以下是2026年营销领域的8个反趋势：应该停止做什么？

在人工智能、自动化以及新型消费模式日益影响世界的背景下，了解明年的趋势固然重要，但明白哪些做法已经过时，才能成为确保更高效率、更强相关性，尤其是赢得客户信任的关键。 .

“人工智能的演变是一个谜，因为没有人知道它将把我们带向何方，也不知道它会产生怎样的行为和结果。 正因如此，了解反趋势是在不确定性以及不断涌现新发现的场景下，一种极具竞争力的优势。” ActiveCampaign 全球销售总监 Rodrigo Bidinoto 说道。 .

Here are a few options, depending on the desired level of formality and emphasis: **Option 1 (More Common, Neutral):** 比迪诺托列出了2026年营销领域的八大反趋势： *Explanation: This is a straightforward, common translation.* **Option 2 (Slightly More Formal):** 比迪诺托列举了2026年市场营销的八项主要反趋势： *Explanation: Uses a more formal word for "list" and clarifies that it's specifically about marketing.* **Option 3 (Emphasizing "Major"):** 比迪诺托列出了2026年营销领域最重要的八大反趋势： *Explanation: Adds emphasis to the importance of the trends.* **Recommendation:** I'd recommend **Option 1: 比迪诺托列出了2026年营销领域的八大反趋势：** It's the most natural and straightforward translation for most contexts.

Here are a few options for translating "Adoção de IA sem estratégia" from Portuguese to Chinese, depending on the nuance you want to convey: * **没有战略的人工智能采用 (Méiyǒu zhànlüè de réngōng zhìnéng cǎiyòng):** This is a very literal translation that emphasizes the *adoption* part. It can be used for describing the situation such as for adoption analysis and report. * **缺乏战略的人工智能应用 (Quēfá zhànlüè de réngōng zhìnéng yìngyòng):** This translation focuses on *implementation* of AI, without a clear plan. It's appropriate when discussing deploying AI solutions. * **没有战略的 AI 应用 (Méiyǒu zhànlüè de AI yìngyòng):** This is a simpler, more concise, and common way with direct translation of AI. Based on common applications, the last one is most recommended so I will give below, a bit more variation, * **盲目采用 AI (Mángmù cǎiyòng AI):** This translates to "blindly adopting AI." It's less literal but captures the essence of the risk of not having a strategy, suggesting a haphazard approach. This might be suitable if you want to emphasise the negative aspect. Which one is best depends on the specific context of the text.

以下是一个准确且自然的翻译： 未掌握专业知识或技术背景就使用人工智能，并不会带来创新，反而会放大错误，并损害关键决策。 先进的工具需要治理、明确的目标以及与业务的整合。 否则，人工智能只会沦为另一种运营噪音。 Here's a breakdown of why this translation works: * **"O uso de IA sem expertise ou conhecimento técnico não gera inovação, amplifica erros e compromete decisões críticas."** translates to "未掌握专业知识或技术背景就使用人工智能，并不会带来创新，反而会放大错误，并损害关键决策。" This captures the negative consequences of using AI without expertise. * **"Ferramentas avançadas exigem governança, objetivos claros e integração com o negócio."** translates to "先进的工具需要治理、明确的目标以及与业务的整合。" This is a straightforward and accurate translation emphasizing the requirements for successful AI implementation. * **"Sem isso, a IA torna-se apenas mais um ruído operacional."** translates to "否则，人工智能只会沦为另一种运营噪音。" This effectively conveys the idea that without proper governance and integration, AI becomes useless background noise. The translation aims to be both accurate and easily understandable for a Chinese-speaking audience. .

