مقاله انگلیسی رایگان در مورد تبدیل غریبه به مشتری با استفاده از تکنیک وب کاوی – IEEE 2017

With the advent of the digital age and Web 2.0, it has become essential for any business to confirm its digital presence. Consequently, the web has become “THE” channel for the companies and especially for marketers to find new prospects, improve branding, increase awareness and be closer to their consumers. Therefore, marketing strategies, in the last decade have evolved and several concepts have emerged. One thing is sure: the traditional marketing strategies are no longer holding the same place in the digital world. In this paper we define the inbound marketing strategy and web analytics best practices for improving the implementation of such a strategy in the world of Word Wide Web. The first section of the paper will take an interest in the general concepts of inbound marketing, the second part will define web mining fundamentals and the third part discuss aligning web mining and inbound marketing process .

II. LITERATURE REVIEW Traditional marketing, mass marketing or outbound marketing are different terms to name promoting a product through different media in order to propel product at the largescale and make it known. Using this process, the company is proposing to all customers its goods or services. However there are a few chances the consumer is actually being looking for this product, and therefore the rate attractiveness for such campaign can be seen in the fall and the objectives not achieved. This classic method is usually very expensive and do not offer to marketers exact ways to track the impact on people and to obtain accurate statistics on the advertising campaign especially in digital channel and web 2.0 customers.

A. Inbound Marketing The purchase process has changed, so does the selling process. Marketers need to puzzle out and innovate new ways so the customers can hear and see the offer among the increasing noise. Thus, marketers should attract customers ‘attention and make them looking for the product and being found: their sound and message must be heard through the noise .By dropping out mass advertising and email blasting, marketers must concentrate their effort on being found on the net and generating traffic to have more audience and finally building ongoing relationships with buyers.