什么是网络营销？
译者：Leon Zhang, DigiMarketing.cn
原作者：维基百科
注：因为维基百科的页面经常更新，所以这里的内容与维基百科上的内容不一定完全相同。
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网络营销，又称为在线营销或电子营销，是使用互联网的营销。互联网已经为营销带来了很多特有的好处，包括低成本地向全球的受众传播信息和媒体。互联网媒介的交互性的天性，在即时响应和引出回应方面，都是网络营销的特性。
网络营销把互联网的创意和技术方面联系在一起，包括设计，开发，广告和销售。网络营销的方法包括搜索引擎营销，显示广告，电子邮件营销，联属网络营销，交互式广告和病毒营销。
定义和范围
网络营销是使用网络媒介来培养和推广一个组织的过程。网络营销不是简单地表示“建设一个网站”或者“推广一个网站”。在网站背后，其实是一个带有实际目标的实际组织。
网络营销战略涵盖网络广告产品、服务和网站的所有方面，它包括搜索引擎营销，公共关系，社交媒介，市场调研，电子邮件营销，和直销。网络营销人员会根据组织目标和受众在这些工具中择优选用。
商业模型
网络营销与多个商业模型相关联。典型情况下，模型由目标来定义。这包括电子商务 - 在这里你直接销售商品给消费者或商业组织；信息发布 - 在这里你销售的是广告；基于lead的网站 - 在这里一个组织通过从网站上得到销售lead而产生价值。基于每个发起网络营销活动的人或组织的特定需求，有很多其它的模型（事实上几乎无限多）。
优势
与
网络营销相关联的一些好处包括信息可用性。消费者可以随时随地登录互联网来了解产品，并且购买。使用网络营销的公司也可以节省资金，因为减少了对推销人员
的需求。总之，网络营销可以帮助拓展从本地到全国乃至全球的市场。与传统媒介相比，比如印刷，电台和电视，网络营销相对而言可以节省很多成本。
因为互联网媒介的曝光、响应和总体效率是非常容易被跟踪的，比如通过使用网络分析，与传统的“线下”媒介相比，网络营销可以为广告主提供一个很强的可说明性。网络营销，在2007年比其他媒介形式营销的发展速度快得多。
限制
因为网络营销需要客户使用较新的技术而不是传统媒介，不是所有人能够得到信息。低速的网络连接可能带来困难。如果公司建立过大或过于复杂的网页，互联网用户用拨号连接或移动设备下载信息可能会很费力。
网络营销不允许购物者在网上购买之前摸，嗅，尝或试用实际的商品。一些电子商务卖主已经部署了自由退货政策以及去商店挑选的服务来打消顾客的顾虑。
安全问题
对
于参与网络商务的公司和消费者双方面而言，安全问题都是非常重要的。许多消费者很犹豫是否要通过互联网来购买物品，因为他们不相信个人隐私能够得到保护。
近来，一些从事网络商务的公司被抓到泄漏或销售他们顾客的个人信息。这些公司中的一部分在网站上提供了保证，宣称客户信息不会被公开。通过销售客户信息，
这些公司正在破坏自己所宣扬的政策。一些购买客户信息的公司提供选择项给个人来从数据库中删掉他们自己的个人信息（也叫opting out）。然而，很多顾客并不知道他们的信息是在被分享，而且无法停止他们的信息在公司间的传递。
安
全问题是很重要的，而且网络公司也在很努力地创造解决方案。加密是在互联网上处理隐私和安全问题的主要手段之一。加密的定义是数据转换成一种叫做密码的形
式。这种形式不能轻易地拦截，除非个体拥有完成加密的程序或公司的授权。一般说来，密码越强，数据保护得越好。然而，密码越强，加密也变得越昂贵。
行业影响
网络营销对很多行业都有很大的影响，包括音乐，银行，以及跳蚤市场 - 不仅仅是广告行业本身。
在音乐行业，很多消费者已经开始通过互联网，而不是简单地买CD，来购买和下载音乐文件（如MP3）。
越来越多的银行提供了在网上银行交易的能力。网上银行被认为是对顾客有吸引力的，因为它比访问实际的银行分支机构更方便。目前，超过1.5亿的美国成年人正在使用网上银行。网上银行如今成为了发展速度最快的互联网行为。增长的互联网连接速度是快速发展的主要原因。在互联网用户中，44%在使用网上银行。
互联网拍卖变得更加的流行。以前只能在跳蚤市场上找到的特有物品，现在在eBay上销售。eBay也影响了行业内的价格。买卖双方经常在去跳蚤市场前上网查看价格，而且eBay的价格通常变成了物品的实际成交价。越来越多的跳蚤市场卖主在把他们的商品放到网上销售，并且经营着他们所在地之外的业务。
对广告行业本身的影响意义深远。在短短几年中，网络广告已经成长为年价值100亿（10,000,000,000）美元（2007-06-18数据）。据PricewaterhouseCoopers报道，美国互联网市场在2006年的消费总计达到169亿。
因为广告主增长并提高了很多他们的网络经费，现在网络已经超过了电台的市场份额。
用
网络营销得到一个顾客的成本比传统营销更低，然而价格也在上涨，因为更多的公司把传统的经费放到了网络营销途径上。如搜索引擎营销，网络营销的一部分，继
续以惊人的增长率发展。电子邮件营销也在发展。网络分析也是网络营销的一个发展因素，因为它比广告历史中的其它形式更加具有可说明性。
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Internet marketing, also referred to as online marketing
or Emarketing, is marketing that uses the Internet. The Internet has
brought many unique benefits to marketing including low costs in
distributing information and media to a global audience. The
interactive nature of Internet media, both in terms of instant
response, and in eliciting response, are both unique qualities of
Internet marketing.
