What kind of revolution has taken place in digital marketing?

The Internet has brought about great changes. With the withdrawal and decline of various traditional media, the previous marketing model has failed to keep pace with the times, and traditional advertising companies have stepped into this trend step by step. It is not enough to use the old marketing model, but also to rely on advanced digital technology to improve the company's internal and marketing strategies.

4A Either transform digitally or do nothing. 4A is like a funnel in the traditional advertising mode. In order to attract more users, the opening at the top is very large, but at the bottom of the funnel, the opening is very small-and the bottom of the funnel is the customer who makes the final consumption. This extensive advertising method makes advertisers very dissatisfied. Faced with more and more digital new media, advertisers are increasingly favoring digital "precision marketing".

The operation mode of traditional 4A advertising companies is to make creative advertisements according to the characteristics of the audience, buy advertising space in relevant media, attract the audience through the creativity of advertisements and realize their demands. However, many emerging digital marketing advertising companies, such as Friendship Exchange and Yiyi Media, etc. By using DSP orientation technology, SEM search engine marketing and iWOM word-of-mouth marketing, it has adopted a completely different mode from traditional advertising companies such as 4A, and the core of online advertising operation mode is shifting from media to audience.

4A's creativity and large-scale traditional advertisements are usually aimed at building brands and improving brand awareness and reputation. In the era of digital marketing, an advertisement may achieve a one-stop effect, which can not only spread the brand, but also realize the interaction of brand products and even directly generate purchases. The whole advertising communication mode is from one-way to two-way interaction, from single brand communication to full-line marketing communication mode, which is both an opportunity and a challenge for 4A.

In the era when traditional media such as TV, newspapers and radio are dominant, traditional 4A advertising companies are booming. At that time, advertisers were obsessed with creating 30-second and 15-second TV advertisements, thinking that a good idea could conquer the world, but they deliberately kept their distance from the booming Internet and digital wave, and did not invest too much energy.

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