“以下是两种翻译版本，各有侧重，您可以根据具体语境选择： **版本1 (偏重更自然流畅):** ”人工智能将在未来几年引领营销新策略，但目前最大的挑战在于知道何时不该使用它。” **版本2 (偏重更直译，强调引述):** “人工智能将领导未来几年的营销新战略，然而，当前的最大挑战在于懂得何时不应用人工智能”，他/她强调道。 **解释:** * **“A IA”**: 可以翻译成 “人工智能” (Rén gōng zhì néng) 或简称 “AI”。 * **“vai liderar”**: 可以翻译成 “将引领” (jiāng yǐn lǐng) 或 “将领导” (jiāng lǐng dǎo)。 * **“as novas estratégias do marketing”**: 可以翻译成 “营销新策略” (yíng xiāo xīn cè lüè) 或 “营销新战略” (yíng xiāo xīn zhàn lüè)。 * **“nos próximos anos”**: 可以翻译成 “未来几年” (wèi lái jǐ nián)。 * **“o grande desafio atualmente”**: 可以翻译成 “目前最大的挑战” (mù qián zuì dà de tiǎo zhàn) 或 “当前的最大挑战” (dāng qián zuì dà de tiǎo zhàn)。 * **“é saber quando não utilizá-la”**: 强调 “知道何时不该使用它”/“懂得何时不应用人工智能”。 * **“ressalta”**: 如果明确知道是男性或女性说的，可以翻译成 “他强调道” 或 “她强调道”，如果不确定，可以省略这句话，让语句更简洁。 选择哪个版本，取决于您希望的翻译精确度和自然度之间的平衡。 版本1 更加流畅，版本2 更忠实于原文。 .

Here are a few options for translating "2 – Visão simplista da omnicanalidade", depending on the nuance you want to convey: * **2 - 对全渠道的简单化理解 (Duì quán qú dào de jiǎndānhuà lǐjiě)** - This is a very direct and common translation. It emphasizes a *simplified understanding* of omnichannel. * **2 - 全渠道的片面看法 (Quán qú dào de piànmiàn kànfǎ)** - This translates to "one-sided view" of omnichannel, implying an incomplete or biased perspective. This is a good option if you want to highlight the limitations of the visión simplista. * **2 - 过于简化的全渠道视角 (Guò yú jiǎnhuà de quán qú dào shìjiǎo)** - This translates to "an over-simplified omnichannel perspective". This option also conveys that the vision is too simplistic. In most cases, **2 - 对全渠道的简单化理解 (Duì quán qú dào de jiǎndānhuà lǐjiě)** or **2 - 全渠道的片面看法 (Quán qú dào de piànmiàn kànfǎ)** is the most natural and accurate. Choose the one that best reflects the intended meaning of the original Portuguese text in the context of the surrounding text.

这是一个经常出现的错误，即把所有渠道都视为具有相同的功能，而忽略了它们各自不同的性质。转化渠道不能像支持渠道一样对待，同样，关系渠道也需要与交易渠道不同的策略。正如ActiveCampaign全球销售总监所说，“忽视这些差异会导致体验碎片化、运营效率低下以及与消费者的关系恶化，从而损害长期的忠诚度。” ”

Here are a few options for translating "3 – Manutenção de dados em silos," depending on the specific context: * **Option 1 (Focus on the problem):** 3 – 数据孤岛维护 (shù jù gū dǎo wéi hù) *Literal translation: "3 - Data Silo Maintenance." This is suitable if the focus is on literally maintaining the data within those separated silos. * **Option 2 (Focus on the challenge/issue):** 3 – 数据孤岛中的数据维护 (shù jù gū dǎo zhōng de shù jù wéi hù) *Literal translation: "3 - Data maintenance in data silos." This emphasizes that the maintenance is happening *within* the silos, which causes complexities. * **Option 3 (Implies issues with silos):** 3 – 孤岛数据维护 (gū dǎo shù jù wéi hù) *Literal translation:"3-Silo data maintenance", more concise. * **Option 4 (Emphasizes overcoming the silos):** 3 - 跨越数据孤岛的数据维护 (kuà yuè shù jù gū dǎo de shù jù wéi hù) *Literal translation: "3 – Data maintenance across data silos". This option implies an active effort to work *across* the silos, accessing the relevant data for maitenance. **Which one is best depends on the context.** If it's a technical document discussing the challenges posed by data silos, Option 2 might be best. If it's a more general overview, Option 1 or 3 might suffice. If the document is about data governance and breaking down silos, Option 4 would be relevant. Without more context, I would lean towards **Option 1: 3 – 数据孤岛维护 (shù jù gū dǎo wéi hù)** as the most straightforward and generally applicable translation. 

