成人小说亚洲一区二区三区,亚洲国产精品一区二区三区,国产精品成人精品久久久,久久综合一区二区三区,精品无码av一区二区,国产一级a毛一级a看免费视频,欧洲uv免费在线区一二区,亚洲国产欧美中日韩成人综合视频,国产熟女一区二区三区五月婷小说,亚洲一区波多野结衣在线

立即打開
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,情況還沒有糟糕到無法挽回的地步。

承認(rèn)弱點(diǎn),尋求幫助

????科特勒稱:“數(shù)字化時(shí)代意味著更智能的購(gòu)物渠道”和更精明的消費(fèi)者?!癟witter上的消息傳播得飛快。做得好的公司,人們不吝贊美之詞;做得不好的公司,人們也會(huì)批評(píng)?!?/p>

????那么,如何確保躋身“好公司”之列呢?接受IBM調(diào)查的首席營(yíng)銷官們表示,他們首先要承認(rèn)代溝給他們帶來的弱點(diǎn)。巴尼卡瑞姆稱,很多營(yíng)銷官只是“雇傭一個(gè)人來負(fù)責(zé)社交媒體,然后說:‘看,這事已經(jīng)搞定了。’”

????誠(chéng)然,要把控制權(quán)下放給數(shù)字原生代的年輕人,這一點(diǎn)很難做到,盡管有時(shí)候這或許是最好的方法。不久前還擔(dān)任著湯姆森路透(Thomson Reuters)首席營(yíng)銷官的李·安·戴利說,“控制狂”營(yíng)銷官很難放棄對(duì)每件事情的控制。

????但是,解決方案并沒有多少科技含量,營(yíng)銷官們稱:通過讓熟悉新型媒體的年輕員工感受到管理層的重視,充分發(fā)揮他們的才能。戴利說:“充分信任那些善于利用技術(shù)變革的年輕員工,這樣,我對(duì)每次技術(shù)變革的應(yīng)對(duì)都得心應(yīng)手。我并不指望自己面面俱到?!焙蛯殱嵐荆≒rocter & Gamble)前任首席營(yíng)銷官吉姆·史坦格一樣,他們都把反向教育作為向年輕團(tuán)隊(duì)成員授權(quán)、以及讓營(yíng)銷官在數(shù)字世界重新煥發(fā)生機(jī)的方法。

????反向教育本身并不是什么新鮮事物,但是其運(yùn)用方式卻可以進(jìn)一步完善。史坦格清晰地解釋二者的區(qū)別:首席營(yíng)銷官必須充分信任年輕員工,但同時(shí)必須積極參與,這樣才能判斷哪些是好點(diǎn)子,哪些是餿主意。史坦格希望看到更多的首席營(yíng)銷官能親自拜訪消費(fèi)者,與消費(fèi)者建立直接聯(lián)系,無論是現(xiàn)實(shí)世界的真實(shí)聯(lián)系還是網(wǎng)絡(luò)世界的虛擬聯(lián)系。

????換言之,很多公司口口聲聲地提倡反向教育,安排實(shí)習(xí)生用幾個(gè)暑期課程的時(shí)間,向經(jīng)驗(yàn)豐富的高管們介紹Facebook。這樣的反向教育即使確實(shí)存在,也是遠(yuǎn)遠(yuǎn)不夠的。

????接受IBM調(diào)查的首席營(yíng)銷官中,能實(shí)現(xiàn)技術(shù)與社交媒體完美平衡的人屈指可數(shù),這么低的比例讓史坦格深感不安。史坦格在寶潔公司工作時(shí)管理著世界上最龐大的廣告預(yù)算。

????史坦格說:“這種情況非常危險(xiǎn)。首席營(yíng)銷官需要親身參與。需要拿出80%的時(shí)間來寫博客嗎?沒必要。但是,一定要親身體驗(yàn)。”

????充分利用數(shù)字革命意味著改善與他人的溝通(即使只是通過社交媒體)。如果首席營(yíng)銷官們不能認(rèn)識(shí)到這一點(diǎn),(IBM的調(diào)查似乎暗示了這種情況),要想讓他們親自體驗(yàn)社交媒體也會(huì)變得異常艱難。

????首席營(yíng)銷官?zèng)]辦法拿出水晶球,預(yù)測(cè)新一代的顛覆性數(shù)字化平臺(tái)何時(shí)誕生;但也沒必要整天陷在追趕的游戲中?,F(xiàn)在就行動(dòng)起來,用心經(jīng)營(yíng)與公司上下級(jí)同事的人際關(guān)系。這樣,即使新一輪創(chuàng)新革命來臨,首席營(yíng)銷官的位置也會(huì)固若金湯。

????譯者:?jiǎn)虡潇o/汪皓

Admitting weakness, asking for help

????"Digital means more intelligent buying" and smarter customers, Kotler says. "Word will travel on Twitter about the good guys and the bad guys."

