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Digital marketing thinking of audiovisual media transformation

May 15, 2020 02:14 Source: "China Social Sciences", May 15, 2020, No. 1926, author

　　General Secretary Xi Jinping emphasized，To speed up the release of emerging consumption potential，Active rich 5G technology application scenarios，Drive 5G mobile phone and other terminal consumption，Promoting e -commerce、Electronic Government Affairs、Network Education、Consumption of online entertainment。As a strategic、Basic and advanced high -tech infrastructure，5G technology's support for the high -quality development of economy and society is becoming more and more prominent。Establishing the commanding heights of the national science and technology strategy，New infrastructure construction represented by 5G technology will disrupt productivity in a disruptive manner，Reconstruction production relationship、Social relationship and human -machine relationship，Among them, audiovisual communication will be a field that will be greatly affected。When the user is gradually surrounded by real -time audio and video brought by 5G technology，The relationship between audiovisual media and users is given a new possibility，Audiovisual services as the basic service of future smart society urgently need to transform and upgrade。Digital marketing thinking has a reference significance for realizing this transformation。

　　Digital marketing thinking help audiovisual media transformation

　　The development of the medium has always been unlikely related to the update iteration of communication technology，Having ultra -high speed、Bandwidth、Low latency、5G technologies such as wide connection and other significant features will make the interconnection of all things become reality，Audiovisual media will face people and people、People and things、Challenges of the change of material and material communication。As early as the Internet 2.0 era，The production bet365 Play online games of communication content has undergone the transformation from "centered by communication" to "audience"，and the content production of "audience -centered" in the 5G era requires full use of new data technologies to penetrate insight into users，Based on user preferences for targeted production content，This is the thinking of digital marketing。Digital marketing is a marketing method based on digital technology，using digital media to promote products and services。Digital marketing has already entered the Internet 3.0 era based on big data precise marketing，Use the Internet, especially the mobile Internet to collect massive user data，Understand user needs and then depict user portraits，and the promotion of the application of artificial intelligence is more intelligent、Automation。Brief words，The form and content of digital marketing are diversified with the update iteration of information technology。Data analysis is the basis of digital marketing，But its core and ultimate goal is to use data to understand people，How to understand the technology of people，Then predict the possible way of behavior of people，Products and services required for it。

　　For audiovisual medium，With digital marketing thinking, use digital marketing methods，From understanding the user、Departure from the perspective of service users，Let users actively participate in the consumption and interaction of audiovisual information。5G era not only brought major technical changes，More importantly, the major changes of media user characteristics and social and cultural needs caused by technological changes。Although the technical update speed continues to accelerate，But the core is to use technology to improve user stickiness，Production high -quality content，Grasp the attention of user fragmentation。The new technical background has also further broaden the thinking boundary of digital marketing，Because 5G technology makes personal Bet365 lotto review biological signs information and even psychological information can be obtained by data packets，Human behavior is constantly exchanged，This means that data predicting the prediction of human behavior methods will reach unprecedented depth and breadth。At the same time，It is foreseeable that the use of 5G technology on data will be in continuous technological innovation。So，How to use the data characteristics of 5G technology empowerment，thus greatly enhance the matching degree of the supply of audiovisual media content and user content consumption，Implement digital transformation and digital upgrade，It is an urgent problem。

　　Three dimensions of digital transformation of audiovisual media

　　5G era，Traditional audio -visual media communicationrs gradually lose the initiative of resource allocation，Technology will continue to shorten the quality gap between personal production content (UGC) and institutional production content (OGC)。Newly emerging technical production content (MGC) becomes an important way for the production of audiovisual media content，Bring a huge "technical dividend" to the audiovisual medium，But the logic of human -oriented rather than technical logic is the key to constructing a "online" society in the future，This is the same as that of people -core digital marketing thinking。If the construction of 5G technology architecture is the basis for ensuring the continued development of audiovisual media，Then digital marketing thinking is the core of the production of multi -form and high -quality content production。Specifically，Socialization of digital marketing thinking、Localization、Mobilization three dimensions to expand the content of audiovisual media，Digital transformation of the audiovisual medium。

