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數(shù)字時(shí)代首席營(yíng)銷官的生存之道

數(shù)字時(shí)代首席營(yíng)銷官的生存之道

Alex Konrad 2011-12-07
最近一項(xiàng)針對(duì)首席營(yíng)銷官的調(diào)查顯示,當(dāng)下社交媒體的泛濫之勢(shì)讓他們中的許多人感到措手不及。不過(guò),情況還沒(méi)有糟糕到無(wú)法挽回的地步。

????廣告狂人時(shí)代,營(yíng)銷精英們往往在午餐時(shí)斟上一杯馬天尼酒,酒過(guò)三巡之后,借著微醺的酒意醞釀電視廣告創(chuàng)意,策劃廣告戰(zhàn)。然而,隨著20世紀(jì)90年代網(wǎng)景瀏覽器(Netscape)的崛起和數(shù)字化革命的發(fā)展,這樣的日子已經(jīng)一去不復(fù)返。

????但是,隨著Facebook和Twitter等社交媒體日益深入人心,市場(chǎng)營(yíng)銷中的“數(shù)字化”已經(jīng)不再只是簡(jiǎn)單地追逐、了解和轉(zhuǎn)發(fā)新聞了。

????大多數(shù)大型公司的首席營(yíng)銷官都深知這一點(diǎn)——IBM于10月中旬開展的一項(xiàng)頗具影響力的調(diào)查顯示,他們對(duì)此深表贊同。但是,他們卻拿不出應(yīng)對(duì)的辦法。

????多產(chǎn)作家、長(zhǎng)期擔(dān)任美國(guó)西北大學(xué)凱洛格商學(xué)院(the Kellogg School of Management at Northwestern University)營(yíng)銷學(xué)教授的菲利普·科特勒解釋道:“毫無(wú)疑問(wèn),過(guò)去的市場(chǎng)營(yíng)銷要容易得多?!?/p>

????這次調(diào)查對(duì)1,700位首席營(yíng)銷官分別進(jìn)行了一小時(shí)的面對(duì)面訪談。結(jié)果顯示,數(shù)百位首席營(yíng)銷官都同意科特勒的觀點(diǎn)。負(fù)責(zé)IBM調(diào)查的卡洛琳·海勒·貝爾德稱:“我們最大的收獲是了解到了準(zhǔn)備不足的首席營(yíng)銷官們到底是如何看待他們所確定的主要營(yíng)銷因素,例如,從社交媒體到不斷變化的人口結(jié)構(gòu)?!?/p>

????那么,當(dāng)今的首席營(yíng)銷官面臨的兩大難題是什么呢?IBM的調(diào)查發(fā)現(xiàn),71%的受訪者稱,他們準(zhǔn)備不足,無(wú)法應(yīng)對(duì)現(xiàn)在的“數(shù)據(jù)大爆炸”;而68%的受訪者稱,應(yīng)對(duì)社交媒體的變化異常艱難。

????對(duì)現(xiàn)任和前任首席營(yíng)銷官們的調(diào)查顯示,解決問(wèn)題的核心是信任問(wèn)題:信任來(lái)源于其他高管、客戶、首席營(yíng)銷官們本身以及新晉員工。

????幾乎沒(méi)有高管能自行解決這一難題,首席營(yíng)銷官也不例外。但在高管層中,或許并非只有首席營(yíng)銷官面臨著這種狀況;洶涌的數(shù)字革命浪潮使他們工作的復(fù)雜程度成倍增加。

????The Mad Men-esque days of dreaming up television spots and billboard campaigns over a three-martini lunch died amid the rise of Netscape and the digital revolution of the 1990s.

????But with social media platforms like Facebook and Twitter quite established by now, "going digital" in the marketing world no longer means simply catching up to speed on newsfeeds and retweets.

????Chief marketing officers, or CMOs, at most major companies know that -- they said so in hundreds in a wide-reaching IBM survey released in mid-October. But they don't always know where to go from there.

????"Marketing was just easier in the past, there's no question," explains Philip Kotler, a prolific author and longtime marketing professor at the Kellogg School of Management at Northwestern University.?!?/p>

????Turns out hundreds of chief marketing officers share Kotler's view. "The biggest takeaway for me was how under-prepared CMOs are feeling with what they identified as top marketing factors, from social media to changing demographics," says Carolyn Heller Baird, who oversaw IBM's survey, which involved one-hour in-person interviews with 1,700 chief marketing officers.

????The two most troubling areas for CMOs? IBM's survey found that 71% said they are under-prepared to manage the current "data explosion," while 68% struggle with changes in social media.

????According to a group of current and former CMOs, addressing the issue all comes down to trust: from other executives, from consumers, and from CMOs themselves with their own recent hires.

????Few executives can do it all themselves, and marketers are no exception. But perhaps as much as any position in the C-suite, the job has gotten exponentially more complicated on account of digital innovation.

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