數碼營銷

數碼營銷sou3 maa5 jing4 siu1（英文：digital marketing）係營銷嘅一種做法，泛指用互聯網同相關嘅資訊科技嚟宣傳一件產品或者服務，仲可以包埋用呢啲技術嚟宣傳某啲諗法。數碼營銷嘅簡單例子有網絡廣告－網絡廣告即係喺啲網站嗰度落廣告，顯示自己想傳揚嘅信息，例如「我哋啲產品品質好高」噉嘅信息，而如果嗰啲網站係多消費者瀏覽嘅，噉做就可以達到「將段信息傳畀好多消費者睇」嘅效果^[1]^[2]。

數碼營銷係一門有返咁上下複雜嘅專業：好似係社交媒體、電子郵件、搜尋器同流動應用程式等嘅咁多種資訊科技，都會影響到一位消費者接觸到乜嘢資訊；因為噉，從事數碼營銷嘅人梗要對呢啲科技嘅運作有返咁上下熟，識得呢啲科技有咩地方可以攞嚟落廣告同做第啲宣傳^[3]；除此之外，數碼營銷又會涉及心理學嘅思考，要理解透過唔同管道傳嘅營銷信息會點樣影響啲客嘅情緒或者注意力，以及係呢啲心理變化會點樣影響佢哋消費嘅意慾^[4]。

數碼營銷嘅諗頭源自 1990 年代。自從嗰時之後，資訊科技就急速發展－社交媒體、電子郵件、搜尋器同流動應用程式等嘅技術廣泛噉俾社會大眾採用，因而亦令到營銷學愈嚟愈睇重數碼營銷。到咗 2010 年代，營銷界經已有埋專門嘅期刊，用嚟做有關數碼營銷嘅討論^[5]^[6]。

定位

睇埋

文獻

Ryan, Damian; Jones, Calvin (2009), Understanding digital marketing: marketing strategies for engaging the digital generation, Kogan Page, ISBN 978-0749453893
Carter, Ben; Brooks, Gregory; Catalano, Frank; Smith, Bud (2007), Digital Marketing for Dummies, John Wiley & Sons, ISBN 9780470057933

攷

↑ "The Four Faces of Digital Marketing". American Marketing Association.
↑ Nielsen (10 March 2016). "Digital Advertising is Rising in Canada, Requiring More Sophisticated Measures of Success". Nielsen.
↑ WHAT IS A DIGITAL MARKETING PLATFORM?. Marketing Evolution.
↑ Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236-258.
↑ Dahlen, Micael (2010). Marketing Communications: A Brand Narrative Approach. Chichester, West Sussex UK: John Wiley & Sons Ltd. p. 36.
↑ Ryan, Damian; Jones, Calvin (2009), Understanding digital marketing: marketing strategies for engaging the digital generation, Kogan Page.

[1] "The Four Faces of Digital Marketing". American Marketing Association.

[2] Nielsen (10 March 2016). "Digital Advertising is Rising in Canada, Requiring More Sophisticated Measures of Success". Nielsen.

[3] WHAT IS A DIGITAL MARKETING PLATFORM?. Marketing Evolution.

[4] Sahni, N. S., Wheeler, S. C., & Chintagunta, P. (2018). Personalization in email marketing: The role of noninformative advertising content. Marketing Science, 37(2), 236-258.

[5] Dahlen, Micael (2010). Marketing Communications: A Brand Narrative Approach. Chichester, West Sussex UK: John Wiley & Sons Ltd. p. 36.

[6] Ryan, Damian; Jones, Calvin (2009), Understanding digital marketing: marketing strategies for engaging the digital generation, Kogan Page.

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