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Recording Two
录音2
Over the past 20 years, the internet has gradually become a dominant feature of our lives.
在过去的20年里，互联网逐渐成为我们生活的一个主要特征。
It has changed how we communicate with each other.
互联网改变了我们彼此交流的方式。
And it has definitely transformed the way we do business with each other.
互联网无疑也改变了我们彼此做生意的方式。
Marketing has also changed in a number of ways.
营销也在许多方面发生了变化。
For instance, in the past, consumers had to call a phone number and patiently wait on hold in order to get the information they wanted.
例如，在过去，消费者必须拨打电话号码，耐心等待，才能获得他们想要的信息。
Today, they want the information immediately.
今天，消费者想要立即获取信息。
They'll go to the company's social media page and post comments and questions, expecting to receive an immediate response.
他们会在公司的社交媒体页面上发表评论和问题，希望能立即得到回复。
If they don't get their questions answered soon, they'll move on to another company that will answer them quickly.
如果消费者的问题不能得到快速答复，他们就会转到另一家能快速回答他们问题的公司。
Marketing departments today need to follow technological development.
今天的营销部门需要跟上技术的发展。
For example, this year's smartphone is smarter than last year's; self-driving cars are now on the road.
例如，今年的智能手机比去年的更智能; 自动驾驶汽车已经可以上路了。
Marketers have to do research on which technologies are coming into being.
营销人员必须研究正在发展哪些技术。
Otherwise, they risk being left behind in the virtual dust.
否则，他们可能在虚拟世界中被甩在后面。
Marketing has also changed due to the importance of video.
由于视频的重要性，营销也发生了变化。
People don't just want to read text; they want to watch things happening.
人们不只是想阅读文本; 人们还想看到事情发生。
Companies now have to explore how they can use video on a consistent basis to share information about their businesses.
公司现在必须探索如何在保证一致的基础上使用视频分享他们的业务信息。
Fortunately, it's extremely easy to shoot something these days. All you need is a smartphone.
幸运的是，现在拍东西非常容易。你只需要一部智能手机。
But what's the result of all this?
但这一切的结果是什么呢?
Shorter attention spans.
消费者注意力持续时间较短。
We aren't the same people that we were 20 years ago.
我们已经不是20年前的我们了。
Not only have we grown accustomed to getting the information we want instantaneously, our attention spans are much shorter.
我们不仅习惯于立马获取想要的信息，而且我们的注意力持续时间也更短了。
If something doesn't capture our attention within a few seconds, we're on to the next piece of content.
如果某些内容在几秒内没有引起我们的注意，我们就会进入下一个内容。
Marketers need to figure out ways to speak directly to the customer's emotions, and they need to figure out how to do that as quickly as possible.
营销人员需要找到直接与客户情感对话的方法，而且需要尽快找到实现这一目的的方法。
Once people are emotionally engaged, they'll stick with you.
一旦人们投入了感情，他们就会坚定地支持你。
If marketing has changed this much in the past 20 years, imagine what the next 20 years will bring.
如果营销在过去的20年里发生了这么大的变化，想象一下未来的20年将会变成什么样子。
In a recent survey, only nine percent of marketers could say with confidence that their marketing efforts were actually working.
在最近的一项调查中，只有9%的营销人员可以自信地说，他们的营销努力实际上管用。
Their confidence is being shaken because the rules of the game change every year.
营销人员的信心正在动摇，因为游戏规则每年都在变化。
That's why it's important for marketers to pay attention to the latest technological developments and consider collaborating with technological innovators.
这就是为什么营销人员关注最新的技术发展并考虑与技术创新者合作是很重要的。
That way, they'll be moving at the same pace as the tech industry.
这样，他们就能和科技行业步调一致了。
Questions 19 to 21 are based on the recording you have just heard.
请根据你刚听到的录音回答问题19到问题21。
Q19. What does the speaker say about today's consumers?
问题19：关于今天的消费者，说话人说了什么？
Q20. How do marketers capture consumers' attention as quickly as possible?
问题20：营销人员如何才能尽可能快地抓住消费者的注意力?
Q21. What does the speaker suggest marketers do to meet future challenges?
问题21：说话人建议营销人员如何应对未来的挑战?
