数字广告的营销策略——基于OfO小黄车数字广告投放的案例分析
发布时间：2018-08-08 17:41
【摘要】：当下,智能媒体已经成为人与人之间的连接器。面对这一背景的转化,数字广告的发展要以交互技术作保障,通过艺术场景的搭建、人文情怀的升华来实现资源的高效配置,进而完成数字广告新一轮的转型。本文主要以OfO小黄车的数字广告投放为个案分析,探讨如何借助用户资源进行商业营销,利用交互技术实现精准投放,通过场景营销加深用户黏性以及借助人文情怀促使商业品牌升级换代。
[Abstract]:Nowadays, intelligent media has become the connector between people. In the face of the transformation of this background, the development of digital advertising should be supported by interactive technology, through the construction of art scenes, the sublimation of humanistic feelings to achieve the efficient allocation of resources, and then complete a new round of digital advertising transformation. This paper mainly takes the digital advertising of OfO ofo as a case study, discusses how to use user resources to carry out commercial marketing, and how to use interactive technology to achieve accurate delivery. Through scene marketing to deepen user stickiness and with the help of humanistic feelings to promote the upgrading of commercial brands.
【作者单位】： 南宁学院艺术设计学院;
【基金】：2016年度广西高校中青年教师基础能力提升项目“大数据时代背景下媒介融合互动广告研究”(KY2016YB856)阶段性研究成果
【分类号】：F572;F713.8;F724.6
，
本文编号：2172530
[Abstract]:Nowadays, intelligent media has become the connector between people. In the face of the transformation of this background, the development of digital advertising should be supported by interactive technology, through the construction of art scenes, the sublimation of humanistic feelings to achieve the efficient allocation of resources, and then complete a new round of digital advertising transformation. This paper mainly takes the digital advertising of OfO ofo as a case study, discusses how to use user resources to carry out commercial marketing, and how to use interactive technology to achieve accurate delivery. Through scene marketing to deepen user stickiness and with the help of humanistic feelings to promote the upgrading of commercial brands.
【作者单位】： 南宁学院艺术设计学院;
【基金】：2016年度广西高校中青年教师基础能力提升项目“大数据时代背景下媒介融合互动广告研究”(KY2016YB856)阶段性研究成果
【分类号】：F572;F713.8;F724.6
，
本文编号：2172530
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2172530.html
