Harvard+Business+Review（2022年冬季刊）.doc

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1、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 R

2、ESHAPING 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

3、 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 buildi

4、ng 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 t

5、hem-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

6、 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

7、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 spar

8、k 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

9、 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 p

10、ractitioners.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 L

11、earn 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

12、 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

13、 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

14、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. Parti

15、cipants 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, an

16、d 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 Chicag

17、oProgram 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 th

18、at 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 Pra

19、halad andAnanthanarayanan VThe Era of Antisocial Social Media | 66Sara WilsonUsing Social Media to Connect with Your Most Loyal Customers | 69Michael A. Stanko, Blanca Isabel Hernndez Ortega, Francisco-Jose Molina-Castillo, Rishika Rishika, and Jos FrancoHow to Design Product Pages That Increase Onl

20、ine 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

21、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 | 105Lau

22、ra 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

23、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 Mar

24、keting 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

25、 | 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: 7

26、0% | 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

27、% 58%Aug 01, 2022P:8.50 A:6.4410Conv.Rate5 0 elygpnuueJuJASDecrease Bounce Rate from 50% to 10%50%77%10%Aug 01, 2022P:12 A:2750%Rate 25%Bounce10%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

28、 world-class execution machine.www.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

29、decisions and processes with impressive results. This specially priced three-volumeset includes Keeping Up with the Quants: Your Guide to Understanding and Using Analytics, Competing on Analytics: The New Science of Winning, and HBR Guide to Data Analytics Basics for Managers Ebook + Tools.Data Anal

30、ytics CollectionPRODUCT #1064BN 3 ITEMS DIGITAL FORMATA savings of more than 20% off the individual components!THIS DIGITAL SPECIAL COLLECTION INCLUDES 3 EBOOKS + TOOLSAVAILABLE EXCLUSIVELY AT:store.hbr.org1-800-988-0886 OR +1-617-783-7500EDITOR IN CHIEF Adi IgnatiusEDITOR, HBRCREATIVE DIRECTORAmy B

31、ernsteinJohn KorpicsEDITOR, HBR.ORGEXECUTIVE EDITORSMaureen HochAlison BeardEDITORIAL DIRECTOR,Daniel McGinnSarah MoughtyHBR PRESSAnia G. WieckowskiMelinda MerinoEDITORIALSENIOR EDITORSLaura Amico, Scott Berinato,David Champion Paris, Paige Cohen, Kevin Evers,Holly Forsyth, Gretchen Gavett, Eben Har

32、rell, Jeff Kehoe,Scott LaPierre, Toby Lester, Juan Martinez, Amy Meeker,Curt Nickisch, Steven Prokesch, Vasundhara Sawhney,Thomas Stackpole, Erica TruxlerPRODUCTION DIRECTOR & MANAGING EDITOR, HBR PRESSAllison PeterSENIOR ASSOCIATE EDITORSCourtney Cashman, Susan Francis, Dave LievensASSOCIATE EDITOR

33、SDagny Dukach, Stefanie Fernndez,Ramsey Khabbaz, Rakshitha Ravishankar, Emma WaldmanARTICLES EDITORSChristina Bortz, Susan Donovan, Martha Lee SpauldingDIRECTOR, EDITORIAL AUDIENCENicole D. SmithSENIOR ASSOCIATE EDITOR, AUDIENCEENGAGEMENTKelsey GripenstrawSENIOR AUDIO PRODUCERSAmanda Kersey,Anne Noy

34、es SainiSENIOR VIDEO PRODUCERAndy RobinsonASSISTANT EDITORAlicyn ZallEDITORIAL COORDINATORShanze HasanSTAFF ASSISTANTChristine C. JackCONTRIBUTING EDITORSSarah Cliffe, Karen Dillon, Walter Frick, Amy Gallo, Jane Heifetz, Paul Hemp, John Landry, Gardiner Morse, Andrew OConnell, Anand P. Raman, Dana R

35、ousmaniereCONTRIBUTING STAFFEileen Ahuja, Leslie Cauldwell,Jenny Cromie, Kathryn K. Dahl, Sarabeth Fields,Kelly Messier, Annie Noonan, JM Olejarz, Debbie WhiteDESIGNDESIGN DIRECTORSStephani Finks HBR Press, Susannah Haesche HBR, Marta Kusztra Product & UXASSOCIATE DESIGN DIRECTORKaren Player Multime

36、diaSENIOR GRAPHICS EDITORMacaulay CampbellSENIOR DESIGNERCarey BassSENIOR PHOTO EDITORSasha PatkinDESIGNERSAlex Belser Multimedia; So Young Park ProductCONTRIBUTING DESIGNERYuliya BasPRODUCTIONDIRECTOR, EDITORIAL PRODUCTIONDana Lissy MANAGER, EDITORIAL PRODUCTIONChristine Wilder SENIOR PRODUCTION ED

37、ITORJennifer WaringPRODUCTION EDITORSVictoria Desmond, Jodi Fisher, Anne StarrSENIOR PRODUCTION SPECIALISTRobert Eckhardt PRODUCTION SPECIALISTAlexie RodriguezCONTRIBUTING STAFFKristin Murphy RomanoEDITORIAL ADVISORY BOARDBharat Anand, Azeem Azhar, John Battelle,Marcus Buckingham, Nicco Mele, Vivek

38、ShahEDITORIAL OFFICES60 Harvard Way, Boston, MA 02163617-783-7410|fax 617-783-7493HBR.orgWINTER 2022HARVARD BUSINESS REVIEW SPECIAL ISSUEISSN 2689-5447Printed in the U.S.A.Copyright 2022 Harvard Business School Publishing Corporation.All rights reserved.GROUP PUBLISHER Sarah McConvilleVICE PRESIDENT, GLOBALMANAGING DIRECTOR,VICE PRESIDENT, NATIONALSENIOR DIRECTOR,ADVERTISING SALESDIGITAL PRODUCTADVERTISING & MARKETINGTECHNOLOGYGail DaySTRATEGYCraig CatalanoKevin NewmanJim BodorADVERTISINGWORLDWIDE ADVERTISING OFFICES