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过去的20年,很多品牌通过单一的功能定位赢得市场,但现在情感的沟通共鸣变得越来越重要,而快消品巨头却发现,消费者越来越难以捉摸。工业化媒体时代,人们只能通过电视广告、报刊杂志、门户网站等获取信息,而现在人们可以根据自己的喜好主动选择关注的信息类型。当可以绑架消费者注意力的大众媒体不再受年轻消费者的欢迎,基于这种循环的快速消费品公司无疑是最大的受害者。现在,虽然某些微信公众号的广告费炒到了100万一条,但当你真正算算销售转化率,你就会明白,快消品巨头们多么怀念电视广告的黄金年代。
Over the past two decades, many brands have won the market with a single functional niche, but now the emotional resonance of communications is becoming more and more important, and the consumer giants find that consumers are increasingly elusive. In the era of industrialized media, people can only get information through TV commercials, newspapers, magazines, portals, etc. But now people can choose the type of information they are interested in according to their preference. When the mass media, which can kidnap consumers, are no longer welcomed by young consumers, FMCG based on this cycle is undoubtedly the biggest victim. Now, while some WeChat account numbers have hit 1 million ads, when you actually count sales conversions, you’ll understand how much the consumer giants miss the golden age of television advertising.