Iyo CMO Ongororo - Nyamavhuvhu 2013

cmo kuongorora

Vatungamiriri vekutengesa (CMOs) vari kuwedzera kugovera zviwanikwa kumasocial media, asi nhamba inotyisa haisi kuona kudzoka kwekongiri pane iri investimenti, sekureva Iyo CMO Ongororo.

Chete 15 muzana yeiyo 410 CMOs akaongororwa napurofesa Christine Morman of Duke University yeFuqua Chikoro cheBhizinesi vakati vakaratidza huwandu hwakawanda pamashandisirwo avo enhau enhau. Vamwe makumi matatu neshanu vakapindura kuti vane pfungwa yakanaka yehunhu hwehunhu, asi kwete huwandu hwehuwandu.

Inenge hafu yeCMOs yakaongororwa (makumi mana nemapfumbamwe muzana) haina kukwanisa kuratidza kuti zviitiko zvekambani yavo yemagariro zvakaita mutsauko. Kunyangwe izvi, vatengesi vanotarisirwa kuti vawedzere mari inoshandiswa pasocial media kubva pa49 muzana kusvika 6.6 muzana mumakore mashanu anotevera.

Kuratidzira kukanganiswa kwemari yekushambadzira kwese kunoramba kuri dambudziko rakawandisa kumakambani, sekureva kweveCMO vakaongororwa. Chete chetatu chevatengesi vepamusoro vakaongororwa vanotaura kuti makambani avo anokwanisa kuratidza huwandu hwemashandisirwo emari yavo pakutengesa. Saka hazvishamise, sekureva kwa Moorman, kuti 66 muzana yeCMOs vanotaura kuti vari kusangana nekumanikidzwa kukuru kuratidza kukosha kwekushambadzira kubva kune avo maECO nemabhodhi. Pakati peizvi, zvikamu zviviri kubva muzvitatu zvinoshuma kuti kumanikidza uku kuri kuwedzera.

“Hutungamiri hwekutengesa hunoda kuti maCMO vape humbowo hwakasimba hwekuti mari dzekushambadza zvine hungwaru dziri kubhadhara kumafemu avo munguva pfupi uye kwenguva refu. MaCMO anongowana chete 'chigaro patafura' kana vachikwanisa kuratidza mabudiro avanoshandisa kushambadzira, "akadaro Moorman, director weThe CMO Survey.

Marketing analytics, yekushambadzira vhezheni yedata hombe, parizvino iri 5.5 muzana yemabhajeti ekutengesa uye inotarisirwa kuwedzera kusvika ku8.7 muzana mumakore matatu anotevera. Iko kushandiswa kweiyi hombe dhata kunoramba kuri kunetsekana, zvisinei, seyakataurwa muzana muzana yemapurojekiti anowanikwa aripo kana akakumbirwa kushambadzira analytics yakadzikira kubva pa35 muzana gore rapfuura kusvika pa29 muzana parizvino.

Izvi zvinowirirana nekutsvaga kuti maCMOs anongotaura chete "avhareji" mupiro wekushambadzira analytics kukambani kuita (3.5 pachiyero chi7-poindi apo 1 iri "kwete zvachose" uye 7 iri "zvakanyanya kwazvo"). Iyi nhamba yaderera kubva pakuyera kwayo kwekutanga gore rapfuura payanga iri pa3.9.

Vatengesi zvakare kuwedzera kwavo kuedza mukutora data nezve online vatengi maitiro. Vanoda kusvika makumi matanhatu muzana vakaunganidza pamhepo data rehunhu hwevatengi nezvinangwa zvekutarisa, uye 60 muzana vanotarisirwa kuwedzera kuita izvi nekufamba kwenguva.