　　The essential characteristics of socialization are interaction。From 1g to 4g，The interactiveness of the network social is a stepped jumping growth，4G era Weibo、WeChat and other functional social media with rich functional bet365 best casino games media make online communication between individuals a mainstream social model at the moment。The network social network in the 5G era is not only an online virtual fission connection，And is intertwined with reality、Stocking in the same coexistence、Multi -dimensional integration between the Federation and the Internet of Things、Multi -terminal、interaction of multiple subjects。Things Become a new communicationman，The change of social relationships and human -machine relations accelerates the subversion of the old communication pattern，The emergence of the Internet of Things makes the competition situation of the Internet and mobile Internet more complicated，Some of the power of the audiovisual media communicator is transferring to the "object" of the user and configure the smart sensor as an information dissember.。The effect of technology empowering power began to appear，The ability of information interaction has become a key indicator for measuring the power of the communicator。The core of the socialization thinking of digital marketing is to use data to analyze the incentives of users' social interaction，To introduce the appropriate incentive mechanism to attract users to actively participate in audiovisual information interaction，Further production of high -quality content with socially to form a virtuous cycle。In the field of digital marketing，The incentive practice of user participation has been fully expanded on the Internet platform, especially the mobile Internet platform，For example, the meow building activity of Tmall's "Double Eleven" in 2019 is not at the level of incentives in the content incentive of economic compensation，Instead of in -depth control of user psychology based on data，Appropriate design by physiology、Psychological and other demand for process incentives to cause motors，This has a significant demonstration significance for the audio -visual media field。New social models derived from 5G Bet365 app download technology and in -depth insights on human physiological and psychological data of 5G technology，The general incentive model of building a user's social network，It is an important issue that needs to be studied in depth of audiovisual media information in the 5G era。

　　Localization is not a new idea，Under the trend of media fusion，county -level media in many regions successfully practiced localized transformation。But due to technology、Limitation of traffic and number of users，The localization transformation of these audiovisual media has great development space。4G era，Internet media giants almost capture the entrances of users' access to the network，In the background of 5G technology blessing，These extensive connection platforms must be deeply cultivated in fine fields that focus on professionalism，Provide users with richer and more diverse personalized content services。Powerful connection is the outstanding advantage of these Internet media giants，But the short board is precisely the complexity caused by the wide connection，Unexpected users who cannot satisfy the "loss of patience"。Therefore, the collaborative participation of local resources in the professional field of the public，That is, the relationship between the traditional audiovisual media and the Internet audiovisual medium is shifted from competition -based to collaborative cooperation，Localized development ideas have also changed new changes。The core of the localization thinking of digital marketing is to use data to analyze specific regions、User needs in the field of professional fields even subdivide the vertical field，Provide precise content services，Not only limited to news、Traditional program services such as film and television and variety shows，but the full information service required for life。The current foreseeable audio -visual media has two trends: First, the application scenario developed by the audiovisual media based on localization needs，If the smart home bet365 live casino games platform provides news、Entertainment、Meteorological and other all -weather intelligent and refined local information services，Private information butler of incarnation users; the second is that the audiovisual media uses an extensive platform to connect to the user，and provide professional audiovisual information for a specific user group through the data services provided by the platform。

　　Mobile life will be the main form of future life，Therefore, moving is a revolutionary air outlet for digital transformation of audiovisual media。The trend of the development of audiovisual media in the 4G era is already obvious，5G technology to help the terminal equipment、Transmission rate、Connection range, etc., the mobile Internet upgraded across the board，The data attributes of its mobilized data are more prominent。One，The location data created by users in the mobile has important value，It is an important reference indicator for transmitting information to specific users in the 5G era content service provider，Services based on geographical location (LBS) may become the primary consideration of the production of audiovisual media and other media form content。Its two，Multi -screen era，Any plane that can be connected to the Internet can become a terminal format for audiovisual information，This means that receiving and hearing information through mobile terminals will be the norm of users。So，Use big data technology to integrate user information on different terminals，Realize data linkage between each terminal，and determine the corresponding relationship between the type of specific information and specific terminals，It is an information barrier that the audiovisual media must overcome。The core of the mobile thinking of digital marketing is to fully tap the mobile information in user data，Classified and integrated according to different data attributes。5G mobile information after technology Bet365 lotto review will be more diverse、Complex，Not only limited to location data and terminal data，Technical driver more popular mobile visual information will contain more dimensions of personal information，Not only limited to location data and terminal data，Super database for accurate management and service users，Then develop and use innovatively。

　　(Author Unit: School of Communication, Fujian Normal University)

Editor in charge: Changchang