Results结果

It’s no surprise that with gasoline prices threatening to reach $4 a gallon, Americans are looking at fuel economy as never before.它的毫不奇怪，与汽油价格的威胁，达到4元， 1加仑，美国人看的燃油经济性从未像前。 Most of us could not afford to keep a Hummer gassed up these days, and automakers are starting to shift their production and advertising to reflect this sad fact.我们大多数人无法负担，以保持悍马gassed了这些天来，和汽车制造商已开始转向他们的生产和广告，以反映这一不幸的事实。 They are reaching out to consumers with targeted ads, new technology, and clever marketing strategies that acknowledge new values in a slowing economy.他们深入到消费者有针对性的广告，新技术，和聪明的营销战略，承认新的价值观，在经济放缓。 So far, it seems like we’re taking the bait.直至目前为止，好像我们正在以诱饵。

Even as auto sales in general fell, sales for some compact, fuel-efficient vehicles rose dramatically.即使是汽车销售在一般下跌，销售为一些紧凑，燃油效率更高的车辆大幅度增加。 As a recent Wired article reports, “Ford’s own Focus, which starts at $14,395, has seen its sales pop by 32% from a year ago.作为一个最近的有线的文章报道， “福特自己的重点，开始在一万四千三百九十五美元，看到了其销售的流行由32 ％ ，从一年前。 The Honda Fit ($13,950) has jumped 54%.本田适合（一万三千九百五十○美元）已跃升为54 ％ 。 And the Toyota Yaris ($11,350) has spiked 46% year to year.” Sales are up by such large margins not only because of their relatively low MSRPs, but also because it costs less to keep them running.和丰田yaris （一一三五○美元）已升至46 ％ ，每年“销售是由如此庞大的利润不仅是因为它们相对较低的msrps ，而且还因为它成本更低，让他们运行。 At the same time, sales of pickup trucks and SUVs have plummeted.在同一时间内，销售的皮卡和SUV下跌。 GM has reported a 25% drop in truck sales.通用汽车已报告的25 ％下降，轻型卡车的销量。

Small vehicles are breaking into the market in a big way.小型车辆正在打破进入本地市场的一大途径。 As this CNN report suggests, many micro-cars which have long been popular overseas are making their way into the US market.由于这CNN报导显示，许多微型车长久以来流行的海外人士，使他们的方式进入美国市场。 The most note-worthy of these is perhaps the Smart ForTwo, an almost unbelievably compact commuter car.最注意值得这些也许是smart的fortwo ，几乎令人难以置信的紧凑的通勤车。 ForTwo gets incredible gas mileage and can be parked almost anywhere.的fortwo获得令人难以置信的气体里程数和可停泊的几乎任何地方。 In addition, many fears about safety are likely to be calmed by recent crash testing.此外，许多担心安全有可能被平息，最近坠毁的测试。 The Insurance Institute for Highway Safety (IIHS) has given Smart ForTwo top marks for frontal crashes.该公路安全保险协会（ iihs ）已发出smart的fortwo顶端马克的前坠毁。 With safety, fuel economy, and environmental responsibility on their side, small cars are becoming increasingly popular with US drivers.与安全性，燃油经济性，和环境的责任，站在他们的一方，小型车正变得越来越普遍与美国的司机。

This shift in values is reflected in recent advertising trends.这一转变在价值观是反映在最近的广告业务呈上升趋势。 Gone are the sexy spots featuring SUVs driving through mud puddles and pickups pulling semis.已经一去不复返了性感的景点特色休旅车的驾驶，通过泥水坑和车站拉半决赛。 Commercials seem to concentrate on fuel economy, price, and special offers and rebates.商业广告，似乎集中在燃油经济性，价格和特别优惠和回扣。 Many manufacturers are hyping their environmental policies as well, as this SuperBowl 2008 spot from GMC typifies.许多厂商都大肆宣扬他们的环保政策，以及，因为这超级碗2008年现货从GMC的典型。 The ad features a new hybrid Yukon, which I suppose is meant to bridge the gap between America’s love affair with massive cars and their need to save money.广告的特点一种新的混合育空，我假设是指以桥之间的差距，美国的恋爱与庞大的汽车和他们的需要，以节省金钱。 A Honda ad also exploits this trend, showing its fleet weaving in and out of gas pumps without needing to stop. 本田公司的广告也利用了这个趋势，显示其船队在织造出的气体泵，而不需要停止。

Auto companies are also adding new sections to their websites to convince environmentally-conscious consumers to purchase their vehicles.汽车公司也加入新的章节，以他们的网站，以说服环保意识的消费者购买他们的车辆。 Ford’s “Our Values” section describes the company’s initiative to turn paint fumes into energy, along with other green policies they’ve adopted.福特的“我们的价值观 ”一节中介绍了该公司的倡议，把油漆烟雾转化为能源，随着其他环保政策，他们已经通过。 They even sell carbon offsets through a third-party called TerraPass, which allows Ford drivers to support clean energy projects.他们甚至出售碳抵消通过第三党所谓的terrapass ，这使得福特汽车的司机，以支持清洁能源项目。 The site also hosts suggestions and tips for maximizing fuel efficiency, like maintaining tire pressure and driving smoothly. Subaru , which has gained the loyalty of many green drivers, is also hyping its environmental record.该网站还东道主的建议和提示，最大限度地燃料效率一样，保持轮胎压力和驾驶的顺利进行。 斯巴鲁 ，其中已获得的忠诚度，许多绿色的司机，也是大肆宣扬其环保纪录。 They operate a “clean plant” which is certified by the EPA, and also market Partial Zero Emissions Vehicles (PZEVs), which have gained recognition in the EPA’s Green Vehicle guide.他们经营的“清洁工厂” ，这是认证由环保局，还要求市场的部分零排放车辆（ pzevs ） ，其中有获得承认，在EPA的绿色汽车指南。

While not everyone is ready to trade in their gas guzzlers just yet, the trend is definitely toward more efficient and economical cars.虽然不是每个人都愿意贸易在其气体guzzlers刚才不过，趋势是肯定对更有效率和更经济的车。 As with any inflationary period or economic slowdown, the situation could very well be short-term and temporary.正如任何通胀期，或经济增长放缓，情况很可能是短期和暂时的。 But maybe, just maybe, Americans will fall in love with compact, green cars the way European and Asian drivers have.但也许，只是也许，美国人将下降，爱与紧凑，绿色汽车的方式欧洲和亚洲的司机。 If a true cultural shift is in the works, then the prices at the pump will be a little less stressful for everyone.如果一个真正的文化转变，是在工程，那么，汽油价格会少一些压力，为每一个人。

The web has always been a ripe landscape for games and toys.网络一直是成熟的景观，为游戏和玩具。 Not only are traditional computer games introducing web versions where players can compete with friends, but online games are also adding social elements where people can meet and play against one another.不仅是传统的电脑游戏，介绍网络版本，玩家可以与朋友竞争，但线上游戏也加入社会因素，人们能满足和发挥对一的另一个。 Increasingly, these games are aimed at a demographic not usually represented in web advertising: kids.越来越多，这些游戏的目的是在一个人口通常不会代表在网络广告：孩子们。 The ten-and-under set is a ripe market for advertisers hawking anything from the latest action figure or doll to snack foods, and they are perfectly able to influence the purse strings of their parents.十年和下集是一个成熟的市场为广告客户摆卖任何从最新的行动数字或玩偶，以小吃，他们是完全能够影响的钱包串他们的父母。 Now, advertisers are luring younger kids online to play games and absorb marketing messages.现在，广告客户吸引年轻的儿童上网玩游戏和吸收的行销讯息。

