Analysis: The characteristics of the advertising audience in the all-media era
As we all know, under the wave of media integration, multi-media integration has become an important form of information dissemination, traditional media, new media have been in the full media, all kinds of media began to gradually enter a text, pictures, sound, light, electric three-dimensional display of the all-media era.
For example, in March 2008, Yantai Daily Media Group established the country's first "all-media news center";
While meeting the arrival of the all-media era, this trend of cross-border integration will inevitably have an important impact on the future of advertising and marketing industry. This paper focuses on analyzing the characteristics of advertising audience in the all-media era from the perspective of communication environment change and communication form change.
First, the concept of full media
In recent years, the academic circles have not defined the concept and connotation of the whole media, and on the basis of the research and preliminary practice, it is found that the previous scholars mainly defined the concept of the whole media from two aspects: on the one hand, from the perspective of the new mode of media operation, on the other hand, from the perspective of the new media communication form.
At the macro level, the real connotation of the whole media is a brand-new way of information production and dissemination. The micro-level can be analyzed from the following points, from the communication form, we can simply summarize the whole media into the sum of many single media, from the communication content, the whole media covers the text, diagram, sound, light, electric stereoscopic display and other multi-dimensional information, from the information dissemination media, including traditional media, new media and internet-based emerging media.
"In the practice of the media industry, all media practice forms that combine different media are called full media." Therefore, the whole media is a concept that develops with the continuous development of information technology and network technology.
Second, the change of advertising communication in the all-media era
When people enjoy the unprecedented benefits of information integration, convenience and personalization brought by the whole media, when advertising companies adjust their strategies to the new integration direction of the media industry, and when advertisers take advantage of the advantages of all-media to expand the dissemination of information, they quickly find that the all-media era brings people a double-edged sword.
Various media choices have brought about further fragmentation of advertising audience, which in turn dilutes the communication effect of a single medium, and multiple data terminals have changed the traditional transmission relationship, thus expanding the functional field of view of advertising, causing the advertising industry and academic circles to think deeply.
With the digital transformation of traditional media, the continuous production of new media and the deepening of media integration, the connotation of the whole media penetrates more and more far in the practice of advertising communication. The communication environment of advertising in the all-media era has changed greatly compared with before, and the change of advertising communication environment has brought about the change of multi-corner relationship of advertising industry.
At present, the advertising media is becoming more and more rich and diversified. The existing advertising media are roughly divided into traditional advertising media and emerging advertising media. Among them, the traditional advertising media refers to the "four major advertising media" - radio, television, newspapers and outdoor.
The emerging advertising media is a series of digital media based on the Internet and the mobile Internet. In the context of all-media, various forms of communication should break the traditional single mode of communication and provide different forms of expression.
In different transmission environments, different expressions should be used. Repeated propagation of the same pattern or simple stacking of different modes of propagation can hardly produce value-added effects or even negative effects.
In addition, the delivery of traditional ads and the delivery of emerging ads should not constitute mutual resistance, but should optimize the combination and promote each other. The integration of multiple advertising channels has become the best way for the advertising industry to survive in the all-media era, and it is also the future development trend of digital marketing.
Third, the all-media era advertising audience characteristics analysis
The wide application of the new medium represented by the Internet has greatly changed people's sensory application. The network will be text, images, sounds, video and other information carriers into one, people in the process of receiving the network media to bring a variety of messages, consciously unified all kinds of sensory systems.
Based on the widely accepted concept of audience-centered communication in today's society, it is essential to study the characteristics of advertising audience from the whole media field of view. Any kind of communication demand to achieve the desired effect, must respect the subjectivity of the audience.
In the era of all-media, the characteristics of advertising audience are summarized as the following three points: the individualization of demand, the diversity of media contact habits, and the interactivity of media use.
(1) Personalize the needs of the advertising audience
The digitalization, diversity, diversification and integration of media in the all-media era have unprecedented influence on the advertising communication environment, the most prominent of which is the reception and feedback of audience information. Diversified audience needs and segmented audience market make advertising communication activities increasingly difficult, advertising communication effect is more difficult to control. How to highlight the heavy siege has become the focus of the advertising industry in the media era.
Media communication in the Web 2.0 era not only provides integrated services according to user needs, but also pays more attention to user interaction behavior and provides customized services according to user usage habits.