????So how do you make sure you are one of the "good guys"? The CMOs surveyed by IBM say they first need to admit to a generational disadvantage. According to Banikarim, too many CMOs simply "hire one person to do social media and say, 'Check, I've got that covered.'"

????To be sure, it can be difficult to relinquish control to a younger generation of digital natives, even in cases where that's the best approach. Lee Ann Daly, until recently the CMO at Thomson Reuters (TRI), warns that "control freak" CMOs might have a hard time leaving their fingerprints off of every effort.

????The solution, however, is low-tech, the marketers say: Get the most out of younger employees familiar with new media by making them feel valued at the meeting table. "I've handled each turn of the technology change wheel by trusting younger people who are using it," Daly says. "I can't be expected to be noodling around in every space." She joins Jim Stengel, former CMO of Procter & Gamble (PG), in stressing reverse mentoring as a way to both empower younger team members while refreshing CMOs working in the digital space.

????Reverse mentoring is not new, but how it is used can be improved. Stengel explains the distinction neatly: the CMO must trust younger employees while staying engaged enough to know the good ideas from the bad. Stengel wants to see more CMOs going straight into consumers' homes to directly build relationships, either in the flesh or through the digital space.

????In other words, the lip service reverse mentoring that goes on at many companies, in which an intern might "teach" Facebook to a seasoned exec over a couple summer sessions, is no longer adequate -- if it ever was.

????The number of CMOs in the IBM survey who were able to strike an ideal balance with technical and social media was disturbingly low to Stengel, the man once tasked with directing the world's largest ad budget while at P&G.

????"That's dangerous," Stengel says. "CMOs need to get personally involved. Do you need to spend 80% of your time blogging? No. But you need to put your feet in the water."

????Doing so might seem difficult to CMOs who don't recognize, as those in the IBM survey appear to do, that exploiting digital innovation actually means improving how we communicate with other people, even if it's through social media.

????CMOs can't pull out a crystal ball to predict the next major disruptive digital platform, but they don't have to stay caught in a constant game of catch-up. By investing in their relationships with coworkers from top to bottom now, chief marketers can put themselves in a solid position when the next innovation shockwave hits.

掃描二維碼下載財(cái)富APP
性派对交换俱乐部小说| 亚洲中字幕日产AV片在线| 日韩欧美国产高清在线观看| 青青草原在线精品| 无码精品不卡一区二区三区| 超碰97人人做人人爱亚洲| 国产成人综合久久精品尤物| 亚洲av无码一区东京热不卡| 亚洲中文字幕无码亚洲人成影院| 久久无码成人影片| 国产人澡人澡澡澡人碰| 深夜A级毛片催情精视频免费| 日本狂喷奶水在线播放212| 日本工口里番无遮█彩色| 久久人人爽天天玩人人妻精品| 亚洲va中文字幕无码久久不卡| 公和熄小婷乱中文字幕| 久久精品亚洲专区无码| 精品一区二区三区中文字幕| 亚洲精品无码专区久久久| 丰满爆乳一区二区三区| 亚洲一区AV无码专区在线观看| 亚洲综合色在线观看一区二区三区| 色综合久久久久久久久五月| 全免费看a级毛片免费看| 中文无码不卡人妻在线看| 99久久精品国产波多野结衣| 成人精品视频在线观看不卡| 婷婷久久综合九色综合97| 免费三级网站国产性自爱拍偷| 午夜天堂av天堂久久久| 一区二区免费视频国产| 九月婷婷人人澡人人添人人爽| 真实的国产乱ⅩXXX66| 亚洲线精品一区二区三区影音先锋| 久久国产精品张柏芝| 国产女人乱人伦精品一区二区| a级国产乱理论片在线观看| 人妻少妇看A偷人无码| 中文字幕人妻无码一夲道| 一区香蕉视频亚洲毛片免费一级|