There are 1.7 billion people online globally, and in the UK, it's 80% of the population.

全球有 17 億人使用網路，英國更有 80％ 人口都在使用網路。

As consumers, we spend 30% of our leisure time on the internet.

身為消費者，我們花費 30% 閒暇時間上網。

We can now communicate with friends, colleagues, communities around the world in real-time, and the world's information is simply a click away.

我們現在可以與全球各地的朋友、同事、社群即時溝通，世界的資訊僅在彈指之間。

However, this is not just a consumer phenomenon.

然而，此現象並不只發生在消費者身上。

The very same pattern holds true for business.

企業也是同樣的模式。

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

事實上，近期研究顯示，企業採購者工作相關的媒體使用時間有 73％ 都在網路上。

Almost 3 quarters of C-level executives use the internet every day at work,

近四分之三的高級主管每天工作都會使用網路。

and 83% of B2B buyers research online, with 70% starting their research process on a search engine.

83％ 的 B2B 買家透過網路調查，其中 70％ 是透過搜尋引擎。

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

企業購買流程比普通消費者消費更為複雜。

There are multiple influences involved in the majority of business purchase decisions, and these individuals are often using a wide variety of information sources.

很多因素都會影響企業的購買決策，而且公司決策人們的資訊來源又十分廣泛。

B2B marketeers' previous approach was quite straightforward.

B2B 行銷者過去的做法非常直觀。

We centered our go-to market strategies around answering three key questions.

市場進入策略圍繞三個關鍵問題。

Who are we targeting? What are we offering? And how do we communicate this in the most effective way?

誰是目標對象？我們提供的是什麼？以及如何以最有效的方式溝通？

Digital has dramatically increased the complexities of the marketing challenge, making these questions harder to answer.

數位化大幅增加市場挑戰的複雜度，使得這些問題更難以回答。

Understanding where your customers are, and targeting the right message to the right person at the right point of the buying cycle, is critical for success.

知道自己的顧客在哪，並在購買週期中對的時間點，鎖定對的人傳達正確訊息是成功的關鍵。

Marketeers need to change their approach and integrate digital values into the core of their marketing plans.

行銷者需要改變方式，將數位價值整合到行銷計畫的核心。

We see three shifts taking place which form the basis for new digital imperatives in marketing.

可以看到三件事正在改變，構成了新的數位行銷基礎。

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

首先，從研究轉變到即時洞察。

Today's technology gives you immediate access to data on user behavior, enabling you to keep up and react to change much more quickly.

現今的技術能即時提供用戶行為數據，讓你掌握當下情況並快速應對。

Traditionally, to find answers to questions such as how much interest is there in my product, you would look to put together some customer research.

過去，為得到像「用戶對產品多感興趣」這種問題的答案，得做消費者調查。

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

現在，你可以找到提供更多即時洞察的網路工具來知道答案。

To find out what messages your customers are most receptive to, you could run focus groups.

想找出哪些訊息顧客接受度最高，可以辦焦點團體訪談。

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

然而在網路上，你可以即時查看廣告互動率，並藉此優化廣告成效。

Secondly, we see a shift from creative to content.

第二個是創意到內容的轉變。

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

B2B 採購者搜索的資訊會受他們處於哪個購買週期階段、其角色及需求影響。

The internet gives them access to a wealth of information and easy-to-consume content.

網路讓他們有機會獲得豐富資訊，以及容易消化的內容。

Marketeers, therefore, need to understand their audience and provide appropriate content at the right stage of the buying cycle.

因此，行銷者需要了解其目標客群，並在購買週期中對的時間點，提供適當內容。

B2B buyers consume content in many forms. Over half of I.T. buyers subscribe to RSS feeds.

B2B 買家取得資訊的方式有很多種，超過半數 I.T. 買家會訂閱 RSS。

Two-thirds of C-suite executives view work-related videos online at least once a week.

三分之二的高層主管每週至少會上網看工作相關的影片一次。

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

事實上，其中有四分之一喜歡看影片內容勝過閱讀文字。

Marketeers need to distribute content wherever prospects are looking.

行銷者需要將內容散佈到潛在顧客會看到的地方。

Distributing or syndicating your content gives your brand a greater reach and enables users to engage with you in an environment of their choice.

分發或聯合發布你的內容讓你的品牌有更廣泛的觸及，並讓用戶在選擇時能與你互動。

What's more, the growing trend of social media demands that content be shareable as well.

更重要的是，社群媒體成長趨勢也要求內容是可分享的。

Three quarters of tech decision makers use social media on the job.

四分之三的科技決策者在工作中使用社交媒體。

Marketeers should leverage the power of these communities and the value of peer-to-peer interactions online,

行銷者應該利用這些社群的力量，以及網路上點對點互動的價值。

to participate in, and even initiate conversations about their brand and relevant industry issues.

藉此參與互動，甚至展開品牌和相關產業議題的對談。

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

最後一個轉變是從單向「推式行銷」到雙向「推拉式行銷」。

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

品牌和企業需要精通數位策略，來把客戶拉進來，也把內容推送給客戶，

and also to combine push and pull marketing to drive better efficiencies in the overall marketing mix.

並結合推拉式行銷來促進整體行銷組合效率。

Marketeers who master all of this and integrate digital into the core of their marketing strategy first, will gain competitive advantage in the longer term.

能最先精通這些，並將數位化融合進行銷策略的行銷者，長遠來看將更有競爭力。