{"id":120251,"date":"2024-07-08T08:16:34","date_gmt":"2024-07-08T07:16:34","guid":{"rendered":"https:\/\/www.artefact.com\/?post_type=news&p=120251"},"modified":"2024-10-10T07:48:56","modified_gmt":"2024-10-10T06:48:56","slug":"full-funnel-media-setup-eine-kombination-von-paid-und-organic-social-media-strategien","status":"publish","type":"news","link":"https:\/\/www.artefact.com\/zh\/news\/full-funnel-media-setup-eine-kombination-von-paid-und-organic-social-media-strategien\/","title":{"rendered":"\u5168\u6e20\u9053\u5a92\u4f53\u8bbe\u7f6e\uff1a\u4ed8\u8d39\u4e0e\u6709\u673a\u793e\u4ea4\u5a92\u4f53\u7b56\u7565\u7684\u7ed3\u5408"},"content":{"rendered":"

\u4f5c\u8005<\/h2><\/div>\"Image\"

\u963f\u66fc\u8fbe-\u5f17\u91cc\u8d1d<\/h3><\/div>

\u5927\u5ba2\u6237\u7ecf\u7406<\/p>\n<\/div><\/div><\/div><\/div><\/div>

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\n<\/em><\/p>\n<\/div>

<\/span><\/div>

Quelle: Statista<\/em><\/p>\n<\/div>

Die Grafik zeigt deutlich, dass das Potential von Paid Social Media Advertising (=Werbung) einen enormen Aufschwung erlebt hat.\u7528\u6237\u7684\u884c\u4e3a\u4f1a\u53d8\u5f97\u66f4\u52a0\u575a\u5b9a\uff0c\u800c\u8fd9\u79cd\u575a\u5b9a\u5e76\u4e0d\u662f\u865a\u65e0\u7f25\u7f08\u7684\uff0c\u800c\u662f\u79fb\u52a8\u7684\u3002Denn mobil, sprich \u00fcber zum Beispiel das Smartphone, wird Social Media prim\u00e4r konsumiert.\u5728\u5176\u4ed6\u5e73\u53f0\u7eb7\u7eb7\u51fa\u73b0\u3001\u8bb8\u591a\u5e73\u53f0\u5df2\u88ab\u6dd8\u6c70\u7684\u60c5\u51b5\u4e0b\uff0c\u793e\u4ea4\u5a92\u4f53\u4e2d\u7684\u5185\u5bb9\u88ab\u91cd\u65b0\u5b9a\u4e49\u3002\u6211\u4eec\u8ba4\u4e3a\uff0c\u201c......\"\u3002\u201c\u4ed8\u8d39\u793e\u4ea4<\/strong>\u201d.<\/p>\n<\/div>

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\u793e\u4ea4\u5a92\u4f53\u7b97\u6cd5<\/h2><\/div>

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Werfen wir einen Blick darauf, warum beide Ans\u00e4tze eine wichtige Rolle f\u00fcr den Marketing-Erfolg spielen und wie wirkungsvoll sie sein k\u00f6nnen, um eine umfassende Full-Funnel-Social-Media-Strategie zu erstellen, wenn sie datengetriebenind\u3002.<\/p>\n<\/div>

\u793e\u4ea4\u5a92\u4f53\u5bf9\u73b0\u4ee3\u54c1\u724c\u7684\u91cd\u8981\u6027<\/h2><\/div>

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\"infographic:<\/span><\/div>

Quelle: Klickimpuls \u6587\u7ae0<\/a><\/em><\/p>\n<\/div>

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Der Begriff \u201cPaid Social Media\u201d bedeutet einfach\uff1a\u5e7f\u544a\u3002\u6700\u5e38\u89c1\u7684\u793e\u4ea4\u5a92\u4f53\u5e73\u53f0\u90fd\u80fd\u4e3a\u54c1\u724c\u63d0\u4f9b\u652f\u4ed8\u8d39\u7528\u7684\u673a\u4f1a\uff0c\u4f7f\u5176\u80fd\u591f\u4e0e\u6700\u5408\u9002\u7684\u76ee\u6807\u7fa4\u4f53\u5206\u4eab\u5e16\u5b50\u3002.<\/p>\n<\/div>

