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  • Digital is now an integral part of our everyday lives.

    數位現在已經是我們日常生活中不可或缺的一部分。

  • There are 1.7 billion people online globally,

    全球有1.7億人在網路上活動

  • and in the U.K., it's 80 percent of the population.

    而在英國,它占了總人口的80%。

  • As consumers, we spent 30 percent of our leisure time on the internet,

    作為消費者,我們花了30%的閒暇時間在網路上。

  • We can now communicate with friends, colleagues, communities around the world in real time.

    我們現在能跟世界各地的朋友、同事、社群即時通訊。

  • And the world information is simply a click away.

    世界的資訊僅僅是一個點擊即可搜尋得到。

  • However, this is not just the consumer phenomenon.

    然而,這並不只是消費者會出現的現象。

  • The very same pattern holds true for business.

    同樣的模式也適用於企業。

  • In fact, recent research shows that business purchasers spend 73% of their work related media consumption time online.

    事實上,最近的研究表明,企業買家花73%與媒體相關的工作在網路上。

  • Almost 3/4 of C-Level executives use internet everyday at work.

    幾乎四分之三的主管級人員都是使用網路做日常工作。

  • And 83% B2B buyers research online, it's 70% starting an research process on the search engine.

    83%的B2B買家在網路上研究,70% 開始在搜索引擎上做調查。

  • We know that the buying process for businesses is more complex than for consumers.

    我們知道,企業的購買行為比消費者更複雜。

  • There are multiple influences, involved in the majority business purchase decisions,

    有多種影響,涉及廣大企業的購買決策,

  • and these individuals are often using a wide variety of information sources.

    而這些人往往利用各種資源。

  • B2B marketing is previous approach It's quite straightforward.

    B2B 營銷是先前的做法,而它非常簡單。

  • We sent to our good market strategies around on 3 key questions.

    我們將市場策略環繞在3個關鍵問題上。

  • WHO are we targeting?

    誰是我們的目標對象?

  • WHAT are we offering ?

    我們提供了什麼?

  • And HOW do we communicate this in the most effective way.

    還有,我們如何運用最有效的方式進行溝通。

  • Digital, has dramatically increased complexities of the marketing challenge,

    數位化,大大增加了市場挑戰的複雜性

  • making these questions harder to answer. Understanding where your customers are,

    使這些問題更難回答。了解你的客戶群在哪裡,

  • and targeting the right message to the right person, at the right point of the buying cycle is critical to success.

    並將對的訊息在對的時間給對的人,這才是成功的關鍵。

  • Marketing is need to change the approach and integrate digital values into the core and marketing plans.

    行銷,是需要改變方法,將數位價值與核心、行銷計畫做整合。

  • We see 3 shifts taking place which formed the basis for new digital imperatives in marketing.

    我們看到三種轉變,它們為新的數位行銷必要元素奠定基礎

  • Firstly, there's a shift from research to real time insight.

    首先,是從埋首找尋資料轉變為即時洞悉。

  • Today's technology gives you immediate access to data on user behavior.

    現今的技術,為您提供用戶行為的即時數據。

  • Enabling you to keep up and react to change much more quickly.

    使您能夠跟上,並做出更加迅速的改變或反應。

  • Traditionally to find out questions such as how much interest is there in my product?

    傳統上,要找到問題的答案,像是:我的產品有多吸引人注意?

  • You would look to put together some customers research.

    你會藉由整理一些客戶資料來找答案

  • Now you can find online tools which offer additional real-time insights to answer these questions.

    但現在,你可以在網路上找到工具,它提供即時資訊讓你找到問題的答案。

  • To find out what messages your customers are most acceptive

    為了找出你的顧客最能接受的訊息

  • You could run focus group.

    你可以找一些焦點團體

  • However online, you can see in real-time. How many people engage with your ad creative, and optimize your campaigns accordingly.

    無論怎麼上網,你都可以即時掌握資訊,有多少人參與了廣告創意,並據此優化廣告的成效。

  • Secondly, we see a shift from creative to content.

    其次,我們可以看到從廣告創意與具體內容的轉變。

  • Thy types of information the B2B buyers search for depends on where they are in the buying cycle, their roles, and their needs.

    B2B 買者搜索的資訊種類,取決於他們在購買週期的哪個環節、他們的角色和他們的需求。

  • The internet gives an access to wealthy information,

    網路提供豐富的資訊

  • and easy-to-consume content.

    和容易消化理解的內容

  • Marketing is there for me to understand their audience, and provide appropriate content at the right stage of the buying cycle.

    行銷是讓我們了解,他們的目標客群在哪裡,並在他們的購買週期裡對的時點,提供給他們適當的內容

  • B2B buyers consume content in many forms.

    B2B 買家消費的內容有多種形式。

  • Over half of I.T. buyers subscribe to RSS feeds. two-thirds of C-suite executives, you worked related videos online at least once a week.

    超過一半的IT(資訊科技)買家訂閱RSS。三分之二的高階主管,一個星期必須觀看相關影片至少一次。

  • In fact, a quarter of them prefer watching video content to reading text.

    實際上,四分之一的高階主管喜歡觀看影片內容勝過閱讀文本。

  • Marketing is need to distribute content wherever prospects are looking.

    無論前景如何,行銷是需要將內容散布出去

  • Distributing or syndicating your content gives your brand a greater reach, and enables users to engage with you.

    散佈或發表你的內容能讓更多人知道你的品牌,並讓用戶和你一起參與,

  • in an environment of their choice. What's more, the growing trend of social media demands the content insurable as well.

    一起在他們自選的環境裡參與。而且,社群媒體的蓬勃發展使內容更可靠。

  • Three causes of tech decision makes use social media on the job.

    三個關鍵決定,使得在工作中也必須使用社交媒體。

  • Marketing should leverage the power of these communities and the value of its peer interactions online to participate in.

    行銷是要在社群的力量與同儕互動的價值之間做權衡。

  • and even initiate conversations about their brand and relevant industry issues.

    甚至以他們的品牌和相關產業議題來開啟談話。

  • The final shift we see is from one way push to two-way push and pull.

    最後的一個轉變,是從一邊的推動轉變為雙邊的推力與拉力。

  • Brands and businesses need to master the digital strategies to pull customers to content,

    品牌和企業需要掌握數位策略,拉客戶來了解內容。

  • push content to customers and also to combine push and pull marketing to drive better efficiency in the overall marketing mix.

    將內容推廣給客戶,並結合推拉行銷在整個行銷組合中達成更好的效率。

  • Marketing....and integrate digital into the core of the marketing strategies first will gain competitive advantage in the longer term.

    先將數位化與行銷策略核心做整合,可以爭取長期的競爭優勢。

Digital is now an integral part of our everyday lives.

數位現在已經是我們日常生活中不可或缺的一部分。

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B1 中級 中文 英國腔 行銷 內容 買家 網路 數位化 企業

數位化下的B2B行銷 (B2B Marketing in a Digital World)

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    林彥君 發佈於 2018 年 01 月 03 日
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