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编者按IBM在最近的一份研究报告中声称:“广告产业在未来五年的改变,将超越过去50年的改变。数字营销或许是这种变革的主因之一。”就媒体营销来说,互联网媒体是在过去5年中唯一保持持续增长的种类,而且现在越来越多的中国营销者们把广告的预算转向在线广告,尤其是当品牌寻求非传统的手段来到达目标受众的时候。这种转向不仅包括原来的网络广告重度投放行业(如数码产品、汽车等)继续增加在网络上的预算,也包括原来投放量很小或者根本没有投放过网络广告的传统行业(如日化、药品等)开始试水网络广告。促使这种改变的原因之一,恐怕是互联网从原来的少数精英或年轻人的专属世界逐渐变成一个更加大众化、普及化的媒体形式,而且随着时间的推移,原来的年轻网民逐渐成为主力消费人群,使得网络媒体受众的消费产品类型不断扩展。传统行业如何成功找到适合自己的营销方式?如何在有限预算下选择网络新媒体?如何利用网络媒体渠道提升消费者的参与及投入?网络广告代理商如何帮助传统行业调整创意和策略以适应新的媒体形式?如何在众多的数字营销模式(搜索引擎、电子商务、网络媒体、网络广告联盟、社区口碑、电子邮件、网络游戏等)中找到适合自己的模式?由此看来,面对这一道道摆在广告主面前的难题,只有亲自试水,才能探知深浅。
Editor’s note According to a recent IBM study, “The change in the advertising industry over the next five years will outweigh the changes of the past 50 years.” Digital marketing may be one of the major drivers of such change. “” Said that Internet media was the only category that has continued to grow in the past five years and that more and more Chinese marketers have now shifted their budget for advertising to online advertising, especially as brands seek unconventional means to reach their target audience time. This shift includes not only the original online advertising heavy delivery industry (such as digital products, cars, etc.) continue to increase the budget on the network, but also the original small amount of traffic or did not put online advertising traditional industries (such as Japan, Drugs, etc.) began to test the water network advertising. One of the reasons for such change is probably that the Internet has gradually become a more popularized and popularized form of media from the exclusive world of a handful of elites or young people. As time goes by, the original young Internet users have gradually become the main force Consumer groups, making the online media audience consumer product types continue to expand. How to successfully find a suitable marketing mode in traditional industries How to select new media online with limited budget How to use online media channels to enhance consumer participation and input How can network advertising agencies help traditional industries adjust their ideas and strategies to adapt to new How to find out the suitable mode in many digital marketing modes (search engine, e-commerce, online media, online advertising network, community reputation, e-mail, online games, etc.) Tao in front of advertisers in the puzzle, only to test the water in order to detect the depth.