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\u968f\u7740\u65f6\u95f4\u7684\u63a8\u79fb\uff0c\u6d88\u8d39\u8005\u8d8a\u6765\u8d8a\u559c\u6b22\u5728\u7f51\u4e0a\u6216\u76f4\u63a5\u901a\u8fc7\u793e\u4ea4\u5a92\u4f53\u5e73\u53f0\u8d2d\u4e70\u4ea7\u54c1\u3002\u5728\u793e\u4ea4\u5a92\u4f53\u7b97\u6cd5\u7684\u5e2e\u52a9\u4e0b\uff0c\u6d88\u8d39\u8005\u53ef\u4ee5\u770b\u5230\u4e0e\u4ed6\u4eec\u76f8\u4f3c\u7684\u4ea7\u54c1\u548c\u54c1\u724c\uff0c\u4ed6\u4eec\u5bf9\u8fd9\u4e9b\u4ea7\u54c1\u548c\u54c1\u724c\u4ea7\u751f\u4e86\u5174\u8da3\uff0c\u6216\u8005\u4e0e\u8fd9\u4e9b\u4ea7\u54c1\u548c\u54c1\u724c\u8fdb\u884c\u4e86\u4e92\u52a8\u3002.<\/p>\n<\/div>

\u5728\u8425\u9500\u7ec4\u5408\u4e2d\u5b9e\u65bd\u793e\u4ea4\u5a92\u4f53\u6d3b\u52a8\u53ef\u4ee5\u5e2e\u52a9\u4f01\u4e1a\u66f4\u5feb\u5730\u5b9e\u73b0\u8425\u9500\u76ee\u6807\uff0c\u66f4\u5feb\u5730\u83b7\u5f97\u6210\u529f\u3002\u793e\u4ea4\u5e7f\u544a\u7075\u6d3b\u591a\u53d8\uff0c\u5728\u8425\u9500\u8fc7\u7a0b\u4e2d\u4e5f\u4f1a\u9047\u5230\u5f88\u591a\u95ee\u9898\u3002\u5728\u5e7f\u544a\u53d1\u5e03\u540e\uff0c\u5e7f\u544a\u4e3b\u53ef\u4ee5\u901a\u8fc7\u793e\u4ea4\u5a92\u4f53\u7684 \u201c\u6f0f\u6597 \u201d\u6a21\u5f0f\uff08Funnel-spezifischen Call-to-Action\uff0c\u7b80\u79f0 \"CTA\"\uff09\uff0c\u5c06\u5e7f\u544a\u4e3b\u5f15\u5411\u767b\u9646\u9875\u9762\u3001\u6f5c\u5728\u5ba2\u6237\u751f\u6210\u8868\u5355\u6216\u5176\u4ed6\u6570\u5b57\u5de5\u5177\uff0c\u4ece\u800c\u83b7\u5f97\u60f3\u8981\u7684\u7ed3\u679c\u3002.<\/p>\n<\/div>

