Why is it important to know your audience?

As we all know, the advertising audience is the consumer who directly transforms the advertising cost. Under the wave of media convergence, multimedia convergence has become an important form of information dissemination. Traditional media and new media are all-media, and all kinds of media are gradually entering the all-media era of three-dimensional display of words, graphics, sound, light and electricity. For example, in March 2008, Yantai Daily Media Group established the first "all-media news center" in China; In July 2009, CCTV launched World Weekly, which was positioned as "all-media zone, information is choice"; Sina, the leader of Internet development, launched the advertising platform "Long Yuan" in September, 2065438+2003, in order to establish a diversified relationship between brands and users in a faster and more effective way, which became the first time that the Internet industry in China put forward the concept of all-media coverage advertising platform. While welcoming the arrival of the all-media era, this trend of cross-border integration is bound to have an important impact on the future of the advertising marketing industry. This paper focuses on the analysis of the characteristics of advertising audience in the all-media era from the perspective of the change of communication environment and the evolution of communication forms.

First of all, the concept of all-media

In recent years, there is no unified definition of the concept and connotation of all-media in academic circles. On the basis of research and preliminary practice, it is found that scholars in the past mainly defined the concept of all-media from two aspects: on the one hand, from the perspective of brand-new media operation mode, on the other hand, from the perspective of new media communication form. From a macro point of view, the real connotation of all-media is a brand-new information production mode and communication concept. At the micro level, it can be analyzed from the following points. From the perspective of communication form, we can simply summarize the whole media as the sum of many single media; Judging from the content of communication, the whole media covers multi-dimensional information such as text, pictures, sound, light and electricity. From the perspective of information media, it includes traditional media, new media and emerging media based on the Internet. "In the practice of the media industry, any form of media practice that combines different media is called all-media. [1] "Therefore, all-media is a concept developed with the continuous development of information technology and network technology.

Second, the change of advertising communication in the all-media era.

When people enjoy the unprecedented benefits of information integration, convenience and personalization brought by all media; When advertising companies adjust their strategies for the new integration direction of the media industry; When advertisers use all the advantages of all media to expand the effect of information dissemination, they soon find that the all-media era has brought people a double-edged sword. Diversified media selection has brought further fragmentation of advertising audience, thus diluting the communication effect of single media; Diversified data terminals have changed the traditional relationship between transmission and reception, thus expanding the functional vision of advertising, which has aroused in-depth thinking in the advertising industry and academia. With the digital transformation of traditional media, the emergence of new media and the deepening of media integration, the connotation of all-media has penetrated deeper and deeper in the practice of advertising communication. In the all-media era, the advertising communication environment has changed greatly compared with before, and the change of advertising communication environment has brought about the evolution of multi-angle relationship in advertising industry.