在互联网+、大数据、新媒体、数字化等字眼成为社会热词的当下,广告业也面临前所未有之大变局,与以往所面临的危机不同,这次所遭遇的是整体性危机,即在行业基础、内容、角色、价值等多方位遭到质疑。互联网思维大行其道,大数据玄而又玄,新媒体神乎其神,数字化似乎无所不能,林林总总,不一而足。这些热概念漫天飞舞,似洪钟大吕,又似魑魅魍魉,但无 At the moment when the Internet, big data, new media and digital words become social hot words, the advertising industry is facing an unprecedented change. In contrast with the crises faced in the past, this time it was an overall crisis, that is, in the industry The basic, content, role, value and other aspects have been questioned. Internet thinking popular, big data mysterious and profound, the new media supernatural power, digital seems omnipotent, abound, all from one to another. The concept of these hot and blue sky, like Hong Zhong Lu, but also similar to the charm 魍 魉, but without