1、毕业论文 外文翻译 题 目： 企业网络营销策略研究 一、 外文原文 标题： Pull to push: The new E-marketing process and Tackling tough topics: Anticipating and mastering the media interview 原文： Before the Internet, business buyers had limited options for learning about your companys product and services. This simplified the marketers
2、job. They built brands from the top down, staring with mass communications, such as trade advertising and press releases, and targeted tactics Use direct mail and sales collateral. In each case, marketers pushed promotional Information into the market. Prospects received information because marketer
3、s chose the right media to reach them. I5y repeatedly casting a big enough net, you were bound to catch some customers. Today, prospective customers can get information about any product, service or subject fume the Internet, when and how they wish.Their options include keyword searches, e-newslette
4、r subscriptions and blog surfing. Opinion oriented, personal-soap box content on blogs has received most of the attention, yet this aspect of the medium has been over hyped as a marketing tool. The real potential for marketers lays in the delivery mechanism RSS feeds. RSS (Really Simple Syndication)
5、 is a technology that can bridge the gap between the information you passively offer on your Web site and the information youd like to push directly into the marketplace via e-mail. Heres a workable sequence of communication tools and tactics that can move prospects from merely being curious to aski
6、ng for a proposal. The middle steps, involving RSS, are what are new in the sequence that moves firm pure pull to pure push. Your Web site In the beginning of the e-world, there was the Web site. Its still the backbone of the business information matrix, maintaining vigil around the clock, explainin
7、g and promoting your offering.Recent surveys by Marketing Sherpa and Enquire indicate that more than 90 percent Of business people use the Internet to research major business decisions. At its best, your Web site captures a lead after capturing a prospects Imagination and demonstrating that your com
8、pany can meet the prospects need.Without search engine and directory listing visibility, however, the prospect will never find you. A 2006 Global Spec survey shows that three out of four industrial equipment buyers will use search engines and directories as the first step to find new sources. Search
9、 engine optimization can make you a contender when prospects decide that they need a product or service in the next year or so, want to keep up with the latest technology and want to know who makes and sells the item or service they want. Meta tags, text that uses keywords, relevant in-bound links a
10、nd updated content are all important to ensuring youll be found. PR online Next, the prospect gets serious and needs additional information about the product, the sources and applying the technology. The prospect is now interested in learning about the product from a credible news source. The more e
11、xpensive or complex the purchase, the longer the time between the initial search and purchase. During this period, prospects may decide to sign up for Google News or similar keyword driven news sources to get pertinent information as it becomes available. When disseminated correctly, your releases a
12、nd articles put your content with in the Web pages of these searchable online news sources. A strong, ongoing PR program feeding material to the media is the only way to fully capitalize on this channel. Note that releases and articles focusing on no promotional facts fix in surveys or application e
13、xperience have a better chance of being picked up by the media than new product releases filled with superlatives and advertising jargon. RSS and blogs when prospects need to understand the pros and cons of a product or service, they will consider reading all input, including blogs, on the subject.
14、Prospects at this stage use blog search tools to find relevant blogs and other information sources. They can set up a watch list that compiles all entries with certain keywords, allowing them to return to the site, skim entries at their convenience and decide what they want to read. Set up properly,
15、 your blog or (RSS delivered newsletter) will appear in the search results with news and information that establish you as a credible resource. Your blog software automatically alerts(pings) blog searching engines and aggregators such as Technocratic, Google and Blog lines when you create a new blog
16、 post. The prospect still remains anonymous, unless he or she decides to comment in response to your blog. To do so, the prospect typically needs to create a user name and password, and the relationship begins. Now your tactics are starting to look more like push than pull. The new direct mail Say y
17、our potential client wants your input on the subject and no longer wants to filter through dozens of blogs and related news to get it. Whats the next step? Direct access to Its the moment of the interview that every spokesperson dreads: when the tone shifts from pleasant, neutral questions to challe
18、nging, uncomfortable ones. Journalists look for ways to inject drama and tension into their stories. It makes stories more interesting. But you can stay cool through a tough interview by knowing the tactics reporters use to elicit juicy quotes. And you can come to the interview with your own strateg
19、ies as well. Let silence be As a society, were uncomfortable with silence. People want to fill a void with words, and reporters may use this tendency against you. Theyll stay quiet and perhaps nod and smile, encouraging you to continue. The more you talk, the greater the chance that you will veer of
20、f message and say too much. To combat this, deliver your message and supporting points, and then stop talking. The journalist will then fill the void with a question. Facing the firing line The opposite of the silent technique is the quick-drill question or statement. The reporter may ask several qu
21、estions at once or make several brief statements that invite comment. Youll either forget some of them or be unsure as to which to respond to. The best way to handle this is to pick the question you prefer, and then answer. This gives you more control over your topic. If reporters want you to answer the other questions, theyll ask them So what you mean i s . . .
