Kev Tshawb Xyuas CMO - Lub Yim Hli 2013

kev soj ntsuam cmo

Cov thawj saib xyuas kev lag luam (CMOs) tau nce los pab cov khoom siv rau kev tshaj xov xwm, tab sis tus xov tooj ceeb toom tsis pom muaj kev cuam tshuam rov qab los ntawm kev nqis peev no, raws li Kev Tshawb Xyuas CMO.

Tsuas yog 15 feem pua ​​ntawm 410 CMO kev tshawb fawb los ntawm cov xibfwb Christine Moorman of Duke University Cov Tsev Kawm Fuqua ntawm Kev Lag Luam hais tias lawv tau muaj pov thawj ntau yam nyob rau ntawm lawv cov social media kev siv nyiaj lag luam. Lwm 36 feem pua ​​teb tau lawv muaj lub siab zoo ntawm qhov muaj txiaj ntsig zoo, tab sis tsis yog qhov ntau.

Yuav luag ib nrab ntawm cov CMO kev soj ntsuam (49 feem pua) tsis tuaj yeem qhia tau tias lawv lub tuam txhab kev ua si sib raug zoo tau ua qhov sib txawv. Dua li ntawm qhov no, cov kev lag luam yuav tsum nce kev siv nyiaj hauv kev sib raug zoo los ntawm 6.6 feem pua ​​rau 15.8 feem pua ​​nyob rau tsib xyoos tom ntej.

Ua rau pom qhov cuam tshuam ntawm kev siv nyiaj ua lag luam tag nrho tseem yog qhov teeb meem ntau ntxiv rau cov tuam txhab, raws li CMO tau tshawb fawb. Tsuas yog ib feem peb ntawm cov tau txais kev lag luam saum toj kawg nkaus cov ntawv tshaj tawm lawv cov tuam txhab muaj peev xwm ua kom paub qhov ntau ntawm kev cuam tshuam ntawm lawv cov kev siv nyiaj rau kev lag luam. Nws yog vim li no tsis yog qhov xav tsis thoob, raws li Moorman, tias 66 feem pua ​​ntawm CMOs tshaj tawm lawv tau ntsib ntau dua kev nyuaj siab los ua pov thawj tus nqi ntawm kev lag luam los ntawm lawv cov CEOs thiab cov laug cam. Ntawm cov no, ob feem peb tau tshaj tawm tias lub siab no nce ntxiv.

“Cov thawj coj kev lag luam xav tau tias CMOs muaj cov pov thawj muaj zog uas pom tau tias kev lag luam kev nqes peev tau them rau lawv cov tuam txhab ua lag luam nyob rau luv thiab ntev. CMOs tsuas yog khwv tau 'lub rooj zaum ntawm lub rooj' yog tias lawv tuaj yeem ua rau pom kev cuam tshuam ntawm lawv txoj kev siv nyiaj, "Moorman, tus thawj coj ntawm CMO Survey.

Marketing analytics, kev lag luam cov ntawv luam ntawm cov ntaub ntawv loj, tam sim no 5.5 feem pua ​​ntawm cov peev nyiaj lag luam thiab cia siab tias yuav nce ntxiv mus rau 8.7 feem pua ​​nyob rau peb xyoos tom ntej no. Kev siv cov ntaub ntawv loj no tseem muaj kev sib tw, txawm li cas los xij, raws li qhov feem pua ​​tau tshaj tawm ntawm cov haujlwm uas siv los yog thov kev ua lag luam analytics tau poob qis los ntawm 35 feem pua ​​ntawm ib xyoo dhau los rau 29 feem pua ​​ntawm qhov tam sim no.

Qhov no sib xws nrog qhov kev tshawb pom tias CMOs qhia tsuas yog "nruab nrab" kev koom ua lag luam analytics rau cov tuam txhab kev ua tau zoo (3.5 ntawm 7-point nplai qhov twg 1 yog “tsis muaj hlo li” thiab 7 yog “siab heev”). Tus naj npawb no tau poob qis los ntawm nws qhov kev ntsuas thawj xyoo dhau los thaum nws tau nyob ntawm 3.9.

Kev lag luam tseem yog nce lawv cov kev siv zog hauv kev sau cov ntaub ntawv hais txog cov qhua tuaj noj mov online. Kwv yees li 60 feem pua ​​sau cov neeg siv online cov ntaub ntawv coj cwj pwm kev lag luam rau lub hom phiaj, thiab 88.5 feem pua ​​cia siab tias yuav ua ntau ntxiv nyob rau lub sijhawm no.

Txawm hais tias loj hlob outcry txog kev saib xyuas hauv ob qho tib si pej xeem thiab ntiag tug, kev ceev ntiag tug tsis zoo li kev txhawj xeeb rau cov neeg ua lag luam. Tsib caug feem pua ​​ntawm cov neeg teb muaj qhov tsis txaus siab, thaum tsuas yog 3.5 feem pua ​​teb lawv "txhawj xeeb heev" txog kev ceev ntiag tug.

