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摘要:本文主要介绍了几种在市场营销策略中常见的沟通渠道,每一个沟通渠道对于公司都有不同的影响,公司应结合自身......

代写美国essay:沟通渠道在市场营销的作用
 

在商业中,有各种各样的沟通渠道公司可以通过这些渠道来管理与顾客之间的关系。但是要谨记的是,公司应该利用客户喜欢的沟通渠道来交流,这是非常重要的一点。所以我们不能简单地说“这个”或“那个”渠道都适合每一个公司,然而,我们相信在媒体界有一个浮动的层次,一些渠道是可以从另外一些渠道中得到好处,这和马斯洛的需求理论很像,最基本的需求在最下面,越在金字塔顶端的,就是越高层次的需求。
 

在金字塔最低水平的人要多接触博客这种渠道:这是通过社会化客户关系管理来实现的,公司应该多阅读博客,多看博客其他人的评论,因为这是其他所有社会媒体的桥头堡。世界大型企业联合会(Conference Board)发现,77%的成年网民认为博客是得到一个公司或产品的信息好方法。
 

进一步来说, RSS是 Web 上种子汇聚一种方式,多运用于家庭网络里,它能及时更新一些艺术作品包括博客、新闻头条,音频和视频,以一个标准化的格式。(维基百科,2010)。因此,聚合内容和过滤内容能在一些相关科目上帮助企业。聚合内容技术是一个重要的工具来帮助你重新再版,并为其他一些社会渠道创造一些内容,媒体渠道是至关重要的一个社会媒体策略。
 

A Myriad Of Communication Channels Companies Marketing Essay
 

There are a myriad of communication channels companies can utilize to manage their relationship with the customer. There is very important to remember that the company should use the communication channels that the customer prefers, so one cannot say that “this and this” is the right channel for every company. However, we believe there is a floating hierarchy in the media world where some channels need to be utilized in order to get benefits from other channels. This is much like Maslow`s theory of needs where the most basic needs have to be covered to excel to another level of the pyramid.

 

At the lowest level of our pyramid we have blogging: It is the foundation of a Social CRM implementation. Companies should read blogs, comment on blogs, and then blog, because this is the bridgehead to all other social media. The Conference Board found 77 percent of adult Internet users considered blogs a good way toPyramid.gif

 

Further, RSS (Really Simple Syndication) is a family of web feed formats used to publish frequently updated works—such as blog entries, news headlines, audio, and video—in a standardized format. (Wikipedia, 2010) Thus RSS helps companies to aggregate and filter content around relevant subjects. RSS technology is important as a tool to help you repurpose, republish, and create content in other social media channels which is crucial to the success of a social media strategy.

 

Next step of the pyramid is Social Search and this has become very important for small-business owners. “Social search takes many forms, ranging from simple shared bookmarks or tagging of content with descriptive labels to more sophisticated approaches that combine human intelligence with computer algorithms.” (Wikipedia, 2010) Social search is search engines which only search in content which is tagged or bookmarked by users. Therefore companies should ensure that their internet-content is listed in those search engines so that extra search traffic is generated. According to a recent study by DEI Worldwide, 70 percent of consumers have used social media to get information on a product, brand or company. Furthermore, a recent survey from Forrester Research found nearly half of online users say information provided by other consumers is more important to them than data given by marketers of products and services. (Accenture, 2010)

 

This level of the pyramid, social networks, is what people often associate with Social CRM. This is also a very important part of many social CRM strategies, but without the former needs met, companies will find problems to take advantage of the numbers of potential prospects in social networks. These networks take time to understand and they only thrive on ideas and content. Companies got to have content that inspire and engage customers if they wish to build a business case out of social networks. Examples of social networks is Facebook, LinkedIn and MySpace.

 

On the top of the pyramid we find Micro tools. This is platforms such as Twitter, Thwirl, Plurk, and FriendFeed which have become a very important part of the social media mix. They reside at the top of the pyramid because without content, such as that created on a blog, the engagement these channels will probably not go very deep. They are the steroids which can amplify the effect of actions performed in lower levels of the pyramid.

 

We believe the process for meeting long-term CRM objectives through social media is somewhat universal, but the tools needed to meet them are not. In the next section we will look at some of the tools and try to show how to implement them beneficially.

 

Blogging--博客
 

One of the best reasons to blog is to open up an interaction channel with your customers, prospects, and contacts. The fact that your readers can comment and add relevant content to your site via blog comments is a major breakthrough in the communication process. Blog commenting was one of the first mass, one-to-one conversation starters, and made people hungry for even more advanced forms of social interaction.

 

When companies start blogging they should first monitor relevant blogs to pick up hot topics which they can relate to and where they can give useful inputs to the customer. Learn by others how to blog and how they engage the readers. RSS is a useful tool in getting this process automated.

 

Then you should start commenting on the blogs that is relevant for your business to attract attention from your stakeholders. This networking is crucial to obtain the buzz around the company when introducing a new blog.

 

After this two first steps the company should create its own blog where it can start posting content. It is important for bloggers to acquire followers and create some buzz around its content. The aim of the two first steps is to create the snowball-effect in amassing followers and buzz around the company`s blog.

 

As mentioned previously, blogs are run by software, so one have to determine what software to use and get it set up. An example that is customizable and that we can recommend is:

 

WordPress.org: It is a free, open-source blogging tool that you download, configure, and upload to your Web host. Because it is open source there are also many beneficial add-ons and plug-ins that can add even more power to the software. Some of these plug-ins that we recommend are: Add to Any: a tool that makes it very easy for people to subscribe to your blog. Disqus: interactive commenting system. Twittertools: automatically adds your new blog posts to Twitter. Google Sitemaps Generator: creates a sitemap of your blog in XML format and pings search engines. Akismet: helps fight comment spam. Related Entries: creates a list of blogposts related to your current one and inserts this into your post. All in One SEO: adds features that allow you to make each blog post even more SEO (Search Engine optimization) friendly.

 

When the blog is up and running, companies should use their surveillance and publish content that answers or contribute to hot topics for the stakeholders in the company. Listen, then inspire with content and facilitate communication at the blog. Active commenting is a healthy sign for a blog, so commenting other blogs, answering comments and asking for comments true the blogging is important to continuously gain additional followers.

 

Affective listening should uncover valuable customer and prospect insights about what is important to customers. This newer, deeper knowledge based on social footprints should help companies create better opportunities to successfully interact with their target audiences. But these interactions must inspire customers and prospects to take action. Social customers are looking for solutions. They seek out opinions as well as share their own. But they only do so when they are motivated.

 

Social search--社会调查
 

A social search engine is one that lists small businesses and allows people to rate and review them.

 

One thing we know is that people use social media to collaborate and share their experiences and opinions with like-minded people. As evidenced by the growth of sites like Epinions.com and other opinion-generated sites, people are increasingly looking to other people for product information, rather than depending solely on vendors for it. They feel more comfortable gathering information from other customers. And as they engage others interested products and services they too are interested in, communities form, and conversations expand beyond product and service talk to other areas of importance.

 

Companies who use social tools and services to inspire customers and prospects to take action should also look at how they can facilitate that action. Make it easy for customers to engage each other on areas that are not only important to the company, but also things that are important to customers - even if they are not directly related to the company’s product or service.

本文标签: 市场营沟通渠道

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