智能技术时代的广告内容营销传播

发布时间：2018-03-09 21:56

本文选题：内容营销　切入点：智能技术　出处：《中国出版》2017年19期 　论文类型：期刊论文

【摘要】：智能技术的发展推动媒介形态、营销环境以及消费者的审美与接受都在发生变化,信息智能化的广泛应用使得整个广告产业模式都在发生变化,并触发内容生成流程与信息传播路径的进化,广告主纷纷自建内容营销团队,媒介内容与广告内容实现无缝融合,甲乙方界限变得越来越模糊。这种改变主要源于数字技术环境下企业需要快速回应用户,缩短沟通层级的"去中介化"市场需求,以及收归内容生产控制权的品牌整合需求。营销环境的巨变驱使品牌内容营销形成智能化的发展路径,基于智能技术挖掘内容营销主题,并全面介入内容营销的规模化生产、创意发想环节以及品牌内容营销策略的制定与执行过程中,然后通过大数据、人工智能等技术驱动细分群体的精准内容投放,并增强用户交互体验。
[Abstract]:The development of intelligent technology promotes the media form, the marketing environment, the aesthetic and acceptance of consumers, and the wide application of information intelligence makes the whole advertising industry mode changing. And triggered the evolution of content generation process and information dissemination path, advertisers have built their own content marketing team, media content and advertising content to achieve seamless integration, The boundaries of Party B are becoming more and more blurred. This change is mainly due to the need for enterprises to respond quickly to users in the digital technology environment and to shorten the "disintermediation" market demand at the communication level. The great change of marketing environment drives the brand content marketing to form an intelligent development path, mining the content marketing theme based on intelligent technology, and fully intervening in the large-scale production of content marketing. Creative thinking and brand content marketing strategy formulation and implementation process, then through big data, artificial intelligence and other technologies to drive subdivision groups of accurate content delivery, and enhance user interaction experience.
【作者单位】：河北大学新闻传播学院;
【基金】：2017年河北省新闻出版广播影视研究项目“河北省公益广告制作和刊播面临的问题及对策研究”(XM1704)的研究成果
【分类号】：F274;F713.8;G206

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