研究论文代写：多芬香皂的付费媒体
研究论文代写：多芬香皂的付费媒体。在收集信息和分析中，一个主要的发现是，与无偿媒体相比，多芬香皂的付费媒体要高。多芬在女性方面真的很成功吗?女性在使用该产品时是否感到自己被授权了?还是该产品仅仅因为其使用价值而自我推销?类似的问题必须得到回答，为此，该公司必须从付费媒体发展到付费媒体。付费媒体是指由公司产生的媒体，如广告和其他促销活动。而无偿媒体则是通过电子口碑、用户博客和社交媒体等产生的(Hanna et al.， 2011)。通过创建博客或用户论坛等具有建设性和互动性的在线空间，多芬将为它的免费媒体创造一种增长方式。这样不仅可以吸引更多的客户，也可以更好的留住客户，因为客户会感觉到他们不断增长的需求被品牌听到了。接下来研究论文代写专家将为同学们分析下多芬香皂的付费媒体。
数字营销计划必须通过理解数字营销的利弊来构建。例如，多芬香皂的CPC和其他点击值似乎表明确实有更多的客户浏览他们的页面，但是否每一次点击都成为潜在的销售线索?可能没有明确的方法来确定。虽然网站可以追踪他们独特的访客，但他们无法真正追踪顾客在点击后花了多长时间在上下文上，或者他们看到广告后做了什么。如果虚假点击是由软件驱动的网站产生的，营销人员可能会认为他们的广告比实际情况更有效。广告客户也失去了一些控制，他们的网上信息”(科特勒和凯勒，2006，第638页)。在这种情况下，有必要使用简单的工具，如电子邮件作为一种方式来检查客户的响应，而不是简单地依赖点击的数量。如附录C所述，稍微个性化的电子邮件可能会促使客户订阅或响应，这比点击更有意义。通过这种方式，广告的目标不仅是要告知顾客，而且要吸引顾客。
数字营销审计过程通常是在需要解释在线销售下降的情况下进行的，或者是在面临其他宏观环境威胁的情况下(Rothe等人，1997年)。审计过程的第一步是从诸如在线渠道分析、销售数据、调查回应、内部审查和竞争对手分析等来源收集信息(附录A) (Hill, 2017)。然后根据数字营销最佳实践对数据进行评估，并根据最佳实践评估市场地位。基于对关键问题和其他调查结果的评估，当前营销策略的优势、劣势、机会和威胁被列为审计的最终结果。因此进行的数字营销审计有助于提高营销过程的广度和质量(Wymbs, 2011;Boles, Pilling， & Goodwyn, 1994)。选用的产品是英国市场的多芬香皂。
The digital marketing plan has to be constructed by understanding pros and cons of digital marketing. For instance, the CPC and other click values for Dove soap appear to indicate that there are indeed more customers viewing their pages, but does every click become a potential lead for sales? There might not be clear way to identify this. While websites can track their unique visitors, they cannot really track how long the customer spends on the context after the click or what they do after they see the advertisement. “Marketers may think their ads are more effective than they really are if bogus clicks are generated by softwarepowered Web sites. Advertisers also lose some control over their online messages” (Kotler and Keller, 2006, p.638). In such cases, it is necessary to make use of even simple tools like email as a way to check the responsiveness of customers, instead of simply relying on the number of clicks. As presented in Appendix C, a slightly personalized email would probably motivate a customer to subscribe or to respond which would be more meaningful than a click. This way, the advertisement objective seeks not only to inform but also engage customers.
The digital marketing audit process usually is done when there is a need to explain a decline in online sales, or when facing other macroenvironmental threats (Rothe et al., 1997). The first step of audit process is to gather information from sources like online channel analytics, sales data, survey responses, internal reviews and competitor analysis etc. (Appendix A) (Hill, 2017). The data then is evaluated against digital marketing best practices and the market position based on best practices is assessed. Based on assessment of key issues and other findings, strengths, weaknesses, opportunities and threats with respect to the current marketing strategy are tabulated as the end outcome of the audit. Digital marketing audit thus conducted helps increase the breadth and quality of the marketing process (Wymbs, 2011; Boles, Pilling, & Goodwyn, 1994). The product selected is Dove Bar Soap in the United Kingdom Market.
以上内容就是研究论文代写专家对多芬香皂的付费媒体分析。如果同学们在撰写研究论文时需要更多的帮助，请随时在线咨询美国论文代写服务或发送电子邮件联系我们。美国论文代写帮助专家可以24×7全天候为您提供帮助，除此之外，还有同学们提供硕士论文代写、essay代写、毕业论文代写等论文服务，而且代写论文价格公平合理，保证论文原创，并使用权威的抄袭检测系统，让同学们松应对论文写作并创作出专属个人的优秀论文!