I was surprised to see my three year-old niece expertly navigate to PBSkids.org to play a game featuring Curious George.我很惊讶看到我的三年岁的侄女， expertly浏览到pbskids.org玩游戏特色好奇的乔治。 The site includes audio as you roll over buttons to help children who cannot yet read to navigate the site.该网站包括音频正如你翻转按钮来帮助孩子谁可以尚未阅读浏览网站。 While the games are educational in keeping with PBS’s mission, they all star characters from hit children’s shows, like Clifford the Big Red Dog, Dragon Tales, and Sesame Street.而游戏是教育在符合公共电视网的使命，他们的全明星人物击中儿童节目，像高伟绅律师行的大的红狗，龙的故事，和芝麻街。 Kids are no strangers to these brands, and they will remember the awesome Caillou game they play when their birthdays roll around.孩子们并不陌生这些品牌，他们会记得的可怕caillou游戏，他们发挥他们的生日时，轧辊左右。 PBS also has a similar site called PBSkidsplay.org , which requires a subscription of $10 a month. PBS的也有一个类似的网站所谓的pbskidsplay.org ，这就要求订阅10元一个月。

Another site that caters to children is AddictingGames.com , which is owned and operated by Viacom, parent company to Nickelodeon and MTV.另一幅迎合儿童是addictinggames.com ，这是拥有和经营的维亚康母公司，公司的母公司，以尼克罗迪恩和MTV 。 This site mixes clever Flash-based games with online advertising.本网站的混合聪明，以Flash为基础的游戏与线上广告。 Players are invited to play and rate games from sponsors like Acuvue and Neopets.球员现正邀请发挥和率游戏从赞助商一样， acuvue和尼奥宠物。 As a recent New York Times article puts it, “Clicking through and hopping from site to site will give a child a crash course in the latest Bratz movies or Hannah Montana concert.” The site also features plenty of games for older children and adults, giving it a wider appeal.作为一个最近纽约时报的文章所说， “点击通过和跳频的网站会提供孩子一个速成班在最新的电影或bratz汉娜蒙大拿音乐会” ，网站还具有丰富的游戏，年龄较大的儿童和成年人，使它具有更广泛的上诉。

On a recent visit, my eleven year-old relative would wake up in the early morning hours and head straight for my laptop.关于最近访问，我十一年岁相对会醒来，在清晨和直奔我的笔记本电脑。 His destination was Line Rider , an addictive online game that challenges players to create line drawings for a virtual sledder to follow like the peaks and valleys of a real hill.他的目的地是附线 ，一上瘾的线上游戏，挑战玩家创造线条画为一个虚拟sledder遵循一样，高峰和低谷的一个真正的山。 The game has some of the lessons of elementary physics, but it’s really just about creating an entertaining and nearly impossible sledding hill.游戏的一些经验教训的基础物理，但它真的只是创造一种娱乐和几乎是不可能的雪橇场山。 Unlike PBSkids or AddictingGames, Line Rider is not associated with a major TV channel or toy company, but it is quickly building a brand that transcends age groups.不像pbskids或addictinggames ，骑线是不相关的一个主要电视频道或玩具公司，但它是迅速建立一个品牌超越年龄组。 By the end of the week-long visit, the eleven year-old wasn’t the only one spending hours creating and saving tracks online.到去年底长达一周的访问，十一年岁，是不是只有一个小时的支出，创造和节约追踪线上。

While all of the above mentioned games are free (or boast free versions), still other sites catering to children have some free content and some that requires a parent’s credit card.而所有上述提到的游戏都是免费的（或夸耀免费版本） ，仍然是其他网站的饮食对儿童有一些免费的内容和一些需要父母的信用卡。 The granddaddy of these types of sites is Webkinz , which pairs a retail item (the plush toy comes with a code for the website) with online content.该granddaddy这些类型的网站是webkinz ，这对零售项目（毛绒玩具带有一个代码为网站）与线上内容。 The “pets” are both virtual and physical, and kids can go online to take care of their toys. “宠物” ，都是虚拟和物理，和孩子们可以上网，以照顾他们的玩具。 Webkinz also incorporates a social networking function where children can visit friends’ pets and even chat, though parents can control their level of access. webkinz也纳入了社会网络功能，让儿童可以访问的朋友可带宠物，甚至聊天，虽然家长可以控制他们的访问级别。 The site gives new areas for each different pet, and kids are urged to collect them all.该网站提供了新领域，为每个不同的宠物，和孩子们呼吁，以收集他们所有。 As the New York Times reports, “Some parents have been known to load up on dozens of Webkinz at $14 each.”作为新的纽约时报报导， “有些家长已经知道加载了几十种webkinz 14元，每个” 。

While it may be tempting to park kids in front of the computer, even on child-oriented sites they are inundated with advertising and marketing messages.虽然它可能是诱人的公园，孩子们在电脑前，甚至在面向儿童的网站，他们淹没，与广告和营销信息。 As the Webkinz generation ages, they will not only have an extraordinary level of web literacy, but they will also accept the presence of sponsored content and subscription sites in a way that older web users do not.作为webkinz一代的年龄，他们不仅将有一个不平凡的水平， Web的识字，但他们也会接受在场的赞助内容和订阅的网站的方式，老年人的网络用户不。 With the integration of television shows, toys, and the web, we’re bound to see more and more online advertising aimed at the Barney set.与整合的电视节目，玩具，和网络，我们正在必然会看到越来越多的在线广告，目的是在巴尼设置。

RSS feeds are becoming more and more popular, and businesses and individuals alike are using them to communicate with customers, vendors, journalists, friends, and family.关于RSS越来越受欢迎，企业和个人都利用他们与客户沟通，供应商，记者，朋友和家人。 Some industry watchers are predicting that RSS has the potential to replace email, and marketers are taking note of their popularity and power.一些行业观察家预计的RSS有可能取代电子邮件，和营销正在注意他们的人气和力量。 In their current form, feeds are not personalized enough to eclipse email as a communication method, but with the right tweaking and features, they could be a powerful new tool for both businesses and casual users.其目前的形式，饲料，不个性化，足以Eclipse的电子邮件作为沟通方式，但只要有正确的调整和特点，他们可能成为一种强大的新工具，为企业和临时用户。

RSS, which stands for “Really Simple Syndication”, “Rich Site Summary”, or “RDF Site Summary” depending on who you ask, is essentially a self-updating content subscription.使用RSS ，主张“真正简单联合供稿系统” ， “丰富的网站概要” ，或“ RDF的网站摘要： ”视乎谁是你问，基本上是一种自我更新的内容订阅。 They are based on blogging tools that authors can use to post new stories, updates, and information.他们是根据博客作者的工具，可以用来张贴新的故事，更新和信息。 Avid readers can add a simple application (sometimes on the desktop, sometimes in the browser) which lists new content and keeps them up to date.热心的读者可以添加一份简单的申请（有时是在桌面上，有时在浏览器中） ，其中列出了新的内容和使他们直至目前为止。 RSS feeds are very commonly used on blogs, news websites, and podcasts.关于RSS是很常用的对博客，新闻网站和播客。 They are usually denoted by a small orange icon featuring a “sound wave” graphic.他们通常是指由一个小型橙色图标，内容包括“声波”的图形。

