Internet era advertising concept

So far, the network is still an immature medium and the network has not found a suitable form of communication. However, it is certain that the network is the higher stage of media development. At this stage, the fundamental feature of the network as a medium is the anti-media, that is, the media itself. This highlights the interactive nature of the network.
In online communication, the so-called concept of interaction should be understood as direct communication. This feature is what mass communication dreams about, but it cannot be provided by itself. The reason why network communication transcends mass communication is this kind of interaction. It can be said that interaction is the essence of network communication, and other characteristics of network communication are based on such interaction. From the history of the development of communication, it can be seen that the initial communication was direct communication. People depended on their own organs. The media was gradually separated from the communication activities. Mass media is an extreme manifestation of media development. According to Schramm, it puts a machine into communication activities, which expands the scope of communication. Internet communication actually integrates the characteristics of all forms of communication in the past. It is a rejection of interpersonal communication and mass communication. The network is certainly a medium, but this medium successfully virtualizes itself, so people in the network can directly communicate with others and the real world directly without barriers.
Therefore, the interactivity of network communication is a higher degree of return. It not only has the characteristics of the directness of interpersonal communication, but also has the characteristics of extensive mass communication, and provides a possibility of direct communication on a global scale.
The fundamental impact of the network on modern economic life is the direct business model. Through the network, producers can communicate directly with consumers, and the network only provides a platform for producers to interact directly with consumers. This is the fundamental point of the e-commerce model. The weakening of intermediacy reliance will make major changes to the existing business model. Consumers have a considerable degree of decision-making power in this business model, or the success of the transaction is determined by both the producer and the consumer. Although e-commerce does not have a fixed model yet, the success of the auction model on the Internet is instructive for us to understand the new business model. The most important feature of an auction is that prices are not determined unilaterally, but are determined by both buyers and sellers. It can be said that auction is a typical interactive business model. At present, only 5% of the world's websites are on the Internet, and the biggest winner, eBay, is an online auction site. As of September 1999, the number of registered users of the site has reached 5.6 million, and the transaction volume has reached 542 million U.S. dollars. The monthly turnover is 60 million U.S. dollars, surpassing Amazon to become the world's largest website. The fundamental reason for the success of eBay is that the auction model it adopts conforms to the characteristics of network interactivity.
Ebay’s revelation to us is that auctions are not an accidental form of e-commerce, but reflect the essential characteristics of the direct economy, and thus have universal significance for the e-commerce model. eBya's model is an individual-to-person (P-P) auction model, but this auction model can also be applied to business-to-person and business-to-business models. The essence of this is that in the network, the seller (which may be an individual or a company) and the buyer communicate directly by omitting the intermediate link, but the saved cost is not exclusive to the seller, but should be the condition that the consumers use the network to provide. Discuss with the seller the points of interest that both parties can accept.
In the age of the Internet, only interactors can survive.
New opportunities for advertising In the era of direct economy, where are the ads? In this media environment with anti-media characteristics, in what form will the advertisements exist?
The new forms of communication and business models brought about by the Internet are a serious challenge to the advertising industry, but they also create new opportunities for the advertising industry. Only the advertising industry must update its concepts to adapt to the competition in the Internet era.
Direct economy requires more advertising. Because in the era of direct economy, competition will enter a more intense stage; moreover, due to the disappearance of intermediate links between producers and consumers, the role of advertising will become more prominent. Advertising may become the only form of communication between producers and consumers. Consumers' choice of products will become more dependent on advertising. And the savings in intermediate costs also allow companies to invest more in advertising. Therefore, the competition of enterprises in the Internet era will be mainly the competition of effective information dissemination, the competition of images and the competition of advertisements.
In the Internet age, the existing forms of mass communication will still exist. Because the development process of the media is not a process in which the media replaces another media, but it is a process of addition. Even if the Internet has become a mainstream media, other media will not die out. Instead, they will form physical signs, occupy their place in the media world, and supplement the spread of the Internet. Therefore, the current regular advertising will rely on the mass media to continue to develop.
Online advertising will develop rapidly, but there will be major breakthroughs in advertising concepts and advertising formats. At present, online advertising has not found the most effective way to adapt to the characteristics of the network. Basically it is copying the forms commonly used in mass communication to the Internet. This method is very doubtful. This is because advertisements in the era of mass communication are based on the unidirectional nature of mass communication and are obviously mandatory. For example, when an audience is waiting to watch a TV show while sitting in front of a TV, he can't turn a blind eye to the pre-roll advertisement before the TV series. On the Internet, the audience has more initiative on the entire communication activities. The choice of information is largely determined by the audience. This kind of communication has the minimum mandatory.
Although the effects of advertising forms such as banner on some big brand websites are still very significant, this is a side that exploits the mass communication characteristics inherent in the network itself. However, as a whole, the direct application of mass media advertising forms on the Internet does not adapt to the characteristics of Internet communication. The emergence of a large number of “petition for advertisements” on the Internet reflects this problem. In many websites, it can be seen that the owner of the website begs the visitor to click on the advertisement in order to support the development of the website. Well-intentioned visitors may click on ads, but many visitors ignore such requests. How can this kind of advertising be guaranteed?
Online advertising should be interactive. Many communication experts believe that the dominant mode of network communication is to use a satisfied mode. The audience actively seeks for the information they need instead of passively accepting it. Therefore, categorizing ads on the Internet is an important form of advertising. It can be said that online advertising is for people who want to see information needed for advertising. Thus, there is a market for specialized advertising websites. This type of advertising site sometimes integrates directly with informational sites and does not exist independently. E-mail advertising is a form of online advertising with the characteristics of interpersonal communication. If it is based on a database and personalized communication, such online advertising will have prominent advertising effects. There are also some forms of online advertising that have made great progress in harnessing the interactivity of the Internet.
The new advertising concept Internet era should have a new advertising concept. This advertising concept corresponds to the mode of communication and business model of the Internet era.
Advertising in the interactive Internet era must face the reality that interactive communication has become mainstream, and strive to adapt to and make use of the interactive nature of communication to enhance the effectiveness of communication.
Accuracy Highly-developed technology makes it possible to accurately communicate on a database basis. In the new era, consumers use the identity of consumers to accept and spread, and the advertisements will face individuals rather than the masses. If based on a well-developed consumer database, advertising can be guaranteed to be personal, personalized and, at the same time, universal. As a result, advertising has become an accurate and effective means of communication, reducing costs.
Integration Due to the dilution of the media, the proportion of advertisements placed in the media may be reduced, and the proportion of advertisements with promotional features such as sales promotion will increase. Advertising communication activities will be more integrated.
Stealth advertising will strive to hide in various forms of the daily environment to reduce the audience's resistance. The combination of advertising and entertainment will be closer. Advertising films like "Toy Story" are just one example of a stage. Many advertisers will invest in the entertainment industry so that products can be used in these entertainment products. For such advertisements, consumers will pay for their own appreciation and can have a strong communication effect.
The biggest difficulty in the Internet age is the difficulty of information dissemination. Because there are too many channels for information dissemination, information is highly intensive. To make information from small to large is an extremely complicated matter. This is an opportunity for the advertising industry. Because advertising is essentially a means of effective communication. In the Internet age, the role of advertising companies should be specialized information dissemination experts. (Chen Gang)