数字营销外文翻译文献

文献信息：文献标题：TheMostEffectiveDigitalMarketingStrategiesandApproaches:AReviewofLiterature（最有效的数字营销策略与方法：文献综述）文献作者：CharlesGibson文献出处：《InternationalJournalofScientificandResearchPublications》,2018,8(2):12-16字数统计：英文2773单词，16290字符；中文5353汉字外文文献：TheMostEffectiveDigitalMarketingStrategiesandApproaches:AReviewofLiteratureAbstract-Theriseinpopularityoforganizationsintegratingtechnologyintotheirmarketingstrategy,directsattentiontotheneedforanin-depthreviewofdigitalmarketingstrategies.Makingastrategicshifttoclient-centeredmarketingstrategies,providebusinessestheopportunitytoengageinaneweraofinnovativemarketingpractices,thatusedigitalmarketingtomeettheirprimarymarketingrequirements.Aliteraturereviewofthemosteffectivedigitalmarketingapproaches,providecompanieswithvaluabletoolstotargetalargeraudience,usingacombinationofemergingtechnologiesandsomeaspectsoftraditionalmarketing.Thepresentstudyprovidedindividuals,companies,organizations,businessesandresearchers,withdigitalmarketingstrategiestoincreasevisibilitytotheirtargetmarket.IndexTerms-Marketing,Business,DigitalMarketing,Advertising,InternetMarketingI.INTRODUCTIONTheimplementationofdigitalmarketingintobusinessstrategyhasbecomeamoreregularlyusedstrategy.Gaikwad&Kate(2016)notedthatmarketinghasalwaysbeenaround.Zimmer(2017)statedthat“marketingisconcernedwitharelationshipcalledanexchangerelationship(p.1).”Digitalmarketingisastrategythatprovidesanindividualororganizationtheabilitytoreachclientsbyestablishinginnovativepractices,combiningtechnologywithtraditionalmarketingstrategies.Roberts&Micken(2015)explainedthatsocietyhasexperiencedaneconomicalshift,drivenbydigitaltechnology.Roberts&Micken(2015)citedDeanetal.(2012)discoveriesofa4.7%grossdomesticproductcontributiontotheUnitedStates(U.S.)economyin2010.Thenotedgrowthin2010isexpectedtocontinueatmorethan10%peryear.Piñeiro-Otero&Martínez-Rolán(2016)expressedthatdigitalmarketinghasbecomeinnovativephenomena.Thenewstrategyhelpsorganizationsachievetheirmarketinggoalsthroughestablishingalinkbetweencustomizationandmassdistribution.ThereareaconsiderablenumberofprofessionalsthatholdtotheideologyofMcCarthy,whichviewsmarketingutilizingthe4Pmodel:product,place,promotionandprice.ThetraditionalmarketingstrategyusedbyMcCarthyisapowerful,credibleandwidely-recognizedfoundationalstrategy,butleavesnoroletotheconsumer.Smith(2011)citedInternetWorldStats(2010),whichpointedoutthattheworld’sinternetuserpopulationwasprojectedtoexceed2billionby2010.Withtherapidadvancementoftechnologyinsociety,theadoptionofdigitalmarketingstrategyismoreimportantthanever.Armitage(2015)explainedthatdigitalstratagemshouldbethecornerstoneofanorganization“goto”marketstrategy.ThesethoughtsareechoedbyGonzálezRomo,García-Medina&PlazaRomero(2017),whichexplainedthatnewtechnologieshaveforcedcompaniestoreconsidermarketingstrategies.Theauthorscontinuedtoexplainthattheimplementationoftechnologyintomarketingwouldhelpmarketingprofessionalsreachayoungeraudiencethatheavilyusemobiledevicesonaregularbasis.TheviewsofSlade(2016)regardingalinkbetweentheimplementationofinnovativetechnologyandmarketingstrategyconcurredArmitage(2015)andGonzálezRomo,García-Medina&PlazaRomero(2017),byprovinginsightthattechnologyisrapidlydevelopingandwilltakebusinessesoutoftherecomfortzone.Amarketingstrategythatusetechnologytoenhanceanorganization’sabilitytoobtainmoreexposurestartswithasoundstrategy.Longo(2016)concurredwiththesethoughtsbyexpressingthatstrategyindigitalmarketingmustbeprioritized.ThePresidentofEDventureHoldingInc.,EstherDysan,explainedthattheinternetisnotjustanadditionalsalesoradvertisingmethod,buthasbecomeatoolthathasessentiallyrevampedthewaythatanorganizationdoesbusiness.ThePresidentofEDventuredcontinuedtoexpressthatdigitalizationisprojectedtohaveexponentialgrowthinthefuture(PatrutiuBaltes,2016).Client-focusedStrategyMaximizationoforganization-to-clientexposuremustbyaprimarymarketinggoalofanorganizationthatseekstosuccessfullymakecontactwithprospectivecustomers.Piñeiro-Otero&Martínez-Rolán(2016)explainedthatthetraditionalproductionfocusedparadigmwaschallengedsomeyearslaterbyLauterborn’suser-centeredmodel.Thenewmodelmadeashiftinfocusfromtheattentionbeingonproductiontotheuser.Thethoughtsregardinguser-centeredmarketingstrategyisresonatedbyPatrutiuBaltes(2016),whichfurtherelaboratedondigitalmarketing’sroleinensuringthatthefocusremainsontheconsumer.ThescholaroftheTransylvaniaUniversityofBrasovvoicedsimilarconcernsofthoseexpressedbyPiñeiro-Otero&Martínez-Rolán(2016),byelucidatingthattheattentiongiventothecustomeressentiallyhasbeen“dethroned”byexcessivefocusedbeingplacedontheproduct.II.PURPOSEInaliteraturereviewcomposedbyEryigit(2017),aneedforfurtherresearchregardingmarketinginspecificareaswasidentified.Thepurposeofthispresentstudyistoexaminedigitalmarketing’sbestpractices.Thisresearchpaperprovidedamorein-depth,comprehensiveexaminationofeffectivedigitalmarketingstrategies.III.RESEARCHQUESTIONInthisresearchpaper,thefollowingresearchquestionwasposed:RQ:Whatdigitalmarketingstrategiesaremosteffectiveinmaximizingbusinesstoperspective-clientexposure?IV.METHODBadke(2017)expressedthattheliteraturereviewisaneffectivemethodinrevealingwhathasbeencompleteonatopic.Thismethodprovidesarationaleformorestudyonanissueandgroundstomovetheentiresubjectforward.Theliteraturereviewwasselectedtoevaluatetheresearchquestion.Arandomselectionofacademicjournals,articlesandresearchpublicationswereselectedfromvariessources.Theselectionofprofessionalpublicationswerethoroughlyreviewed.Thefindingsweredisplayedusingwrittenexplanations.V.RESULTSMarketresearch(2017)informedthattheinternet’sexpansionhashadameaningful,tremendousimpactonthemarketingofcustomergoods.Areviewoftheliteraturedisplayedadirect,solidconnectionbetweenmarketingandtechnology.WebsiteTheliteraturedisplayedtheimportanceofaddingawebsiteintoanorganization’smarketingefforts.Peck(2012)notedinanarticlethataninvestmentinawebsitefornewspapercompaniesisbeneficial.TheNewspaperAssociationofAmerican(NAA)explainedthat63%ofadultnewspaperreadersvisitedanewspaperwebsite.Withmorethanhalfofthenewspaperreadersvisitingtheironlinesite,areportfromthecompany’s20114thquarter,averaged111millionwebsitevisitors.Vien(2015)explainedthatanorganizationcouldbuildawebsiteasamarketingtoolforfreeorlowprice.ThewebsitealsoneedstohaveaprofessionallookasexplainedbyVein(2015),citingstatisticsfromaHingesurveythat30%ofclientsruledoutsmallfirmsthathavepoorlyconstructedwebsites.SocialMediaMarketingAplethoraofsources(Gaikwad&Kate,2016;Kingsnorth,2017;PatrutiuBaltes,2016;Piñeiro-Otero&Martínez-Rolán,2016;Slade,2016;Vien,2015;Wienclaw,2017;Zimmer,2017)withinthebodyofliteraturepointstoSocialMediaMarketingasbeingapowerfulmarketingtool.Socialnetworkingthroughanonlinecommunityallowsuserstocommunicatewitheachother.Thesocialnetworkingplatformallowsmarketingbetweenindividualsororganizationstobefacilitatedthroughonlineinformationpostandmessaging(Zimmer,2017).Wienclaw(2017)citedKaplan&Haenlien(2010)definitionofsocialmediaas“agroupofInternet-basedapplicationsthatbuildontheideologicalandtechnologicalfoundationsofWeb2.0andthatallowcreationandexchangeofuser-generatedcontent(p.4).”Piñeiro-Otero&Martínez-Rolán(2016)commentedinhisworkthatsocialmediaisanamazingmethodusedtoestablishcommunicationbetweenmembersthroughdynamicexchanges.Gaikwad&Kate(2016)elaboratedontheimportanceofsocialmediainmarketingbydrawinganadjacentlinkbetweensocialmediaandwordofmouthmarketing.PatrutiuBaltes(2016)citedBafton(2012)recollectionperFleishman-Hillard,that79%ofconsumersfolloworliketheirbrandsonsocialmedia.Facebook,Twitter,LinkedIn,YouTube,InstagramandPinterestwerenamedbyPatrutiuBaltes(2016),aswell-knownandregularly-usedsocialmediaplatforms.Slade(2016)gaveinsightthatcompaniesbenefitfromsettingasideasocialmediamarketingbudget,tofinanceusingpremiumservicesofferedonsocialmedia.E-mailMarketingTheliteraturereviewrevealedthatadigitalmarketingstrategycalledE-mailmarketing.Piñeiro-Otero&Martínez-Rolán(2016)definedE-mailmarketingasanonlinesystem,usinge-mailtodistributeannouncementsandcommercialinformation.E-mailmarketingisastrategythatallowsabusinessororganizationtoreachalargecustomer-basethroughthedistributionofmessagesandinformationusinganelectronicmessagingtool(Zimmer,2017).Weinclaw(2017)pointedoutthattheoretically,E-mailmarketingisasimplisticconcept.Thedistributionofcoupons,onlinenewsletters,promotionaleventsandadvertisingmaterialsareamongmethodsofemailmarketing.Gaikwad&Kate(2016)broughtthetermE-mailmarketingintofocus,bypresentingthoughtsthateveryE-maildirectedtowardaprospectivecustomercouldbeviewedasemailmarketing.SearchEngineOptimization(SEO)Theimplementationofthewebsitesintoanorganization’smarketingapproachisstrategic.ThereisanotherlayerofinnovativestrategythatmarketersusetoenhancethevisibilityofwebsitesontheinternetamongsearchenginescalledSearchEngineOptimization(SEO).Wienclaw(2017)definedSEOas“theprocessofincreasingtheprobabilitythatawebsitewillbelistedintheresultsofanonlinesearchandthatitwillbeplacedprominentlyinthesearchresults(p.4).”AnoverabundanceamountofliteraturesupportsSEOasbeingacredible,establishedstrategyindigitalmarketing(Gaikwad&Kate,2016;Gifford,2010;Kingsnorth,2017;PatrutiuBaltes,2016;Piñeiro-Otero,Teresa&Martínez-Rolán,Xabier,2016).SomeSEOstrategiesnotedbyWeinclaw(2017),include:adjustmentofwebsitecontent,additionofkeywords,properwebsiteindexingandensuringthatsitecontentisunique.Piñeiro-Otero&Martínez-Rolán(2016)indicatedthat88%oftheworldwideaccessofthewebgoesthroughtheGooglesearchengine.Gaikwad&Kate(2016)statedthatSEOisamustforonlinemarketing.SearchEngineMarketing(SEM)SearchEngineMarketing(SEM)isanapproachusedindigitalmarketing.Wienclaw(2017)explainedSEMasbeinganavenueofinternet-marketing,thattargetsprospectivecustomersthatenterkeywordsintotheirsearch.Thisisasimplistic,butpowerfulstrategythatusekeywordstodirecttheuserdirectlytoanorganizationorbusiness.Theliteraturepointstohyperlinksandbanneradsastoolsthatindividualsandorganizationsusetomaximizetheirmarketing.Advertisementsonlineareavailableforpurchaseforcompaniestouseforaperiod.Theoverallgoalisfortheadvertisementtobeusedasadirectionaltooltodrivetraffictoabusiness’website.Piñeiro-Otero&Martínez-Rolán(2016)identifiedGoogleAdWordsandBingAdsasbeingpopularSEMadvertisementtools.DigitalPublicRelationsThedisseminationofinformationpertainingtoacorporationororganizationisavitalmarketingtechnique.AconsiderablenumberofsourcessupportDigitalPublicRelationsawell-rounded,dependableavenueofmarketing(Gifford,2010;Gould,2017;PatrutiuBaltes,2016).Publicrelationsareatypeofformalcommunications,thatisaimedtofosterpublicacceptance,considerationandsupport(Gould,2017).ThemaingoalofDigitalPublicRelationsistoprovideinformationtothepublicusingtheinternet.DigitalPublicRelationsasexpressedbyGifford(2010),venturesbeyondthetraditionalwaysofpublicrelationsdescribedbyGould(2017),throughinvokingpowerfulinternettechnologytoreachalarger,morediverseaudience.Thisincredibleapproachisusedtodistributecompanyinformation,namesofmanagementofficials,productinformation,investorinformation,organizationhistoryandavarietyofextrainformation.OnlineAdvertisingPatrutiuBaltes(2016)andGaikwad&Kate(2016),articulatedtheimportanceandrelevanceofonlineadvertising.PatrutiuBaltes(2016)citedVeges&Grigore(2009)descriptionofonlineadvertisingasadvertisingexhibitedontheinternet,havingcomparablesuggestsastraditionaladvertising,butimplementingtheusageofcommunicationandinteractivetoolswiththetargetaudiencedefinedtothedigitalenvironment.Theliteratureexpressedthatthemostwidelyusedinstrumentinonlineadvertisingisatoolcalledanonlineadvertisingbanner.Dissimilartotraditionaladvertising,PatrutiuBaltes(2016)notedthatonlinebannersareusableinavarietyofelectronicplatforms.Theseplatformsincludeemails,websites,blogsandsocialchannels.CustomerRelationshipManagement(CRM)SystemsPatrutiuBaltes(2016)referencedasurveybyCretu&Gramada(2008),expressingthatthemainmotivationfoundintheU.K.forusingCustomerRelationshipManagement(CRM)applicationswastoimproverelationshipswithclients.ThefindingsofPatrutiuBaltes(2016),concludedthatCRManddigitalmarketingareconnected.ThegoalofCRM,usingdigitalapplication,istoensurethatthestrategyisclient-centered.FurtherbenefitsofCRMasapartofadigitalmarketingstrategyismarketresearchandretainingclients.ContentMarketingThebodyofresearchdisplayedseveralpublications,supportingContentMarketingasbeingawidely-accepted,trustworthydigitalmarketingpractice(Gaikwad&Kate,2016;Kingsnorth,2017;PatrutiuBaltes,2016;Slade,2016;Vein,2015).Mostoftheliteraturepointedtousingblogsasbeingthemainplatformforcontentmarketing.Sladestatedthat“Engagingvisualcontentmeansthatauserislikelytospendmoretimeonyourwebsite(p.38).”PatrutiuBaltes(2016)expressedthatblogspostedtoanorganization’swebsitehasasignificantpartinexpressingthecompany’simage.TheexpressionsofSlade(2016)andVein(2015),providedonlinearticles,presentations,livestreaming,picturesandvideosasbeneficialtoolsthatcompaniesshouldincludeintotheirblogsontheirbusinesswebsite.AffiliateMarketingTheSeniorOnlineMarketingManagerofBSkyBandtheInternetAdvertisingBureau,HelenSouthgate,endorsedaffiliatemarketingasatrustworthystrategytogeneraterevenueonlineforabusinessofanysize(PatrutiuBaltes,2016).Affiliatemarketingisatypeofmarketingpracticeindigitalmarketing,wheretheaffiliatesarerewardedbytheweb-basedmerchant,viaeachcustomerbroughtthroughtheaffiliate’smarketingexertions(PatrutiuBaltes;Afiliere,2008).ThefindingsofPatrutiuBaltes(2016),explainedthatPayPerClick(PPC)affiliateprogramsandaffiliatenetworkswerewaysthataffiliatemarketingstrategiesarepracticedthroughtheonlineenvironment.NewslettersPiñeiro-Otero&Martínez-Rolán(2016)pointedtonewslettersasbeinganeffectivemarketingstrategyforcompaniestoimplementintotheirmarketingefforts.Theauthorsexpressedthevalueofawell-designednewsletterwithgoodcontent.Gaikwad&Kate(2016)concurredwiththethoughtsofPiñeiro-Otero&Martínez-Rolán(2016),byelaboratingonthesignificanceofnewsletterbeingusedindigitalmarketing.Theadditionofprofessionallycraftedpicturesandvideosintoanelectronicnewsletter,willresultin50%to70%moreclicksthannewslettersconstructedpurelyusingtext.DisplayAdvertisingPatrutiuBaltes(2016)citedthedataprovidedbyWoodstream(2016),thatGoogleDisplayNetworkscontacts90%ofglobalinternetusers,usingvisualbanner-styleadvertisements.