Marketing groups are starting to use RSS technology also as an alternative to mass emails that serve to annoy and inconvenience even the most dedicated of customers.营销集团已开始使用RSS技术还作为一种替代，以大量电子邮件服务，以烦扰和不便，即使是最专门的客户群。 At this point, sources estimate that just 20% of internet users employ RSS feeds on a regular basis, but these numbers are expected to increase as the technology becomes more familiar.在这一点上，消息来源估计，只有20 ％的互联网用户可以聘请RSS源进行定期的基础上，但这些数字预计将增加随着技术变得更为熟悉。 While it may not have as wide a reach for personal notes and messages, RSS has definite potential to change the way businesses communicate with customers.虽然未必有广泛的接触，为个人笔记和讯息， RSS已经明确的潜在方式的转变，企业与客户沟通。 As a recent SiteProNews article suggests, “In the same way email eclipsed snail mail for content delivery, RSS will eclipse email as the consumer’s choice for opt-in messaging.”作为一个最近sitepronews文章建议， “在同样的方式电子邮件黯然失色蜗牛邮件的内容交付， RSS将Eclipse的电子邮件作为消费者的选择，选择-在信息” 。

One of the reasons RSS is so promising is that it actually reaches people who care.原因之一， RSS是这么有前途的是，它其实是达到人谁照顾。 Even if you sign up for an email newsletter or HTML-based special offers flyer, the likelihood of it actually reaching your inbox shockingly 60% or less.即使你注册一个电子邮件通讯或基于HTML的特别优惠传单，的可能性，实际上达到您的收件箱中令人吃惊的60 ％或更少。 RSS, on the other hand, does away with spam filters and allows users to check updates at their own convenience, ensuring that 100% of subscribers will get the message.使用RSS ，在另一方面，摒弃了垃圾邮件过滤器，并允许用户检查更新自己的方便，确保100 ％的用户将得到消息。

Another reason why marketers are turning to RSS is due to the rise of internet video.另一个原因是营销至于RSS是由于崛起的互联网视频。 With sites like YouTube and Hulu topping the traffic charts, advertisers are turning to video as a way of grabbing users’ attention.与网站，像YouTube和葫芦平顶的交通图，广告客户正在转向视频的一种方式，抢用户的注意力。 Email, however, is a very complicated way to deliver a video message; even HTML emails are not a sure bet depending on subscribers’ clients and settings.电子邮件，不过，这是一个非常复杂的方式提供的视频信息;的HTML电子邮件，甚至是不是一个肯定的投注，视乎用户的客户端和设置。 Videos get stripped by email providers, and there’s no guarantee they’ll play within the message consistently, which is how users will expect it to work.影片得到剥离，由电子邮件服务提供商，而且也没有保证，他们将扮演讯息一贯，这是用户如何将期望它的工作。 RSS, however, was built to easily embed video and audio, just like a blog, and users don’t have inconsistent access to the message.使用RSS ，不过，建轻松嵌入视频和音频，就像一个博客，和用户不具有不一致接触到的讯息。

As RSS gains more users, businesses are seeing a unique opportunity to target their marketing efforts at their best customers.作为的RSS收益更多的使用者，企业看到了一个独特的机会，针对他们的营销努力，在他们的最佳客户。 RSS provides a pain-free, consistent way to reach users who actually want to hear from them.的RSS提供了一个痛苦的自由，一贯的方式，以达到使用者究竟是谁不想听到从他们。 It eliminates many of the inconsistencies and headaches of email marketing efforts, while still providing the wide reach that email creates.它消除了许多矛盾和头痛的电子邮件行销的努力，同时还提供广泛的影响力电子邮件创建。 The potential upsides are enormous, and as the technology improves to allow for private messages and personalized content, RSS could well become the method of choice for online communication. upsides的潜力是巨大的，随着技术的提高，使私人信息和个性化的内容，的RSS可能成为方法的选择，在线沟通。

Online advertising has always been a risky business.在线广告一直是有风险的生意。 Ad buyers rely on imperfect data, fluctuating prices, and visitor counts to determine when and where to place their ads.广告买家依赖于不完善的数据，波动的价格，和访客计数，以决定何时及在何处的地方，他们的广告。 Top web measurement firm comScore has recently suffered from a drop in their stock prices as data they collected differed greatly from that released by Google.顶端Web测量公司ComScore公司最近遭遇了一场下降，其股票价格作为他们收集的数据差别很大，从发行的由Google 。 As a recent Wall Street Journal article reports, “It was another reminder that the science of tracking Internet usage is still far from perfect.”作为一个最近的华尔街日报的文章报道， “这是又一次提醒说，科学的追踪互联网的使用仍很不完善” 。

The controversy began over paid click data released by comScore and by Google.争议开始超过支付按公布的数据公司comScore和Google 。 In their quarterly earnings report, Google asserted that clicks on its advertisements had increased by 20% from the same quarter in 2007.在他们的季度盈利报告时， Google声称点击就其广告已增加了20 ％由上年同期的2007年。 As a Google press release explains, “Aggregate paid clicks, which include clicks related to ads served on Google sites and the sites of our AdSense partners, increased approximately 20% over the first quarter of 2007 and approximately 4% over the fourth quarter of 2007.” ComScore, on the other hand, had already estimated 1.8% growth in Google’s paid clicks.作为Google 的新闻稿解释说： “总计支付的点击，其中包括点击相关的广告服务对Google网站和网站我们的AdSense合作伙伴，增加约20 ％ ，比2007年第一季度和大约4 ％ ，比2007年第四季“ ComScore公司，另一方面，已估计的1.8 ％的增长，在Google的付费点击。 That’s way too large a discrepancy to be within a margin of error, and comScore stockholders let their flagging confidence show.说的方式，过大的差距，必须在一，抽样误差为，和comScore股东，让他们的标帜的信心，显示。 The firm’s stock dropped 8% and shares closed down 40 cents at $23.18.该公司的股价下跌了8 ％和股票收盘下跌40美分， 23.18美元。

The key to the different numbers is all in the fine print.关键是要不同的电话号码，是所有在罚款打印。 Google’s earnings report extends to global websites and were overall figures for all partner sites. Google的盈余报告延伸到全球的网站和人的整体数字为所有合作伙伴网站上。 ComScore measured only US clicks and did not include non-search ads.公司comScore测量，只有美国的点击次数和不包括非搜索广告。 A prominently displayed press release on comScore’s website accounts for the seeming error.一显眼的新闻稿 ComScore公司的网站占了表面的错误。 Bold face type explains, “The main difference between the paid clicks trends reported by Google and comScore can be traced to the fact that the comScore paid click data cited in financial analysts’ reports (and subsequently reported by the media) are US data only.” The treatise also warns, “Analysts’ efforts to use comScore’s domestic data to estimate Google’s global trends were misguided…It also needs to be noted that comScore does not currently provide a measurement of global paid click data and has never claimed that its US data can be used to “predict” global trends.”勇于面对类型解释说： “之间的主要差别支付点击次数的趋势报告由Google和comScore可以追溯到一个事实，即公司comScore支付按引用的数据，在金融分析家的报告（和后来媒体报道）是美国的数据而已。 “论文还警告， ”分析师的努力，利用公司comScore的国内数据，以估计Google的全球趋势的错误… …它也需要指出的是， ComScore公司目前没有提供测量全球支付的点击数据，也从未声称其美国的数据可用于“预测”全球趋势“ 。

