论文部分内容阅读
媒体沟通渠道增多,产品和服务形成差异化的能力下降(商品化),新型交互式多媒体以客户为中心的营销策略的出现……随着营销复杂程度不断提高CMO急需更好的营销平台支持其更明智的决策,提高成功率。营销职责日益严格,CEO、CFO和利益相关方要求提高透明度并论证营销投入的投资回报。客户自主能力提高,左右营销组合要素并要求个性化对待(他们的满意度通过点击鼠标可影响数百万人)。这些因素是营销高管面临的挑战,需要围绕客户彻底改变运营模式。
Increased number of media outlets, diminished ability to differentiate products and services (commoditization), new interactive media-centric marketing strategies ... As marketing complexity continues to increase, CMOs urgently need better marketing platforms to support them Make smarter decisions and increase success rates. Marketing responsibilities are becoming more stringent, with CEOs, CFOs and stakeholders calling for greater transparency and demonstrating the return on investment from marketing efforts. Increased customer autonomy, left-right marketing mixes and requires personalization (their satisfaction can impact millions by clicking the mouse). These factors are challenges for marketing executives who need to revolutionize the business model around their customers.