【摘要】：當(dāng)下,智能媒體已經(jīng)成為人與人之間的連接器。面對這一背景的轉(zhuǎn)化,數(shù)字廣告的發(fā)展要以交互技術(shù)作保障,通過藝術(shù)場景的搭建、人文情懷的升華來實(shí)現(xiàn)資源的高效配置,進(jìn)而完成數(shù)字廣告新一輪的轉(zhuǎn)型。本文主要以O(shè)fO小黃車的數(shù)字廣告投放為個(gè)案分析,探討如何借助用戶資源進(jìn)行商業(yè)營銷,利用交互技術(shù)實(shí)現(xiàn)精準(zhǔn)投放,通過場景營銷加深用戶黏性以及借助人文情懷促使商業(yè)品牌升級換代。
[Abstract]:Nowadays, intelligent media has become the connector between people. In the face of the transformation of this background, the development of digital advertising should be supported by interactive technology, through the construction of art scenes, the sublimation of humanistic feelings to achieve the efficient allocation of resources, and then complete a new round of digital advertising transformation. This paper mainly takes the digital advertising of OfO ofo as a case study, discusses how to use user resources to carry out commercial marketing, and how to use interactive technology to achieve accurate delivery. Through scene marketing to deepen user stickiness and with the help of humanistic feelings to promote the upgrading of commercial brands.
【作者單位】： 南寧學(xué)院藝術(shù)設(shè)計(jì)學(xué)院;
【基金】：2016年度廣西高校中青年教師基礎(chǔ)能力提升項(xiàng)目“大數(shù)據(jù)時(shí)代背景下媒介融合互動(dòng)廣告研究”(KY2016YB856)階段性研究成果
【分類號】：F572;F713.8;F724.6
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本文編號：2172530