传统营销已是强弩之末.PDFVIP

新东方《考研英语历年真题详解及复习指南》同源精读 『广告宣传，开展公关，品牌管理……这些传统的营销 手段在当今社交媒介日益发达的环境中已作用甚微， 而基于朋辈影响力和以社区为导向的新型营销手段已 登上舞台，通过真实的顾客关系，来为企业创造持续 的经济增长。』 Marketing Is Dead 传统营销已是强弩之末 By Bill Lee Aug 9th, 2012 | from Harvard Business Review Traditional marketing — including advertising, public relations, branding1 and corporate communications — is dead. In todays increasingly social media-infused2 environment, traditional marketing and sales not only doesnt work so well, it doesnt make sense. Think about it: an organization hires people — employees, agencies, consultants, partners — who dont come from the buyers world and whose interests arent necessarily aligned3 with his, and expects them to persuade the buyer to spend his hard-earned money on something. When you try to extend traditional marketing logic into the world of social media, it simply doesnt work. Theres a lot of speculation about what will replace this broken model. Actually, we already know in great detail what the new model of marketing will look like. Its already in place in a number of organizations. Here are its critical4 pieces: Restore community marketing. Used properly, social media is accelerating a trend in which buyers can increasingly approximate the experience of buying in their local, physical communities.5 For instance, when you contemplate6 a major purchase7, such as a new roof, a flat screen TV8, or a good surgeon, youre not likely to go looking for a 1 branding /5brAndIN/ n. 促销；宣传：branding strategy（品牌战略） 2 infuse /In5fju:z/ v. 注满；充满：Her work is infused with an anger born of pain and oppression.（她的 作品充满了一种由痛苦和压迫带来的愤怒。） 3 align /E5laIn/ v. 与…