OK, so it was simply a matter of comparing apples to oranges.确定，所以这是个简单的问题比较苹果橙。 Why the stock scare?为什么股市吓怕？ Why the outrage?为什么愤怒呢？ Advertisers, as implied in the press release, use the data released by measurement firms like comScore and Nielsen to find the most advantageous spots for their ads.广告商，作为隐含在新闻发布，使用公布的数据测量公司一样，公司comScore和Nielsen找到最有利的地点，他们的广告。 As the Wall Street Journal put it, “Advertisers study their [comScore’s and Nielsen’s] data - including a Web site’s total visitors or page views and time spend on the site - to try to determine which sites are popular among particular demographic groups or in certain topic areas, such as news or sports.” If advertisers see comScore’s numbers and make decisions based on those, they’re barking up the wrong tree.正如华尔街日报把它“ ，研究他们的广告客户[公司comScore的和尼尔森的]数据-包括网站的总访客或网页的意见和时间花费在该网站上-尝试，以确定哪些网站受欢迎特别是人口群体或在某些专题领域，例如新闻或体育。 “如果广告客户看到公司comScore的数字，并作出决定的基础上，他们汪汪叫了错误的树。 They must delve deeper into demographic data to find real value on the numbers.他们必须更加深入地了解人口统计数据，以找到真正的价值有多少。 However, comScore clearly deflects responsibility back to their users, who should not rely on their data for financial reporting or decision-making.不过， ComScore公司的责任，明确deflects回到他们的用户，谁不应该依赖他们的数据，为财务报告或决策。

All of this has created quite a controversy in the web measurement world, and it has industry experts and marketers alike wondering exactly how to track internet data.所有这一切都创造了不少的争议，在网络测量世界，它具有业界专家和营销商都不知到底如何跟踪互联网数据。 It’s tempting to lean towards Nielsen or comScore data as a barometer for economic growth or financial status, but it is really most useful for media and consumer research.它的诱人倾向于尼尔森公司或机构comScore的数据作为一个晴雨表，为经济增长或财政状况，但实在是最有用的媒体和消费者研究。 As comScore’s press release warns, “we should all be mindful that the primary uses of comScore’s data are for marketing and media analysis purposes.”作为公司comScore的新闻发布警告说， “我们都应该铭记这一点主要用途的公司comScore的数据是在市场营销和媒体分析的目的” 。

In our everyday lives, both online and in the physical world, we all present different versions of ourselves to others.在我们的日常生活，包括线上及在物理的世界，我们所有在场不同的版本，自己给他人。 People speak differently to their friends, a clerk at the grocery store, their boss, or a bartender at their favorite pub.人说不同的他们的朋友，一个秘书在杂货店，他们的老板，或是一酒保在他们最喜爱的酒吧。 These different personas, which are the focus of consumer behaviorists and analysts, have made a smooth transition to the online world.这些不同personas ，这是消费者的焦点， behaviorists和分析家，取得了顺利过渡到网上世界。 A version of you, complete with avatar and login name, will be vastly different on LinkedIn vs. Facebook, or Mog vs. World of Warcraft.一版的你，完成与阿梵达和登录名称，将有很大不同， LinkedIn的与Facebook的，或mog与魔兽世界。 So how can businesses coagulate all these different personas into a profile of one single customer?因此，如何能凝聚企业的所有这些不同的personas成为一个剖面一个单一的客户？ They may not have to.他们可能没有。

Researchers at Gartner have coined the term Generation V (for virtual) to describe these consumers.研究人员在Gartner创造了这个词上一代V （虚拟的）来形容这些消费者。 They have created different imprints of their personalities on many different Web 2.0 sites, and marketers are struggling to identify with and appeal to them.他们创造了不同出版社的性格在许多不同的Web 2.0的网站，以及营销挣扎认同，并呼吁他们。 As Baseline Magazine recently wrote, “Unlike previous demographic containers like baby boomer and Gen X, Generation V is not defined by age, gender or geography.作为基线杂志最近写道： “与以往人口的容器一样，婴儿潮和根X的上一代V是没有界定按年龄，性别或地理。 Instead it is based on achievements, accomplishments, and a growing preference for digital media when it comes to learning and sharing.” These online personalities are not necessarily fake; they do belong to real consumers, and they do reflect real needs, desires, and behaviors.相反，它是基于取得的成就，成果，以及越来越倾向于数字媒体，当谈到学习和分享。 “这些线上人物不一定是假的，他们这样做是属于真正的消费者，他们反映的实际需要，欲望，行为。

One of the problems with multiple personas, however, is that they reflect a desire for anonymity in a web world that is increasingly open.其中一个问题，与多个personas ，不过，是他们反映的愿望，不愿透露姓名的在一个网络世界是越来越开放。 Active online personas often say and do things online that they would never do in a real world setting.活跃的在线personas常说，和事在线，他们将永远不会做，在真正的世界设定。 A good example of this can be found in vitriolic blogging and commenting.一个很好的例子，这是可以发现在硫酸博客和评论。 As blog Identity 2.0 points out, “With respect to comments on a blog…Since it takes a sequence of good behavior to build a positive reputation, there is a cost to that reputation, that good netizens will want to preserve if having a good reputation provides additional value.” While you might be circumspect and thoughtful when commenting on the election at the Huffington Post, you might let loose at Perezhilton.com with foul language about the actions of some drunk starlet.作为博客2.0的身份指出， “与尊重的评论对一个博客… ，因为它采取了一系列良好的行为，以建立积极的声誉，是有成本声誉，良好的网民将要保存，如果有一个良好的声誉提供额外的价值。 “虽然你可能周到的和深思熟虑的评论时，对选举在huffington后，您可能让松散，在perezhilton.com与粗言秽语有关的行动，一些喝醉了明星。 In both cases, you are essentially anonymous, but the setting influences your online actions, just as it would in the real world.在这两种情况下，您基本上是无名氏，但设置的影响，您的在线行动，正如它会在现实世界中。

So how can businesses target both OrcSlayer21 and Bluegrass4Ever, particularly if they’re the same person?因此，如何能企业的目标，双方orcslayer21和bluegrass4ever ，特别是如果他们是同一人？ Adam Sarner, the Gartner researcher who coined the term Generation V, suggests to Baseline that marketers reach out to them individually.亚当萨尔内， Gartner的研究员，谁创造了这个词上一代V ，建议基线营销接触到他们单独。 “We need to recognize that people have a different set of desires while on Amazon.com or Second Life,” he says.Gartner recommends targeting individual online personas in ways that appeal to the reputation and personality they’ve created for themselves. “我们需要认识到人有不同的欲望，而对amazon.com或第二次生命” ，他says.gartner建议针对个别网上personas的方式，提出上诉的声誉和人格，他们所创建的，为自己。 Sell to the personas, not to the people behind them.出售给personas ，而不是向人民负责他们背后。

