沃尔玛最近被《财富》评为全球最大的上市公司,没有之一。但是,像其他大型或者是小型公司一样,沃尔玛也曾经历了适应互联网科技带来的新挑战的艰难时光,尤其是在数字传播上。沃尔玛数字传播总监Mitchell带领的团队主要的任务就是在对的时间对的渠道向碎片化特征明显的受众传递给他们量身订造的信息。沃尔玛曾经经历的最艰辛的调整就是向受众进行自我营销,Mitchell在这样做的同时也尝试着从局内人的角度探究沃尔玛应该如何应对各种各样来自数字传播的挑战。数字学习曲线 Wal-Mart recently “Fortune” as the world’s largest listed company, none of them. However, like other large or small companies, Wal-Mart has also experienced a difficult time adapting to the new challenges posed by Internet technology, especially in the digital world. The main task for the team led by Mitchell, director of digital communications at Wal-Mart, is to tailor the message to the audience with the fragmented nature of the channel at the right time. Wal-Mart has experienced the most difficult adjustment is to self-marketing audience, Mitchell in doing so while trying to explore from the insider perspective Wal-Mart should be how to deal with a variety of challenges from digital communications. Digital learning curve