目前，网络营销，谁用的好，谁早受益

经典的案例如下：

For example, a customer might recognize a need
for a car by seeing an online ad, search for information about the car online, seek out
recommendations from others about the car through an online forum and then purchase the car
at a nearby dealership. Therefore, marketers must respond with specific e-marketing techniques
that address each stage of the process.

E-Marketing Improves the Customer's Buying Process

Four stages exist in a customer buying process. Customers go through want/need
recognition, information search, evaluation and purchase. As more customers use online
channels for part or all the buying process, marketers must enable e-marketing
technologies to help move customers from need/want recognition to purchase.
Key Findings
• Because many customers go through a similar buying process, marketers can use the
four stages to plan and align marketing activities, thereby improving the customer
experience.
• Online channel usage, as part or all the buying process, continues to grow, making emarketing
activity a strong influencer of purchasing decisions.
• Absence of e-marketing functionality within the buying process can damage the
customer experience and undermine the competitiveness of a corporation.
Recommendations
• When planning e-marketing projects and activities, align specific e-marketing technology
with the stages of a customer buying process.
• Web 2.0 ideas centered around community applications for customer input are now top
trends. For improvements in customer experience, focus on community marketing
technologies in the evaluation stage where it is currently lacking.
• Customers will hop from stage to stage, spending much time on one, while quickly
passing through another. Because of this, design flexible e-marketing processes to
accommodate the customer process, not yours.

Within the customer buying process, the online channel is becoming highly influential for
purchasing decisions. Marketers must plan and execute e-marketing strategies and technologies
along the customer buying process to lead customers toward a purchase.

Most marketers are familiar with the four stages of the customers' buying process, around which
marketing activities can be planned. The four stages are need-and-want recognition, information
gathering, evaluation and purchase. Within each stage, marketers have the opportunity to
improve the customer experience and influence the customer through all stages toward a
purchase. However, the mass adoption of the Web channel among customers has shifted the
stages of the customer buying process from a mostly offline activity to an increasingly online
activity. Many customers now go through the entire buying process online, or use the online
channel though multiple steps of the process. For example, a customer might recognize a need
for a car by seeing an online ad, search for information about the car online, seek out
recommendations from others about the car through an online forum and then purchase the car
at a nearby dealership. Therefore, marketers must respond with specific e-marketing techniques
that address each stage of the process. By 2008, more than 40% of business-to-consumer (B2C)
commerce (online and off) will be influenced by addressable branding and advertising, contextual
marketing, community marketing and transactional marketing (0.8 probability).