Displayadvertisingisapowerful,influentialstrategythatorganizationsusetoreachtargetaudiences.Thismethodofadvertisingfocusonusinggraphics,videos,pictures,logos,textandothersimilartoolstoconveyitsorganization’smessage.Thistechniquealsousedauniqueidentifieroftheuser’sspecificcomputercalledcookiestotrackthenumberofusersvisitingtheirsite.Theuservisitationdatacanbeusedtohelpacompanyunderstandtheamountofuservisitingtheirsiteandleavewithoutmakingapurchase.Theinsightgainedfromthismethodprovidesthecompanyormarketingteamvaluabledata,thatcanbeusedtolaterretargettheuserthatleftwithoutmakingapurchase(Kingsnorth,2017;PatrutiuBaltes,2016).VI.CONCLUSIONThegoalofthisresearchpaperwastoexaminethebestdigitalmarketingstrategies,throughathorough,in-depthreviewofliterature.Thispresentstudyrevealedseveraldigitalmarketingstrategiesthatareusefultocompanies,businesses,non-profits,educationalfacilitiesandotherprofessionalareas.Theliteraturepointedclearlyinthedirectionofcombiningtechnologywithmanyaspectsoftraditionalmarketingideology.ThecleardifferencebetweentraditionalmarketinganddigitalmarketingasdiscussedbyPiñeiro-Otero&Martínez-Rolán(2016),isthestrategicshiftbetweenthefocusbeingplacedonthecustomer;asopposedtotheproduct.Thebodyofresearchpointedtoengineeringandimplementationofawebsiteanduseoftheinternetindigitalmarketingasbeingakeyresourceindigitalmarketing.Gould(2017)concurredthattheinternetisamainvenuethatcompaniesusetomarketproductsandservicesandnotedthecost-to-benefitdifferencebetweentraditionalanddigitalmarketing(Gould,2017).Havingawebsiteandusingtheinternetactsasaplatformtoaplethoraofstrategiesidentifiedintheliterature.Thesestrategiesinclude:SEM,SEO,E-mailMarketing,OnlineAds,E-NewslettersDigitalPublicRelations,AffiliateMarketingandContentMarketing.Kingsnorth(2017)sharedthatdigitalmarketingandbusinessstrategyareconceptsthatshouldbeintegratedandgrowtogether.Furtherresearchintospecificdigitalmarketingstrategies,wouldbeavaluablecontributiontothefieldofdigitalmarketingandcurrentbodyofwork.In-depth,qualitativeandquantitativeanalysiswouldprovidesupportingevidenceoftheeffectivenessorineffectivenessofspecificstrategies.Furthercomparativestudiesbetweentraditionalmarketinganddigitalmarketingwouldgiveresearchersandcompaniesabetterunderstandingofdifferencesbetweenthetwoapproaches.Digitalmarketingisaninnovative,influentialcontributiontothefieldofmarketing.中文译文：最有效的数字营销策略与方法：文献综述摘要—将技术融入营销策略的组织越来越受欢迎，这使得人们注意到需要对数字营销策略进行深入的研究。将策略转变为以客户为中心的营销策略，为企业提供了一个机会，以进入创新营销实践的新时代，即利用数字营销来满足自己的主要营销需求。本文是一篇对最有效的数字营销方法的文献综述，结合了新兴技术和传统营销的某些方面，为公司提供了针对更多受众的有价值的方法。本研究为个人、公司、组织、企业和研究人员提供了数字营销策略，以提高其目标市场的知名度。索引词—营销，商业，数字营销，广告，网络营销一、引言实施数字营销已成为企业策略中比较常用的一种策略。盖克瓦德和凯特(2016)指出，市场营销一直存在。齐默(2017)指出，“营销关注的是一种称为交换关系的关系(第1页)”。数字营销是一种策略，它通过建立创新实践，将技术与传统营销策略相结合，为个人或组织提供接触客户的能力。罗伯茨和梅肯(2015)解释说，在数字技术的推动下，社会经历了一场经济转型。罗伯茨和梅肯（2015）引用了迪安等人(2012)的文章。