C4:老套路的新玩法(下)

• 作 者: 栗建
• 出 处: IT经理世界
• 发表日期: 2016年17期
• 关键词: 伪装 社群 哈雷 社交媒体 戴维森 未来 数字营销 营销学教授 自媒体 意见领袖

我们所处的时代,正在经历“去品牌化(Debrand)”的浪潮。其实,宝洁消减Facebook广告投放的消息无需觉得突然。宝洁早应该认识到,只要有钱就可以名利双收的“大品牌”和“大广告”时代已经结束了。披上大数据和个性化外衣的精准广告,本质上还是品牌和产品的信息骚扰。即使伪装成“人畜无害”的原生广告,也是欲盖弥彰的私货夹带。更应该思考的问题是,未来我们是否还需要“品牌”。既然品牌最大价值在于“定位”“、差异化”

The times we live in are undergoing the “Debrand” wave. In fact, Procter & Gamble eliminate Facebook ads do not need to feel suddenly news. Procter & Gamble should recognize early, as long as the money can be fame and fortune “big brand ” and “big advertising ” era is over. Accurate advertising with big data and personalized outerwear is essentially harassment of information on brands and products. Even if disguised as “animal husbandry and harmless,” the native ads, but also to conceal the private goods entrainment. The more question we should think about is whether we still need “brand ” in the future. Since the biggest value of the brand lies in “positioning ”, “differentiation”