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2014-05-08    来源:网络    【      美国外教 在线口语培训

Amazon has joined forces with Twitter to let consumers tweet products they like into their shopping baskets, as technology companies search for ways to fuse social media and ecommerce.

The feature is aimed at turning Twitter into a new shopping window for Amazon, which has only dabbled with social media, partly because Jeff Bezos, its chief executive, does not want to share its customers with other companies, according to former employees.
这一功能旨在将Twitter转变成亚马逊新的购物窗口。目前,对于社交媒体亚马逊还只是略有涉及,按照亚马逊前雇员的说法,这部分是因为亚马逊首席执行官杰夫•贝佐斯(Jeff Bezos)不愿意与其他公司分享其客户资料。

Through the tie-up, consumers on Twitter who see a tweet with an Amazon product link will be able to drop it into their Amazon.com basket by replying with the hashtag #amazoncart in the US and #amazonbasket in the UK.

Despite the potential for consumers to obtain shopping ideas from friends and experts on Twitter, Facebook and Pinterest, social media has so far had only limited success in generating ecommerce transactions.

Twitter last year hired Nathan Hubbard, former chief executive of Ticketmaster, to work on mobile device commerce projects.
去年,Twitter曾聘请曾任Ticketmaster首席执行官的内森•哈伯德(Nathan Hubbard)从事移动设备电子商务项目的开发。

Although Twitter will not make any money from Amazon sales directly, the group hopes that it will encourage ecommerce sites and other companies to spend more money on advertising through the site.

Twitter’s “cards” – widgets within an individual tweet that are most commonly used to show photos or videos – are already used by online retailers such as eBay to show more information when the user tweets a link to a product. However, consumers still have to click through to the site to make a purchase.

The partnership could contribute to Amazon’s goal of removing friction from the shopping process. In a video on the tie-up, the company exhorts: “No more switching apps, typing passwords, or trying to remember items you saw on Twitter.”

Sucharita Mulpuru, analyst at Forrester Research, said: “I really don’t think it’s that necessary for [Amazon], because the social networks are best for awareness and they certainly don’t have an awareness problem.”
Forrester Research分析师苏乍利达•墨普鲁(Sucharita Mulpuru)表示:“我确实认为这对(亚马逊)没什么必要,社交网络最适合用来让人知道某个东西的存在,而亚马逊当然不会有这样的问题。”

She noted that when many people were interested in a product they were just as likely to search for it on Amazon as on Google regardless of where they first saw it.

“The problem is Twitter is really a news and information stream, it’s not really a commerce stream,” Ms Mulpuru said. “The experiments with purchasing that have happened to date on Twitter have not been wildly successful.”

The partnership also touches on wider questions about how much of their lives people want to reveal on social media, and whether the willingness to share interests and habits extends to shopping.

The Amazon video shows consumers tweeting their desire to buy Procter & Gamble personal products – Pampers nappies and an Oral-B electric toothbrush – as well as a video game for the PlayStation 4 console.
在亚马逊推出的视频中,用户在Twitter上发送了一条消息,表达了想要购买帮宝适(Pampers)尿布以及Oral-B电动牙刷等宝洁(Procter & Gamble)个人用品及一个PS4视频游戏的愿望。

The number of Americans accessing Twitter each month is estimated to rise 11.6 per cent to 48.2m in 2014, according to eMarketer, a research group. In the UK, the number of Twitter users is forecast to increase 13.4 per cent to 13.6m.

Amazon itself has nearly 1.1m followers on Twitter.

While Amazon has not fully embraced the latest round of social media, analysts point out that the customer book reviews that it pioneered on its website were an early version of the form.

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