The rough guide to marketing success used to be that you got what you paid for.
过去市场的营销成功诀窍是一分价钱一分货。
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.
时过境迁，当传统的“付费”媒体—比如电视商业广告和印刷广告—仍然是一个主流，可现今的公司可以利用很多不同形式的媒体。
Consumers passionate about 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.
对一个产品非常喜爱的消费者，自愿将其推销给朋友们，从而创建了“赢得”媒体，一个公司通过给注册的用户推送产品的电子邮件和促销，充分利用“赢得”媒体。
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.
顾客现在购物商品的方式意味着，市场营销的影响来源传统付费媒体意外的诸多因素。
Paid and owned media are controlled by marketers promoting their own products.
付费媒体和赢得媒体是由推销的他们的产品的销售商控制。
For earned media, such marketers act as the initiator for users’ response.
对于赢得媒体，销售商的行为是用户反应的初始催化剂。
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.
但是在一些案例中，一个销售商的赢得媒体会成为另一个销售商的付费媒体——比如，电子商务零售商出售它的网页的广告位。
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.
我们将这样的“售出”媒体定义为赢得媒体，这样的媒体拥有巨大的流量，其他组织会将他们的内容或者电子商务引擎投放到这里。
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.
这样的趋势（仍处于萌芽期）发端于零售商和航空、酒店等旅游供应商，而且无疑可以走得更远。
Johnson & Johnson, for example, has created Baby Center, a stand-alone media property that promotes complementary and even competitive products.
比如强生公司已经新建了宝贝中心网，它是一个独立运营的媒体资产，提供补充的和更具竞争力的产品。
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.
除了产生收入，其他销售商的存在让该网站看上去更客观，让公司有机会从其他公司销售商获得有价值的信息，还能帮助拓宽所有公司都关心的用户流量。
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.
同样的巨大的技术革新不仅为销售商提供了更多的沟通选择，也同时带来了更高的风险，因为热情的消费者能够以更快速、更可见、更具破坏力说出他们想法。
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.
这样的绑架媒体是赢得媒体的对立面：某项资产或活动变成了对于一个品牌或产品有负面评价的顾客、其他股东或者运动员的人质。
Members of social networks, for instance, are learning that they can hijacked media to apply pressure on the businesses that originally created them.
比如，社交网站的会员们发现他们能够通过“绑架”媒体向最初创建该媒体的企业施加压力。
If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk.
如果发生了那样的事情，激动的消费者就会劝导别人抵制购买产品，这样目标公司的声誉将会岌岌可危。
In such a case, the company’s response may not be sufficiently quick or thoughtful, and the learning curve has been steep.
在这些案例中，公司的反应一般不够快速或者考虑不周到，就会酿成悲剧。
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.
比如，丰田汽车公司对于它今年早些事件的召回危机，它用一个比较快速的和精心设计的社会媒体回应项目减轻了一些损失，包括通过推特和社交新闻网站DIGG直接和用户面对面的方式。
网友评论