數(shù)字營銷外文翻譯文獻

文獻信息：文獻標題：TheMostEffectiveDigitalMarketingStrategiesandApproaches:AReviewofLiterature（最有效的數(shù)字營銷策略與方法：文獻綜述）文獻作者：CharlesGibson文獻出處：《InternationalJournalofScientificandResearchPublications》,2018,8(2):12-16字數(shù)統(tǒng)計：英文2773單詞，16290字符；中文5353漢字外文文獻：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.Pi?eiro-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.Pi?eiro-Otero&Martínez-Rolán(2016)explainedthatthetraditionalproductionfocusedparadigmwaschallengedsomeyearslaterbyLauterborn’suser-centeredmodel.Thenewmodelmadeashiftinfocusfromtheattentionbeingonproductiontotheuser.Thethoughtsregardinguser-centeredmarketingstrategyisresonatedbyPatrutiuBaltes(2016),whichfurtherelaboratedondigitalmarketing’sroleinensuringthatthefocusremainsontheconsumer.ThescholaroftheTransylvaniaUniversityofBrasovvoicedsimilarconcernsofthoseexpressedbyPi?eiro-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;Pi?eiro-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).”Pi?eiro-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.Pi?eiro-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;Pi?eiro-Otero,Teresa&Martínez-Rolán,Xabier,2016).SomeSEOstrategiesnotedbyWeinclaw(2017),include:adjustmentofwebsitecontent,additionofkeywords,properwebsiteindexingandensuringthatsitecontentisunique.Pi?eiro-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.Pi?eiro-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.NewslettersPi?eiro-Otero&Martínez-Rolán(2016)pointedtonewslettersasbeinganeffectivemarketingstrategyforcompaniestoimplementintotheirmarketingefforts.Theauthorsexpressedthevalueofawell-designednewsletterwithgoodcontent.Gaikwad&Kate(2016)concurredwiththethoughtsofPi?eiro-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.ThecleardifferencebetweentraditionalmarketinganddigitalmarketingasdiscussedbyPi?eiro-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.中文譯文：最有效的數(shù)字營銷策略與方法：文獻綜述摘要—將技術融入營銷策略的組織越來越受歡迎，這使得人們注意到需要對數(shù)字營銷策略進行深入的研究。將策略轉(zhuǎn)變?yōu)橐钥蛻魹橹行牡臓I銷策略，為企業(yè)提供了一個機會，以進入創(chuàng)新營銷實踐的新時代，即利用數(shù)字營銷來滿足自己的主要營銷需求。