“免费媒体”的次佳模式是赢得关注,即便你说的话很无耻。唐纳德•特朗普(Donald Trump)极为擅长借助电视和社交媒体将个人挑衅和企业品牌推广融合在一起,并将这种模式扩大至美国总统大选中。罗伯茨在谈到这位共和党总统候选人时表示:“他获得了4亿美元的‘免费媒体’,因为他的话很刺激、很挑衅,即使有些极端。”
Mr Roberts believes that companies must adapt to a “Vuca” world full of volatility, uncertainty, complexity and ambiguity, by making their marketing fiercer, stronger and less predictable. They can no longer rely on tightly supervised paid advertising campaigns delivered to a passive audience.
罗伯茨认为,公司必须让营销更猛烈、更劲爆和不可预测,从而适应一个充斥着易变性(volatility)、不确定性(uncertainty)、复杂性(complexity)和模糊性(ambiguity)的“VUCA” 世界。它们不能再依赖受到严格监控的、向被动受众发布的付费广告。
That might be, but companies have safety valves: if a brand campaign goes awry, it can be ditched. If the company strays, it can change its marketing, senior executives and operations, and keep selling products. McDonald’s hamburgers remain their reliable selves, however tasteful or tasteless its ads.
或许如此,但公司有“保险阀”:如果一次品牌推广活动搞砸了,可以放弃它。如果公司偏离轨道,可以改变营销策略,调整高管和运营,继续销售产品。麦当劳(McDonald’s)的汉堡依然是受人信赖的汉堡,无论它的广告看起来多么美味或是不好吃。
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