Dotcom Marketers Keep the Faith

网络营销者保持信心 （2）

IN THIS ARTICLE: Two Internet advertising experts from San Francisco are instructing the world on the rights and wrongs of Internet advertising strategies.

本文简介：两位来自旧金山的互联网广告业专家对全世界讲述了网络广告策略的是与非。——编者

[6] George and Cabanillas are making the rounds of international FCB workshops at a particularly piquant time. With several studies woefully pronouncing the demise of dotcom retailers, they look happy and relaxed-cocky, even.

[7] Cabanillas said: "The recent crash means dotcom companies and their venture capitalists will have to do more homework, that's all. It's no longer good enough to say I've got a good idea. I'll become a dot. com and make it.' The scepticism about e-stocks is healthy because it has to be done right."

[8] The San Franciscans seem perplexed that anybody would still be debating the wisdom of a comprehensive Internet strategy--"the Internet's not going away"--although they offer some caveats: "It's not just a matter of going online, but doing it intelligently."

[9] George sounds the fundamental warning; "Remember, above all, the experience you want consumers to have when considering your strategy. What are you trying to communicate? Don't get bogged down in the technology. Remember it's still about brand association."

[10] The two advertising agency advisers are heavily into "rich media" advertising--that combination of audio, video games, e-commerce and other forms of interactivity that enhance the browsing experience as opposed to "static" media placement.

[6]在这个充满刺激又振奋人心的时代，乔治和卡布尼拉斯在FCB驻世界各地的分公司巡视往来。当一些研究结果沉痛地宣告网上零售业的死期将至时，他们看上去却那么开心和自在，甚至有些趾高气扬。

[7]卡布尼拉斯说："近来网络公司的纷纷破产意味着网络公司和他们的风险投资家们将不得不做更多的案头工作，仅此而已。现在说'我有个好点子，我要搞一家网络公司，我会成功'这样的话已经不再诱人。对网络股的怀疑很有益处，因为这迫使他们必须正确地运作。"

[8]两位旧金山人似乎感到困惑不解的是，有人还要对综合性网上营销策略是否明智加以辩论--"因特网不会消亡"--虽然他们也提出了一些告诫："这不仅仅是上上网那么简单的事，你必须开动脑筋。"

[9]乔治提出的十分重要的忠告是："记住，在考虑你的策略时，首要的是确定你希望带给你的顾客怎样的体验。你所要努力表达的是什么?别陷入对技术的单纯追求而无暇他顾。记住这一切还是与品牌相关联。"

[10]对于"综合媒体"广告业务，这两位广告机构顾问颇有研究。所谓"综合媒体"，就是针对"静态"媒体设施而言增强了可浏览性的声讯、电视游戏、电子商务以及其他互动传媒形式的结合体。