中国广告新闻网:探讨中国广告发展新时代
发表时间:2019-08-06 15:23来源:中国广告新闻网

中国广告新闻网www.adnewsw.com:探讨中国广告发展新时代

到目前为止,2019年已经过去了半数之多,正如我们所见,广告行业发展的并不景气。与2018年不断刷屏的广告相比,2019年的营销显得尤为安静,这种现象印证了广告行业的一个规律——没有永恒不变的的发展形式。

So far, as much as half of 2019 has passed, as we can see, the advertising industry is not developing well. Compared with the advertisements that continuously brush the screen in 2018, the marketing in 2019 is particularly quiet. This phenomenon confirms a law of the advertising industry - there is no permanent form of development.

的确,当我们看到曾经风靡一时的性格测试、各式各样的H5等等消失在朋友圈,我们就应该意识到刷屏时代终结了,我们进入了一个新的时代,一个广告人实现自我救赎的时代。

刷屏时代的终结,意味着曾经卓有成效的营销套路的失灵。虽然有些人会感叹这种变化,但细想却发现,这虽然是意料之外但的确是情理之中的事儿,毕竟消费者是会产生审美疲劳的,曾经能够引起刷屏的内容,在今天看来也就见怪不怪了。

Indeed, when we see the once popular personality tests, various H5 and so on disappear in the circle of friends, we should realize that the era of screen brushing is over, and we have entered a new era, an era of self-redemption for advertisers.

The end of the screen-brushing era means the failure of once effective marketing routines. Although some people will lament this change, but think carefully, it is unexpected, but it is indeed a matter of reason, after all, consumers will produce aesthetic fatigue, once can cause the content of screen brushing, it seems no wonder today.

【原创优质内容占领高地】

曾经那些吸引眼球的内容无非就是同一版本的原稿经过N次的复制粘贴在用户中传播开来的而已,刷屏时代的终结,同样意味着原创优质的内容的崛起,一片逆风而生,但仍然能占领高地之势。

[Original Quality Content Occupies Highlands]

Once those eye-catching content is nothing more than the same version of the manuscript through N times of copying and pasting spread in users, the end of the screen-brushing era, also means the rise of original quality content, a rise against the wind, but still able to occupy the high ground.

而且,在快节奏的生活中,人们的时间和精力有限,对外界的了解和自身需求的满足大部分都是依靠网络来实现。因此,用户能够接触到的内容,首先就是与他们相关的,对他们越有用,关注度就会越高。

Moreover, in a fast-paced life, people's time and energy are limited, and the understanding of the outside world and the satisfaction of their own needs mostly rely on the network to achieve. Therefore, the content that users can access is related to them in the first place. The more useful it is to them, the more attention it will have.

理论都是相通的,传播学有一个理论,我觉得同样适用于广告行业。世界上没有两片相同的叶子,这说明了人和人之间存在的差异,性格、地域、文化水平等等的不同,审美自然不一样,但是人们对于娱乐的东西都是采取欣赏的态度。广告人也意识到了这一点,于是就出现了现在的网络上,精彩的内容一抓一大把,但真正有用的内容却是寥寥。

There is a theory in communication, which I think is also applicable to the advertising industry. There are no two identical leaves in the world, which shows that there are differences between people, personality, region, cultural level and so on. Aesthetic appreciation is naturally different, but people take an appreciative attitude towards entertainment. Advertisers are also aware of this, so there are now a lot of wonderful content on the network, but the really useful content is very few.

2019年,广告人进入到了一个新的时代,不管是贩卖忧虑的内容,还是毒鸡汤,人人都是采取不理不看不采纳的态度。所以,消费者对原创优质内容的呼声越来越高,也期待着广告人在这其中能够发挥优势,推动更多优质内容的产生。

In 2019, advertisers entered a new era. Whether it is selling worrying content or poisonous chicken soup, everyone takes an attitude of ignoring, ignoring and rejecting it. Therefore, consumers are increasingly calling for original high-quality content, and they also expect advertisers to play an advantage in it and promote the production of more high-quality content.

【用户营销成为发展大势】

随着经济的发展,市场竞争越来越激烈,品牌们争夺消费者的战争从来就不听停歇过。但古语有云,解铃还须系铃人,既然是为了争取消费者,那么还需从消费者下手才好。

[Customer marketing becomes the trend of development]

With the development of economy and the increasingly fierce competition in the market, the battle between brands for consumers has never stopped. But there is an old saying that the answer to the bell still needs to be the bell person. Since it is to win over consumers, it needs to start from consumers.

