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直播是互联网时代催生出的一种新型社会化营销媒体,与其他社会化媒体相比,直播具有较强的实时性、互动性、灵活性等特点,目前直播在社会化营销体系中的运用,主要体现在线上发布会直播化、明星代言直播化、行业活动直播化等方面。直播对社会化营销效果具有较强的提升作用,包括触达精准人群、提高产品可信度、降低营销传播噪音、提高参与感和互动性等方面。直播营销的优势和特点比较明显,与其他社会化媒体的联动营销,更能实现1+1>2的整合营销效果。
Live broadcast is a new type of social marketing media born in the Internet era. Compared with other social media, live broadcast has strong real-time, interactive and flexible features. At present, the application of live broadcast in the social marketing system, Mainly reflected in the online conference broadcast, celebrity endorsement of direct broadcast, industry activities, such as direct broadcast. The live broadcast has a strong promotion effect on the social marketing effect, including reaching the precise crowd, improving product credibility, reducing the marketing communication noise, improving the sense of participation and interaction. The advantages and characteristics of direct marketing are obvious, and the linkage marketing with other social media can realize the integrated marketing effect of 1 + 1> 2.