Social Engagement Spectrum
Traditional Marketing
This is the marketing advertising mix that's prevailed over the years and has been perfected through broadcast and mass media techniques supported by a ratings system. It also could include some traditional PR, direct etc.
#传统营销 盛行了多年的营销模式,可以经历那么多年已经达到了相当完美的境界.商家通过分级制度利用广播模式和大众媒体进行推广.包括一些传统的宣传手段,公关等.
Tradigtial Marketing
Digital marketing has moved beyond it's infancy years and matured into
something that's partially interactive, holds more promise for
engagement, but incorporates traditional methodology. For example, a
traditional Website may be interactive and technology dependent, but
doesn't allow for user participation, feedback mechanisms reviews etc.
Engagement can be increased through tactics such as interactive games
or even a rich user experience, but there are no social components.
Search methodologies are limited to things such as keyword, search
optimization etc.
#传统数字化营销 目前的数字化营销已经跨越了初始阶段,步入了成熟阶段,并且已经是传统营销手段的一部分.拥有更多的沟通与承诺,但仍旧是沿用了传统的方式.举个列子,一个传统的商家网站,提供了部分的技术支持.但用户仍旧无法参与进来,进行评论和反馈等.更多的通过互动可以得到宝贵的用户经验制定相关策略.但那时并没有什么社会化的组成部分,搜索方式也局限于有限的如关键词或是SEO等.
Social engagement
Social engagement is created when design for participation is the primary strategy for the associated initiatives. Tactics can range from the simple to complex, but is primarily tasked with facilitating interactions from participant to participant to organization to participant(s) and vice versa. Social engagement carries distinct characteristics compared to "tradigital" in that it requires not only technology, but human intervention on the part of the organization in order to achieve the highest levels of engagement.
#社会化营销 当社会化媒体逐渐成为了相关项目的主流时,社会化营销因此诞生了.这方面的公司决策也由原先相对简单变得更加完善.主要是商家与用户之间的参与演变到用户与用户之间.社会化营销相比传统营销有着鲜明的特点,不需要过多的技术含量.用户完全成为了这一营销最高形态中的组成部分.
要想区分传统,数字化和社会化营销的区别,首先要了解它们都有着自己的一套形式.有相似的地方,也各自有鲜明的特点.从起初的广播模式(单向信号塔)走出来,到让用户能进行更多的沟通,参与互动能帮助你的公司成长至一个新的高度.
Link (via David Armano)
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