Web 2.0世界的行銷秘密

The Secrets of Marketing in a Web 2.0 World 是一篇由 華爾街日報MIT Sloan Management Review 在 2008年所刊出的短文,3位學者從與企業主管的對談中找出一些行銷原理。大陸的译言网也做了全文翻譯。

  • Don’t just talk at consumers — work with them throughout the marketing process. 別光和消費者對話,與他們合作貫穿整個行銷過程。
  • Give consumers a reason to participate. 給消費者一個參與的理由
  • Listen to — and join — the conversation outside your site. 聽取並加入你的網站外部的對話
  • Resist the temptation to sell, sell, sell. 抵制推銷誘惑
  • Don’t control, let it go. 別控制,聽之任之
  • Find a ‘marketing technopologist.’ 找到一名行銷技術社會學家
  • Embrace experimentation. 採用實驗法

作者之一 Bruce Weinberg 談 how to address and recover from poor feedback

Bruce Weinberg
wsj.com

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