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Examination of Internet marketing relative to traditional promotion in the development of Web site traffic.

机译：互联网营销相对于网站流量发展中的传统推广的检查。

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The Internet revolution has dramatically changed the way businesses compete with each other; the way customers shop; and the way companies collect, store, and process data on customer behavior. This study examined Internet marketing relative to traditional promotion and its effectiveness in developing Web site traffic. The findings suggest that (a) traditional offline promotion (i.e., television advertising, radio commercials, and print advertising) has been integrated with online (Internet) marketing to achieve the objectives of building brand awareness, promoting core value and Web address, and reaching mass audiences; (b) personalization (i.e., treating customers as individuals and using interactive dialogue to provide personalized products and services to match their needs) reflects the core strategy in Internet marketing for generating repeated customer visits on the Web site; and (c) measuring Internet marketing response through the common metrics (i.e., unique visitors, length of the Web session, click-through ratio, and conversion rate) is every bit as important as tracking traditional promotion. The added advantage of measuring Internet marketing for effectiveness is the ability to link specific online advertising and promotions to a specific customer response.

机译：互联网革命极大地改变了企业相互竞争的方式。客户购物的方式；以及公司收集，存储和处理有关客户行为的数据的方式。这项研究检查了与传统促销相关的互联网营销及其在开发网站流量方面的有效性。调查结果表明：（a）传统的离线促销（例如电视广告，广播广告和平面广告）已与在线（互联网）营销整合在一起，以达到建立品牌知名度，提升核心价值和网址并达到目标的目标。广大观众；（b）个性化（即，将客户视为个人，并使用交互式对话来提供个性化的产品和服务来满足他们的需求）反映了互联网营销的核心策略，该策略可在网站上产生重复的客户访问；（c）通过通用指标（即唯一身份访问者，网络会话时长，点击率和转化率）衡量互联网营销响应与跟踪传统促销活动一样重要。衡量互联网营销有效性的另一个优势是能够将特定的在线广告和促销链接到特定的客户响应。

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作者
Mark, John L.;
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作者单位

Capella University.;

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授予单位 Capella University.;
学科 Business Administration Marketing.
学位 Ph.D.
年度 2003
页码 160 p.
总页数 160
原文格式 PDF
正文语种 eng
中图分类贸易经济;
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7. Dans ce document, nous nous proposons d’étudier les différentes formes de rentabilisation des sites Internet par l’E-publicité. En effet, la mise en place de sites Internet n’est souvent viable que grâce à l’E-publicité qui en couvre en partie les frais de fonctionnement. Quels sont les caractéristiques de la cyberpublicité, les normes, les formats, les types ? Quels sont les acteurs qui interviennent dans ce processus et quels sont leurs rôles ? Comment se rémunère un site ? Quels sont les différents outils de mesure utilisés ? Quels sont les significations et l’intérêt du référencement, du positionnement, de l’affiliation, du netlinking ? Nous dressons un panorama actuel de la situation et nous montrons comment ces différents outils participent à la bonne marche de l’Internet. Enfin, notre dossier propose des ouvertures sur les nouveaux outils du marketing. In this document, we focus on the analysis of the different ways of profitability of the websites performing e-advertising. Indeed the websites' start-up becomes only profitable when the e-advertising appears which covers partially the running costs. What are the features of e-advertising, the rules, the lay-outs, the models? Who are the participants enrolled in this process and what are their roles? How is the payment of a website? What are the different measuring tools used? What are the meanings and the interests of the reference, the positioning and the affiliation of netlinking? We draw up a current study of the situation and explain how those different elements contribute to the smooth running of internet? Finally our paper proposes openings on the new tools of marketing? [O] . Joël Moulhade 100

机译：Dans ce document，nous nous proposons d'étudierlesdifférentesformesde rentabilisation des sites Internet par l'E-publicité。 En effet，la mise en place de sites Internet n'est souvent possiblequegrâceàl'E-publicitéquien couvre en partie les frais de fonctionnement。 Quels sontlescaractéristiquesdelacyberpublicité，les normes，les formats，les types？ Quels sont les acteurs qui interviennent dans ce processus et quels sontleursrôles？评论serémunèreunsite？ Quels sontlesdifférentsoutilsdemesureutilisés？ Quels sont les significations et l'intérêtduréférencement，du positionnement，de l'affiliation，du netlinking？ Nous dressons un panorama actuel de la situation et nous montrons commentcesdifférentsoutilsparticipentàlabonne marche de l'Internet。 Enfin，notre dossier建议des ouvertures sur les nouveaux outils du marketing。在本文档中，我们重点分析了执行电子广告的网站的不同盈利方式。事实上，当电子广告出现时，网站的初创公司才有利可图，这部分地涵盖了运营成本。电子广告，规则，布局，模型有哪些特点？参加此过程的参与者是谁？他们的角色是什么？如何支付网站？使用了哪些不同的测量工具？ netlinking的参考，定位和隶属关系的含义和利益是什么？我们制定了当前的情况研究，并解释了这些不同因素如何促进互联网的顺利运行？最后，我们的论文提出了新的营销工具的开放性？

Examination of Internet marketing relative to traditional promotion in the development of Web site traffic.

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