The way to do this, according to Sarner, is to examine your product’s place in the customers priorities and needs, just the way you would for an offline consumer profile.的方式为此，根据萨尔内，是研究您的产品的地方，在客户的优先事项和需要，只是方式你会为一离线消费者的个人资料。 People have vastly different desires for different products or services on theirwishlists, and marketers have yet to fully exploit this.人民有很大的不同愿望，为不同的产品或服务对theirwishlists ，和营销还没有充分利用这一点。 For example, OrcSlayer21 and Bluegrass4Ever would likely find value in both new PC games and the latest Allison Krauss CD from Amazon.com.举例来说， orcslayer21和bluegrass4ever可能会找到价值，在这两个新的PC游戏，以及最新的艾利森克劳斯的CD从amazon.com 。 Amazon could send email flyers and targeted messages to each persona, even though they represent the same person.亚马逊可以发送电子邮件的传单和有针对性的讯息，每个人，即使他们所代表的是同一个人。 The same strategy could work for a single product, which might appeal to different aspects of a consumer’s personality.相同的策略可以工作，为一个单一的产品，这可能是呼吁不同方面消费者的人格。

The bottom line is that personas are not flat, simple organisms.底线是personas并不平坦，简单的有机体。 They never were in real world situations, and they are even less so online, where it is so easy to segment one’s personality for different activities.他们从来都是在现实世界情况，他们甚至没有那么线上，哪里是那么容易部分之一的个性不同的活动。 Businesses who use consumer profiles will need to expand their strategies to appeal to every aspect of the customer.企业谁使用消费者的配置文件将需要扩大其战略，以呼吁每一个方面的客户。 In an increasingly competitive online marketplace, there is room for all of our multiple personalities, and all the products and services that we crave.在竞争日益激烈的在线市场，有空间，我们所有的多重性格，和所有的产品和服务，我们渴望。 A marketing plan that capitalizes on this diversity will be successful.市场营销计划，充分利用了这种多样性将取得成功。

The 2008 presidential candidates are taking a page out of the marketing book in trying to win voters. 2008年总统候选人正在一个网页出来的营销书籍在试图赢得选民。 They are employing a strategy, called microtargeting, that is usually reserved for consumer profiling and customer segmentation.他们雇用了一项战略，所谓microtargeting ，即通常保留给消费者剖面和客户细分。 The process involves finding out which factors, values, and behaviors are common to groups of consumers (or voters) and using this information reach out to the undecided in upcoming elections.过程中涉及找出哪些因素，价值观念和行为，是共同的群体的消费者（或选民）和使用这方面的资料，接触到未定，在即将举行的选举。 While the practice is common in the business world, microtargeting is lately being applied to politics, notably by Barack Obama’s campaign.而实践中是常见的在商业世界， microtargeting是最近被应用到政治，特别是巴拉克奥巴马的运动。 Will microtargeting give candidates the edge they need to win over the country’s finicky voters?将microtargeting给候选人的边缘，他们需要战胜国家的finicky选民？

Microtargeting is made possible by huge databases of consumer information, like those used by major corporations to track consumer spending and retail habits. microtargeting是可能的庞大的数据库，消费者的信息，如所使用的大公司来追踪消费者支出和零售的习惯。 Analysts look at the habits of groups to see where they might overlap with other groups.分析家们看看的习惯，团体，以了解他们可能会重叠，与其他群体。 For example, let’s say that people who attend professional basketball games might also be likely to drink Pepsi (not necessarily so, just a random example).例如，假设说，人谁参加职业篮球比赛也可能是可能喝百事可乐（不一定是这样，只是一个随机的例子） 。 Marketers could then use this information to place Pepsi advertising at NBA stadiums or during March Madness broadcasts.营销人员便可以使用此信息的地方，百事可乐公司的广告在NBA的体育场馆或3月期间，疯狂的节目。 Politicians can use similar data points to target undecided voters with messages that appeal directly to them.政客可以使用类似的数据点，以目标未定的选民与邮件的上诉直接给他们。 For example, if consumer surveys were to show that viewers of America’s Next Top Model were strongly right-leaning (again, random example) Republican politicians might have better luck with their advertising dollars on that station.举例来说，如果消费者调查显示，观众全美超级模特儿强烈右倾（再次，随机的例子） ，共和党政客可能有更好的运气，与他们的广告收入就这一站。

The process of microtargeting is painstaking, and it is usually carried out by powerful Washington organizations or by campaign volunteers.过程中microtargeting是细致，这是通常所进行的华盛顿强大的组织或由运动的志愿人员。 Voter surveys help not only identify which voters are possible supporters, but also helps candidates decide which of their messages is the most likely to mobilize them come election day.选民调查，不仅有助于确定哪些是可能的选民支持者，而且也有助于考生决定他们的讯息是最有可能调动他们来选举日。 If a survey reveals that residents in a certain district are losing jobs due to employers outsourcing jobs overseas, political candidates can craft messages of reassurance and promise to address the issue if elected.如果一项调查显示，居民在某区正在失去工作，由于雇主外包工作移往海外，政党候选人可以工艺信息的保证，并承诺解决这个问题如果当选。 This specific message, aimed at specific people, has the potential to motivate voters who might otherwise stay home.这个特定邮件中，针对特定的人，极有可能激发选民的可能，否则谁留在家中。

One powerful microtargeting firm in Washington is TargetPoint Consultants.一个功能强大的microtargeting公司在华盛顿是targetpoint顾问。 As their website puts it, “Our MicroTargeting is a virtual search and rescue mission, connecting campaigns and corporations with the voters and customers they need.” They use not only tailor-made surveys to gather information, but they also draw upon existing databases of consumer information available online and through marketers.作为他们的网站上的说法， “我们的microtargeting是一个虚拟的搜索和救援任务，连接运动和公司与选民和他们的顾客需要， ”他们不仅使用量身定作调查，以搜集资料，但他们也借鉴现有的数据库消费者在网上提供的资料，并透过行销。 These microtargeting agencies use everything from credit scores, real estate records, web surfing habits, and magazine subscriptions to reach voters who might identify with their candidate.这些microtargeting机构使用一切从信用分数，地产的纪录，网上冲浪的习惯，和杂志订阅，以达到选民谁可能确定他们的候选人。 Some of the information they’ve unearthed is surprisingly detailed.有些资料他们已经出土的是出乎意料的细致。 For example, as the Washington Post reported during the Bush/Kerry contest in 2004, drinkers of Coors and bourbon tend to vote Republican, while those who consume brandy and cognac lean towards the Democratic party.举例来说，由于华盛顿邮报在布什/克里竞赛在2004年，饮酒的coors和波旁倾向于投票的共和党，而那些谁消费白兰地干邑倾向于民主党。 This kind of data gives a much more complete picture of potential customers and voters based on more than simply geography and socio-economics.这样的数据提供了更为全面的了解潜在客户和选民的基础上更比单纯的地理和社会经济学。

