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Relevant Marketing?
相关营销？
Some people might consider Amit Jhawar part of the problem: As the chief executive of Attentive, he sends brand messages by way of texts to your phone.
有些人可能认为阿米特·贾瓦尔是问题之一：作为“注意力”公司的首席执行官，他通过短信向你的手机发送品牌信息。
But Mr. Jhawar says he is part of the solution.
但是贾瓦尔说他是解决方案之一。
People are overwhelmed. He gets it.
人们被营销淹没。他明白。
But companies have to get their messages out, and customers do want to know about sales and updates from their favorite brands.
但是公司必须把信息传达出去，客户也确实想了解他们喜爱的品牌的销售和更新情况。
He thinks marketing that is more personalized — and easier to opt out of — is better for everybody.
他认为，更个性化（也更容易选择屏蔽）的营销方式对每个人都更好。
That’s where texting comes in.
这就是短信的用武之地。
Companies like texts because people open them faster than emails and texts feel more personal and easier to engage with.
公司喜欢发短信，因为人们点开短信的速度比点开电子邮件快，而且短信给人的感觉更个性化，更容易建立联系。
And it’s easier to opt out of text messages than to unsubscribe from email, so brands have to be more careful about what they send consumers, for fear of alienating them, Mr. Jhawar said.
贾瓦尔说，选择不接收短信比取消订阅电子邮件更容易，因此品牌必须更加谨慎地对待他们向消费者发送的内容，以免疏远了消费者。
Brands often offer customers a discount in return for signing up for the Attentive messages.
如果客户注册接收“注意力”的信息，品牌通常会提供折扣作为回报。
A year and a half ago, Attentive, which has more than 8,000 clients, including Crate & Barrel, Hoka and Supergoop, began using artificial intelligence that uses profiles of customers to create personalized messages for them.
注意力公司拥有超过8000个客户，包括箱桶之家、Hoka跑鞋和Supergoop护肤品，一年半以前，该公司开始使用人工智能，人工智能利用客户的个人资料，为他们创建个性化信息。
Now the company can analyze micromoments of shoppers’ behavior, Mr. Jhawar said, including the time of the day they usually browse or whether they zoom in on an image of a product on a retailer’s site.
贾瓦尔说，现在该公司可以分析购物者行为的微时刻，包括他们一天中通常在什么时段浏览，或者他们是否在零售商网站上放大某产品的图片。
If they leave the website without purchasing, Attentive can tailor a message to entice the shopper back to the site, like a mobile salesperson trying to close a deal.
如果他们没有购买就离开了网站，注意力可以定制一条信息，吸引购物者回到网站，就像一个移动销售人员试图完成交易一样。
The Resistance
抵制行动
In online communities for shopping addictions and overspending, people trade tips and tricks on how to resist the sophisticated marketing strategies of people like Mr. Jhawar.
在购物成瘾和过度消费的网络社群中，人们交流技巧和窍门，讨论如何抵制贾瓦尔那样的精明营销策略。
Lea Toshiye Roache, a 34-year-old content creator in Dallas, pledged with a group of friends to spend less this year.
来自达拉斯的34岁内容创作者莉亚·托世·罗奇与一群朋友共同承诺，今年要减少开支。
Ms. Roache, who described herself as a “slight shopaholic,” has unfollowed brands on social media and unsubscribed to their emails and texts.
罗奇自称是“轻度购物狂”，她已经在社交媒体上取关了品牌、退订了邮件和短信。
She created rules that give her some leeway: “self-care” once a month or an “I just simply want it” purchase once a quarter.
她制定了一些给自己留有余地的规则：每月一次“自我关爱”，或者每季度进行一次“我就是想要”购物。
Devon Rule is a founder and head of growth at Indyx, an app that helps people create a digital catalog of all the stuff in their closets.
德文·鲁尔是Indyx应用程序的创始人兼增长主管，这款软件帮助人们创建衣橱中所有物品的数字目录。
The service, which has a paid subscription option, started in 2022 and saw a large number of downloads on Jan. 1, which Ms. Rule took that as a sign of “No Buy” intentions.
这项服务（设有付费订阅选项）于2022年启动，并在1月迎来了大量下载，鲁尔将此视为“不买”行动的迹象。
“The business model is not selling you new stuff. It’s about helping you use what you have,” said Ms. Rule, who is based in San Francisco and previously worked at fashion brands like Gap.
“我们的商业模式不是卖给你新东西，而是帮你利用你已经有的东西，”鲁尔说，她现居旧金山，曾在Gap等时尚品牌工作，
“The idea is we’re competing with shopping.”
“我们的想法是与购物竞争。”
The financial incentive for the retail industry, or the “machine,” as she called it, is focused on persuading people to buy more items more frequently.
零售业（她称其为零售“机器”）的经济动力主要关注的是，说服人们更频繁地购买更多商品。
And the internet and all of its tools allow shoppers to be “marketed to constantly, all the time,” she said.
她说，互联网及其所有工具都让购物者能“不间断地时刻接收营销信息”。
“My take is it’s unrealistic to look to brands to moderate us on this,” Ms. Rule said.
“我的看法是，指望品牌让我们节制购物是不现实的。”鲁尔说。
Instead, she said, consumers need ask questions of themselves.
她说，相反，消费者需要向自己提出问题。
Will they really wear that pair of black yoga pants that’s being advertised to them?
她们真的会穿那条正在做广告的黑色瑜伽裤吗？
Or will it just sit among the piles in an already bulging drawer?
还是这条裤子只会和一堆衣服一起，躺在已经塞得满满的抽屉里？
