信任关系与数据决策:智媒时代品牌传播的核心逻辑与技术路径

Trust Relationship and Data Decision:The Core Logic and Technical Path of Brand Communication in the Era of Intelligence Media

在数据算法驱动下的智能媒体时代,品牌与消费者的接触渠道和接触机会增多,消费者与品牌的高效连接不仅是内容和技术的创新,更是一场颠覆传统的品牌传播变革。依托大数据、优化算法生成的信息虽能够精准触达消费者,但不能消除消费者的信息防御,所以如何将品牌信息根植于消费者内心,实现品效合一,在智媒时代的挑战就更大。信任关系是智媒时代品牌传播的核心逻辑,数字化信任依赖于技术赋能下的虚拟身份再造和机器驱动下的智能信息生产。基于信任关系,可从智能传播的服务模式、可信任的数据系统、智能品牌传播场景构建、智能品牌传播技术演化方面构建智媒时代品牌传播的技术路径:从创意执行转向数据决策、从公域数据到私域数据、从单点解决方案转向5G多元应用场景、从广告营销技术(Adtech)转向全链路(Martech)数字化营销技术。

In the era of intelligent media driven by data algorithms,the contact channels and contact opportunities between brands and consumers are increasing.The efficient connection between consumers and brands is not only the innovation of content and technology,but also a change of brand communication that subverts the tradition.Information generated by big data and optimized algorithms can accurately reach consumers,but they cannot eliminate consumers’information defense.Therefore,how to root brand information in consumers’hearts and realize the integration of product and effect is a greater challenge in the age of intelligent media.Trust relationship is the core logic of brand communication in the age of intelligent media.Digital trust depends on the virtual identity reconstruction enabled by technology and the intelligent information production driven by machine.Based on trust relationship,the technological path of brand communication in the era of intelligent media can be constructed from the following aspects:service mode of intelligent communication,trusted data system,construction of intelligent brand communication scenario,and evolution of intelligent brand communication technology:From creative execution to data decision-making,from public domain data to private domain data,from single point solution to 5 G multiple application scenarios,from advertising marketing technology(AdTech)to full link digital marketing technology(MarTech).