????大品牌及其消費(fèi)者之間存在脫節(jié)。人們?cè)诨ヂ?lián)網(wǎng)和各種數(shù)字設(shè)備上花費(fèi)的時(shí)間越來越多，然而廣告主們?nèi)詫?duì)將錢花在數(shù)字領(lǐng)域心存疑慮。曾擔(dān)任互聯(lián)網(wǎng)分析師的風(fēng)險(xiǎn)資本家瑪麗?米克估計(jì)，應(yīng)該投入互聯(lián)網(wǎng)，但最終卻投往別處的資金高達(dá)500億美元。

????盛世長城（Saatchi & Saatchi S）首席執(zhí)行官猶達(dá)?席勒在參加關(guān)于廣告業(yè)現(xiàn)狀的一次頭腦風(fēng)暴科技討論時(shí)稱：“我認(rèn)為離線廣告和禁毒戰(zhàn)有點(diǎn)類似。過去數(shù)十年，我們花費(fèi)了數(shù)千萬美元。我們知道這不會(huì)奏效，但至少我們知道自己能得到什么?！?/p>

????少數(shù)公司愿意冒險(xiǎn)一試?；萜眨℉ewlett-Packard）目前已將廣告預(yù)算的40%投入數(shù)字領(lǐng)域。該公司負(fù)責(zé)數(shù)字營銷戰(zhàn)略的副總裁克里斯?科廷表示：“我們?cè)诮换V告領(lǐng)域投入了很多錢，特別是社交和移動(dòng)平臺(tái)上。假如必須要進(jìn)行分配的話，我們希望能將更多的廣告預(yù)算投入交互廣告?！?/p>

????這一番推銷有些棘手，因?yàn)楦鞴具€在努力界定“交互式[廣告]”成功的量化標(biāo)準(zhǔn)。微軟（Microsoft）去年進(jìn)行了一項(xiàng)營銷活動(dòng)，向成為必應(yīng)（Bing）粉絲的Facebook用戶免費(fèi)贈(zèng)送“農(nóng)場(chǎng)現(xiàn)金”——Zynga旗下熱門游戲FarmVille中的虛擬貨幣。

????必應(yīng)全球市場(chǎng)部總經(jīng)理維斯?尼科爾斯在談到關(guān)于此次營銷的內(nèi)部討論時(shí)表示：“大家的看法兩極分化?！睆谋砻嫔峡?，我們?nèi)〉昧司薮蟪晒Γ罕貞?yīng)迅速新增了50萬Facebook粉絲。不過，他們會(huì)一直力挺必應(yīng)嗎？

????尼科爾斯表示：“爭(zhēng)論仍在繼續(xù)：這些粉絲會(huì)保持活躍、再度訪問必應(yīng)嗎？還是說他們成為必應(yīng)的粉絲，僅僅是為了免費(fèi)獲得農(nóng)場(chǎng)里的小豬？”

????There's a disconnect between big brands and their customers. People are spending more and more time online and on their gadgets, but advertisers remain wary about shifting their spending into the digital realm. Internet analyst turned venture capitalist Mary Meeker estimates that there's a $50 billion gap between where the money goes and where it should go.

????"I think there's something analogous to the war on drugs," Saatchi & Saatchi S CEO Judah Schiller declared Wednesday at a Brainstorm Tech discussion on the state of the advertising industry. "We're spending tens of millions of dollars over the decades. We know it doesn't work, but at least we know what we're getting!"

????A few companies are taking the plunge. Hewlett-Packard (HPQ) spends 40% of its ad budget on digital. "A lot of our dollars that are spent, particular in social and mobile, are on the engagement front," said Chris Curtin, HP's vice president of corporate marketing digital strategy. "If we had to split it, we'd like to see more of our advertising dollars go to engagement."

????That's a tricky sales pitch when companies are still struggling to quantify the success metrics for "engagement." Microsoft (MSFT) ran a promotion last year offering free "farm cash" -- the virtual currency of Zynga's hit FarmVille game -- to those who became Facebook fans of Bing.

????"It was very polarizing," Bing Worldwide Marketing General Manager Wes Nichols said of the internal discussion running the promotion. It was an apparent runaway success: Bing immediately gained 500,000 new Facebook fans. But are they staying engaged?

????"We still have the debate," Nichols said. "Are those friends active and coming back, or did they just friend Bing to get the free pig on the farm?"