Dotcom Marketers Keep the Faith

网络营销者保持信心 （3）

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

[11] One advertising campaign developed for 3Com has targeted Information Technology (IT) managers, presenting product information in the form of a game. FCB claims visitors to the games spend about 13 minutes "playing"--a quest to track down global hackers--while being educated in what the company offers.

[12] "If you can reach the heart and soul of the user, you have a better chance to build a relationship," George says. These games make the IT manager feel like a hero." The 3Com e-commerce campaign is available in nine languages and hooks up with a direct marketing strategy incorporating 38 countries. As with many of the strategies developed by FCB, the site is laden with prizes and other incentives.

[13] Another execution the pair have worked on is the Sega Dreamcast video-game launch, where they say the objective was to "wow" the viewer. The front page of the site features a design which, as it rolls over, becomes bigger and bigger. A suitably exciting sound track accompanies the visuals. The online and offline campaign for the Dreamcast, strategically launched on 9/9/99, led to the largest scales of a single product in one day in the history of entertainment.

[14] On a smaller scale, but equally effective, has been the listen. com advertising banner, placed on a host of carefully selected music related sites and search engines. The banner has a request function where the user can select an artist and be taken directly to that artist's web page and download MP3 audio tracks.

[15] "The fact that you can search within the banner and condition the user to know what you are offering is key. The creative approach is simple but effective, and conveys exactly what the site is about."

[11]他们曾经为3Com公司搞了一个面向信息技术产业(IT)经营者的宣传活动，借助游戏的形式来传达产品信息。FCB邀请网站来访者花上13分钟来"玩"这个追踪全球黑客的游戏--在游戏的过程中，玩家就可了解 3Com公司所提供的信息。

[12]"如果你能够了解用户的内心所想，你就抓住了与客户建立关系的大好机会。"乔治说。"这些游戏使IT经理觉得自己像个英雄。"3Com公司的这次电子商务推广活动可用9种语言进行，并与当时在38个国家进行的直接市场营销策略配合起来。这个网站采用了FCB所策划的许多策略，在这个网站上到处都可以找到奖品和其他形式的激励。

[13]这两位专家实施的另一项计划是世嘉"Dreamcast"电视游戏的发售，他们说那次的目标就是要让看到的人都"惊奇不已"。网站的首页上显示了一个很有特色的图案，它不断地滚动着，同时越变越大。与视觉上的冲击相配合的是恰到好处而激动人心的声音效果。由于实施了成功的在线和离线的发行宣传策略，1999年9月9日"Dreamcast''的发售在娱乐业历史上创下了一项产品单日发售量的最高记录。

[14]被放置在大量精心挑选出来的涉及音乐的网站和搜索引擎上的"listen.com"标题广告一直规模较小，但发挥了同等的效力。它设有一个"索取"功能，用户只要通过它选定一位艺术家，就可以直接链接到这位艺术家的网页上并下载MP3声道的音乐。

[15]"关键在于你能够通过标题进行搜索，然后让用户了解你在提供什么。这种富有创意的方式简单而有效，它能将网站的主旨准确地传达出来。"