The artistic---of advertising communication the deep influence of six-dimensional orientation

Six-D orientation of the two basic points is accurate and in-depth impact; Through the Internet behavior contacts of the audience groups, under the track of sufficient media group coverage, the advertisement information of effective frequency is displayed in different time, region and different scenes, which forms the in-depth influence and directional communication under the subdivision of audience.

On the orientation and precision in the above "six-dimensional orientation---the Internet practice of the theory of the audience" elaborated in the clearer, then in the premise of accurate advertising, communication and impact on consumers become another key issue.

We are in an overly-spread society, talking too much, hearing too little, making too much noise and listening too seldom. So in the superb speech, the real listening and curious questions are the core of the management communication art. Management is the case, so is advertising.

Marketing communication: How to communicate with the audience, match the needs of individuality and reach the tacit understanding of the soul, is a necessary research topic of brand communication. Today we are going to explore the deep impact of "communication from the heart."

The depth of impact involves several layers: the layout of locus contacts, the skills of communication, the orientation and sharing of information. We analyze these three levels through AIDMA and Aisas two kinds of marketing principles that embody the characteristics of network marketing.

Attention: Attention, in the attention economy, who can catch the eye of consumers, who can stand out. For most portals first screen, more than 65% of the area is advertising. Regular advertising forms have been overwhelming in the Site page, the huge ads, page fusion ads, rich media ads compete to occupy the pages of the page to occupy the eyes of netizens. In short, advertisers simply think that the larger the form of advertising, the more effective to attract audience attention. It is "Suddenly a night Spring breeze", is it just advertising form of innovation to create the myth of click-through? This is contrary to efficient communication.

Acquires: Interest, grasp the consumer's eyeball is the first step, how to let the consumer interest is the entire advertising circle has been studying the problem, or will not produce "half of the advertising fee is wasted" speech. We propose a precise orientation that matches the behavior trajectory of the audience and solves the first step of the problem. So that the message of the Advertiser only touches the audience of the same hobby. In this way, the cost of advertisers is saved, and the information effectiveness of communication is improved. The effective message of advertising is like "thousands of trees pear blossom", the immediate enlightened.

Desire, Memory, search: Desire, memory, searching, the art of communication is clever and consumers (audience) to form a benign communication. Through the interactive training of the audience to brand recognition and goodwill so as to form a memory, so as to deeply affect the audience's feelings, resulting in the value and desire to occupy. For the Internet audience, to attract the audience to understand and perceive all aspects of the brand---Tell the brand story, make it and brand have a positive interaction. The Internet, in particular, should focus on the application of search contacts, so that the description of the brand story to achieve "with the wind into the Night" realm.

Action, Share: Act, share. The ingenious layout of the communication process, the in-depth impact of the brand story, action (purchase) is only an inevitable outcome. Sharing in the Internet is also a great need to focus on the contact point. Internet media has brought the traditional media can not be replaced by consumers as the main body of the communication, consumers can not only actively access information through the network, but also as the subject of information dissemination, and more consumers to share information. imperceptibly promote consumers to share a pleasant brand experience so as to become a new search contacts, leading and aggregating the same brand preferences of the audience to become the source of the brand, to achieve a "smooth quiet" the wonderful ending.

Let's talk about the layout of the track contacts, communication skills, information guidance and sharing three aspects. To explore the idea that SmartMedia is deeply affecting the specific audiences of the Internet.

Trajectory Contact layout: to talk about the impact of the audience, the first is the audience's contact coverage is sufficient, in attention, acquires, desire, Memory, Search, Action, share all aspects of whether the full impact of the audience's eyes and heart. SmartMedia's advertisement is communicated in the research audience on the internet's contact point, further depth to each other dimension, thus forms the multidimensional depth influence. Deep influence in addition to the impact of advertising forms, but also need to form the impact of the heart. The impact of advertising form can achieve the purpose of attention, but only the formation of the impact of the heart, it is possible to achieve interest, the formation of memory, action and sharing the whole process.

Communication skills: "Communication from the heart" to master the communication skills, can better through the product to tell the story of the brand. Advertising communicators need to convey valuable information to specific consumer groups, the distribution of advertising information is based on market research data, including the target consumer knowledge level, cultural background, consumption attitude, and then according to the product (brand) characteristics and their own dissemination experience of the composition.

The complete communication process involves focusing on the entire communication process in addition to reaching specific consumers at the touch point. From the angle of information transmission and advertisement matching, the core of precision marketing is to realize the effective transmission of advertising information, to reach the target customers, in order to promote the purchase; However, from the perspective of consumer purchase decision-making process, effective pre-sales communication and effective after-sales service is to determine the "accurate real sense into its marketing", prompting consumers to produce the key to buying behavior.

Information orientation and sharing: The value distribution orientation of brand (product) information on the Internet, facilitating the sharing mechanism of action and information. Advertisements convey valuable information is hard advertising, and the consumer experience products generated by the good experience of the formation of Word-of-mouth is soft advertising. Soft advertising is in fact the word of mouth experience (Word-of-mouth), these good word-of-mouth better, faster formation of aggregation, the formation of a strong brand cohesion, and then like the Circle of culture, and constantly divergent and expansion.

Communicates to the consumer through the communication skill of the communicator, with different medium for the contact point. This information is absorbed by the consumer's listening, thinking, and self attitude, which is moved, and finally the action of the surrender of Will and then put into practice. The key to the success or failure of communication lies in the communication skills of communicators, or even the art of communication. Therefore, in the communication of intentions, so that communication skills to reach the artistic level, is the Communicator (advertising Communicator) to pursue the goal.

(Original, starter)