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营销者说程序化购买这一领域将继续增长。同时,广告主对移动终端在线视频投入的增加,导致移动营销市场将发生根本性的改变。现在,不仅是媒介公司,还有创意公司在内,都面临越来越大的挑战——客户要求我们都是营销专家,不能只看自己擅长的某一领域。以客户对媒介公司的要求来看,希望我们不仅仅是做媒介购买、如何买得更便宜的媒体,还要做长期的战略策划,规划如何与消费者沟通、引发消费者的行动。各家代理公司之间,功能的界限不再明显。在媒介代理公司内,每一位业务负责人不能再只将数字媒体看作是附带的,而应该是最受他们关注、策略中最核心的。要求我们媒介人要改变想法和策划思维——把数字媒体放在最前,而
Marketers say programmatic buying will continue to grow in this area. At the same time, advertisers increase their investment in online videos for mobile terminals, leading to a fundamental change in the mobile marketing market. Now, not only media companies, but also creative companies, are facing increasing challenges - customers require us to be marketing experts, not just look at a particular area of their own strengths. In terms of clients’ requests for media companies, we hope we will not only make media purchases, buy cheaper media, but also make long-term strategic planning and planning how to communicate with consumers and trigger consumer actions. Between the various agency companies, the functional boundaries are no longer obvious. At the media agency, every business executive no longer treats digital media as an incidental concern but rather central to their attention and strategy. Ask our media people to change their minds and plan their thinking - putting digital media first and foremost