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網路行銷

網路行銷

Inbound Marketing 什麼是搏來客行銷?

Wikipedia的解釋:

Inbound marketing is a marketing strategy that focuses on getting found by customers. 是一種讓顧客自己找上門的行銷策略。

This sense is related to relationship marketing and Seth Godin’s idea of permission marketing. David Meerman Scott recommends that marketers “earn their way in” (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they used to have to “buy, beg, or bug their way in” (via paid advertisements, issuing press releases in the hope they get picked up by the trade press, or paying commissioned sales people, respectively). 可說是一種「關係行銷」或是「許可行銷」，行銷者以自力挣得顧客的青睞，而非傳統廣告方式去拉顧客。

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Branded Entertainment 是什麼?

Branded Entertainment 依照字面翻譯的意思是「跟品牌有關的娛樂」，在Wikipedia上的解釋是: Branded entertainment, also known as branded content or advertainment, is an entertainment-based vehicle that is funded by and complementary to a brand’s marketing strategy. The purpose of a branded entertainment program is to give a brand the opportunity to communicate its image to its target audience in an original way, by creating positive links between the brand and the program. 簡單的說就是，以娛樂性的內容來傳達品牌的概念。

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