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Digital Marketing

360

2035

iPad

App

mail
App

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FacebookApp

hope88@xuite.net

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5P

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Web 2.0

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App
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Chapter

5P

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Digital Marketing
InternetMobiliPad
Telephone

1-1

(1)PCNB
Internet
(2)Mobil phone
Smart phone
(3)
iPad
(4)Telephone

(1)
(2)
(3)
(4)
(5)
(6)
(7)
(8)

1-1

1-2

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()

()

2.

1.

()

4
1.
2.
3.
4.

()
B2C

(1)
(2)Facebook
(3)
(4)
1.Inter(5)
netPC/NB
(6)
(7)
(8)YouTube
(9)eDM
(1)
(2)
(3)
2.Mobile
(4)
(5)App
3.iPad
4.Telephone
()
B2B

1-2

()
()

(1)
(2)

()

5
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1.
2.
3.
4.
5.
6.

1. Internet
Facebook
eDMYouToube

2. Smart phone

App

3. iPad

4. Telephone
callout

()B2C
4
(1)
(2)
(3)
(4)

()B2B

1-1

www.wunan.com.tw
(02)2705-5066

1-1 V. S.
()

1.

NBPC
Internet

2.

3.

4.

5.

6.

7.

8.

9.

4P4C
1-24P

4C
1-2 4P4C
()4P
1.product
2.price
3.place
4.promotion

()4C
1.social communtiy
2.customer relationship
3.consumer communication
4.customer experience &
knowledge

7
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()

4
4

()

Email

()

()

()

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(1)
(2)

(3)
(4)

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9

()

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1-3

Internet

()

()

()

()
Internet

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()

()

1-4
(9)

(1)

(2)

(8)

(3)

(7)
(6)

(5)

(4)

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4P ProductPlacePricePromotion4P

EDM
e-MAIL

4P

5P
2011
4P5P

Forrester
20132245%
43%ForresterZia Daniell
Wigder

2013

12

www.wunan.com.tw
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()Pulse

Google
Insights for Search

()Pace

()Precision

Google

13
www.wunan.com.tw
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4P
ProductPricePlace
Promotion

5P

()Performance

Google
Adwords 3.0Analytics

()Participation
FacebookTwitterPlurk

YouTube

PC
5P1-5

1.Pulse

5P
The 5 Ps of Digital
Marketing

5.Participation

4.Performance

2.Pace

3.Precision

1-5 5P

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www.wunan.com.tw
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()
20
FIND
200048020121600

8828%2
153913038%

()

8%12%

15
www.wunan.com.tw
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customisation
measurability
user insight

()4
(1) 10

(2)

(3)

Control is out. Open is


in.

(4)

16

www.wunan.com.tw
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()6
Yahoo!Paul Simon Thompson

6
2012
23%
Burberry

Thompson6(1)
(2)(3)
(4)(5)
(6)

1
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Thompson2008

17
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24
BC220%4
8%

()6

201218%
5
60%eMnet200021
eMnet2011
35
50%
eMnet
eMnet
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()
The Perfect Storm

Isobar

14%86%

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1-6

(1)AGENCY SERVICES

(2)BRAND

MEDIA
CONVERGENCE

INNOVATION

(3)CONSUMER

2011 Innovating in a convergent world-A vision for the next 3-5


years, 20113

1-6

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IT

MIT
Media LabAegis MediaGoogleHallmarkPEPSICOMotorolaSamsung

()
CPRPcost-per-rating point
CPRP

()

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. .
, 2012.08

ISBN 978-957-11-6782-4 ()
1.2.3.
496

101014988

1FRS









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