BM试水“第二人生”

arketers Try Out New Media With Small But Effective Campaigns

即便是经验丰富的营销人员．面对当下众多可供选择的新媒体．也会感到无所适从。单单那些行业术语就已经像天书一样让人头痛不已．比如博客、视频博客、播客、视频点播网站、WAP网站和RSS聚合新闻服务．还有受众自创内容．开源品牌经营．多源品牌经营．移动营销．社交性网站以及虚拟社区。决定媒介计划及制定有效的营销战略．初始感觉就好像是在赌场转动轮盘毫无章法可循。然而．确定无疑的是需要运用近来涌现的这些新媒体。但是．营销人员如何才能知晓哪些媒体最适合其品牌营销战略呢？

Even highly experienced marketers can be daunted by the current menu of new media options. The glossary of industry terms alone is a hefty course of alphabet soup. There are blogs, vlogs, podcasts, V-casts, WAP sites and RSS feeds. There is user-generated content, open-sourced branding, crowd-sourced branding, mobile marketing, so- cial networking sites, virtual communities. Choos- ing a media plan and creating a strategy starts to feel like spinning a roulette wheel. Clearly, the race is on to capitalize on the recent explosion of emerging media. But how does any marketer .know which of these channels best suits his or her brand＇s marketing strategy？ And, given that many of these outlets are so new-and are especially primitive in their application to marketing-how does a brand establish campaign goals and define clear measures of success？