翻一翻广告业界的杂志,几乎都在讲数字营销。近年来,网络、手机、新型数字户外为代表的数字媒体以突飞猛进之势搅动了整个媒体格局。从媒体角度看,信息样式变多元,信息渠道更复杂;从受众角度看,资讯模式全面改变,注意力也愈加分散。信息碎片化,媒体碎片化,受众注意力也在碎片化。种种迹象都在挑战传统媒体的原有优势地位,蚕食传统媒体的广告市场份额。一项由中国广告主研究所开展的广告主数字媒体运作专项研究就指出,最近五年广告主 Advertising industry magazines, almost all talk about digital marketing. In recent years, the digital media represented by networks, mobile phones and new digital outdoors have stirred the entire media landscape by leaps and bounds. From the perspective of the media, the information style is diversified and the information channels are more complicated. From the perspective of the audience, the information model has been changed in an all-round way and attention has become increasingly fragmented. Information fragmentation, media fragmentation, the audience’s attention is also fragmented. All the signs are challenging the traditional dominant position of traditional media, eroded the traditional media advertising market share. A research conducted by the China Advertiser Digital Media Specialist advertisers pointed out that the last five years advertisers