Narrowcast Communication-On-Demand Websites

针对不同需求，采取定向的个性化交流形式的网站

The next generation of websites will have a vastly different way of communicating information to their visitors. Websites will evolve into true communication platforms that will take advantage of the Web's multimedia capabilities and the Internet's broadband penetration.

下一代网站与用户之间的信息交流方式，将和现有方式有很大不同。借助网络多媒体性能和Internet宽带的突破发展，网站将进化成为更具真实感的信息交流平台。

The new website model will have the look, feel, and sound of your very own narrow-cast communication channel complete with audio and video programming and on-site personalities that will present and guide audiences through the maze of content. But unlike television, this humanized Web-experience will allow site visitors to make their own programming choices; audiences will be able to experience the content they want, when they want and in the format of their choice: audio and video, or text and graphics.

新型网站模式所拥有的定向的个性化交流渠道，可以展示出图象，感官，和声音。此外，新型网站的音频和视频节目设计，以及在线服务，都可以帮助和指导用户怎样了解和利用内容繁多的网站。与电视不同的是，用户可以通过这种人性化的网络体验，自主的选择节目内容；用户可以自主选择内容、播放时间和传输内容形式，比如：音频或视频，文本或图片 。

Why Websites Will Become Multimedia Communication Channels

网站成为多媒体交流渠道的原因

1. There are millions of websites on the Internet representing millions of small and medium size companies with an enormous aggregate investment, and the vast majority of these websites are underperforming in large part because they have not taken advantage of the Web's multimedia communication capability and the penetration of broadband transmission.

1．Internet上有数百万计的中小型企业公司的官方网站，这些网站加总起来的投资是非常巨大的，但绝大多数网站在很大程度上都表现不佳，因为他们没有充分利用网络的多媒体性能，并未在宽带传输方面有所突破。

2. Business owners want to see better results but they are being stymied in part by their own lack of vision and unrealistic expectations, but more importantly by a conventional wisdom promoted by particular Industry interests that handicap website owners' ability to capitalize on the Web's multimedia communication capability and its democratizing economic character.

2．企业家们期望网站表现出色，但是情况并不如人所愿。部分由于他们缺乏远见，或者期待太不现实，但最主要是由于他们受到了传统企业利益观的影响，这阻碍了网站充分地利用网络多媒体交流的性能和它大众化的经济特征。

3. Up until recently, major search engine have stifled Web-based marketing communication by failing to develop appropriate measures with which to properly index Web-based multimedia presentations. With the popularity of Goggle Video, YouTube, and the advent of Goggle Video Ads, the search engines will develop the technological means to better index multimedia content.

3．最近，一些主要搜索引擎停止了以网络为基础的市场交流，因为他们无法开发出合适的相关工具，导致无法提供以网络为基础的多媒体内容的网页。随着Goggle Video, YouTube 的普及，还有Google Video Ads的出现，搜索引擎将会开发出能够指引多媒体内容的更好技术手段。

4. Progress can only be halted in the short term. Multimedia communication technology and the Web's ability to accommodate it have outpaced the Web's gatekeepers. The limitations imposed by SEO strategists on delivering content cannot stop the demand for a more humanized Web-communication experience that provides material that is informative, meaningful, and memorable.

4．新型网站进程的脚步不会中断太久。多媒体交流技术和网络对它的适应能力已经超出了人们的想象。虽然SEO（搜索引擎优化排名研究协会）战略家指出，新兴网站模式下的文件传输会存在限制，但是这也阻挡不了人们对于更加人性化的网络交流体验的需求，因为在新型方式下，所提供的信息将更加丰富，有意义，并容易记忆。

5. As successful as some companies maybe with their PPC (pay per click) programs, the vast majority of small and medium size businesses are not. It is impossible for every business that is prepared to pay for placement or for SEOstyle firm to be number one or even on the first page in any particular search category. There are just too many companies in similar businesses, with similar objectives to all rank on the first page of search results. As a consequence businesses will begin to focus on delivering more effective content to truly interested Web-visitors who take the time to find you on the Web or who respond to your direct marketing efforts. More emphasis will be placed on how long visitors stay on a site, and what visitors learn and retain from that site rather than spending money on attracting just more random traffic.

5．虽然一些公司的PPC（pay per click，根据点击次数付费）计划也许取得了成功，但是数量庞大，且作为主体的中小型企业情况可不是如此。不可能对于每家企业来说，都会因为想要自己的网站出现在某个搜索目录的首页，甚至是首位，而向某个SEO型组织付钱。经营相仿的公司实在太多了，与此同时，搜索首页中类似的搜索结果也非常之多。因此，企业开始集中于向真正感兴趣的网上用户发送更有实效的内容，这些访问者会花时间上网了解企业，会对公司的市场活动作出回应。访问者能在网站上待多长时间，能了解多少相关内容信息，企业会把这些方面当作重点，而不是把钱花在吸引随机的通信量上。

6. With articles and books being written about the Web's natural ability to access niche markets ('The Long Tail' by Chris Anderson), businesses will soon realize that delivering meaningful content to interested audiences takes precedence over attracting volumes of uninterested traffic. High volumes of traffic may be the goal of sites that make their money by delivering traffic to advertisers, but if you have your own product or service to sell, it's about the quality of traffic not the volume.

