????廣告狂人時代，營銷精英們往往在午餐時斟上一杯馬天尼酒，酒過三巡之后，借著微醺的酒意醞釀電視廣告創(chuàng)意，策劃廣告戰(zhàn)。然而，隨著20世紀90年代網(wǎng)景瀏覽器（Netscape）的崛起和數(shù)字化革命的發(fā)展，這樣的日子已經(jīng)一去不復返。

????但是，隨著Facebook和Twitter等社交媒體日益深入人心，市場營銷中的“數(shù)字化”已經(jīng)不再只是簡單地追逐、了解和轉發(fā)新聞了。

????大多數(shù)大型公司的首席營銷官都深知這一點——IBM于10月中旬開展的一項頗具影響力的調查顯示，他們對此深表贊同。但是，他們卻拿不出應對的辦法。

????多產(chǎn)作家、長期擔任美國西北大學凱洛格商學院（the Kellogg School of Management at Northwestern University）營銷學教授的菲利普·科特勒解釋道：“毫無疑問，過去的市場營銷要容易得多。”

????這次調查對1,700位首席營銷官分別進行了一小時的面對面訪談。結果顯示，數(shù)百位首席營銷官都同意科特勒的觀點。負責IBM調查的卡洛琳·海勒·貝爾德稱：“我們最大的收獲是了解到了準備不足的首席營銷官們到底是如何看待他們所確定的主要營銷因素，例如，從社交媒體到不斷變化的人口結構。”

????那么，當今的首席營銷官面臨的兩大難題是什么呢？IBM的調查發(fā)現(xiàn)，71%的受訪者稱，他們準備不足，無法應對現(xiàn)在的“數(shù)據(jù)大爆炸”；而68%的受訪者稱，應對社交媒體的變化異常艱難。

????對現(xiàn)任和前任首席營銷官們的調查顯示，解決問題的核心是信任問題：信任來源于其他高管、客戶、首席營銷官們本身以及新晉員工。

????幾乎沒有高管能自行解決這一難題，首席營銷官也不例外。但在高管層中，或許并非只有首席營銷官面臨著這種狀況；洶涌的數(shù)字革命浪潮使他們工作的復雜程度成倍增加。

????The Mad Men-esque days of dreaming up television spots and billboard campaigns over a three-martini lunch died amid the rise of Netscape and the digital revolution of the 1990s.

????But with social media platforms like Facebook and Twitter quite established by now, "going digital" in the marketing world no longer means simply catching up to speed on newsfeeds and retweets.

????Chief marketing officers, or CMOs, at most major companies know that -- they said so in hundreds in a wide-reaching IBM survey released in mid-October. But they don't always know where to go from there.

????"Marketing was just easier in the past, there's no question," explains Philip Kotler, a prolific author and longtime marketing professor at the Kellogg School of Management at Northwestern University.。”

????Turns out hundreds of chief marketing officers share Kotler's view. "The biggest takeaway for me was how under-prepared CMOs are feeling with what they identified as top marketing factors, from social media to changing demographics," says Carolyn Heller Baird, who oversaw IBM's survey, which involved one-hour in-person interviews with 1,700 chief marketing officers.

????The two most troubling areas for CMOs? IBM's survey found that 71% said they are under-prepared to manage the current "data explosion," while 68% struggle with changes in social media.

????According to a group of current and former CMOs, addressing the issue all comes down to trust: from other executives, from consumers, and from CMOs themselves with their own recent hires.

????Few executives can do it all themselves, and marketers are no exception. But perhaps as much as any position in the C-suite, the job has gotten exponentially more complicated on account of digital innovation.