墙外的品牌

• 作 者: 张惠辛
• 出 处: 中国广告
• 发表日期: 2015年10期
• 关键词: 互联网传播 信息传递 沟通障碍 社交媒体 自媒体 品牌体验 手机媒体 介质 视频媒体 透明化

我曾经用“墙内”与“墙外”来形容互联网传播环境给品牌带来的变化。前互联网时代,每一个人,每一个企业都在墙内。互相之间形成巨大的沟通障碍。品牌可以借助昂贵的传统媒体,通过购买媒体传播,形成对于空间局限的暂时突破,对更多的对象实现单向信息传递。即便如此,这种沟通也是暂时的,极不稳定的。数字作为一种公共介质的运用,打通了人与人、人与媒体、人与品牌乃至人与社会的墙,

I used to describe the changes brought to the brand by the Internet communication environment by using “in-wall” and “out-of-wall”. Before the Internet age, everyone, every business is in the wall. Huge communication barriers between each other. Brands can make use of expensive traditional media to spread media through purchasing media to create temporary breakthroughs in space limitations and to realize one-way information transfer to more objects. Even so, this kind of communication is temporary and extremely unstable. The use of numbers as a public medium has opened up the walls of people and human beings and media, people and brands, and even people and society.