A Study on the Trend, Future Development and Effectiveness of Internet Marketing
Date Issued
2014
Date
2014
Author(s)
Han, Chih- Chieh
Abstract
With the development of technology and economy, productivity is increasing rapidly all over the world. As a result, it’s significant for products to be marketed well to demonstrate their core values and to increase their competitiveness in the market. At the same time, with the fast prevalence and speedy development of the internet and smart phones, e-commerce and social network based on the internet and the mobile internet increasingly occupy people’s social lives. The interaction between online and offline activities takes place more frequently. There is also a growing transition from traditional media to the internet for people to obtain information. Therefore, digital marketing, especially internet marketing, should receive more strategic attention.
This thesis summarizes basic models and methods of contemporary internet marketing and in addition to performance and branding purposes, video marketing, social marketing, mobile marketing, to name a few, are parts of the whole internet marketing picture too. In the meantime, there are more consumer interactivity for O2O (Online to Off-line) which greatly stimulates user participation and pushes O2O marketing forward. Based on these analyses, the thesis also provides ways to design, plan, and compare the internet marketing strategies and basic principles of internet marketing for marketers.
In addition, this thesis also discusses how the effectiveness of internet marketing can be evaluated. In principle, internet marketing’s effectiveness can categorized by performance and branding and the comparison of both is discussed. These discussions could help provide references for marketers to determine adequate marketing strategies.
Finally, with the development of technologies such as cloud computing and big data, consumer analysis is rapidly reshaping itself. Customized marketing information is highly demanded. Location based service and target marketing will be of important future marketing trends too. Meanwhile, more and more interaction between brands and consumers are expected and smart marketing is expected to lead the new marketing paradigm.
Subjects
行銷
互聯網
移動互聯網
Type
thesis
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