论文部分内容阅读
Tom French,Laura LaBerge,and Paul Magill,We’re all marketers now.McKinsey Quarterly,JULY 2011在过去十年中,营销人员一直在不断进行调整,以适应消费者深度参与的新时代。他们增加了新的职能(如社交媒体管理);改变了业务流程,以更好地整合网络、电视以及印刷品形式的广告活动;他们还增加了具有网络专业知识的员工,来管理爆炸式增长的数字化客户资料。然而,这些还远远不够。为了真正吸引消费者(对他们来说,“宣传式”
Tom French, Laura LaBerge, and Paul Magill, We’re all marketers now. McKinsey Quarterly, JULY 2011 For the past decade marketers have been constantly adapting to a new era of deep consumer engagement. They have added new functions such as social media management; changed business processes to better integrate advertising campaigns in the network, television and print formats; and they have added staff with online expertise to manage the explosive growth of Digitized customer information. However, these are far from enough. In order to really attract consumers (for them, “promotional ”