New Words

target  n.目标，对象 vt.瞄准 targeted market

measurable   adj.可测量的 measure, measurement

preference  n.偏爱 prefer, prefer…to…

embody, tactics

practice  n.vt. 实行，实践 practise (UK)

individually  adv.个别地 individual

campaign  n.(政治或商业)活动, 战役 vi.

avenue n.途径，路 street, road, boulevard

fuel, proliferation

innovative  adj. 创新的 innovation, innovate, create

responsible  adj.可靠的 responsibility

prevalent  adj. 普遍的，流行的

segmentation n. 分割，分段 segment

recipient  n.接收者 receive, reception

collect  vt.收集，聚集 collective, collaborative

conjunction, self-regulation

guideline  n.方针 guide, guidance

entirely adv.完全地 entire

transparent 透明的，translucent

indication, reasonable, willingness, syndication

fan  n. 爱好者，迷；风扇

navigation  n.导航 navigate

notification n. 通知，布告 notify

scannable, link

Phrases

digital marketing 数字营销

social media platform 社交媒体平台

content marketing 内容营销

influencer marketing 影响者营销

marketing channel 销售渠道

affiliate marketing 合作营销

social networking 社交网络

digital interactive media 数字交互媒体

optical disk 光盘

floppy disk 软盘

test drive 试驾

text massage 短信

mobile device 移动设备

concern with 使关心

respect for 尊敬

Abbreviations

SEO 搜索引擎优化 search engine optimization

SEM 搜索引擎营销 search engine marketing

SMS 短信服务  short message service

MMS 多媒体信息服务 multimedia message service

CRM 客户关系管理 customer relationship management

ROI 投资回报率 return on investment

QR 快速响应 quick response

Digital Marketing

Digital marketing: an umbrella term to reach and convert leads into customers

Objective: promote brands, build preference, and increase sales

Content: service, product and brand marketing

Activities: include SEO, SEM, …

Digital Marketing Institute: use of digital channels…

1. History

The term fist used in the 1990s

In the 2000s and 2010s: became more sophisticated

Roots in 1980s: for automobile companies, floppy disk

In 2018 and 2019: remained a growing field

In 2020: 4.5 trillion online ads, 48% growth

2. Latest development and strategies

  digital marketing is dependent on technology

  (1) segmentation: target specific markets 精准营销

  (2) influencer marketing: CRM 客户关系管理

  (3) online behavioral advertising: users’ online activity

  在线行为广告

  (4) collaborative environment: between the organization, the technology service provider, and the digital agencies

  协同环境

  2.1 digital marketing channel 数字营销渠道

    find channels result in maximum two-way communication and better ROI

    multiple online marketing channel available, namely:…

  2.2 multi-channel communications 多渠道沟通

    push and pull message technologies

（push是“把产品给顾客”pull是“让顾客来找你”）

  2.3 self-regulation 自我约束

    code self-regulation on use of digital interactive media:

    1.消费者可选择不收集自身数据；

    2.商家表明某社交网站由某销售商操纵；

    3.消费者设置感兴趣的情况下，营销人员才能沟通；

    4.消费者有接受意愿时才发送信息

    5.关注保护儿童

3. Digital marketing system

DMS combines a content management system with syndication

  3.1 Web 网页

  3.2 Social 社交

  3.3 Mobile 移动设备

  3.4 Scannable surface 平面设备

Notes

[1] It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium,  in addition to mobile and traditional TV and radio. 

本句中，It指前面提到的Digital marketing。which mainly use the Internet as a core promotional medium in addition to mobile and traditional TV and radio是一个非限定性定语从句，对an extensive selection of service, product and brand marketing tactics进行补充说明。