Democratic candidate Barack Obama has tapped the expertise of Strategic Telemetry , a microtargeting firm which worked with the Kerry campaign previously.民主党候选人巴拉克奥巴马已挖掘的专业知识， 战略的遥测 ，一microtargeting公司工作，与克里的竞选班子以前。 Their website advises candidates to, “Focus dollars and time spent on persuasion phones, mail, door-knocking, radio and television on the voters most likely to be undecided.” This gives candidates not only the edge needed to reach those all important undecided voters, but also helps control campaign spending by using the resources where they can accomplish the most.他们的网站上提供咨询意见的候选人， “焦点美元和时间用在游说电话，邮件，逐户敲门，电台和电视台对选民最有可能被未定”这给候选人，不仅所需的优势以达到这些所有的重要未定的选民，但也有利于控制运动的开支，使用的资源，在这里他们可以完成大部分。 Obama has been notably reaching out to young voters, who are historically unlikely to turn out at all.奥巴马已显着深远的，以年轻选民，谁是历史上不可能把在所有。 Many analysts have attributed his success to his online presence at sites like Facebook and MySpace, where young, Democratic voters are active and receptive.许多分析师都归因于他的成功，他在网上存在的网站，像Facebook的和MySpace ，年轻人，民主党选民的活跃和接受。

While customer segmentation has been around for years in marketing circles, this type of profiling is beginning to take a strong hold in political circles.而客户细分已经多年，在营销界，这种类型的剖面是开始采取强有力的举行，在政界。 Strategists are taking lessons from the business world and applying them to the voting public, and it seems to be paying off for many candidates.战略家们正在教训，从商业世界和运用他们的投票市民，而且似乎要见成效，为很多候选人。 Now that candidates are reaching out to voters with personal, specific messages, will they also begin keeping those targeted campaign promises?现在，候选人接触选民与个人，特定邮件，将他们也开始保持这些有针对性的竞选承诺？ Here’s hoping (with a glass of bourbon in one hand and cognac in the other) that their targeted messages are more than just a marketing strategy.这里的希望（与玻璃的波旁在一方面和白兰地，在其他）表示，他们有针对性的信息不仅仅是一个营销策略。

Japanese automakers are scrambling to meet the needs of a different generation of drivers.日本汽车制造商纷纷以满足不同的一代的驱动程序。 According to a recent newspaper poll , only 25% of Japanese men in their 20s even want a car, down from 48% in 2000.根据最近一项报纸民调显示 ，只有25 ％的日本男性在20多岁，甚至希望有一个车，从48 ％ ，在2000年。 These young, urban drivers cite rising gas prices, the environmental impact of cars, and their modern technology-driven lifestyles as a reason to depend on Japan’s public transportation system instead of purchasing cars.这些年轻人，市区司机举上升，天然气价格，对环境影响的车，和他们的现代科技为主导的生活方式为理由，要视乎日本的公共交通系统，而非购买汽车。 Automakers are trying to fight this generational shift with state-of-the-art concept vehicles that directly appeal to the hip youth of Tokyo’s Harajuku neighborhood.汽车制造商正试图扑灭这世代的转变与国家- - -艺术的概念车，直接上诉至髋关节青年东京的原宿居委会。

Domestic sales of Japanese cars has fallen 31% since 1990, even while exports are rising.国内销售的日本车下降了31 ％ ，自1990年以来，尽管出口上升。 Studies attribute this slide to different values, where iPods, web-enabled phones, and laptops have replaced the car as a status symbol.研究属性，这幻灯片，以不同的价值观，其中的iPod ，网络功能的手机，笔记型电脑已取代汽车作为身份的象征。 Nissan in particular has been reaching out to the youth market with demographic studies and a design studio in the Harajuku neighborhood.日产汽车，特别是已深入到青年市场与人口研究和设计工作室在原宿居委会。 The office, called “Creative Box,” is home to Nissan’s car designers, and it has very little resemblance to a corporate headquarters.办公室，所谓的“创意中， ”家日产的汽车设计师，并已很少相似的企业总部。 Designers are encouraged to wander the streets, take in the flamboyant fashions, and frequent local clubs to see the most popular bands.设计师鼓励漫步街头，采取在华丽的时装，和频繁发生的地方俱乐部，看看最流行的阶。

To reach out to young drivers, Honda has introduced the Edix minivan, designed to hold three passengers in the front in a V-shape to allow more cargo room in the back.接触到年轻的驾驶者，本田推出了edix面包车，旨在举行，三名乘客在前线在一个V形，让更多的货物房间，在回。 This is meant to appeal to Japan’s youthful sporty set who want to carry bicycles, surfboards, and other sports gear in the van.这就是要呼吁日本的青春动感设置谁要进行自行车，冲浪板，和其他运动用品在货车内。 They’ve promoted the Edix with this video from anime studio Studio 4°C, and while I won’t pretend to understand what’s happening in the spot, it is clearly aimed at a younger audience.他们已经推动了edix与这部影片由动画工作室工作室4 ° C时，虽然我不会假装明白是怎么回事，在现场，这显然是针对年轻观众。 Since its introduction, the Edix has been selling slowly.自推出以来， edix已销售缓慢。

Nissan has taken the youth-oriented design to a new level with different concept car models for young women and young men.日产已采取了面向青年的设计提高到一个新水平，与不同的概念车型，为青年男女。 The Pivo 2 is meant to provide a stress free, urban driving experience for young women trying to navigate Tokyo’s crowded streets.该pivo二是要提供一个强调自由，市区的驾驶经验，为年轻妇女试图浏览东京的拥挤的街道上。 The car sports a pivoting cabin and wheels which allows it to drive sideways (to facilitate parking in tight spots) and also features a dashboard robotic interface (complete with wide eyes reminiscent of Hello Kitty) giving directions in a relaxing voice which reduces the stress of city driving.汽车体育1枢轴机舱及车轮，其中允许它的驱动器侧向（以方便停车在紧绌的点）和还设有仪表板的机器人接口（完成与广泛的眼中，令人联想起的Hello小猫）发出指示，在一个轻松的声音，从而降低了应力城市道路驾驶。

For young men, Nissan is offering the Round Box , another concept car with an interactive touchscreen display that can be accessed by passengers and drivers alike.为年轻男子，日产是提供全面框中 ，另一个概念车与互动触摸屏显示功能可以存取乘客和司机一样。 For example, a passenger could look up the latest karaoke bar and send directions to the driver’s display screen.举例来说，一名乘客可以看最新的卡拉OK酒吧和发送指示，以司机的显示屏幕。 The research Nissan conducted showed that young urban men weren’t interested in a car as much for commuting as they were for hanging out with friends.研究进行了日产表明，城市里的年轻人男子不感兴趣，一车多为通勤，因为他们挂出的朋友。 The Round Box is designed to function more as a social space than an average car.该轮框的设计功能，更作为一个社会的空间比一，平均车。

With the inevitable demographic changes in Japanese society, automakers find themselves not only marketing to the youth set, but designing specifically for their needs.随着人口结构的变化必然在日本社会，汽车制造商发现自己不仅营销向青年定，但设计特别为他们的需要。 This strategy goes beyond the hype and right to the heart of good product development: the user.这一战略超越了炒作和权利的心脏，良好的产品开发：用户。 The new models of cars, concept or in production, consider research and consumer surveys to design a product for a targeted audience.新型号的汽车，概念，或在生产，考虑研究和消费者调查，以设计产品为目标受众。 Perhaps this user-centered approach can halt the slow disappearance of Japan’s car culture.也许，这以用户为中心的做法，都无法阻挡的缓慢消失，日本的汽车文化。