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\u5982\u679c\u4e00\u4e2a\u4f01\u4e1a\u53ea\u4e13\u6ce8\u4e8e\u5a92\u4f53\u6218\u7565\uff0c\u6216\u8005\u53ea\u5173\u6ce8\u7ec4\u7ec7\u5c42\u9762\uff0c\u90a3\u4e48\u8fd9\u4e2a\u4f01\u4e1a\u5728\u5f00\u5c55\u5168\u6e20\u9053\u8425\u9500\u6d3b\u52a8\u65f6\uff0c\u5c31\u65e0\u6cd5\u83b7\u5f97\u4efb\u4f55\u6709\u6548\u7684\u89e3\u51b3\u65b9\u6848\u3002\u6bcf\u4e2a\u533a\u57df\u90fd\u6709\u81ea\u5df1\u7684\u7279\u70b9\uff0c\u4f46\u4e5f\u6709\u5176\u4ed6\u533a\u57df\u7684\u4f18\u52bf\u3002\u4ed8\u8d39\u793e\u4ea4\u6709\u52a9\u4e8e\u5728\u7ec4\u7ec7\u7ed3\u6784\u53d1\u751f\u53d8\u5316\u65f6\u5efa\u7acb\u65b0\u7684\u3001\u5f3a\u5927\u7684\u56e2\u961f\u3002\u5728\u53e6\u4e00\u4e2a\u5c42\u9762\u4e0a\uff0c\u4f01\u4e1a\u7684\u6709\u673a\u793e\u4ea4\u5a92\u4f53\u6d3b\u52a8\u53ef\u4ee5\u5728\u4e09\u500d\u7c89\u4e1d\u7684\u57fa\u7840\u4e0a\u514d\u8d39\u9500\u552e\u4ea7\u54c1\u3002\u5982\u679c\u793e\u4ea4\u5a92\u4f53\u5e7f\u544a\u6ca1\u6709\u901a\u8fc7\u5728\u7ebf\u63a8\u5e7f\uff0c\u90a3\u4e48\u5ba2\u6237\u5c31\u4f1a\u5f88\u5feb\u53d1\u73b0\uff0c\u4ed6\u4eec\u7684\u54c1\u724c\u53ef\u80fd\u4f1a\u88ab\u8bef\u5bfc\uff0c\u6216\u8005\u4ed6\u4eec\u53ef\u80fd\u4f1a\u53d1\u73b0\u6240\u5f97\u5230\u7684\u5e7f\u544a\u4fe1\u606f\u5e76\u4e0d\u771f\u5b9e\u3002.<\/p>\n<\/div>

\u901a\u8fc7\u5728\u7ec4\u7ec7\u793e\u4ea4\u5a92\u4f53\u4e0a\u53d1\u5e03\u7684\u50f5\u5c38\u7a0b\u5e8f\u548c\u50f5\u5c38\u5185\u5bb9\uff0c\u7528\u6237\u53ef\u4ee5\u83b7\u5f97\u66f4\u9ad8\u7684\u5173\u6ce8\u5ea6\uff0c\u4ece\u800c\u63d0\u9ad8\u4ed6\u4eec\u5728\u5404\u4e2a\u793e\u4ea4\u5a92\u4f53\u4e0a\u7684\u5173\u6ce8\u5ea6\u3002\u4ece\u5b57\u6bb5\u5230\u5b57\u6bb5\u6216\u4ece\u7ec4\u7ec7\u5230\u5185\u5bb9\u7684\u66f4\u5e7f\u6cdb\u7684\u535a\u6587\u7ecf\u5e38\u4f1a\u5bf9\u6574\u4e2a\u8425\u9500\u6218\u7565\u4ea7\u751f\u6df1\u8fdc\u5f71\u54cd\uff0c\u5e76\u524a\u5f31\u7528\u6237\u7684\u4fe1\u4efb\u611f\u3002.<\/p>\n<\/div>

\u56fe\u793a 3\uff1a\u6709\u673a\u793e\u4ea4\u4e0e\u4ed8\u8d39\u793e\u4ea4<\/em><\/p>\n<\/div>

\"infographic:<\/span><\/div>

Quelle: Klickimpuls \u6587\u7ae0<\/a><\/em><\/p>\n<\/div>

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\u600e\u6837\u624d\u80fd\u6539\u8fdb\u7a0b\u5e8f\uff1f<\/h3><\/div>

