你刚刚开始的业务呢？ Perhaps your business is less than six months old.也许你的业务是少于6个月大。 It's an exciting time for you, with a world of opportunity ahead and the power to take your business in any direction and to any market you choose.这是一个激动人心的时刻为你，一个世界领先的机会和权力，在任何方向的业务，并为您选择的任何市场。 All you need to do is get your business in front of your target audience.所有您需要做的就是在您的目标观众面前您的业务。 So you're probably thinking about advertising and marketing, and wondering which method to pick for the best return.所以，你可能想的广告和营销，不知道哪一种方法来挑选的最好的回报。

One of the most useful tips I've learned in my career when evaluating marketing ideas is to always follow the 4 Ms. What are the four Ms?最有用的我在我的职业生涯进行评价时学到的一个秘诀营销理念是始终遵循四女士的四个小姐有什么？ They are 'message', 'market', 'media' and 'moment'.他们是'信息'，'市场'，'媒体'和'时刻'。 For any successful marketing communication you need to get the message, market, media and moment right.对于任何成功的营销沟通，你需要获得的信息，市场，媒体和力矩的权利。 All 4 must be right or it's highly likely that the communication will fail.全部4必须是正确的，或者它很有可能会失败的沟通。

For most ideas, 'moment' is going to be the one where they fail - the person on the receiving end of the message needs to be in the right frame of mind for buying from your business.对于大多数的想法，'时刻'将会是一个失效的情况 - 对邮件的接收端的人需要在正确的思维模式是从你的企业购买。 The moment we want to deliver a message about our services is when the target customer is doing what they usually do when they think about a need for your product or service.目前，我们要提供一个消息是，当目标客户是做什么的时候，他们通常是他们考虑为您的产品或服务的需求，对我们的服务。

To take an example, let's say your business is a journal database for students.举一个例子，假设你的企业是一个学生期刊数据库。 Good places to advertise might include the library (preferably near the online facilities), or online adverts on student support websites.做广告的好地方可能包括附近最好的互联网设施库（），或在学生支援网站的在线广告。 Here, you're catching your student at the right moment - right when they're studying and might need some help, and are near a computer so they can visit your site.在这里，你在适当的时刻捕捉你的学生 - 权当他们学习，并可能需要一些帮助，附近有一台电脑，使他们能够访问您的网站。

Get the idea of the 4 Ms concept?获得了4毫秒的概念呢？ Great.太好了。 Let's fill it out a bit.让我们填写了一些。 Any marketing idea is evaluated/planned as follows:任何营销理念进行了评价/计划如下：

STEP 1 : Decide what the communication goal is - what do you hope to achieve? 第1步 ：确定沟通的目标是什么-你希望达到什么目的？ For example, you might want to incite action, create/raise awareness or create/strengthen buyer preferences.例如，你可能想煽动行动，创建/提高认识或建立/加强买家的偏好。

STEP 2 : Decide what your market is - who are you aiming the message at? 第2步 ：决定你的市场是-你是谁瞄准这个信息？

STEP 3 : Work out the best moment to deliver your message - what moment are they best primed to receive your message? 第三步 ：找出最佳时刻提供你的信息-他们什么时候最好准备好了接受你的信息？ In other words when will they most want your product or service?换句话说，他们最希望何时你的产品或服务？

STEP 4 : Decide on the message itself - this encompasses the product, service, brand, price or incentives as well as the availability of the offering. 第四步 ：确定对信息本身-这包含了产品，服务，品牌，价格或奖励以及提供的可用性。

STEP 5 : Select your media - selecting the best media type based on the above and the budget and schedule. 第五步 ：选择你的媒体-选择最好的媒体类型根据上述时间表和预算及。

STEP 6 : Find a creative solution - consider the appeal type - either emotional or informational and execution style eg how it works, function, feel, look, audio etc. 第六步 ：寻找创造性的解决方案-考虑上诉类型-无论是情感或信息和执行方式，例如它的工作原理，功能，手感，外观，声音等

STEP 7 : Plan and carry out implementation - pre-production, production, post production and distribution. 步骤7：执行计划和开展-试生产，制作，后期制作及发行。 In other words, make it happen.换句话说，做到这一点。

STEP 8 : Measurement of effectiveness - possibly the most important step. 第八步 ：有效性的测量-可能是最重要的一步。 This involves measuring what worked and what didn't and the achievement of any goals.这涉及测量什么工作，什么也没有，任何目标的实现。 If I can't measure how effective an idea is, it's less likely I'll run with the idea.如果我不能衡量一个想法是如何有效，这是不太可能我要跑的想法。

Before you embark, if you can mine some stats to get an idea of success, great.你开始之前，如果你能我的一些统计资料来获得成功的想法，很好。 Let's say you have an idea for a banner and you're paying for 10,000 impressions.比方说，你有一个想法，一个旗帜为你付出10,000印象。 The banner company say they have an average click through rate of 1.5%.该公司说，他们的旗帜，通过1.5％的平均点击率。 You're likely to get 150 people visit the site.你可能得到150人访问该网站。 What's your conversion rate (number of visitors to number of orders)?什么是您的转换率（访问者数量的订单数量）？ If it's under 1%, with your conversion rate, you're likely to get 1 order.如果是在1％的转换率，你很可能会得到一秩序。

To take an example that demonstrates the use of the 4 Ms very well, consider the journal database that we mentioned and consider how we could use a student fresher pack to market the database (the box that arrives in their halls of residence):举一个例子，它演示了4毫秒使用非常好，认为该杂志的数据库，我们所提及的，我们可以考虑如何使用一个学生包新鲜上市的数据库（框，在其居住到达大厅）：

1. 1。 Goal: to create awareness of our service, and incite the potential customer to begin a relationship with the company.目标：创建我们的服务意识，煽动的潜在客户，将与该公司的关系。
2. 2。 Market: students - in this case, students right at the beginning of their course (the most valuable to us)市场：学生 - 在这种情况下，学生有权在他们（当然我们的最宝贵的开始）
3. 3。 Moment: the pack lands straight in their dorm room.时刻：新教材的土地，他们的宿舍里直。 We need to get something near or on their computer as this is where they study.我们需要得到的东西，因为这附近或在他们的电脑是他们学习的地方。
4. 4。 Message: we'll deliver a copy of the database and a presentation - we'll insist they register to use the free stuff.消息：我们将提供一系列的数据库和演示拷贝 - 我们将坚持他们登记使用免费的东西。
5. 5。 Media: we'll use a disc - this way they have to take it to their computer (where they study)媒体：我们将使用一盘 - 这样，他们已经把它自己的计算机（如他们的研究）
6. 6。 Creative solution: we need to appeal to students.创造性的解决方案：我们必须呼吁学生。 we'll make it fun and quirky to use (plus we're giving them stuff free, incentive to use it)我们会作出它的趣味性和稀奇古怪的使用