As Niglo Ponti points out in Digital Survival, "In the post-information age, the audience for mass communication is often a single person, all goods can be ordered, and information becomes extremely personal".
Advertising information transmission by the environment changes, so that the advertising audience's consumption behavior more and more symbolic, emotional, experientientized, so as to encourage advertisers to adjust the channels for advertising, so that traditional media and emerging media lead the way.
Consumers are increasingly pursuing an emotional satisfaction, they pay more attention to personality satisfaction, spiritual pleasure, and quality service.
Therefore, consumers began to accept and choose new network platforms such as weibo, WeChat, Micro-movies as the carrier of advertising information dissemination. Because they to some extent meet the consumer's personalized pursuit of a fast-paced lifestyle.
(ii) Diversification of media exposure to advertising audiences
According to the 2013 China Media Development Report, media contact among urban residents in China is moving from a single to a composite.
The rapid development of the Internet has accelerated the diversion of traditional media audience resources, and the result of the old and new media game is to promote the growth of multi-audience, so that people contact with a variety of media every day.
In addition, data show that nearly 30% of the audience spent their time watching television on the Internet, mobile terminals and newspapers. The mode of communication in the all-media era is actually a composite mode of communication reconstructed by many single media.
Faced with a variety of communication terminals, the audience's media contact habits have become diversified, the audience can according to their own personal needs and media contact habits to choose their most convenient media to receive information.
The diversity of advertising audience media contact habits shows that the attention of advertising audience is becoming more and more distracted, media choice becomes more fragmented, advertisers should grasp the following two aspects when running ads to catch the audience's eyeballs.
On the one hand, advertisers need more comprehensive media strategy analysis and media communication environment, so as to carry out more accurate advertising, to meet the diversity and multi-levelity of advertising contact points.
On the other hand, advertisers should broaden the path of two-way communication with consumers through diversified communication channels, transmit unified product information, establish a stable brand image, maximize the consumer experience, grasp consumer psychology, and finally realize the effective transmission of advertising information.
(iii) The interactivity used by the advertising audience media
The all-media communication environment based on network technology is highly interactive, whether it is network media, mobile application platform, IPTV, digital broadcast, or e-reader.
The social networking platform represented by Weibo, WeChat, QQ, etc. is constantly updating and optimizing the system, making the interaction of digital media more and more human, instant and experious.
In this way, the era of all-media information dissemination breaks the traditional media era of a single linear mode of communication, the audience's autonomy in receiving information is the greatest extent reflected.
Audiences can choose the media that receives the information, when and where to receive the information, how and how to receive the information, and so on.
For example, since WeChat opened the public platform messaging interface, many businesses have been advertising on WeChat platform. One of the most classic cases is "China Merchants Bank WeChat check balance".
Customers will be their own micro-signal and China Merchants Bank credit card center WeChat public number binding, through the pop-up page to submit valid documents such as identity cards, you can query the credit limit.
At the same time, China Merchants Bank this WeChat public number can also receive some of the relevant interactive content with some keywords, the initial realization of some of the telephone banking services.
Audiences receive information of the independent choice of enhanced, on the one hand, will have a positive impact on advertising.
When the audience chooses the form and content of the medium independently, it will inevitably leave a "trace", so that the audience's data can be effectively obtained by the media operator, so that advertisers can carry out accurate advertising or advertising content implantation.
On the other hand, it may also have a negative impact on the behavior of advertising. Audiences may avoid ads when selecting messages, or even simply choose to ignore them.
In the face of such a practical situation, advertisers and media operators should pay attention to the development of value-added products, by expanding the sources of profit, so as to ensure that advertisers continue to effectively serve advertising, and ultimately achieve a win-win situation for media operators and advertisers.
Fourth, the conclusion
Because the media integration in the media era is not yet mature, advertising communication is also in its infancy, but the industry cross-border, media integration has begun and is accelerating, so, both the media and advertising industry must face up to this transformation and adjust.
In this communication environment, the study of the audience is the basis and fundamental of advertising communication, a good grasp of audience needs, advertising communication is targeted, more targeted, more accurate advertising delivery;
Only by grasping the needs of the audience, the research and practice we do is targeted and meaningful. (Zhang Wei)
(The author is a master's student in communication from Henan University's School of Journalism and Communication, mainly engaged in media management and cultural industry research.) )
Source: Today Media
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