凤凰都市传媒运营总裁夏洪波讲述了“互联网+”时代广告传播的新生态。如何认识新的互联时代下的广告传播生态?离散和聚合是一种表象,内涵应该回到广告的原点,原点是什么?广告是对消费者购买行为的一种影响。广告和消费者的互动关系已经发生了变化,原来的漏斗形已经向葫芦形发生了转变。在这种关系中,只有那些消费者感兴趣的话题才能引起关注,关注之后会去搜索,搜索之后可能会产生购买的行为,有购买行为之后再去分享。所以我想在这样一种新的广告传播生态里面,最核心的要素,也许就是话题和体验。我们要有一个引爆点,在内容上要寻找一个引爆点,通过这个引爆点在横向平面上实现话题扩散,在纵向上实现一种深度的体验,从而实现购买的行为。用现在的话说就是无话题不传 Xia Hongbo, president of Phoenix Metropolitan Media Operations, described the new ecology of ad diffusion in the age of “Internet +”. How do we know the ecology of advertising communication in the new Internet era? Discreteness and aggregation are the appearances that should return to the origin of advertisements. What is the origin? Advertising is an effect on consumers’ purchasing behavior. The interaction between advertising and consumers has changed, and the original funnel has changed to a gourd shape. In this relationship, only those topics that consumers are interested in can cause concern, they can search after they are focused on, search behavior may be generated after purchase, and they will be shared after purchasing behavior. So I think in this new kind of advertising communication ecology, the core elements, perhaps the topic and experience. We need to have a tipping point, in the content to find a tipping point, through the tipping point in the horizontal plane to achieve the topic of proliferation, in the vertical to achieve a depth of experience, in order to achieve the purchase behavior. With the words now is no topic does not pass