How to understand the impact of audience fragmentation and media fragmentation on the advertising industry? How should the advertising industry respond?

Changes and innovations in media technology have brought us into the era of "fragmented" media convergence, and the endless new forms of media have changed the way of information dissemination in modern society, which has brought about a change in the way of contacting information and thinking of consumers, and the media planning and advertising and marketing work need to be more and more innovative. In the era of new media, media management is no longer limited to the concept of advertising, from "advertisement" to "narrow advertisement", from single advertisement to "comprehensive marketing", the real media marketing era is coming. The new media marketing era is arriving quietly.

The impact is mainly reflected in the following two aspects:

(I) the innovation of information dissemination mode

The change of information dissemination mode brought by the new media is firstly manifested in the blurring and convergence of the identities of the transmitter and the recipient. The information flow in the traditional media era is a simple transmitter-receiver mode, but nowadays the self-media allows individual audience to have the right to speak, and everyone can be the sender of information, and they can edit and send all kinds of information by utilizing the community, blogs, e-magazines, and just-in-time communication tools. The new network structure and functions support user-centered information and network services, breaking down the technological barriers between transmitters and receivers, and increasing the scope of audience participation and interaction like never before.

(2) Changes in Advertising and Marketing Objects

Consumers in the new media environment are characterized by selective acceptance of information, active dissemination of information, and new features of life forms such as segmentation, fragmentation, mobility, and ease of integration, intermediated by mobile media. Fractionation: Consumers are divided into groups with similar lifestyles and values, and each group may have different psychological needs or product functional needs from the others; Fragmentation: The unity of traditional social relations, market structures and social concepts - from spiritual homes to credit systems, from discourse to consumption patterns - has collapsed one by one. The unity of traditional social relations, market structure and social concepts - from the spiritual home to the credit system, from the way of speech to the consumption pattern - has been disintegrated, and replaced by the differentiated demands of one interest group and "cultural tribe", as well as the fragmentation of the social components; Mobilization: The development of mobile terminals, especially with the innovation and large-scale application of 3G technology, has greatly improved the data-carrying and transmitting capacity, and the mobile Internet will change human lifestyles as much as the Internet does. Internet will also change human lifestyle and consumption habits; easy integration: the specific and niche of marketing object determines that it is easier for media and advertisers to understand the audience and the market, and the so-called niche is also easy to aggregate. The audience of new media is itself a group of people with similar qualities, in a small range of extremely high cohesion, under certain conditions, the integration of these small niche groups, fragments, the energy consumed is smaller than the traditional media, the operation is also more effective, the "fragments" are not broken, "fragments" easy to integrate. The "fragments" are not broken and the "fragments" are easy to integrate, which is the breakthrough point of the new media advertising and marketing.

Advertising industry response:

(1) pay attention to user needs, focus on the integration of resources

(2) the use of good marketing tools, technology and creativity

(3) to avoid cloning the form of cloning, and clear profitability model

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