數位行銷策略-B2B與B2C之比較

現在是數位行銷爆炸成長的時代，企業如何在有限的預算內使用最快速且效益高的行銷方式成為中小企業所追求的目標。對於中小企業而言，除了經營社群媒體平台以外，關鍵字行銷擁有曝光快速、觸及率高、預算自由及靈活度高等特性。本研究將研究主軸聚焦於在B2B及B2C產業中，影響廣告成效之因素做探討，使用34間廣告主的資料進行迴歸分析，研究結果發現，行銷團隊之人數在點擊率中無顯著影響，但對於轉換率卻有顯著的影響。期望透過本研究之發現，提供關鍵字行銷策略之實務建議。

關鍵字

關鍵字行銷；數位行銷；數位廣告成效探討

並列摘要

In the era of explosion in digital marketing, it is critical for a firm to utilize the limited budget efficiently and effectively for the pursuit the marketing goal. It is particularly important for small and medium enterprises given their insufficient resources. For those small and medium enterprises, in addition to engaging in social media platform, keyword marketing is prevalent way of digital marketing due to its fast exposure, high coverage and flexible budget. Despite the predominance of B2C business in digital marketing, B2B players increasingly adopt it as a venue to seeking new customers. This study focus on the determinants of number of clicks as a key performance indicator of digital marketing in both contexts of B2B and B2C. Using the sample of 775 marketing campaign from 34 advertisers, the regression analysis shows that the number of marketing team members involved is not significantly associated with number of clicks, contrasting, it has positive impact on conversion rate. Implications of the results are also discussed.