Kunyangwe ichikura kuchema nezve kuongororwa mukati meveruzhinji uye akazvimirira zvikamu, kuvanzika hakuratidzike sekushushikana kune vatengesi. Makumi makumi mashanu muzana yevakabvunzwa vaive nezvikamu zvakaderera zvekushushikana, nepo vangori 3.5 muzana vakapindura ivo "vainetseka kwazvo" nezve kuvanzika.

Vatengesi vanofanirwa kuita chibvumirano chakatendeseka nevatengi nezvenyaya yekuvanzika- vatengi vanoda kuziva kuti vari kucherechedzwa, kubvumirana nekucherechedzwa uku, uye kuwana kukosha kwakanyanya kubva kuvashambadziri, akadaro Moorman.

MaCMOs anoratidzira avo akanyanya mwero yetariro kune hwese hupfumi hweUS mumakore mana. Pachiyero che0-100, ne0 ichiva netariro shoma, zvikero zveCMO zvakauya pa65.7, inova ingangoita makumi maviri-poindi kuwedzera pamusoro pechiyero chimwe chete chakatorwa muna Nyamavhuvhu 20, padyo nepasi penzvimbo yekudzikira. Vanenge makumi mashanu muzana muzana vevatengesi vepamusoro vakapindura ivo "vane tarisiro" nezve hupfumi hwese hweUS uchienzaniswa nekota yekupedzisira. Kudzoka muna2009, vane tariro vakauya vangori 50 muzana chete.

Zvimwe zvakakosha zvakawanikwa zviri

  • Kukura mune zvekushambadzira mabhajeti kuri inotarisirwa kuwedzera 4.3 muzana mukati memwedzi gumi nemiviri inotevera. MaCMOs akataura kuti shanduko mumashandisirwo emari yaizowedzera 12 muzana makore maviri apfuura, zvichiratidza kuti mwero wemari uyu uri kufamba nenzira inopesana neunyanzvi kuhupfumi hwese.
  • Iko shanduko mumadhijitari ekushambadzira mashandisirwo ane zvakare yakaenzana kusvika gumi muzana (makore matatu apfuura, chiyero ichi chaive 13.6 muzana).
  • Makumi maviri nemana muzana yevakabvunzwa vakacherekedza Western Europe semusika wepamusorosoro wepasi rose wekukura kwemari, ichiteverwa neChina neCanada (18 muzana imwe neimwe).

Yakavambwa muna Nyamavhuvhu 2008, Iyo CMO Survey inounganidza nekuparadzira pfungwa dzevatengesi vepamusoro muUnited States kaviri pagore. Dzidza zvakawanda pa CMO Ongororo.

5 Comments

  1. 1

    Ngatitangei kubatikana zvakanyanya mukuedza kwedu kwesocial media. Ndiwo mawaniro aunoita chikamu chikuru chevanhu mazuvano. Kana usiri kuishandisa, kurasikirwa kwako kune vese vangangove vanhu vanogona kukuona.

  2. 5

    Ruzivo rwakanaka Doug, ndatenda nekugovana. Ndinoziva kuti iyi inyaya yandakakusarudzira pfungwa dzako kakawanda….uye icharamba ichidaro. Kwandiri, pane makiyi maviri akanyanya uye akakosha ekuve akanaka CMO / mushambadzi:

    1) Hukama hwakanaka hunovaka zvese pazvikwata zvako zvemukati, asi hukama hwekunze zvakare. Ini ndinofunga kutonga kwehukama kwakakosha pakubudirira.
    2) Kuratidza zviri mupudding yako. Pane data iripo iyo inogona kuratidza kuti chimwe chinhu chiri kushanda kana kusashanda neakawanda kushoma kufungidzira basa. Kuve nekwaniso yepivot kana chimwe chinhu chisiri kushanda, inoratidza zvakangodaro (KANA ZVISINA ZVIMWE) nezve kugona kwevashambadziri kubudirira kushambadzira kana iwe ukandibvunza.

    Unonzwa sei pamusoro pezvibodzwa zvangu zviviri?

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