Internet
marketing ties together creative and technical aspects of the internet,
including design, development, advertising and sales. Internet marketing
methods include search engine marketing, display advertising, e-mail
marketing, affiliate marketing, interactive advertising and viral
marketing.
Definition and scope
Internet marketing is the process of growing and promoting an organization using online media. Internet marketing
does not simply mean 'building a website' or 'promoting a website'.
Somewhere behind that website is a real organization with real goals.
Internet marketing strategy includes all aspects of online advertising products, services, and websites, including search engine marketing, public relations, social media, market research, email marketing, and direct sales. The Internet marketer selects the best of these vehicles, given the organization's goals and audience.
Internet marketing strategy includes all aspects of online advertising products, services, and websites, including search engine marketing, public relations, social media, market research, email marketing, and direct sales. The Internet marketer selects the best of these vehicles, given the organization's goals and audience.
Business models
Internet
marketing is associated with several business models. The model is
typically defined by the goal. These include e-commerce, where you sell
goods directly to consumers or businesses; publishing, where you sell
advertising; and lead-based sites, where an organization generates
value by getting sales leads from their site. There are many other
models (nearly infinite, actually) based on the specific needs of each
person or business that launches an internet marketing campaign.
Advantages
Some of the benefits associated with Internet marketing
include the availability of information. Consumers can access the
Internet and learn about products, as well as purchase them, at any
hour, any day. Companies that use Internet marketing can also save money because of a reduced need for a sales force. Overall, Internet marketing
can help expand from a local market to both national and international
market places. Compared to traditional media, such as print, radio and
TV, Internet marketing can have a relatively low cost of entry.
Since
exposure, response and overall efficiency of Internet media is easy to
track, through the use of web analytics for instance, compared to
traditional "offline" media, Internet marketing
can offer a greater sense of accountability for advertisers Internet
marketing, as of 2007 is growing faster than other types of media.
Limitations
Since Internet marketing
requires customers to use newer technologies than traditional media,
not all people may get the message. Low speed Internet connections can
cause difficulties. If companies build overly large or complicated web
pages, Internet users may struggle to download the information on dial
up connections or mobile devices.
Internet
marketing does not allow shoppers to touch, smell, taste or try-on
tangible goods before making an online purchase. Some e-commerce
vendors have implemented liberal return policies and in store pick up
services to reassure customers.
Security concerns
For
both companies and consumers that participate in online business,
security concerns are very important. Many consumers are hesitant to
buy items over the Internet because they do not trust that their
personal information will remain private. Recently, some companies that
do business online have been caught giving away or selling information
about their customers. Several of these companies have guarantees on
their websites, claiming customer information will be private. By
selling customer information, these companies are breaking their own,
publicized policy. Some companies that buy customer information offer
the option for individuals to have their information removed from the
database (known as opting out). However, many customers are unaware
that their information is being shared and are unable to stop the
transfer of their information between companies.
Security
concerns are of great importance and online companies have been working
hard to create solutions. Encryption is one of the main methods for
dealing with privacy and security concerns on the Internet. Encryption
is defined as the conversion of data into a form called a cipher. This
cipher cannot be easily intercepted unless an individual is authorized
by the program or company that completed the encryption. In general,
the stronger the cipher, the better protected the data is. However, the
stronger the cipher, the more expensive encryption becomes.
Effects on industries
Internet
marketing has had a large impact on several industries including music,
banking, and flea markets - not to mention the advertising industry
itself.
In
the music industry, many consumers have begun buying and downloading
music files (e.g. MP3s) over the Internet instead of simply buying CDs.
More
and more banks are offering the ability to perform banking tasks
online. Online banking is believed to appeal to customers because it is
more convenient than visiting bank branches. Currently, over 150
million U.S. adults now bank online. Online banking is now the
fastest-growing Internet activity. The increasing speed of Internet
connections is the main reason for the fast-growth. Of those
individuals who use the Internet, 44% now perform banking activities
over the Internet.
Internet
auctions have gained popularity. Unique items that could previously be
found at flea markets are being sold on eBay instead. eBay has also
affected the prices in the industry. Buyers and sellers often look at
prices on the website before going to flea markets and the eBay price
often becomes what the item is sold for. More and more flea market
sellers are putting their items up for sale online and running their
business out of their homes.
The
effect on the ad industry itself has been profound. In just a few
years, online advertising has grown to be worth tens of billions of
dollars annually. (2007-06-18) PricewaterhouseCoopers reported US Internet marketing spend totalled $16.9 billion in 2006.
As Advertisers increase and shift more of their budgets online, it is now overtaking radio in terms of market share.
The cost to acquire a customer is lower with internet marketing than with traditional marketing however cost are rising as more companies take traditional budgets and push it to internet marketing avenues. Search engine marketing for example, which is part of internet marketing
continues to grow at tremendous rates. Email marketing also grows. Web
analytics is a growing aspect of internet marketing, as there is more
accountability than in the history of advertising.