Online social networking and blogging sites seem to be the latest incarnation of “word of mouth” advertising.在线社交网络和博客网站似乎是最新的化身“口碑相传”的广告。 And, not surprisingly, this type of marketing strategy seems to be working well for some small businesses.和，而不是奇怪的是，这种类型的营销策略似乎是工作，以及为一些小型企业。 Recently, the Wall Street Journal published an article about Etsy.com , an internet marketplace that caters to buyers and sellers of handmade goods.最近，华尔街日报发表了一篇文章，约etsy.com ，一互联网市场迎合买家和卖家的手工品。 The site provides for a lot of user interaction through profiles, blogs, and forums, as well as rating-and-feedback system.该网站提供了大量的用户交互，通过配置文件，博客和论坛，以及作为评价和反馈系统。 The site boasts nearly 800,000 registered users, many of whom are artists seeking to sell their goods to others.该网站拥有近80.0万注册用户，其中许多人是艺术家寻找出售自己的商品给别人。 For a minimal fee (20 cents for up to four photos of your product, and 3.5% commission on all products you sell), an average of 15,000 daily transactions take place, which has generated millions of dollars in profit for the site.为最低限度的费用（ 20美分，为多达四个的照片，您的产品，和3.5 ％ ，委员会对所有产品，您销售） ，平均每天交易1.5万采取的地方，已经产生了数百万美元的利润为网站。

And to what does founder Rob Kalin attribute his success?和什么创始人抢卡林属性，他的成功呢？ Because the site has embraced so many social networking features, Etsy.com has not had to worry about marketing costs.因为该网站已接受这么多的社会网络功能， etsy.com一直没有担心的营销成本。 It is all done by satisfied users online.这是所有所做的感到满意，用户在线。 This ranges from everything from user-generated YouTube videos to additional websites created by Etsy.com fans.这个范围从一切从用户产生的YouTube影片 ，以增加网站所造成的etsy.com球迷。 One of the most noteworthy of these sites is We Love Etsy , created by Lis Kidder, a glass-jewelry designer and an Etsy.com fan.其中最值得注意的这些网站是我们爱etsy ，所创造的LIS基德尔，玻璃珠宝设计师和一个etsy.com范。 The site, which has nearly 2,800 members, allows subscribers to interact and trade tips in different ways than is possible on the official site. According to Kalin , all of this buzz being generated online about his site means “we don’t have to spend anywhere as much on marketing because there are all of these avenues for people to spread the word and talk about what we do.” From a strictly business standpoint, being able to generate this magnitude of free publicity is certainly a lucrative prospect for the website.该网站，其中有近2800成员，允许用户进行互动和贸易的秘诀在以不同的方式较有可能在官方网站。据卡林 ，所有这一切的言论，正在生成网上对他的网站表示： “我们不须花任何地方，因为很多市场营销，因为有所有这些渠道，为人民传播Word和谈论我们做什么“从严格的商业角度来看，能够产生如此庞大的的免费宣传确实是一个有利可图的前景，为网站。

There is certainly a lot of activity the site’s forum pages .有肯定是有很多的活动网站的论坛页面 。 Users discuss everything from current hot items to shipping liabilities to other user profiles. One thread was even dedicated to the negative aspects of blogs (though this did not stop some users from posting links to their Etsy-related blogs!).用户讨论，一切从当前的热点项目，以航运负债其他用户配置文件。 一个线程 ，甚至专为正反两方面的博客（虽然这并没有停止某些用户张贴链接到他们的etsy相关的博客！ ） 。 It is also possible to navigate to some of the other user-generated sites (such as the aforementioned “We Love Etsy”).它也有可能转到其他一些使用者产生的网站（如上述“我们爱etsy ” ） 。 This extremely active web community has helped Etsy grow and improve the site.这非常活跃的网路社群，帮助etsy成长和完善的网站。

Of course, Etsy.com is not the only website to use this kind of marketing tactic. Ebay.com , for example, has been using this kind of forum and feedback system for a while.当然， etsy.com是不是唯一的网站，使用这种营销策略。 ebay.com ，举例来说，一直在使用这种论坛和反馈系统已有一段时间了。 Though they may now advertise in more traditional venues (television commercials, etc.), they were once completely reliant on the same viral marketing strategy that Etsy.com currently utilizes.虽然他们现在可以刊登广告，在比较传统的场地（电视上做商业广告等） ，他们曾一度完全依赖于相同的病毒式营销策略， etsy.com目前利用。 Another good example of this is Facebook.com .另一个好例子，这是facebook.com 。 This online community already has a very well established pool of registered users, and the site has recently begun supporting forums for the purposes of selling goods, advertising rooms for rent, etc. In addition to this, the site is now open to any and all users (whereas before it was strictly a community for college students).这个网上社区已经有一个很好的建立了一批注册用户，该网站最近已开始支持论坛的目的，出售商品，广告，客房出租，等在此外，该网站现在开放给任何及所有用户（而之前，这是严格社区大学生） 。 In both of these cases, like Etsy.com, this type of marketing plan was successful.在这两种情况下，想etsy.com ，这种类型的营销计划是成功的。

The marketing plan for Etsy.com basically relies on the fact that if a company can bring a group of people together who all share a common interest and give them sufficient means to communicate and interact with one another, then the results will be mutually beneficial.营销计划etsy.com基本上依赖于事实，就是如果一家公司可以把一组人一起谁所有有着共同的兴趣，并给予他们足够的手段来沟通和互动，与其他的话，结果将互惠互利。 It certainly has proven true in several cases, and other web businesses are now scrambling to use social networking as a marketing opportunity.它肯定已经证明，真正在一些情况下，和其他网站的企业现正纷纷利用社会网络作为一个营销机会。

Customization is king in the web world, and traditional consumer product companies have struggled to compete in a world where user-generated content is the rage.定制是国王在网络世界，与传统消费产品公司的奋斗，竞争，在世界上用户生成的内容是风靡一时。 The auto industry, in particular, has lagged behind in creating a culture of individualism, and owners with a creative streak would visit specialized shops for the paint jobs, exhaust systems, and audio systems they wanted in their cars.汽车业，尤其是已经落后于在创造一个文化的个人主义，和业主与创意的线条将访问专门店的油漆工作，排气系统，音频系统，他们希望在他们的汽车。 Toyota is reaching out to these users, specifically devoted Scion drivers, who want to add an element of creativity to their cars.丰田汽车公司达成了向这些用户，专门接穗司机，谁想要添加的一个组成部分创造力，他们的汽车。

Scion is a line of vehicles under Toyota’s umbrella aimed specifically at young, hip drivers. 接穗是一条线的车辆，根据丰田的保护伞专门针对年轻，髋关节的驱动程序。 Their website is full of street racing imagery and slang, and even features music videos of upcoming artists and short documentaries by street artists.他们的网站是充满街头赛车意象和俚语，甚至功能音乐录影带，即将举行的艺术家和短期的纪录片，由街头艺术家。 The branding is unique, strong, and varied, but it appeals to a very specific customer base, one that values creativity over conformity.品牌是独特的，强烈的，不尽相同，但它呼吁一个很具体的客户基础，一个价值观的创造力超过整合。 For this reason, Scion has reached out to marketing firm StrawberryFrog , which has worked with clients such as Old Navy and Morgan Stanley, as well as SmartCar, another compact car brand under Mercedes.基于这个原因，接穗已达到了以市场营销公司strawberryfrog ，已与客户如旧海军和摩根士丹利，以及smartcar ，另一个紧凑型轿车品牌下的梅赛德斯。