本文是一篇對最有效的數(shù)字營銷方法的文獻綜述，結(jié)合了新興技術和傳統(tǒng)營銷的某些方面，為公司提供了針對更多受眾的有價值的方法。本研究為個人、公司、組織、企業(yè)和研究人員提供了數(shù)字營銷策略，以提高其目標市場的知名度。索引詞—營銷，商業(yè)，數(shù)字營銷，廣告，網(wǎng)絡營銷一、引言實施數(shù)字營銷已成為企業(yè)策略中比較常用的一種策略。蓋克瓦德和凱特(2016)指出，市場營銷一直存在。齊默(2017)指出，“營銷關注的是一種稱為交換關系的關系(第1頁)”。數(shù)字營銷是一種策略，它通過建立創(chuàng)新實踐，將技術與傳統(tǒng)營銷策略相結(jié)合，為個人或組織提供接觸客戶的能力。羅伯茨和梅肯(2015)解釋說，在數(shù)字技術的推動下，社會經(jīng)歷了一場經(jīng)濟轉(zhuǎn)型。羅伯茨和梅肯（2015）引用了迪安等人(2012)的文章。迪安等人發(fā)現(xiàn)2010年美國國內(nèi)生產(chǎn)總值(GDP)對美國經(jīng)濟的貢獻率為4.7%。2010年的增長率預計將繼續(xù)保持在每年10％以上。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）表示，數(shù)字營銷已成為一種創(chuàng)新現(xiàn)象。新策略通過在定制和大規(guī)模分銷之間建立聯(lián)系，幫助組織實現(xiàn)其營銷目標。有相當數(shù)量的專業(yè)人士堅持麥卡錫的意識形態(tài)，他們認為利用4P模型進行營銷的方式：產(chǎn)品，地點，促銷和價格。麥卡錫使用的傳統(tǒng)營銷策略是一個強大的、可信的、得到廣泛認可的基礎策略，但不會對消費者產(chǎn)生任何作用。史密斯（2011）引用了互聯(lián)網(wǎng)世界統(tǒng)計數(shù)據(jù)（2010）指出，到2010年世界互聯(lián)網(wǎng)用戶人口預計將超過20億。隨著社會技術的迅速發(fā)展，采用數(shù)字營銷策略將變得越來越重要。阿米蒂奇（2015年）解釋說，數(shù)字策略應該是組織“走向”市場策略的基石。岡薩雷斯?羅莫、加西亞?梅迪納和普拉扎?羅梅羅（2017）對這些想法表示贊同，他們解釋說，新技術迫使企業(yè)重新考慮營銷策略。作者繼續(xù)解釋說，將技術應用于市場營銷將有助于營銷專業(yè)人員接觸到經(jīng)常大量使用移動設備的年輕受眾。斯萊德（2016）關于實施創(chuàng)新技術和營銷策略之間的聯(lián)系的觀點與阿米蒂奇（2015）和岡薩雷斯?羅莫、加西亞?梅迪納和普拉扎?羅梅羅（2017）一致，證明了技術正在迅速發(fā)展并將把企業(yè)帶出舒適區(qū)。使用技術來提高組織獲得更多曝光率的能力的營銷策略是從一個健全的戰(zhàn)略開始的。隆哥（2016）贊同這些觀點，表示必須優(yōu)先考慮數(shù)字營銷策略。EDventure控股公司總裁埃絲特?戴森解釋說，互聯(lián)網(wǎng)不僅僅是一種額外的銷售或廣告方式，它已經(jīng)成為一種工具，從根本上改變了組織開展業(yè)務的方式。EDventured總裁繼續(xù)表示數(shù)字化未來將呈指數(shù)級增長（帕特魯?shù)?巴爾特斯，2016）。以客戶為中心的策略最大限度地擴大組織對客戶的接觸，取決于尋求成功地與潛在客戶聯(lián)系是一個組織的主要營銷目標。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）解釋說，傳統(tǒng)的以生產(chǎn)為中心的模式幾年后受到勞特伯恩的以用戶為中心的模式的挑戰(zhàn)。新模式把注意力從生產(chǎn)轉(zhuǎn)移到用戶身上。關于以用戶為中心的營銷策略的想法得到了帕特魯?shù)?巴爾特斯（2016）的共鳴，并進一步闡述了數(shù)字營銷在確保繼續(xù)關注消費者方面的作用。羅馬尼亞布拉索夫特蘭西瓦尼亞大學的學者表達了與皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）所表達的類似擔憂，由于過分關注產(chǎn)品，對客戶的關注基本上已經(jīng)被“剝奪”。二、目的艾利哥特(2017)編寫的一份文獻評論指出，需要對具體領域的營銷進行進一步研究。本研究的目的是考察數(shù)字營銷的最佳實踐。本研究對有效的數(shù)字營銷策略進行了更深入、更全面的考察。三、研究課題在本文中，提出了以下研究問題：問題：在最大限度地將業(yè)務展現(xiàn)給客戶方面，什么樣的數(shù)字營銷策略是最有效的？四、方法巴德克（2017）表示，文獻綜述是揭示某一主題的完整內(nèi)容的一種有效方法。這種方法為更多研究問題提供了理論基礎，并為將整個主題向前推進奠定了基礎。