The rough guide to marketing success used to be that you got what you paid for.
过去，市场营销的成功诀窍简而言之就是一分钱一分货。
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.
然而时过境迁。虽然传统的"付费"媒介，比如电视和广播广告、平面广告和路边广告牌等，仍然扮演着重要角色，但企业如今还可以利用许多其他形式的媒介。
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.
痴迷于某种产品的消费者，可能会乐意将之推荐给朋友，从而为企业创造因产品的优良品质带来的"无偿"媒介。企业还可以利用"自有"媒介，通过邮件向其网站的注册用户发送产品和销售提示。
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.
事实上，如今消费者作出购买决定的方式，意味着市场营销的影响力来自于传统付费媒介之外的广泛因素。
Paid and owned media are controlled by marketers promoting their own products. For earned media, such marketers act as the initiator for users' responses.
营销人员通过付费和自有媒介推销其产品，而在"无偿"媒介方面，营销人员就像是触发用户响应的初始催化剂。
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.
在某些情况下，某营销者的自有媒介会成为另一个营销者的付费媒介。
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.
比如，当某电子商务零售商出售其网站的广告空间时，我们就将这种"售出"媒介定义为拥有巨大流量、以致其他机构纷纷前来投放内容或电子商务引擎的自有媒介。
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.
我们认为，这种趋势已蓬勃发端于零售商和航空、酒店等旅游供应商，虽然还处于初始阶段，但无疑可以走得更远。
Johnson & Johnson, for example, has created BabyCenter, a stand-alone media property that promotes complementary and even competitive products.
比如，强生公司创建了著名网站BabyCenter，借以推广互补性乃至竞争性产品，
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.
而其他营销者的出现不仅带来了收入，还令该网站看起来公正客观，并且使企业有机会从其他公司的营销活动中获得可贵的信息，最后还有助于扩大所有相关企业的用户流量。
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.
剧烈的技术变革使营销人员获得了数量更多、种类更广的沟通选择，但同时也带来了更高的风险，因为激动的消费者能够以更迅速、更明显、更有害的方式来表达他们的意见。
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.
这就是与"无偿"媒介相对的"劫持"媒介：某项资产或活动变成了对某个品牌或产品不满的消费者、其他股东或积极分子的劫持物。
Members of social networks, for instance, are learning that they can hijack media to apply pressure on the businesses that originally created them.
比如，社交网络用户正领悟到，他们可以通过"劫持"媒介来对最初创建该媒介的企业施加压力。
If that happens, passionate consumers would try to persuade others to boycott products, putting the reputation of the target company at risk.
如果那种事情发生，激动的消费者试图劝服其他人共同抵制两家公司的产品，从而危及企业声誉。
In such a case, the company's response may not be sufficiently quick or thoughtful, and the learning curve has been steep.
当这种事情发生的时候，如果企业的回应不够快或不够好，那么就可能酿成悲剧。
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，在今年较早前发生的召回危机中，丰田汽车公司采取了较快且较有序的社交媒体回应行动，包括在Twitter和社会新闻网站Digg等网站上与客户进行直接交流，从而挽回了部分损失。