从消费者下手首先要定位到准确的消费群体,是儿童,青年人,中年人,还是老年人?这是个值得思考的问题。

First of all, we should locate the exact consumer groups from consumers: children, young people, middle-aged people, or the elderly? This is a question worth thinking about.

定位到准确的受众,才能进一步的分析受众需求。而用户需求是广告的一切出发点和落脚点,从用户出发,满足用户需求,广告人应该始终相信,无论到什么时候,真正具备用户价值的广告才是最受欢迎的。

Only by locating the audience accurately can we further analyze the needs of the audience. User demand is the starting point and end point of advertising. From the user's point of view, to meet the user's needs, advertisers should always believe that no matter when, advertising with real user value is the most popular.

【品牌IP化势在必行】

品牌越来越多,广告也越来越多,这就导致广告内容的同质化越来越严重。消费者每天从一睁开眼睛就面对着来自四面八方的各种各样的信息,同质化的内容没有什么价值自然很容易被忽视。

[Brand IP is imperative]

With more and more brands and more advertisements, the homogeneity of advertising content becomes more and more serious. Consumers are confronted with all kinds of information from all sides every day when they open their eyes. It is easy to ignore that homogeneous content has little value.

现在的广告有一个通病,那就是没有个性,没有那种特立独行的个性,没有那种其他品牌无法替代的个性。将品牌IP化,首先就是为自己提供了一个独一无二的社会身份和地位,IP化的内容能够优化消费者体验,为消费者提供更加完美的互动,从而增强消费欲望,促发消费行为的产生。

There is a common problem in advertising nowadays, that is, there is no personality, no unique personality, no personality that other brands can not replace. To make brand IP is to provide a unique social identity and status for oneself. The content of IP can optimize consumer experience and provide more perfect interaction for consumers, thus enhancing consumer desire and promoting consumer behavior.

比如M&M's巧克力豆,IP化之后,萌萌的形象即俘获了一大批消费者的内心。因此,我们亟待去塑造和创造品牌的独特个性,将品牌IP化,才能吸引消费者,留住消费者。

For example, M&M's chocolate beans, after IP, the budding image captured the hearts of a large number of consumers. Therefore, we urgently need to shape and create brand's unique personality, brand IP, in order to attract consumers and retain consumers.

【热点营销好处多】

无论到什么时候,热点永远都是挽救流量于枯竭的关键。热点既然能够成为热点,其自身就带有很强的关注度,由此产生的话题和事件,都能够引起关注。

[Hot marketing has many benefits]

No matter when, hot spots are always the key to saving traffic from drying up. Since hotspots can become hotspots, they themselves have a strong degree of concern, and the resulting topics and events can cause concern.

热点不是随时都有的,当然一个热点也不是会持续很久的,这就要求广告人在这方面要强调速度,不然这个跟热点有联系的广告就失去了时效性,举一个简单的例子,中秋节的广告不能十月一的时候放,就是这么简单。

Hot spots are not always available, of course, a hot spot will not last for a long time, which requires advertisers to emphasize speed in this regard, otherwise the advertisement associated with hot spots will lose its timeliness. Take a simple example, the advertisement of Mid-Autumn Festival can not be put on October 1st, which is so simple.

但是,热点也不是乱追的,已经消失在人们视野里的二更和咪蒙就是前车之鉴。这就要求广告人要有敏锐的嗅觉,什么热点该追,什么热点不该追,是需要慎重考虑的。

However, the hot spots are not chasing randomly, Ergeng and Mimmon, which have disappeared in people's vision, are the lessons of the past. This requires advertisers to have a keen sense of smell, what hot spots should be pursued, what hot spots should not be pursued, which needs careful consideration.

时代更迭代表着社会的进步,刷屏时代的终结代表着广告行业的发展迈向一个新的台阶,即自主发展的新时代。新时代新面貌,广告自然也应该焕然一新。小编认为,不管是什么样的发展方式,也不管是什么广告形式,能够入了消费者的眼,那就是好广告

The era more iteratively represents the progress of society, the end of the screen-brushing era represents the development of the advertising industry to a new stage, that is, a new era of independent development. With the new face of the new era, advertising should naturally take on a new look. Xiaobian believes that no matter what kind of development mode, no matter what form of advertising, it can enter the eyes of consumers, that is, good advertising.

责任编辑:宋濂
业界
营销
案例
品牌
数据