伴随移动互联网时代的全面到来,移动广告顺势爆发,流量成为品牌营销的生命线。互联网社交平台因其流量源泉的天然优势,在广告营销行业备受广告主追捧。然而,流量价格红利退去,社交场景化突出,信息流碎片化明显,品牌营销环境复杂化等现象的出现,让品牌方和社交平台逐渐发现,区别于传统的流量曝光,品牌营销正在向高互动参与感的UGC模式靠拢。 With the advent of mobile Internet era, the success of mobile advertising, traffic has become the lifeblood of brand marketing. Internet social platform because of its natural source of traffic flow in the advertising marketing industry has been sought after advertisers. However, with the advent of dividends for flow rates, the prominent social scenarios, the obvious fragmentation of information flows and the complicated marketing environment of brands, the brand parties and social platforms are gradually discovered. Different from the traditional traffic exposure, brand marketing is moving toward high interaction UGC mode of participation closer.