TAILIEUCHUNG - HOW COMPANIES ARE MARKETING ONLINE: A MCKINSEY GLOBAL SURVEY

Advertising can be expensive, but there are plenty of budget-conscious options, too. No matter what you’re spending, your approach should be strategic—don’t squander opportunities to talk with your markets. n Start with your markets/needs list developed in “Get Prepared: Step 2.” What are the media reaching these markets? Radio stations, newspapers, newsletters, etc. Contact them to get their ad rates and schedules. Advertising salespeople can help you with good editorial matches (for example, perhaps there’s a back-to-school segment featuring homework tips for parents). Don’t overlook the obvious like your library’s newsletter. n Before you tap the budget, be sure the expense is worth it. Consider the breadth of coverage and the match between the coverage. | How companies are marketing online A McKinsey Global Survey Jean-Franẹois Martin A McKinsey global survey of marketers shows that companies are using digital tools from Web sites to wikis most extensively for customer service least in pricing. Two-thirds are using digital tools for product development almost as many as are advertising online. Respondents consider online ads to be as useful for brand building as for direct response. Spending is expected to increase on all types of online advertising vehicles over the next three years. In 2010 just over half of all respondents expect their companies to be getting 10 percent or more of their sales from online channels twice as many companies as have hit that mark today. And 11 percent expect to be spending a majority of their advertising budgets online by then. Most companies today don t integrate their online and offline marketing efforts companies that use online tools across the full spectrum of marketing activities are much more likely to do so. The McKinsey Quarterly 2 How companies are marketing online A McKinsey Global Survey A survey of marketers from around the world shows where online tools are most important how they re being used and on which ones companies plan to spend more. Throughout the brief history of the Internet expectations have run high for it to change everything. A McKinsey survey of marketing executives from around the world shows that in marketing things are starting to change companies are moving online across the spectrum of marketing activities from building awareness to after-sales service and they see online tools as an important and effective component of their marketing Executives also indicate however that they are making less frequent use of digital tools from familiar ones such as e-mail and informational Web sites to new possibilities such as wikis and virtual worlds than their importance would suggest. A lack of capabilities at companies and their marketing agencies

• Marketing - Bán hàng
• essential medicines
• treatments and unreliable
• Global Partnershi
• Sexual Dysfunctions
• Changed America
• Breast Cancer Epidemic
• BMC Pediatrics
• Essential Medicines List for Children
• Millennium Development Goals
• National Essential Drug List
• Global Partnership
• Transport and Control Mechanisms
• Defence Strategies
• Annual Plants
• BMC Cancer
• Breast cancer
• Systemic treatments
• National essential medicines lists
• HER2 overexpressed
• báo cáo khoa học
• báo cáo y học
• công trình nghiên cứu về y học
• tài liệu về y học
• cách trình bày báo cáo
• effective assessment
• Fruit Nutrition
• Nutrition and Growth
• UV C Hormesis
• Relation to Some
• Phytochemicals
• including nursing
• Azospirillum Inoculation
• Selenium Metabolism
• Molecular Approaches
• Fruit Transpiration
• Mechanisms
• Mechanisms of Carcinogenesis
• Role of Oxidative Stress
• Inflammation and DNA
• Step Ahead of Cancer
• Epigenetic Paradigm
• Lifestyle Changes