论文部分内容阅读
越来越多的金主们开始发现:大明星代言的效果已然式微,往往是雷声大雨点小;而投放流程日渐标准化的“网红营销”却开始成为了大家的心头好。消费者不断细分,品牌纷纷转向了社交平台上的网红,让这些在各自圈子里的意见领袖来代言。大品牌开始直奔社交网红,让他们来操刀打造品牌创意。这是一场颠覆性的转变——更便宜、更快捷、更有针对性。社交网红作为新的内容创意者,本质上正在替代广告公司的角色。
More and more gold masters began to discover that the effect of big celebrity endorsements has been diminutive, and that the thunder and the heavy rain are often small; and the increasingly standardized delivery process of “red net marketing” has begun to become everyone’s good heart. Consumers continue to break down, the brand has turned to social networking platform red, so that these leaders in their respective circles to endorsements. Big brands began to go straight to the social network, so that they come to surgeon to create brand creativity. It’s a disruptive shift - cheaper, faster and more targeted. Social networking, as a new content creator, is essentially replacing the role of advertising agency.