選擇文獻綜述來評估研究問題。從各種來源中隨機選擇學術期刊、文章和研究出版物。對專業(yè)出版物的選擇進行了全面審查。研究結(jié)果使用書面解釋顯示。五、結(jié)果市場研究（2017）表示，互聯(lián)網(wǎng)的擴張對客戶商品的營銷產(chǎn)生了有意義的巨大影響。對文獻的回顧顯示了營銷與技術之間的直接、牢固的聯(lián)系。網(wǎng)站這些文獻顯示了將網(wǎng)站添加到組織的營銷工作中的重要性。佩克（2012）在一篇文章中指出，投資報紙公司的網(wǎng)站是有益的。美國報業(yè)協(xié)會（NAA）解釋說，63％的成人報紙讀者都會訪問報紙網(wǎng)站。有超過一半的報紙讀者訪問他們的在線網(wǎng)站，2011年第四季度的報告顯示，平均有1.11億網(wǎng)站訪問者。維恩（2015）解釋說，一個組織可以建立一個網(wǎng)站，作為免費或低價的營銷工具。根據(jù)維恩（2015）的解釋，該網(wǎng)站還需要具有專業(yè)外觀，引用Hinge調(diào)查的統(tǒng)計數(shù)據(jù)，其中30％的客戶排除了網(wǎng)站結(jié)構不完善的小公司。社交媒體營銷大量資料（蓋克瓦德和凱特，2016；金斯諾斯，2017；帕特魯?shù)?巴爾特斯，2016；皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭，2016；斯萊德，2016；維恩，2015；維恩克勞，2017；齊默，2017）指出，社交媒體營銷是一個強大的營銷工具。通過在線社區(qū)的社交網(wǎng)絡可以讓用戶相互溝通。社交網(wǎng)絡平臺允許通過在線信息發(fā)布和消息傳遞促進個人或組織之間的營銷（齊默，2017）。維恩克勞（2017）引用卡普蘭和海倫（2010）的觀點將社交媒體的定義為“一組基于互聯(lián)網(wǎng)的應用程序，它們建立在Web2.0的思想和技術基礎之上，并允許創(chuàng)建和交換用戶生成的內(nèi)容(第4頁)”。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）在工作中評論說，社交媒體是通過動態(tài)交流建立成員之間溝通的一種令人驚奇的方法。蓋克瓦德和凱特（2016）闡述了社交媒體在營銷中的重要性，并在社交媒體和口碑營銷之間建立了相鄰的聯(lián)系。帕特魯?shù)?巴爾特斯（2016）引用了福萊國際傳播咨詢公司的巴夫頓（2012）的回憶說，79％的消費者在社交媒體上關注或喜歡他們的品牌。Facebook、Twitter、LinkedIn、YouTube、Instagram和Pinterest都被帕特魯?shù)?巴爾特斯（2016）評為知名且經(jīng)常使用的社交媒體平臺。斯萊德（2016）提供了一些見解，即公司通過留出社交媒體營銷預算而獲益，以使用社交媒體上提供的優(yōu)質(zhì)服務進行融資。電子郵件營銷文獻綜述表明，電子郵件營銷是一種數(shù)字化營銷策略。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）將電子郵件營銷定義為在線系統(tǒng)使用電子郵件發(fā)布公告和商業(yè)信息。電子郵件營銷是一種策略，它允許企業(yè)或組織通過使用電子消息傳遞工具發(fā)布消息和信息來接觸大型客戶群（齊默，2017）。維恩克勞（2017）指出，理論上，電子郵件營銷是一個簡單化的概念。發(fā)布優(yōu)惠券、在線通訊、促銷活動和廣告材料是電子郵件營銷的方法之一。蓋克瓦德和凱特（2016）將電子郵件營銷這個術語引入了關注的焦點，他們認為每一封針對潛在客戶的電子郵件都可以視為電子郵件營銷。搜索引擎優(yōu)化（SEO）將網(wǎng)站實施到組織的營銷方式是具有策略意義的。還有另一層創(chuàng)新策略，營銷人員使用它來提高網(wǎng)站在互聯(lián)網(wǎng)上的知名度，即搜索引擎優(yōu)化(SEO)。維恩克勞（2017）將SEO定義為“增加網(wǎng)站在網(wǎng)上搜索結(jié)果中列出的概率，并將其放置在搜索結(jié)果中顯著位置的的過程（第4頁）”。過多的文獻支持SEO作為數(shù)字營銷中可信的既定策略（蓋克瓦德和凱特，2016；吉福德，2010；金斯諾斯，2017；帕特魯?shù)?巴爾特斯，2016；皮尼埃羅?奧特羅，特里薩和馬丁內(nèi)茲?羅蘭，薩貝爾，2016）。維恩克勞（2017）提到的一些SEO策略包括：調(diào)整網(wǎng)站內(nèi)容，添加關鍵字，正確的網(wǎng)站索引和確保網(wǎng)站內(nèi)容的獨特性。皮尼埃羅?奧特羅和馬丁內(nèi)茲?羅蘭（2016）表示，全球88％的網(wǎng)絡訪問都通過谷歌搜索引擎。蓋克瓦德和