more depends on the seller for the information she or he must make the purchasing decision. Now, the information is just \"out there\" 7/24: Business trends, business and products, features and benefits, pricing, stations, testimonials. When it`s not available on \"official\" websites, then it is through web2.0 vehicles like blogs and internet communities. The important thing is that buyers and prospects are now empowered to produce decisions without you, the seller.
As a business-to-business marketer, if you feel this \"loss of control\" is frightening, you are not alone. However , before you contemplate a career change, consider the accompanying shift from Advertising 1.0 to Marketing 2.0 really carries more opportunities than threats.
From Outbound to Inbound
The initial chance is to replace an ineffective marketing model with a more efficient approach. Rather than the outbound technique, where marketing messages smash out in the expectation that attention will be paid by someone, the inbound model has would-be buyers seeking you out to get information and insight. Either way, the ending result is efficient and more effective for both client and also the seller.
Inbound promotion brings prospects to your website, since that`s the most easy way for prospects to find you anytime and from anyplace. And, as the research demonstrates, today`s business-to-business buyers overwhelmingly use the Web as their primary tool for studying answers to their own business needs.
Your site, no longer only among the components of your marketing mix, becomes the central \"clearing house\" for all marketing efforts, both online and offline. Why? Because the electronic temperament of the Internet permits you to readily automate for speed and efficiency, track all traffic and action, and get information into one eCRM database.
From Guide to Automation
Marketing 2.0 revolves around the internet, and the net is too huge and too quick to cope with manually. Moreover, prospects expect one to be \"open for business\" 24/7 online.
To put it differently, you are able to finally answer the age old question of which 50% of the advertising funding is generating effects.
Over time, SAMA systems use their priceless database of prospects and market preferences, to shine a lens on your market, particular market segments, and individual prospects as a whole. New quantities of micro- laser targeting, segmentation and 1:1 that is true advertising are now potential Consider the competitive advantages such priceless real time insight provides to your own sales and marketing teams.
Marketing 2.0 reflects a web-enabled shift from selling to purchasing, delivers a new permission-based 1:1 relationship between seller and possibilities, and is powered by new net-based automation, real-time analytics, and market penetration.
Some things never change
Promotion has radically changed.
And sales and promotion remains about people dealing with folks. Implemented well, Marketing 2.0 really strengthens this relationship between the prospect, advertising, and sales.
Thus be sure you establish clear, measurable targets beforehand for what you would like to reach. As an example, you may desire:
STEP 1: Shift from outbound to inbound promotion
The goal here would be to stop interruption marketing, and engage in permission marketing where prospects come to you. Make use of your web site to turn into a prospect magnet.
SEO (Search Engine Optimization): Focus on developing your \"key word identity\". Find those keyword phrases that one can successfully compete on, and that may minimize prospect \"bounce\" and maximize conversion. Subsequently optimize the information and structure of your site around those keyword phrases. Eventually, create purposeful outside backlinks for your site, to boost the credibility and importance of your site`s to search engines. So don`t merely leave it to the techies, successful Search Engine Optimization is as much a marketing exercise as it is a technical one.
PPC (pay per click marketing): If necessary, compliment your Search Engine Optimization with PPC around this same \"keyword identity\".
Step 2: Automate
The entire world of web-based inbound promotion is too big and too quick to handle manually. Free up advertising and sales for value-added, tactical activities and also the closure of deals. Two key elements of SAMA are:
Standing Management Automation: Surveil the online conversation about your products your business, and your brand pages in conventional news media and societal. Ascertain the trends in either negative or positive understanding, and find the key points of influence that drive those trends, allowing you to interact and influence the conversation.
Use a Demand Generation software option to automate the generation and management of inbound sales leads. Set business rules to automatically level, score and collaborate to automate best practices, and nurture prospects, and discover at what stage a possibility is willing to be given to sales. Seamlessly integrate prospect profile and \"digital footprint\" info along with your CRM or SFA systems.
Step 3: Harness the energy of advertising 2.0 analytics
Switch marketing from an art into a science. With all the digital world and SAMA comes the capacity to get and process enormous amounts of information, allowing you to close the loop and get responses from your market and individual prospects in real time.
Step 4: Participate in the online discussion
Joining the dialogue in social media that is related is another opportunity to carry through the loop shutting.
Join the Dialogue: Find the vital blogs, forms, and communities in your industry. Listen to problems business trends, and concerns. Express your unique outlook, and point others back to your own website and your content that is precious, so you could build backlinks and increase your website`s credibility with search engines like google.
Step 5: make it easy to get!
This step might appear low-tech, but in the center, this really is really what Marketing 2.0 is all about. Think Purchasing, not selling. Empower the Client.
Consider not only your prospect`s initial online experience, but the entire customer interaction lifecycle - from first contact, to training and after-sales support.
As a B2B marketer, recall that your visitors must buy. Unlike in B2C, where many purchases are discretionary, B2B customers desire services and your products to help keep their very own businesses running. It is not a itis a demand. Hence what often decides where they purchase is how simple you make the buying process.
Put simply, ensure it is easy for your customer to buy from you, and you`ll get a customer for life.
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