Digital medium
The emergence of digital media has brought about fundamental and important changes in advertising objectives. Network technology enables advertising to provide a series of two-way communication and measurement possibilities in its unique way. These changes fundamentally redefine advertising expectations in the digital age. In the current online advertising market, good creative execution and integrated marketing strategy is very important. The following methods can help:
1. Grasp Interest and Attention
Consumers of new media already know when and where to do something and why to pay attention to advertising information. However, capturing interest and focus remains a prerequisite for successful advertising. In order to reach consumers at the right time and place and catch their attention, more channels and platforms should be considered in the process of advertising execution than before. Mobile advertising, game advertising, community websites and interactive competitions have gained new value as advertising channels. The attraction of these channels is becoming increasingly apparent. In these channels, the target market is younger, generally more knowledgeable about the network, more closely related to the network, and more inclined to multi-tasking. However, they also know better how to use their privileges to control when, where, in what form and why they watch advertisements.
2. Expanding participation
Participation is a hot new indicator. In the war of grabbing consumers'attention, "spending time" is a valuable indicator to measure the success of advertising communication, but conveying the impression of advertising does not necessarily equate with consumers' attention and interest. Impression can be divided into different levels. Whether consumers can scan, move fast, jump and give up content in the environment they communicate with should be taken into account.
Therefore, it is becoming more and more valuable and effective to really let consumers participate in and pay attention to advertising information. Spending a lot of time participating, especially if participation is interactive, clearly indicates that advertising information has been transmitted to interested and interested consumers, and their time and actions prove this.
3. Strengthen consumer's brand memory and loyalty maintenance
Digital media and technology provide new and powerful ways to achieve this goal. They reach consumers as much as possible through a variety of platforms and information of different lengths and complexities. The application of integrated communication strategy - the integrated use of traditional media and digital media platform, the adoption of flexible communication methods, and the application of various communication information can strengthen the brand memory and loyalty maintenance. Whether it's about price, value, brand or product attributes, there's nothing more powerful than the power of the community or the impact of promotions. Today's consumers receive confirmation and information reinforcement from other consumers, while other consumers'opinions or testimonies are far more important and influential than the information conveyed by manufacturers.