????現(xiàn)在是2014年。谷歌（Google）、Facebook和Twitter主宰了世界潮流。平面媒體和電視正在逐漸消亡。大家也許認(rèn)為，我們現(xiàn)在已經(jīng)弄明白了如何利用數(shù)字媒體來開展?fàn)I銷。

????實(shí)際并非如此。

????作為今年七月科技頭腦風(fēng)暴會(huì)議的預(yù)演，《財(cái)富》在本周一晚上邀請(qǐng)了三位來自大型企業(yè)、才思出眾的智囊來到拉斯維加斯，共同探討科技和營(yíng)銷之間的互動(dòng)關(guān)系。而你一定不知道，來自Facebook、福特汽車（Ford Motor）和Adobe的三位營(yíng)銷主管就科技時(shí)代推銷產(chǎn)品的話題達(dá)成了共識(shí)，他們一致認(rèn)為：我們還有很長(zhǎng)的路要走。

????發(fā)言的背景是一年一度的消費(fèi)電子展。隨著時(shí)間一年一年過去，硬件極客們?cè)谶@個(gè)盛會(huì)上已經(jīng)不見蹤影，取而代之的是其他行業(yè)里科技至上的高管們，包括營(yíng)銷人員。三位營(yíng)銷主管，也就是Facebook的卡洛琳?艾佛森，福特的吉姆?法雷和Adobe的安?魯恩斯，在《財(cái)富》社交媒體和數(shù)字化營(yíng)銷專家杰西?亨佩爾的步調(diào)引領(lǐng)下贊美了傳統(tǒng)媒體向新興媒體轉(zhuǎn)變帶來的好處。之后，他們指出了這個(gè)緩慢變革的過程中出現(xiàn)的大量問題。其中，顧客在數(shù)字媒體上花費(fèi)的時(shí)間仍然跟營(yíng)銷人員在數(shù)字媒體上投入的資金不相匹配。此外，高管們還表示，營(yíng)銷部門與信息技術(shù)部門的合作依然有所欠缺。兩者都止步不前。從企業(yè)營(yíng)銷到頑固不化的廣告公司，兩個(gè)行業(yè)的人才都沒有跟上形勢(shì)。而營(yíng)銷的定義也在緩慢擴(kuò)展，一方面，人們采用各種傳統(tǒng)營(yíng)銷手段試圖提高麥片粥的銷量，另一方面，人們利用數(shù)據(jù)分析這種方法來增加企業(yè)利潤(rùn)。

????Facebook的艾佛森認(rèn)為，社交媒體公司只不過剛剛挖到了金山一角。她表示，它們所欠缺的是像Facebook等公司那樣贏得顧客對(duì)網(wǎng)頁廣告的好評(píng)，從而像電視一樣影響顧客決策及其他因素的能力。業(yè)界術(shù)語將其稱作“多點(diǎn)歸因”。艾佛森認(rèn)為這種歸因并沒有出現(xiàn)在需要的時(shí)候出現(xiàn)?！拔覍?duì)客戶說：‘如果你認(rèn)為我們沒有推動(dòng)這項(xiàng)產(chǎn)業(yè)，你們不用給我們一分錢?！睘榱俗龅竭@點(diǎn)，F(xiàn)acebook需要贏得應(yīng)有的認(rèn)可。

????比Facebook歷史更悠久的公司，如福特和Adobe，普遍都在關(guān)注對(duì)尚未習(xí)慣數(shù)字媒體的員工進(jìn)行培訓(xùn)的問題。福特的法雷表示，他們的一線品牌經(jīng)理在推出新款車型這類關(guān)鍵時(shí)刻，仍然想采取“保險(xiǎn)”做法。換句話說，他們還是希望把大多數(shù)預(yù)算花在購(gòu)買電視廣告上，而對(duì)數(shù)字媒體只是淺嘗輒止。至于Adobe，魯恩斯表示，盡管這家軟件制造商如今把75%的營(yíng)銷預(yù)算投到了數(shù)字產(chǎn)品，卻在訓(xùn)練數(shù)字媒體營(yíng)銷的新員工上依然舉步維艱。她說：“老實(shí)說，很多人都不愿意參加再培訓(xùn)?！盇dobe也聘用了新型人才，包括分析數(shù)據(jù)以預(yù)測(cè)購(gòu)買模式的計(jì)量經(jīng)濟(jì)學(xué)家。她說：“Adobe以前從未有過這類人才?！?/p>

????數(shù)字化革命仍然在影響著營(yíng)銷行業(yè)，只是變化不會(huì)發(fā)生在一夜之間罷了。（財(cái)富中文網(wǎng)）

????譯者：嚴(yán)匡正???

????It's 2014. Google (GOOG), Facebook (FB) and Twitter are kings of the world. Print media and television are dying. You'd think we'd have this marketing-with-digital media thing figured out by now.

????We don't.

????As a preview to our Brainstorm Tech conference in July, Fortune gathered three of the sharpest minds in big business in Las Vegas on Monday night to discuss the interplay between technology and marketing. And wouldn't you know it, the heads of marketing for Facebook, Ford Motor (F), and Adobe (ADBE) landed on a common conclusion regarding the techno-age for pushing products: We've got a long way to go, baby.

????The setting? The annual Consumer Electronics Show, where hardware geeks are with every passing year getting pushed out by technology-oriented executives from other industries, including marketers. Taken through their paces by Jessi Hempel, Fortune's social media and digital marketing ace, the three marketing execs -- Carolyn Everson of Facebook, Ford's Jim Farley, and Ann Lewnes of Adobe -- celebrated what's good about the shift from old media to new. Then they identified the many shortcomings of the slow-motion revolution, in which time spent digitally by consumers still isn't matched by money spent digitally by marketers. There still isn't enough collaboration between the marketing department and the IT group, the executives argued. Each is stuck in its way. Talent, from corporate marketing to hidebound advertising agencies, isn't getting with the program. And the very definition of marketing is expanding slowly, with pushing levers to sell more cereal on one end of the spectrum and slicing and dicing data in profitable ways on the other.

????To hear Facebook's Everson tell it, the social media company is barely scratching the surface of what it could accomplish in terms of making money. What's missing, she says, is the ability of companies like hers to get credit for advertising that runs on its website that, in turn, affects buyer decisions alongside other factors, like TV. The industry jargon for this is "multi-touch attribution." Everson says it's not where it needs to be. "I tell clients, 'You shouldn't give us a single dollar unless you think we're moving the business." To do this, Facebook needs to be given credit where credit is due.

????For companies older than Facebook, such as Ford and Adobe, retraining non-digital natives is a common concern. Ford's Farley said "front-line" brand managers still want to take the "safe" way out when introducing something as important as a new vehicle. In other words, they want to buy TV ad spots with most of their budget and merely experiment with digital. As for Adobe, Lewnes said that even though the software maker now spends 75% of its marketing budget on digital products, it still struggles with training the new personnel necessary to market in the digital world. "To be frank, a lot of people didn't want to be re-skilled," she said. Adobe also has hired new kinds of people, including econometricians to crunch data that predicts buying patterns. "These types of people didn't exist before at Adobe," she said.

????The digital revolution is still coming to the marketing industry. It just isn't happening overnight.