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入口的价值在于其背后的庞大用户群,在移动互联时代,入口的争夺也是其背后大数据的争夺,选择合适的入口,找到品牌最“心仪”的用户。这是品牌营销的第一步。众所周知,巨量用户意味着巨大营销价值。用户在哪?用户聚集在入口。最初入口稀缺、门户垄断的1.0时代,到如今移动互联3.0时代,入口呈现出多样化趋势,搜索、浏览器、输入法、智能硬件等,各种形态的入口充斥在人们的行为轨迹当中,等待随时获取第一手数据。面对用户时间碎片化,行为的多元化和非线性,作为入口,如果想要更好地覆盖用户群,与其实现良好地互动沟通,继而完整获取用户行为数据,更好更客观地进行用户行为分析,就需要打通媒介与媒介之间的交集,将不同入口的媒介平台打通、融合成一个巨大的“超级入口”。
The value of the entrance lies in the huge user base behind it. In the era of mobile Internet, access to the portal is also the competition for big data behind it. Choose the right entrance to find the most “favorite” user of the brand. This is the first step in brand marketing. As we all know, massive users mean great marketing value. Where is the user? The user is gathered at the entrance. The first entrance of the scarce, monopoly of the 1.0 era, and now the era of mobile Internet 3.0, the entrance presents a variety of trends, search, browser, input method, intelligent hardware, various forms of entrance flooded in people’s behavior among the tracks, waiting Get first-hand data at any time. Facing the fragmentation of users’ time, diversified behaviors and non-linearity, if we want to better cover the user group and communicate well with it, we can get the user behavior data completely and perform the user behavior more objectively Analysis, we need to get through the intersection of media and media, open the media platform for different entrances, into a huge “super entrance.”