StrawberryFrog has created a campaign known as Scion Speak , which allows users to create customized “coat of arms” online through an interactive website. strawberryfrog创造了一个运动，被称为接穗发言 ，从而可以让用户能够创建定制的“国徽”网上通过一个互动网站。 They hired graffiti artist Tristan Eaton to design the graphics for the site.他们聘请了涂鸦艺术家特里斯坦伊顿设计的图形网站。 Eaton met with Scion owners to get an idea of what they have in common and how to reach them through art.伊顿会见了接穗业主获得的想法是什么，他们有共同的，以及如何达到这些目标，通过艺术。 His conclusion was that Scion owners form their own unique culture, and they have a deep desire to customize and set themselves apart.他的结论是，接穗业主成立了自己独特的文化，和他们有深刻的愿望，自定义和设置，除了自己。 Many of them have tricked out their cars with added features and special paint jobs, which shows not only their tendency to be creative, but their willingness to spend money on cars.他们中的许多欺骗他们的车，新增的功能和特殊涂料的就业机会，这不仅说明他们的倾向，有创意，但他们愿意把钱花在车。

Eaton’s designs are edgy, interesting, and modern.伊顿的设计是edgy ，有趣，和现代。 They include everything from mythical creatures (Phoenix, Dirty Rat, Hackoon, etc.) to tiny icons of spray paint bottles, cameras, crayons, sports equipment, tanks, and even a stethoscope, meant to represent the user’s interests, jobs, and skills.它们包括一切从神话中的动物（凤凰城，肮脏的老鼠， hackoon等） ，以小图标喷漆瓶，照相机，蜡笔，体育设备，坦克，甚至听诊器，这意味着要代表用户的利益，工作，和技能。 While the site allows you to create your own coat of arms for free, they have to go elsewhere to have their symbols made into window decals or custom paint jobs, which could cost thousands of dollars.而网站可以让您建立自己的纹章免费的，他们去其他地方有他们的符号制成窗口贴花或自订的油漆工作，这可能成本数千美元。 You can also browse other user’s designs to get ideas for your own.您也可以浏览其他用户的设计，以获得一些灵感自己。 Here’s the crest I created:这里的徽章我创建了：

Toyota has taken a key step towards organic growth with Web 2.0 skills.丰田公司已采取了关键的一步，有机增长与Web 2.0的技能。 While many companies have tried to create web-based buzz around a product or brand, Toyota is harnessing the buzz that is already surrounding the Scion brand.虽然也有很多公司都试图建立基于Web的言论左右的产品或品牌，丰田是利用言论是已经周围的Scion品牌。 This type of interest and customer investment in a product is something that cannot be created with a marketing campaign or social networking site.这种类型的利益和客户的投资在一个产品是一件无法建立与营销活动或社交网站。 StrawberryFrog’s campaign is aimed at current users, not future customers, and that is why is has the potential to succeed and generate real excitement for a brand. strawberryfrog的运动是针对当前用户，而不是未来的客户，这就是为什么，是有可能成功，并产生真正的兴奋，为一个品牌。 As a representative told the New York Times , Scion Speak aims “to reduce Scion’s investment on conquering new customers and increasing the passion for the brand among its core fan base.” While it seems counter-productive, the customers who will be thrilled with this campaign are going to be attracted to Scion’s brand for life.作为一个代表告诉纽约时报 ，接穗发言的目的是“以减少接穗的投资就征服新客户和增加的热情为品牌之间的其核心范基地”的同时，似乎造成反效果，顾客谁将会兴奋与这项运动将会吸引到接穗的品牌为生命。 Sometimes the best customers are the most loyal ones, and Toyota has converted their loyalty into a Web 2.0 art gallery that will appeal to others like them.有时，最好的客户是最忠实的，和丰田已经转换他们的忠诚度成为一个Web 2.0的艺术画廊，将呼吁其他国家和他们一样。

Food companies have long suffered from public backlash regarding their marketing efforts.食品公司有长期遭受公众的反弹就其营销的努力。 They have been continually (and rightfully) criticized for the way sugary snack and fast foods are marketed to children and adults alike.他们一直不断（理所当然）批评的方式含糖的零食和快餐食品销售给儿童和成年人。 It seems, however, with our national discussion about health and wellness heating up, that food marketers are listening and responding to complaints.看来，然而，符合我们的国家讨论有关健康与保健升温，即粮食营销正在聆听和响应的投诉。 More and more companies have reformulated and repackaged familiar products to make them healthy, and the strategy seems to be paying off.越来越多的公司已重新包装和熟悉的产品，使他们健康，和战略似乎是获得回报的。

Health claims made on food labels must be authorized by the Food and Drug Administration.健康而提出的申索在食物标签上必须授权美国食品和药物管理局。 This is a consequence of the 1990 Nutrition Labeling and Education Act (NLEA), which was aimed at stopping food marketers from making unfounded claims about the benefits of certain foods.这是一个后果， 1990年营养标签和教育法 （ nlea ） ，这是旨在制止食品营销提出毫无根据的索赔约的好处，某些食品中。 Any marketing material or label that makes health claims must now be validated by scientific evidence from a federal scientific body (ie CDC, USDA, etc.).任何营销材料或标签，使保健声称，现在必须验证的科学证据，从一个联邦科学机构（即疾病防治中心，美国农业部等） 。 For example, a company claiming that their yogurt can help build stronger bones must cite legitimate scientific evidence connecting calcium and bone strength.举例来说，一家公司声称，他们的酸奶可以帮助建立更牢固的骨必须举出合法的科学证据，连接钙和骨强度。

In spite of strict regulations, food companies have responded to the consumer’s interest in healthy foods.尽管有严格的规定，食品公司已作出回应，以消费者的利益，在健康食品。 A recent Wall Street Journal article profiles the reformulation and marketing efforts of General Mills.最近华尔街日报的文章概况重新和市场营销的努力，通用磨坊。 Beginning in 2004, the company set a goal to have 20% of sales come from healthy product lines.从2004年开始，该公司设定了目标来有20 ％的销售来自健康的产品线。 After succeeding beyond expectations, General Mills added another 20% to the goal, and many of their top executives receive incentives based on how well they meet health and wellness objectives.之后，接替超出了预期，通用磨坊补充，另外20 ％的目标，以及他们的许多高层管理人员接受奖励的基础上，以及如何满足他们的健康与保健的目标。 Their strategy was to reformulate products to match up with consumer’s expectations of healthy foods.他们的策略是重新产品，以配合与消费者的期望，健康食品。 “A product could meet the new health standard in a number of ways: a 10% reduction in fat, sugar, or sodium content; a 10% increase in healthful ingredients, including vitamins and fiber; or by meeting FDA guidelines that allow a product to carry labels such as ‘reduced sodium’ or ‘low fat’.” “一个产品可满足新的卫生标