Harvard+Business+Review（2022年冬季刊）.doc

SpeciaI IssueHow to harness Alexa, mobile, social, and blockchain to meet your customers wherever they areThe Best of HBRWinter 2022HBR.orgMarketing in the Age of ConnectionPlus: Themarketingmessage thatworks withRepublicansbut notDemocratsFROM THE EDITORSMeet Your New Marketing ToolsTECHNOLOGY IS RESHAPING the rela-tionship between brands and their cus-tomers. But each new social platform,AI assistant, and augmented reality appcomes with its own strengths and chal-lenges for companies: They can helpyou foster trustor they can alienateyour consumers. This collection oersHBRs best advice on how to get thegreatest value from the new marketingtools at your disposal.For example, its easy to succumbto the temptation to use social mediaonly to promote your products andboost your earnings. But, warns Bain &Companys Rob Markey in “Are YouUndervaluing Your Customers?,” doingso without also building consumer trustwill erode your customer valueand,soon enough, your earnings too.Thats in part because users are fedup with companies branded content intheir feeds. Instead, they are creatingprivate groups online around narrowareas of deep interest, along with prod-ucts and practices they develop them-selves. These might be group chats onplatforms like WhatsApp or FacebookMessenger, small communities hosted on Facebook Groups, or multiplayer games with chat features like Fortnite. Companies must earn trust to gain entrance into these new spaces and be part of the conversation, branding expert Sara Wilson explains in “The Era of Antisocial Social Media.”But in the world of AI assistants, building that kind of trust is more dicult because Alexa, Siri, and Google Assistant stand squarely between your brand and your consumer, recommend-ing your products and aggregating their data. As these household bots prompt more and more commerce, brands will need to navigate partner relationships and privacy issues to maintain their relationships with their customers. (For more, see “Marketing in the Age of Alexa,” by Niraj Dawar.)Ultimately, its not the technologies but the connections they spark that will define how your company competes in the marketplace. The Editors2 HBR Special Issue Winter 2022CreateExplorePivotConnectTransformInnovative ideas and thinking can be transformational if you link them together and to your business. See why top companies turn to Deloitte to help make those connectionsand engineer advantage from them, too. Start at Copyright © 2022 Deloitte Development LLC. All rights reserved.WINTER 2022ContentsCulled by the editors of HarvardBusiness Review from themagazines rich archives, thesearticles are written by some ofthe worlds leading managementscholars and practitioners.To help busy leaders apply theconcepts in our feature-lengtharticles, they are accompaniedby “Idea in Brief” summaries.ConnectedTechnologiesThe Age of ContinuousConnection | 10Nicolaj Siggelkow andChristian TerwieschMarketing in theAge of Alexa | 18Niraj DawarWhat Western MarketersCan Learn from China | 26Kimberly A. WhitlerHow Brands Are Experimentingwith Web3 | 34Ana AndjelicWhat Blockchain CouldMean for Marketing | 37Anindya GhoseAs Customers Beginto Shop Through VoiceAssistants, What CanBrands Do to Stand Out? | 39David R. Mayer and Nick HarrisonFour Questions RetailersNeed to Ask AboutAugmented Reality | 41Darrell K. Rigby, Mikey Vu, and Asit GoelIn Mobile Advertising,Timing Is Everything | 43Sunil GuptaWhy Marketers Are Returningto Traditional Advertising | 45Christine Moorman, Megan Ryan,and Nader TavassoliJIAQI WANG4HBR Special IssueCover photographs: Dart by MICHAEL BURRELL/GETTY IMAGESWinter 2022Phone by GECE33/GETTY IMAGESNEW PROGRAMDIGITAL INNOVATION STRATEGY AND MANAGEMENTTHINK CHICAGO BOOTHAccelerate digital transformationto unlock meaningful business growthHere at The University of Chicago Booth School of Business, we seek to provide solutions that help organizations become more agile and responsive to market disruption. Digital Innovation Strategy and Management, a 5-day executive education program helps mid-to senior-level executives incorporate digital capabilities into their companys DNAultimately supporting a more resilient organization. Participants will learn from renowned Chicago Booth faculty