摘要
如今,以精准、互动为特征的数字传播方式,取代了传统大众传播方式,极大提高了营销传播的传播精度和传播深度,推动了广告公司业务模式的全面升级和转型。数字传播时代,广告公司业务模式,应该以"数据"作为核心生产要素,新的业务内容板块包括:以数据驱动的精准消费者洞察、以数据分析为原点的精准创意策划、以数据实现为基础的精准创意实施、以数据挖掘为基础的精准媒介投放、以数据预测为基础的精准效果评估等五个业务内容板块;此外,大数据管理平台将成为广告公司业务流程中的中介平台,五大业务内容模块通过与大数据管理平台的实时精准互动,而实现与其他业务模块的信息交互和协同作业。这种以"数据"作为核心资源的新型广告公司业务模式,可以为客户提供精准、互动的数字营销传播服务。
Today, the digital communication, with interactive and accurate,is going to replace the traditional mass media, which is upgrading advertising market,by which advertising- agency business modeling is promoting. The advertising agency business modeling, based on 'big data' as the core elements of production, should include five business contents: data—driven consumer insight, media planning, creative, media evaluation and creative implementation,in the era of digital communication. In addition, big data management platform, in the business process, should become the intermediary platform,through which the business contents exchange information and collaborate with each other accurately. The new advertising agency business modeling, identifying big data as one of the core competency elements, able to provide interactive and digital marketing communication services accurately
出处
《新闻大学》
CSSCI
北大核心
2017年第1期116-124,共9页
Journalism Research
关键词
精准
互动
数字传播
广告公司业务模式
prevision
interaction
digital communication
advertising-agency business modeling
作者简介
姚曦，武汉大学新闻传播学院，教授
李斐飞，武汉大学新闻传播学院，博士生
