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前段时间,一条消息火了,可口可乐的CMO(首席营销官)消失了,新增设首席增长官。同时,还有一家拥有一定规模的企业砍掉了70%的营销人员。深度分销都不做了,还要这么多营销人干什么?我在两年前写过一篇公众号文章《营销部在萎缩,赶快建互联网部》。两年前,这篇文章的点击率不高,可能太超前,现在不幸被言中了。营销部萎缩是肯定的,现在企业设立的新部门,不叫互联网部,多数称作传播部,其实是一个意思。营销部为什么在萎缩?
Some time ago, a news fire, Coca-Cola’s CMO (chief marketing officer) disappeared, the new chief growth officer. At the same time, there is a company with a certain size cut 70% of marketers. Depth of distribution are not done, but also so many marketing people do? I wrote a public article two years ago, “Marketing Department is shrinking, and quickly build the Internet Department.” Two years ago, this article’s click rate is not high, may be too advanced, unfortunately, was now rewarded. The shrinking of the marketing department is affirmative. Now that the new department set up by the enterprise is not called the Internet Department, the majority is called the Ministry of Communication, which is actually a meaning. Why marketing is shrinking?