市场营销、销售和客户服务部门之间缺乏沟通会损害对客户旅程的理解，并阻碍忠诚度行动。当数据孤立在无法集成的系统中时，公司就失去了理解客户行为、预测客户需求和提供个性化体验的能力。 .

“以下是一个准确且自然的翻译： ”在数字营销领域，这种碎片化会导致营销活动彼此脱节，营销方式重复老套，以及客户体验前后不一致，从而削弱与回头客的关系，并降低留存率和可持续增长的潜力。” .

Here are a few options for translating "4 – SEO não é mais suficiente" from Portuguese to Chinese, with slightly different nuances: * **4 – SEO 不再足够 (4 – SEO bù zài zúgòu)** - This is a very direct and literal translation. It's accurate and clear. It emphasizes that SEO *isn't enough anymore*. (Most common and generally recommended.) * **4 – 仅靠 SEO 不够了 (4 – Jǐn kào SEO bùgòu le)** - This translates to "4 - Relying only on SEO is not enough." It highlights the limitation of SEO *alone*. It implies that SEO is still important, but *not sufficient by itself*. * **4 – 光靠 SEO 还不够 (4 – guāng kào SEO hái bùgòu)** - Similar to the above, this translates to "4 - Just relying on SEO is still not enough." This is also a good option, emphasizing the need for more than *just* SEO. Considering the context, and aiming for the most common and readily understood translation, I would recommend: **4 – SEO 不再足够 (4 – SEO bù zài zúgòu)** This is the most straightforward and generally applicable translation. 

在内容发现领域，纯粹基于关键词的逻辑正逐渐失去优势，取而代之的是由大型语言模型（LLM）主导的内容发现方式。因此，重点不再是关键词，而是人工智能自身赋予的相关性。正如Bidinoto所说，“这不再是关于排名靠前，而是关于被智能系统理解、引用和推荐。这一趋势催生了GEO [生成引擎优化]，即面向新型生成机制的内容优化。” ”

Here are a few options for translating "5 – Marketing pouco interativo e sem dados," depending on the nuance you want to capture: **More straightforward and literal:** * **5 – 缺乏互动且缺乏数据的营销 (5 – Quēfá hùdòng qiě quēfá shùjù de yíngxiāo)** (This is a direct translation and is perfectly understandable.) **More idiomatic and emphasizing the weakness:** * **5 – 互动性差、缺乏数据支撑的营销 (5 – Hùdòngxìng chà, quēfá shùjù zhīchēng de yíngxiāo)** (This emphasizes the "poor interaction" and "lack of data support" making it sound more critical.) **More focused on the problem/issue:** * **5 – 低互动性、数据缺失的营销 (5 – Dī hùdòngxìng, shùjù quēshī de yíngxiāo)** (This highlights the problem of low interaction and missing data.) **Therefore, the best option depends on the context. But the first option is a good, safe choice.**

忽视数据或对其进行肤浅地利用，会直接损害数字营销的有效性。 如果不持续分析客户的行为、表现和旅程，决策就会基于猜测而非证据。 .

这种状况阻碍了实时调整，降低了定制化能力，也导致品牌无法满足当今消费者对持续对话和实时个性化的期望，从而在消费者体验中造成不必要的摩擦。“与追逐潮流相比，2026年的挑战在于避免那些已经行不通的做法，”这位高管解释道。 .

