数字营销时代数字媒介的投资选择与预算分析  

Investment Choice and Budget Analysis of Digital Media in the Digital Marketing Era

作　　者：张悦[1] ZHANG Yue(Fushun Vocational Technical Institute,Fushun 113112,China)

机构地区：[1]抚顺职业技术学院,辽宁抚顺113112

出　　处：《中小企业管理与科技》2021年第26期98-100,共3页Management & Technology of SME

摘　　要：数字营销时代关于媒介的选择早已不再是单一的选点位、定排期。媒介环境可以用粉末化来形容,面对粉末化的媒介环境,企业在媒介评估和选用上面临的困惑也愈发增加。现在的数字营销时代,媒介投资花出去的每一分钱所产生的效果都可以被"曝光""点击""互动""转化率""转化销量"等切实的指标衡量,所以,数字营销背景下,企业应以目标为导向,制定自己的媒介投资策略。In the era of digital marketing,the choice of media is no longer a single point selection and scheduling.The media environment can be described as powdered.Facing the powdered media environment,enterprises are faced with more and more confusion in media evaluation and selection.Nowadays,in the era of digital marketing,the effect of every penny spent by media investment can be measured by such practical indicators as"exposure","click","interaction","conversion rate"and"conversion sales".Therefore,under the background of digital marketing,for enterprises,it should be goal oriented to formulate their own media investment strategies.

关 键 词：数字营销 数字媒介 媒介预算 

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