(All charts source: eMarketer.com)
根據美國調r2integrated調查，儘管過半數的公司都認為社群網站的經營是非常重要的，卻只有35%的主管認為社群媒體行銷的確為公司創造實質收益。
Saturday, April 24, 2010
Friday, April 23, 2010
《口碑行銷》評價推薦功能
口碑行銷，word-of-mouth ，或常被簡稱為WOM。近來藉由社群網路蓬勃發展，而連帶提昇對消費者購買決策的影響力，也因此，成為行銷者越來越重視的行銷途徑。
麥肯錫調查顯示，20~50%的購買決策都是受到口碑行銷的影響。(A new way to measure Word-of-Mouth Marketing)
知名的美國行銷協會(America Marketing Association)定義word of mouth為：
"Word-of-mouth communications are now viewed as coproduced in consumer groups, communities, or networks, which has led to marketers' uses of new tactics and metrics to deliberately and directly target and influence consumer opinion leaders in these networks, as well as the knowledge that market messages and meanings are exchanged among members of a consumer network"
Friday, April 16, 2010
《Brand U.0》
web U.0是作者自創的詞彙，結合英文的"You"和"web 2.0"。Brand U.0的意思是：利用網路為媒介，將"個人"作為行銷的產品。你的（網路）名字就是一個品牌名稱，你的(網路)大頭照則是品牌logo。
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