Here are a few options for translating "6 – Métricas de vaidade", depending on the context: * **肤浅指标 (fūqiǎn zhǐbiāo):** This is a very direct and common translation, meaning "superficial metrics" or "vanity metrics." It's a good general translation. * **虚荣指标 (xūróng zhǐbiāo):** This translates to "vanity metrics," which is also a very accurate and widely understood term. * **虚荣指标 (之六) (xūróng zhǐbiāo (zhī liù)):** This is "Vanity Metrics (No. 6)," useful if it's part of a numbered list. * **迷惑性指标 (míhuò xìng zhǐbiāo):** This translates to "misleading metrics," which captures the idea that these metrics might look good but don't represent real progress. * **看似美好的指标 (kàn sì měihǎo de zhǐbiāo):** This translates to "seemingly good metrics," highlighting the deceptive nature of these metrics. I would recommend using **虚荣指标 (xūróng zhǐbiāo)** or **肤浅指标 (fūqiǎn zhǐbiāo)** in most cases. If it is part of a numbered list, use **虚荣指标 (之六) (xūróng zhǐbiāo (zhī liù))**. Please consider the context to select the best translation. If the text is discussing the deceptive nature of these metrics, "迷惑性指标 (míhuò xìng zhǐbiāo)" or "看似美好的指标 (kàn sì měihǎo de zhǐbiāo)" might be more appropriate.

仅仅关注点赞、观看次数和粉丝数量等指标会营造一种虚假的成功感。在数字营销中，这些指标并不一定反映了高质量的互动、收入产生或客户留存。 .

“以下是一些翻译选项，各有细微差别，可以根据具体语境选择： **选项一 (偏正式，适合正式场合):** ”当战略决策基于虚荣指标时，营销活动短期内可能看起来很成功，但实际上无法转化为实际转化，也无法对业务产生真正的影响”，他/她/他们说道。 **选项二 (更口语化，更自然):** 他/她/他们说，“如果战略决策只看表面上的漂亮数据（虚荣指标），那营销活动可能短期内看起来不错，但是最终没法真正转化为客户，也对生意没有实质性的帮助。” **选项三 (强调虚荣指标的欺骗性):** “他/她/他们说，基于那些看似光鲜的虚荣指标做战略决策，结果可能导致营销活动看起来短期内成功，但实际上无法带来真正的转化，也无法切实地提升业务。” **解释：** * **虚荣指标 (métricas de vaidade):** 翻译成了“虚荣指标” 或者 “表面上的漂亮数据”，都准确表达了原意，可以根据上下文选择。 * **转化 (conversão):** 这里根据语境，也可以翻译成 “真正转化为客户” 或 “实际转化”。 * **他/她/他们 (ele/ela/eles) :** 原文中没有明确主语，所以根据上下文和说话人身份选择合适的代词。 * **语气:** 根据需要，可以稍微调整语气，比如增加语气助词 (例如 “也”) 来使得翻译更自然。 **最终建议：** 根据具体的语境，以及你需要表达的重点来选择最合适的翻译版本。 如果需要更强调“虚荣指标”的欺骗性，可以选择选项三。 如果希望更加口语化，选择选项二。 如果是正式场合，选择选项一。 .

Here are a few options for translating "7 – Automação sem segmentação", depending on the specific context: * **7 – 无分区的自动化 (Wú fēnqū de zìdònghuà):** This is a very literal translation, suitable for technical contexts where "segmentação" clearly refers to partitioning or segmenting data. * **7 – 无细分的自动化 (Wú xìfēn de zìdònghuà):** This option focuses on the lack of detailing or fine-grained division for automation. * **7 – 不分群体的自动化 (Bù fēn qúntǐ de zìdònghuà):** If the subject is more related to marketing or demographic studies, this translation focuses on avoiding group segmentation. I recommend providing more context to determine the most accurate and natural translation.

自动化是数字营销的支柱之一，但如果通用化地应用，就会完全失去其效力。 .

