双语时事：电商发财致富新门路贴广告卖眼球

2014-07-08 16:04:41来源：可可英语

　　E-commerce businesses live and die by their customer acquisition costs — the amount of money they spent to bring in a sale. The big difference between that and physical stores is that, once someone enters a physical store, they’re far more likely to buy something. After all, the customer walked in, voluntarily making themselves into a captive audience.

　　电子商务企业的生死存亡系于吸纳客户的成本，也就是它们为赚得一笔销售收入而花费的资金。电商和实体店的最大区别是，一旦有人进入实体店，他们就更有可能购买东西。毕竟，这位顾客主动走进了店铺，心甘情愿被俘虏。

　　Online though? A cheaper, better, shinier option is just one click away. E-commerce sites pour tons of money and effort into attracting visitors, only to watch them toggle over to another tab without buying anything.

　　那么电商呢?一个更实惠、更好、更光鲜的选择仅在一键之遥。电子商务网站投入大量金钱和精力来吸引访客，但最终只能眼巴巴地看着他们一件东西也没买，就切换到另一个标签。

　　Online conversion rates are a dismal 3% at best, according to Jonathan Opdyke, CEO of commerce advertising startup HookLogic. “Most people who visit these sites are not buying anything, they’re doing research, bouncing between sites,” he says.

　　据数字广告公司HookLogic首席执行官乔纳森o奥普戴克推测，在线转化率充其量只能达到令人沮丧的3%。他说：“访问这些网站的大多数人都没有购买任何东西，他们只是在各个站点之间不停地研究。”

　　That doesn’t mean retailers’ hard-earned audiences can’t be monetized. Increasingly, e-commerce players are seeking ways to monetize their audience the same way online media businesses do: through advertising.

　　但这并不意味着零售商费尽心机争取而来的访客就不能实现货币化。如今，越来越多的电商都在设法使用跟在线媒体相同的方式来实现受众的货币化，那就是：打广告。

　　Three years ago, selling ads on an e-commerce site was a cautious experiment. Retailers worried ads would simply send the shopper elsewhere, rather than converting them into a customer. Now, most sophisticated e-commerce operations – from Wal-Mart WMT -0.25% and Target TGT -0.77% to Sears SHLD 0.10% , Sports Authority, and Toys R Us, have a media sales and audience monetization team, Opdyke says. Eight out of ten US retailers now use display advertising, featured products and sponsored links to advertise the wares on their sites, according to a recent study by OC&C Strategy Consultants.

　　三年前，在电商网站销售广告还只是一个谨慎的实验。零售商担心，这些广告会把访客引向别的地方，而不是把他们转换成自己的客户。现如今，奥普戴克表示，从沃尔玛(Wal-Mart)、塔吉特(Target)到西尔斯百货( Sears )，再到Sports Authority和玩具反斗城(Toys R Us)，大多数先进的电子商务运营商都建立了一支媒体销售和受众货币化团队。根据OC&C战略咨询公司(OC&C Strategy Consultants)的一项最新研究，80%的美国零售商正在各自站点上使用背投广告、特色产品和赞助商链接来宣传商品。

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