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  3. The rough guide to marketing success used to be that you got what you paid f

The rough guide to marketing success used to be that you got what you paid f

游客2023-12-28  31
问题     The rough guide to marketing success used to be that you got what you paid for. No longer. While traditional "paid" media—such as television commercials and print advertisements—still play a major role, companies today can exploit many alternative forms of media. Consumers passionate a-bout a product may create "earned" media by willingly promoting it to friends, and a company may leverage"owned" media by sending e-mail alerts about products and sales to customers registered with its Web site. The way consumers now approach the process of making purchase decisions means that marketing’s impact stems from a broad range of factors beyond conventional paid media.
    Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users’ responses. But in some cases, one marketer’s owned media become another marketer’s paid media—for instance, when an e-commerce retailer sells ad space on its Web site. We define such sold media as owned media whose traffic is so strong that other organizations place their content or e-commerce engines within that environment. This trend, which we believe is still in its infancy, effectively began with retailers and travel providers such as airlines and hotels and will no doubt go further. Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products. Besides generating income, the presence of other marketers makes the site seem objective, gives companies opportunities to learn valuable information about the appeal of other companies’ marketing, and may help expand user traffic for all companies concerned.
    The same dramatic technological changes that have provided marketers with more(and more diverse)communications choices have also increased the risk that passionate consumers will voice their opinions in quicker, more visible, and much more damaging ways. Such hijacked media are the opposite of earned media: an asset or campaign becomes hostage to consumers, other stakeholders, or activists who make negative allegations about a brand or product. Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.
    If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk. In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep. Toyota Motor, for example , alleviated some of the damage from its recall crisis earlier this year with a relatively quick and well-orchestrated social-media response campaign, which included efforts to engage with consumers directly on sites such as Twitter and the social-news site Digg.
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答案     过去，市场营销成功的简单指南就是：你付出多少，你就收获多少。如今，情况却不相同了。传统的付费媒体，如电视商业广告和印刷品广告，虽仍有很重要的作用，如今，仍有许多媒体形式可供公司选择。对产品感兴趣的消费者会主动将该产品推荐给朋友，由此创造了“免费”媒体，而公司可以向在其网站上注册的用户发送邮件提醒其产品及促销活动，而影响这个“自主”媒体。如今，消费者所接触的做出购买决定的方式很广泛，已经超出了传统的付费媒体形式。
    市场营销人员通过付费和自有媒体促销他们的产品。对“免费”媒介来说，市场营销人员扮演着用户反应的发起者。但是，在某些情况下，某营销人员的自有媒体会成为另一名营销人员的付费媒体，如某电子商务零售商出售其网站的广告空间。我们定义此种“出售”形式为自有媒体，这种媒体流量巨大，所以，其他机构纷纷前来投放广告或开通电子商务引擎。我们认为，这种趋势虽然还处于起步阶段，但在零售业和航空、酒店等旅游供应业已快速发展，无疑可以有更大的发展。如强生公司创建了著名网站BabyCenter，此独立媒体不仅推广互补性产品，甚至还促销竞争性产品。此举不仅带来了创收，其他营销人员的出现还令网站看起来很客观，使企业有机会从其他公司的营销活动中获得宝贵的信息，并且还有助于扩大所有相关企业的用户流量。
    上述给营销人员提供更多、更广沟通选择的技术大变革，同时增加了风险，因为激动的消费者能更快、更明显、更有害地表达他们的看法。这种“劫持”媒体和“免费”媒体相对：某项资产或活动成了对某种产品或某个品牌不满的消费者、其他股东或活动家的“劫持物”。例如，社交网络用户越来越意识到，他们可以通过“劫持”媒体给最初创建该媒体的企业施加压力。
    如果这种事情发生的话，激动的消费者就会试图说服其他人一起抵制两家公司的产品，这样就危及到企业的名誉。在这种情况下，如果企业的回应不够快、也不理想，情况就会变得不可收拾。譬如，今年早些时候，丰田公司在召回危机中采取了相对较快、较有序的社交媒体回应行动，包括在Twitter和Digg(一种社会新闻网站)等网站上与客户直接进行交流，从而缓解了一些损害。
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