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伴随媒体全面数字化转型,媒体碎片化日趋严重,获取消费者的注意力变得越来越难。如何在有效控制成本的同时,有效触及并实现传播效果的最大化,已经成为企业面临的一个棘手问题。消费者沟通触点大量增加,路径日益复杂,连续的用户体验给非连续的营销系统提出了更多挑战。程序化广告与营销自动化的结合,数据驱动的程序化营销大势不可逆转。自2012年中国“程序化广告元年”起,经过4年多的迅猛
With the full digital transformation of the media, the fragmentation of the media is becoming more and more serious. It is becoming harder and harder to gain consumers’ attention. How to effectively control costs while effectively reaching and maximizing the effectiveness of communication has become a thorny issue for enterprises. Consumers have a lot of contacts to communicate, the path is increasingly complex, continuous user experience to non-continuous marketing system posed more challenges. The combination of programmatic advertising and marketing automation, the irreversible trend of data-driven programmatic marketing. Since 2012, China “program advertising the first year ”, after more than four years of rapid