摘要
智能技术的不断发展促进了营销传播手段和过程的创新,从广告投放策略的"千人千面"到基于人机协同的内容创作,市场权利的不断下放使得消费者在整个营销与传播过程中的地位不断提升,洞察消费者心理和满足消费者时刻变化的动态需求将成为广告主以及企业营销关注的重中之重。本文分析总结了智能技术时代下营销传播的发展变革,对未来的智能营销传播进行了创新性思考。
The development of intelligent technology has accelerated the innovation of the marketing and communication,from the advertising strategy"identifying user profile individually"to content creation which is based on the corporation between human and machine,the status of customers upgrades constantly since the entrepreneurs or advertisers are losing their priority in marketing and communication.Therefore,having a deep insight of customer’s psychology and satisfying customers’dynamic requirement become more and more important.This article analyses and summarizes the current development of marketing and communication in the period of intelligent technology.Moreover,it poses an innovative thought on future intelligent marketing and communication.
作者
程明
程阳
Cheng Ming;Cheng Yang(Wuhan University,Wuhan,430072)
出处
《现代广告》
2020年第9期29-33,共5页
Modern Advertising
基金
国家社会科学基金后期资助项目“网络经济时代广告业生态的变革与新广告业态研究”(项目编号:17FXW005)
教育部人文社会科学重点研究基地重大项目“传媒智能化发展背景下中国传媒广告产业竞争力研究”(项目编号:16JJD860002)的阶段性研究成果。
关键词
智能技术
营销传播
智能营销传播
intelligent technology
marketing and communication
intelligent marketing and communication