6．目前，一些书和文章都谈到了网络有获得利基市场的固有能力 （例如Chris Anderson的《长尾理论》），因此，企业不久就会意识到，向对他们公司真正感兴趣的用户传送有意义的信息内容，比起吸引大量其他用户的通信量，要重要得多。如果站点是通过向广告客户传送通信量赚钱的，那么高通信量理应是站点追求的目标；但是如果网站出售产品或服务，那么网站的重点应该放在通信质量，而不是数量上。

7. Human beings are hardwired to listen, learn and retain information based on how the brain receives information. People just don't like reading information on computer screens. The linear narrative (storytelling) delivered by the sound of a human voice, enhanced by the moving image of a real person is how information is most effectively transmitted. It's about communicating the message and how best to deliver the content.

7．人们接受信息方式的不同，决定了人们听取，了解，记忆信息的效率也会存在差异。人们不喜欢在电脑屏幕上单调地阅读信息。真人发音的直接叙述（比如讲故事），配合上真人的活动图象以增强效果，这才是信息传输的最有效形式。这是有关信息交流和信息内容最佳传送方式的问题。

8. The broadcast advertising model is not relevant to the narrowcast nature of the Web. Even websites that attract thousands of simultaneous visitors, still speak to one visitor at a time, and each of these visitors can experience your content in the order and at the time they choose. The Web audience for your offering wants content, and your Web marketing and communication techniques need to be adjusted to deliver your message as content and not merely as advertising.

8．广播广告模式和网络定向播送的实质并没有多大联系。即使网站在同一时刻可能吸引了成百上千的访问者，但是网站和访问者是个别交流的，除此之外，每个访问者都可以根据他们自己所选择的时间和次序来了解你网站的相关内容。网络观众想要的是信息内容，所以相关网络销售和交流技术也需要调整，这样用户才不会看到的只是广告。

9. The Web's hyperlinked nature is a two-edged sword. As quickly as people can be directed to your site by high search engine ranking or reciprocal links, they can also leave at hyper-speed when they are frustrated by reams of text, outbound links, and distracting advertisements. People want content delivered in familiar, easily understandable, and digestible formats - audio and video.

9.网络超链接的实质可谓是把双刃剑。通过搜索引擎的高排名或网站间彼此的链接，人们可以快速地被链接到你的网站上，但如果他们发现网站文本太多，广告充斥时，他们会扫兴地立即离开。人们喜欢便于理解和消化，并且熟悉的信息形式—比如音频或视频。

10. Advertising as we know it is dead. Two thirds of television audiences completely ignore or disengage from television ads, and website audiences learn quickly where the ads are on a website and then avoid them. If you what to make your point, get your message across, and attract interest in what you do, you have to provide quality content that is entertaining, compiling, and above all memorable.

10．广告，如我们所知，是非常不灵活的。三分之二的电视观众完全忽视和远离电视广告，网络观众一旦了解广告会出现在哪里，就马上避开它们。如果你想传递信息，表达想法，让别人对你所做的感兴趣，那么你的信息内容要有质量，有趣，并且最重要的，要使人难忘。

The Narrowcast Communication-On-Demand Website

针对需求作定向交流的网站

The narrowcast communication-on-demand website model will deliver information formatted in audio and video programs. Text and static pictures will be provided for those who need to print hardcopy information for reference purposes.

定向交流的网站模式会以音频和视频格式传送信息。同时，对于需要打印的，或想要详细参考的客户，网站也会提供文本和静态图片。

This model offers businesses the ability to take advantage of the Web's full communication capabilities and the hardwired nature of people to respond to human-based presentations that enhance attraction, comprehension, and retention of information.

这种模式使企业能够充分利用网络多样的交流方式特性，利用人们用多种方式接受信息的特点，在以人为本的基础上，采用多种方式传送信息，信息因此变得更有趣味性，便于理解和记忆。

If you want to improve your bottom line using the Web, you have to start thinking differently. The same old marketing and sales models of the past are not going to work on the new multimedia Web. Web-audiences will demand more than a sales pitch or product specification sheet.

如果你想通过网络改善公司业绩，那么请换种思维进行思考。旧的市场和销售模式将不适合于新型的多媒体网络。网络观众要的不再只是产品介绍说明而已。

How to Convert a Static Website into a Multimedia Website

静态网站发展成为多媒体网站

Traditionally websites are divided into sections that provide information on the company, the products and/or services, clients, help resources, company news and PR initiatives, and contact information.

传统网站可被划分为以下几块内容：公司的相关信息，产品和（或）服务，客户，帮助信息，公司新闻，公共关系，联系方式。

These traditional website elements have to be reformatted into more effect program-style presentations using video interviews, expert opinion, and how to sessions, as while as audio FAQs, knowledge bases, and product or service descriptions. Testimonials, success stories and corporate histories can be turned into entertaining and compelling video documentaries that establish brand personality and build confidence.

这些传统的网站元素将重组成更具表达效果的节目内容。比如视频形式的面试、专家讲解、会议、还有音频形式的FAQ、基本信息介绍、产品或服务描述。成果证明，成功故事、公司历史，这些都可以制作成引人注意，趣味性强的视频文件。通过为客户展示这些，可以建立公司的品牌形象特征，树立公司信心。

The Web has evolved from its early days into a fully functioning multimedia communication environment. If you've followed all the rules and listened to all the conventional wisdom, and you're still not getting what you want out of your website, maybe it's time you tried a different approach.

随着时间的推移，网络已经进化成为功能完善的多媒体交流环境。如果你已经遵循了所有法则，如果你已经听取了所有的传统经验，但是网站仍不尽人意，也许是时候你应该尝试别的方法了。

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