Two main characteristics of the all-media era

Two main characteristics of the all-media era:

1. Personalization of advertising audience demand: The characteristics of digitalization, differentiation, diversification and integration of media in the all-media era have had an unprecedented impact on the advertising communication environment. The most prominent influence is the reception and feedback of audience information, diversified audience demand and subdivided audience market, which makes the advertising communication activities more and more difficult and the advertising communication effect more and more difficult to control. How to highlight the tight encirclement has become the focus of advertising in the all-media era.

2. Diversification of advertising audience's media contact: The rapid development of the Internet has accelerated the diversion of traditional media audience resources. The result of the game between old and new media is to promote the increase of composite audiences and diversify the various media types that people contact daily. According to statistics, nearly 30% of viewers have transferred their original TV watching time to the Internet, mobile terminals and newspapers. The communication mode in the all-media era is actually a compound communication mode reconstructed by many single media.