“以下为较为准确和自然的翻译： ”大量群发、千篇一律的内容和缺乏个性化的信息会导致邮件打开率低、取消订阅、品牌形象受损以及邮件送达率下降。若缺乏基于行为、用户画像和用户旅程阶段的细分，自动化就无法扩大成果，反而会放大错误，”该公司全球销售总监提醒道。 **Explanation of Choices:** * **"Disparos massivos" -> "大量群发" (dà liàng qún fā):** More concise and common than a literal translation of "massive shootings." * **"Fluxos padronizados" -> "千篇一律的内容" (qiān piān yī lǜ de nèi róng):** Captures the meaning of standardized flows as repetitive and unoriginal content. * **"Mensagens sem personalização" -> "缺乏个性化的信息" (quē fá gè xìng huà de xìnxī):** A straightforward and natural translation. * **"Taxa de abertura" -> "邮件打开率" (yóujiàn dǎ kāi lǜ):** Standard term for email open rate. * **"Descadastramentos" -> "取消订阅" (qǔxiāo dìngyuè):** Standard term for unsubscribes. * **"Desgaste da marca" -> "品牌形象受损" (pǐnpái xíngxiàng shòusǔn):** More idiomatic than a literal translation of "wear and tear of the brand." * **"Piora na entregabilidade de emails" -> "邮件送达率下降" (yóujiàn sòng dá lǜ xiàjiàng):** Standard term for email deliverability decreasing. * **"Segmentação baseada em comportamento, perfil e estágio da jornada" -> "基于行为、用户画像和用户旅程阶段的细分" (jī yú xíngwéi, yònghù huàxiàng hé yònghù lǚchéng jiēduàn de xìfēn):** Accurately translates the segmentation criteria. * **"Automação deixa de escalar resultados e passa a amplificar erros" -> "自动化就无法扩大成果，反而会放大错误" (zìdònghuà jiù wúfǎ kuòdà chéngguǒ, fǎn'ér huì fàngdà cuòwù):** Captures the conditional consequence of automation without proper segmentation. * **"Chama a atenção o diretor de vendas global da empresa" -> "该公司全球销售总监提醒道" (gāi gōngsī quánqiú xiāoshòu zǒnjiān tíxǐng dào):** A natural and concise way to attribute the quote. .

This is a tricky one to translate directly. "Growth hacking" is a relatively new term in marketing and the best way to translate it depends on the context and target audience. Here are a few options, ranging from literal to more nuanced: * **Literal and Basic:** 8 – 仅关注增长的增长黑客 (8 - Jǐn guānzhù zēngzhǎng de zēngzhǎng hēikè) - This translates as "8 - Growth hackers focused only on growth." It's understandable but lacks the subtlety and specialized meaning of the term. * **More Nuanced and Common:** 8 – 专注于增长的黑客增长 (8 – Zhuānzhù yú zēngzhǎng de hēikè zēngzhǎng) - This more accurately conveys the sense that such tactics are employed in achieving fast growth, while being less literal. * **Using a more Chinese phrasing:** 8 – 以增长为唯一目标的增长黑客 (8 – Yǐ zēngzhǎng wéi wéiyī mùbiāo de zēngzhǎng hēikè) - This translates as "8 - Growth hackers with growth as their only goal." It captures the idea of a laser-like focus on growth. **Which one to use depends on the context:** * If the audience is familiar with the term "growth hacking" in English, the first option might be fine, perhaps with a brief explanation the first time it's used. * If you need a more accessible and natural-sounding translation for a broader audience, and the reader is not familiar with western marketing terms, I would recommend the third option, **以增长为唯一目标的增长黑客**. Regardless of which translation you choose, it may be helpful to provide a brief explanation of "growth hacking" the first time it appears in the document, especially if the audience is not familiar with the concept. This could be a footnote or a parenthetical explanation.

以下是一个精准且自然的中文翻译： 最终，脱离战略和可持续性的增长黑客，会优先追求快速增长的数字，而牺牲了价值的构建。仅仅为了增长而增长，不考虑用户留存、客户体验和用户基础质量，会导致高流失率和运营损耗。 .

“在数字营销领域，健康增长与客户忠诚度、生命周期价值以及随着时间的推移所交付体验的一致性息息相关。” 总结道。 .