and leaders in industry how to reimagine their business through a new lensintegrating digital capabilities to understand customers better, modernize workstreams, and scale outcomes.Chicago Booth is where intellectual rigor, engaging teaching, and cutting-edge research meet. As a result, participants have transformational experiences and become empowered, impactful leaders. Learn more at ChicagoBooth.edu/DISM and empower your organization with The Chicago Approach.2023 DIGITAL INNOVATION STRATEGY AND MANAGEMENTGleacher CenterDowntown ChicagoProgram DatesMay 812November 610Contact us for a consultation at +1 312.464.8732, exec.edchicagobooth.edu, ChicagoBooth.edu/DISMWINTER 2022Our Commitment to SustainabilityWere proud that the paper we use in our print magazine is certifiedunder the Sustainable Forestry Initiative® program, meaning that itcomes from responsibly managed sources and is a renewable resource.Social Media and the WebBranding in the Age of Social Media | 48Douglas HoltDesigning Better Online Review Systems | 58Geoff Donaker, Hyunjin Kim, and Michael LucaFour Questions to Boost Your Social Media Marketing | 64Deepa Prahalad andAnanthanarayanan VThe Era of Antisocial Social Media | 66Sara WilsonUsing Social Media to Connect with Your Most Loyal Customers | 69Michael A. Stanko, Blanca Isabel Hernández Ortega, Francisco-Jose Molina-Castillo, Rishika Rishika, and José FrancoHow to Design Product Pages That Increase Online Sales | 71Colleen M. Harmeling,Alexander Bleier, andRobert W. PalmatierContent Is Crap, and Other Rules for Marketers | 74Greg SatellMake the Most of DataThe Next Great Digital Advantage | 76Vijay Govindarajan andN. Venkat VenkatramanThe Ultimate Marketing Machine | 84Marc de Swaan Arons, Frank van den Driest, and Keith WeedCustomer Data:Designing forTransparencyand Trust | 92Timothy Morey, Theodore “Theo” Forbath, and Allison SchoopWhy Marketing Analytics Hasnt Lived Up to Its Promise | 102Carl F. Mela andChristine MoormanYour Data Isnt HelpingYour Marketers If TheyCant Access It | 105Laura Beaudin and Mark BrindaHow Targeted Ads and Dynamic Pricing Can Perpetuate Bias | 106Alex P. Miller andKartik HosanagarA Better Way to Calculate the ROI of Your Marketing Investment | 108Werner Reinartz andRajkumar VenkatesanWhy Every Sales and Marketing Team Needs a Boundary Spanner | 110Andris A. Zoltners, Prabhakant Sinha, Sally E. Lorimer, and Dharmendra SahayKnow YourCustomersAre You Undervaluing Your Customers? | 114Rob MarkeyWhy GreatInnovation NeedsGreat Marketing | 122Denise Lee YohnThe Science ofSensory Marketing | 124Harvard Business Review StaffCan Biometrics Predict a Viral Marketing Campaign? | 127Jacob L.H. Jones, Matthew Gillespie, and Kelsey LibertAre Customers Lying to Your Chatbot? | 129Alain CohnThe Marketing Message That Works with Republicans butNot Democrats | 131David Dubois, Jeehye Christine Kim, and Brian ParkDont Underestimatethe Market Power ofthe 50+ Crowd | 134Vaughan EmsleyExecutive Summaries | 136JIMMY SIMPSON6 HBR Special Issue Winter 2022ACHIEVE YOURMARKETING OKRsWITH PRECISIONPrioritizeAlignMonitorBuild aGoals and TasksYour TeamsReal-Time ProgressCulture of ExecutionSearchDepartment Progress HeatmapMarketingTags(2)Marketing Departments OKRsP: 70% | A: 55%On TrackSub DepartmentsMarketing OperationsContent Marketing74%23%Event Marketing53%Brand Marketing36%Reputation ManagementSEO67%85%Product MarketingSEM/Paid Marketing61%40%Alex HalesQ3-2022PeriodDepartment OnlyShow KRsPeter SandersMarketing ManagerImprove Conv.Rate from 1.5% to 10%1.5%10% 58%Aug 01, 2022P:8.50 A:6.4410ýÿConv.Rate5 ýýýýýýýÿ0ýý þÿelygpýnuueJuJASDecrease Bounce Rate from 50% to 10%50%77%10%Aug 01, 2022P:12 A:2750%ýýÿþýRateýý ÿ25%ýýýýBounceþÿý10%eulyugpuneJASJLikeCommentsAwards70 of the Fortune 500 companies use Prot.co to:Talk to us to nd out how Prot.co can help you transform your business into a world-class execution machine.ýþþýýýÿÿýýýwww.prot.cospecialcollectionTransform Your Business with Data-Driven InsightsMost companies have massive amounts of data at their disposal yet fail to utilize it in any meaningful way.HBRs Data Analytics Collection will enable you to leverage your data in key business decisions and processes with impressive results. 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