Dotcom Marketers Keep the Faith

网络营销者保持信心 （5）

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

[21] "In placing ads online, we can target video-gamers and disregard how the audience skews (ethnically, sexually etc)."

[22] For example of what not to do, Senior George and Cabanillas point to the giant supermarket chain Wal-Mart in the US as an Internet site that has not taken advantage of the unique properties of interactivity. What they've done is take the bricks and-mortar layout--store aisles, for example--and simply put it online," Cabanillas says.

[23] "But the online experience is much more fluid than that, and should provide 'smarter' services like recommendations , discounts and other fun things to enhance the user experience. Not intrusive, just smarter."

[24] They say a good example of the right approach can be found at www. web-media, co. Nz--a "sticky" site (a website which is interesting enough to make you ' stick " there exploring ) , George says. "There's lots to do there, and I found myself stuck on the site for a long time. It was fun--very cool."

[25] It certainly helps that the pair are interested in online music and video games themselves. They agree it gives them more empathy" with the users and sometimes freaks out" the corporate monoliths trying to appeal to younger target markets. Emma Blake, media business manager for FCB in Parnell, says the San Francisco advisers have proved very helpful. "What we've learned to do when looking at (online strategies) is not to get too complicated," she says. "As they say, we have to try and not get too creative on systems that are not up to it. The human mind moves faster than the rate of technology."

[20]这两位旧金山的广告专家认为，网络广告正在脱离对同／异性恋、黑／白人种的不同受众区别对待的旧模式，转而面向以"心理图解"--一种更为复杂的消费者图表来划分的消费群体。

[21]"在设置在线广告时，我们可以将电视游戏玩家作为对象，而不必考虑观众的差别 (如种族、性别等)。"

[22]在举例说明不可取的做法时，乔治和卡布尼拉斯两位先生提到了美国巨型连锁超市"沃尔-玛特"，在作为一个因特网站点出现时，它没有利用好这一互动式宣传的独特优势。"他们所做的不过是将那些砖块和砂浆砌成的店铺--如货架过道--简简单单地放到网上而已。"卡布尼拉斯说。

[23]"但在线经营比那灵活得多，它应该提供'更聪明'的服务，比如推荐、打折和其它一些有意思的事情，从而丰富用户的在线体验。这并非侵扰顾客，而只是做得更精明些。"

[24]他们举了一个正确运用互动式宣传的好例子，那是一个叫做www.webmedia.co.nz的网站--乔治称它为"粘性"网站 (之所以这么叫，是因为它是如此有趣，可以将你"粘"在那留连忘返)。"在那儿有许多可做的事，我发现自己在那个网站上呆了相当长的时间，被它迷住了，它有意思极了--真酷!"

[25]这两位专家自身对于在线音乐和电视游戏的兴趣当然有助于他们的工作。他们承认这使他们与用户有了更多的共鸣，有时会使试图吸引更年轻的目标市场的大客户感到极度兴奋。FCB驻帕内尔的媒介部经理艾玛·布莱克说，旧金山的顾问十分得力。她说："当我们在关注在线广告策略时，我们学到的就是不要把事情搞得太复杂。正如他们所说，我们必须尝试且不要在那些跟不上创意的系统上做太创新的事。人类思维的前进要比科技的进步快得多。"