Cov neeg ua lag luam yuav tsum tawm tsam ncaj ncees nrog cov neeg yuav khoom ntawm qhov teeb meem ntawm kev ceev ntiag tug – cov neeg yuav tsum paub tias lawv raug soj ntsuam, pom zoo rau cov kev soj ntsuam ntawd, thiab tau txais txiaj ntsig ntau dua los ntawm cov neeg ua lag luam nyob rau hauv rov qab, hais tias Moorman.

CMOs tshaj tawm lawv qib siab tshaj ntawm qhov kev cia siab tau rau tag nrho Asmeskas kev lag luam hauv plaub xyoos. Ntawm qhov ntsuas ntawm 0-100, nrog 0 yog qhov ua tau zoo tshaj plaws, CMO cov qhab nia tuaj txog ntawm 65.7, uas yog ze li ntawm 20-point nce dua qhov ntsuas tib yam nyob rau lub Yim Hli 2009, ze rau qhov qis qis ntawm kev poob qis. Yuav luag 50 feem pua ​​ntawm cov neeg lag luam sab saum toj tau teb lawv tias "muaj kev xav zoo ntxiv" hais txog tag nrho Asmeskas kev khwv nyiaj txiag piv rau lub quarter kawg. Rov qab xyoo 2009, cov neeg tawm suab pom zoo tsuas yog 14.9 feem pua.

Lwm qhov kev tshawb pom tseem ceeb muaj

  • Kev loj hlob hauv kev lag luam pob nyiaj siv yog xav tias yuav nce 4.3 feem pua lub sijhawm 12 hlis tom ntej. CMOs tau tshaj tawm tias kev hloov pauv ntawm kev siv nyiaj yuav nce 9.1 feem pua ​​ob lub xyoos dhau los, uas qhia tias qib kev siv nyiaj no tau hloov ntawm kev tawm tsam ntawm kev lag luam.
  • Qhov hloov ntawm kev siv nyiaj lag luam digital kuj muaj leveled tawm mus rau 10.1 feem pua (peb lub xyoos dhau los, daim duab no yog 13.6 feem pua).
  • Nees nkaum plaub feem pua ​​ntawm cov neeg teb hais tias Western Europe yog cov nyiaj tau los ntawm kev ua lag luam thoob ntiaj teb siab tshaj plaws, tom qab ntawd Suav thiab Canada (18 feem pua ​​txhua).

Pom muaj nyob rau lub Yim Hli 2008, Kev Ntsuam Xyuas CMO tau sau thiab tshaj tawm cov kev xav ntawm cov tub lag luam siab hauv Tebchaws Meskas ob zaug hauv ib xyoos. Kawm ntxiv ntawm Kev Tshawb Xyuas CMO.

5 Comments

  1. 1

    Cia peb pib koom tes nrog peb hauv kev tawm dag zog. Ntawd yog qhov loj npaum li cas ntawm cov neeg pom koj tam sim no hnub. Yog tias koj tsis siv nws, koj poob rau txhua tus neeg muaj peev xwm uas tuaj yeem pom koj.

    • 2

      Kuv xav tias nws yog cov haujlwm ntawm cov khw muag khoom los xyuas kom lawv muaj lub hom phiaj sau tseg thiab cov hauv kev los taug qab txoj kev ua tiav ntawm kev siv kev sib raug zoo ... thiab tom qab ntawd lawv tuaj yeem ua pov thawj tus nqi ntawm kev siv zog. Yog tias tsis muaj ntawv pov thawj, nws nyuaj rau cov tuam txhab ua cov peev.

  2. 5

    Cov ntaub ntawv zoo Doug, ua tsaug rau sib koom. Kuv paub qhov no yog lub ncauj lus Kuv tau khaws koj lub hlwb txog ntau ntau zaus… .thiab yuav txuas ntxiv mus. Rau kuv, muaj ob qho tshwj xeeb heev thiab cov yuam sij tseem ceeb los ua qhov zoo CMO / kev lag luam:

    1) Kev sib raug zoo tsim tsa ob leeg hauv koj pab pawg sab hauv, tab sis kev sib raug zoo sab nraud ib yam nkaus. Kuv xav tias kev tswj kev sib raug zoo yog qhov tseem ceeb rau kev ua tiav.
    2) Muab khoom dab tsi rau hauv koj lub paj npleg. Muaj cov ntaub ntawv muaj uas tuaj yeem ua pov thawj ib yam dab tsi ua haujlwm lossis tsis ua haujlwm nrog ntau qhov twv ua haujlwm tsawg. Muaj lub peev xwm pivot thaum muaj qee yam tsis ua haujlwm, pom tias tsuas yog ntau npaum li cas (YOG TSIS TXHOB ntxiv) hais txog cov tub lag luam muaj peev xwm ua tiav kev lag luam yog koj nug kuv

    Koj xav li cas txog kuv ob lub ntsiab lus no?

Yuav ua li cas koj xav hais tias?

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