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Digital Marketing
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Chapter
5P
10
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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.
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4
1.
2.
3.
4.
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(3)
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netPC/NB
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(7)
(8)YouTube
(9)eDM
(1)
(2)
(3)
2.Mobile
(4)
(5)App
3.iPad
4.Telephone
()
B2B
1-2
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()
(1)
(2)
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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)
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1-1
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1-1 V. S.
()
1.
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Internet
2.
3.
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2.price
3.place
4.promotion
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1.social communtiy
2.customer relationship
3.consumer communication
4.customer experience &
knowledge
7
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4
4
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()
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(1)
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1-3
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1-4 9
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4P ProductPlacePricePromotion4P
EDM
e-MAIL
4P
5P
2011
4P5P
Forrester
20132245%
43%ForresterZia Daniell
Wigder
2013
12
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()Pulse
Google
Insights for Search
()Pace
()Precision
13
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4P
ProductPricePlace
Promotion
5P
()Performance
Google
Adwords 3.0Analytics
()Participation
FacebookTwitterPlurk
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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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()
20
FIND
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15
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customisation
measurability
user insight
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16
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()6
Yahoo!Paul Simon Thompson
6
2012
23%
Burberry
Thompson6(1)
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17
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BC220%4
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The Perfect Storm
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18
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1-6
(1)AGENCY SERVICES
(2)BRAND
MEDIA
CONVERGENCE
INNOVATION
(3)CONSUMER
1-6
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IT
MIT
Media LabAegis MediaGoogleHallmarkPEPSICOMotorolaSamsung
()
CPRPcost-per-rating point
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20
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. .
, 2012.08
ISBN 978-957-11-6782-4 ()
1.2.3.
496
101014988
1FRS
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