迪安等人发现2010年美国国内生产总值(GDP)对美国经济的贡献率为4.7%。2010年的增长率预计将继续保持在每年10％以上。皮尼埃罗·奥特罗和马丁内兹·罗兰（2016）表示，数字营销已成为一种创新现象。新策略通过在定制和大规模分销之间建立联系，帮助组织实现其营销目标。有相当数量的专业人士坚持麦卡锡的意识形态，他们认为利用4P模型进行营销的方式：产品，地点，促销和价格。麦卡锡使用的传统营销策略是一个强大的、可信的、得到广泛认可的基础策略，但不会对消费者产生任何作用。史密斯（2011）引用了互联网世界统计数据（2010）指出，到2010年世界互联网用户人口预计将超过20亿。随着社会技术的迅速发展，采用数字营销策略将变得越来越重要。阿米蒂奇（2015年）解释说，数字策略应该是组织“走向”市场策略的基石。冈萨雷斯·罗莫、加西亚·梅迪纳和普拉扎·罗梅罗（2017）对这些想法表示赞同，他们解释说，新技术迫使企业重新考虑营销策略。作者继续解释说，将技术应用于市场营销将有助于营销专业人员接触到经常大量使用移动设备的年轻受众。斯莱德（2016）关于实施创新技术和营销策略之间的联系的观点与阿米蒂奇（2015）和冈萨雷斯·罗莫、加西亚·梅迪纳和普拉扎·罗梅罗（2017）一致，证明了技术正在迅速发展并将把企业带出舒适区。使用技术来提高组织获得更多曝光率的能力的营销策略是从一个健全的战略开始的。隆哥（2016）赞同这些观点，表示必须优先考虑数字营销策略。EDventure控股公司总裁埃丝特·戴森解释说，互联网不仅仅是一种额外的销售或广告方式，它已经成为一种工具，从根本上改变了组织开展业务的方式。EDventured总裁继续表示数字化未来将呈指数级增长（帕特鲁蒂·巴尔特斯，2016）。以客户为中心的策略最大限度地扩大组织对客户的接触，取决于寻求成功地与潜在客户联系是一个组织的主要营销目标。皮尼埃罗·奥特罗和马丁内兹·罗兰（2016）解释说，传统的以生产为中心的模式几年后受到劳特伯恩的以用户为中心的模式的挑战。新模式把注意力从生产转移到用户身上。关于以用户为中心的营销策略的想法得到了帕特鲁蒂·巴尔特斯（2016）的共鸣，并进一步阐述了数字营销在确保继续关注消费者方面的作用。罗马尼亚布拉索夫特兰西瓦尼亚大学的学者表达了与皮尼埃罗·奥特罗和马丁内兹·罗兰（2016）所表达的类似担忧，由于过分关注产品，对客户的关注基本上已经被“剥夺”。二、目的艾利哥特(2017)编写的一份文献评论指出，需要对具体领域的营销进行进一步研究。本研究的目的是考察数字营销的最佳实践。本研究对有效的数字营销策略进行了更深入、更全面的考察。三、研究课题在本文中，提出了以下研究问题：问题：在最大限度地将业务展现给客户方面，什么样的数字营销策略是最有效的？四、方法巴德克（2017）表示，文献综述是揭示某一主题的完整内容的一种有效方法。这种方法为更多研究问题提供了理论基础，并为将整个主题向前推进奠定了基础。选择文献综述来评估研究问题。从各种来源中随机选择学术期刊、文章和研究出版物。对专业出版物的选择进行了全面审查。研究结果使用书面解释显示。五、结果市场研究（2017）表示，互联网的扩张对客户商品的营销产生了有意义的巨大影响。对文献的回顾显示了营销与技术之间的直接、牢固的联系。网站这些文献显示了将网站添加到组织的营销工作中的重要性。佩克（2012）在一篇文章中指出，投资报纸公司的网站是有益的。美国报业协会（NAA）解释说，63％的成人报纸读者都会访问报纸网站。有超过一半的报纸读者访问他们的在线网站，2011年第四季度的报告显示，平均有1.11亿网站访问者。维恩（2015）解释说，一个组织可以建立一个网站，作为免费或低价的营销工具。根据维恩（2015）的解释，该网站还需要具有专业外观，引用Hinge调查的统计数据，其中30％的客户排除了网站结构不完善的小公司。社交媒体营销大量资料（盖克瓦德和凯特，2016；金斯诺斯，2017；帕特鲁蒂·巴尔特斯，2016；皮尼埃罗·奥特罗和马丁内兹·罗兰，2016；斯莱德，2016；维恩，2015；维恩克劳，2017；齐默，2017）指出，社交媒体营销是一个强大的营销工具。通过在线社区的社交网络可以让用户相互沟通。社交网络平台允许通过在线信息发布和消息传递促进个人或组织之间的营销（齐默，2017）。维恩克劳（2017）引用卡普兰和海伦（2010）的观点将社交媒体的定义为“一组基于互联网的应用程序，它们建立在Web2.0的思想和技术基础之上，并允许创建和交换用户生成的内容(第4页)”。皮尼埃罗·奥特罗和马丁内兹·罗兰（2016）在工作中评论说，社交媒体是通过动态交流建立成员之间沟通的一种令人惊奇的方法。盖克瓦德和凯特（2016）阐述了社交媒体在营销中的重要性，并在社交媒体和口碑营销之间建立了相邻的联系。帕特鲁蒂·巴尔特斯（2016）引用了福莱国际传播咨询公司的巴夫顿（2012）的回忆说，79％的消费者在社交媒体上关注或喜欢他们的品牌。Facebook、Twitter、LinkedIn、YouTube、Instagram和Pinterest都被帕特鲁蒂·巴尔特斯（2016）评为知名且经常使用的社交媒体平台。斯莱德（2016）提供了一些见解，即公司通过留出社交媒体营销预算而获益，以使用社交媒体上提供的优质服务进行融资。电子邮件营销文献综述表明，电子邮件营销是一种数字化营销策略。皮尼埃罗·奥特罗和马丁内兹·罗兰（2016）将电子邮件营销定义为在线系统使用电子邮件发布公告和商业信息。电子邮件营销是一种策略，它允许企业或组织通过使用电子消息传递工具发布消息和信息来接触大型客户群（齐默，2017）。维恩克劳（2017）指出，理论上，电子邮件营销是一个简单化的概念。发布优惠券、在线通讯、促销活动和广告材料是电子邮件营销的方法之一。盖克瓦德和凯特（2016）将电子邮件营销这个术语引入了关注的焦点，他们认为每一封针对潜在客户的电子邮件都可以视为电子邮件营销。搜索引擎优化（SEO）将网站实施到组织的营销方式是具有策略意义的。还有另一层创新策略，营销人员使用它来提高网站在互联网上的知名度，即搜索引擎优化(SEO)。维恩克劳（2017）将SEO定义为“增加网站在网上搜索结果中列出的概率，并将其放置在搜索结果中显著位置的的过程（第4页）”。过多的文献支持SEO作为数字营销中可信的既定策略（盖克瓦德和凯特，2016；吉福德，2010；金斯诺斯，2017；帕特鲁蒂·巴尔特斯，2016；皮尼埃罗·奥特罗，特里萨和马丁内兹·罗兰，萨贝尔，2016）。维恩克劳（2017）提到的一些SEO策略包括：调整网站内容，添加关键字，正确的网站索引和确保网站内容的独特性。皮尼埃罗·奥特罗和马丁内兹·罗兰（2016）表示，全球88％的网络访问都通过谷歌搜索引擎。盖克瓦德和