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\u4ed8\u8d39\u5e7f\u544a\u4e5f\u53ef\u7528\u4e8e\u6b64\u76ee\u7684\uff0c\u5b83\u53ef\u4ee5\u4e86\u89e3\u76ee\u6807\u7fa4\u4f53\u7684\u9700\u6c42\uff0c\u4ece\u800c\u8fdb\u884c\u5b9e\u9a8c\u3002\u8bb8\u591a\u793e\u4ea4\u5a92\u4f53\u5e73\u53f0\u90fd\u63d0\u4f9b A\/B \u6d4b\u8bd5\uff0c\u5c06\u4e24\u4e2a\u4e0d\u540c\u7684\u56fe\u7247\u3001\u6587\u672c\u6216 \"\u884c\u52a8\u53f7\u53ec \"\u5143\u7d20\u8fdb\u884c\u5bf9\u6bd4\u6d4b\u8bd5\uff0c\u4ee5\u786e\u5b9a\u54ea\u4e2a\u9009\u9879\u6700\u9002\u5408\u76ee\u6807\u7fa4\u4f53\u3002\u6d4b\u8bd5\u7ed3\u679c\u53ef\u96c6\u6210\u5230\u7ec4\u7ec7\u5e16\u5b50\u4e2d\u3002.<\/p>\n<\/div>

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\u4e00\u4e2a\u8ddf\u8e2a\u50cf\u7d20\u5c31\u80fd\u8ba9\u7ec4\u7ec7\u5316\u7684\u5ba2\u6237\u7fa4\u4e0d\u518d\u88ab\u5ffd\u89c6\u3002\u5ba2\u6237\u65c5\u7a0b\u53ef\u5305\u542b\u8bb8\u591a\u63a5\u89e6\u70b9\uff0c\u5982\u4e2a\u4eba\u8d44\u6599\u3001\u8bbf\u95ee\u91cf\u548c\u53ef\u5347\u7ea7\u7684\u8d27\u7269\u3002\u5ba2\u6237\u53ef\u4ee5\u901a\u8fc7 Retargeting-Anzeigen \u5feb\u901f\u4e86\u89e3\u3001\u9009\u62e9\u548c\u8d2d\u4e70\u3002.<\/p>\n<\/div>

\u793e\u4ea4\u5a92\u4f53\u8425\u9500\u7684\u6570\u636e\u4ef7\u503c\u6709\u591a\u5927<\/h3><\/div>

\u6570\u636e\u548c\u4fe1\u606f\u662f\u5b9e\u73b0\u81ea\u8eab\u793e\u4ea4\u5a92\u4f53\u8425\u9500\u6218\u7565\u6210\u529f\u7684\u5173\u952e\u3002\u901a\u8fc7\u5bf9\u76ee\u6807\u7fa4\u4f53\u3001\u4ed6\u4eec\u7684\u5174\u8da3\u548c\u9700\u6c42\u7684\u91cd\u8981\u6d1e\u5bdf\uff0c\u4f01\u4e1a\u4e0d\u4ec5\u53ef\u4ee5\u6700\u5927\u9650\u5ea6\u5730\u5229\u7528\u5168\u6e20\u9053\uff0c\u8fd8\u53ef\u4ee5\u83b7\u5f97\u66f4\u5f3a\u7684\u5728\u7ebf\u5438\u5f15\u529b\u3001\u66f4\u4f4e\u7684\u6210\u672c\u6548\u76ca\u4ee5\u53ca\u66f4\u9ad8\u7684\u6295\u8d44\u56de\u62a5\u7387\u3002.<\/p>\n<\/div>

Es ist daher nicht n\u00f6tig, zwischen organic Social Media und paid Social Media zu w\u00e4hlen.\u8fd9\u4e24\u79cd\u65b9\u5f0f\u53ef\u4ee5\u4ea7\u751f\u534f\u540c\u6548\u5e94\uff0c\u5e76\u53ef\u5728\u793e\u4ea4\u5a92\u4f53\u6218\u7565\u7684\u8303\u56f4\u5185\u8fdb\u884c\u6574\u5408\uff0c\u4ece\u800c\u4e3a\u54c1\u724c\u5e26\u6765\u66f4\u591a\u4ef7\u503c\uff0c\u5e76\u63d0\u9ad8\u4e1a\u52a1\u6548\u7387\u3002.<\/p>\n<\/div>

Artefact \u5728\u8fc7\u53bb\u7684\u5341\u591a\u5e74\u91cc\u4e00\u76f4\u5728\u5e2e\u52a9\u6211\u4eec\u7684\u5ba2\u6237\u4e0d\u65ad\u5b8c\u5584\u4ed6\u4eec\u7684\u6570\u5b57\u4e16\u754c--\u4ece\u65b0\u4ea7\u54c1\u7684\u63a8\u51fa\u5230\u54c1\u724c\u5fe0\u8bda\u5ea6\u7684\u63d0\u9ad8\u3002\u5982\u679c\u60a8\u6b63\u5728\u5bfb\u6c42\u5e2e\u52a9\uff0c\u5e0c\u671b\u5c06\u60a8\u7684\u793e\u4ea4\u5a92\u4f53\u6218\u7565\u63a8\u5411\u65b0\u7684\u9636\u6bb5\uff0c\u6211\u4eec\u5c06\u4e3a\u60a8\u63d0\u4f9b\u6700\u5408\u9002\u7684\u4e13\u5bb6\u3002\u6211\u4eec\u7684\u56e2\u961f\u5728\u6709\u673a\u548c\u4ed8\u8d39\u793e\u4ea4\u5a92\u4f53\u6218\u7565\u3001\u5185\u5bb9\u548c\u521b\u610f\u7ba1\u7406\u4ee5\u53ca\u4eea\u8868\u76d8\u96c6\u6210\u7b49\u9886\u57df\u62e5\u6709\u4e30\u5bcc\u7684\u7ecf\u9a8c\uff0c\u53ef\u4ee5\u5e2e\u52a9\u60a8\u83b7\u53d6\u4fe1\u606f\u5e76\u6539\u8fdb\u8425\u9500\u7ed3\u679c\u3002.<\/p>\n<\/div>

\u60a8\u51c6\u5907\u597d\u5f00\u59cb\u5b9e\u65bd\u60a8\u7684\u6570\u5b57\u6218\u7565\u4e86\u5417\uff1fArtefact \u793e\u4ea4\u5a92\u4f53\u56e2\u961f\u4e3a\u60a8\u63d0\u4f9b\u5e2e\u52a9\u3002.<\/p>\n<\/div><\/div><\/div><\/div><\/article><\/p>","protected":false},"excerpt":{"rendered":"

CSS\u2014\u2014\u6df1\u5165\u89e3\u6790\u8c37\u6b4c\u201c\u6bd4\u4ef7\u670d\u52a1\u201d\uff08CSS\uff09\u5728\u7535\u5b50\u5546\u52a1\u8425\u9500\u4e2d\u7684\u610f\u4e49\u2014\u2014\u4ece\u5176\u8d77\u6e90\u3001\u4e0e\u8c37\u6b4c\u8d2d\u7269\uff08Google Shopping\uff09\u7684\u533a\u522b\uff0c\u5230\u5bf9\u5e7f\u544a\u4e3b\u800c\u8a00\u7684\u4f18\u7f3a\u70b9\u5bf9\u6bd4\u3002. <\/p>","protected":false},"author":[],"featured_media":118876,"template":"","meta":{"_acf_changed":false,"ep_exclude_from_search":false},"news-category":[2822],"news-language":[511],"class_list":["post-120251","news","type-news","status-publish","has-post-thumbnail","hentry","news-category-news-germany","news-language-de"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/news\/120251","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/types\/news"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media\/118876"}],"wp:attachment":[{"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/media?parent=120251"}],"wp:term":[{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/author?post=120251"},{"taxonomy":"news-category","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/news-category?post=120251"},{"taxonomy":"news-language","embeddable":true,"href":"https:\/\/www.artefact.com\/zh\/wp-json\/wp\/v2\/news-language?post=120251"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}