数字营销传播对消费者注意力和广告效果的影响研究  

Research on the Impact of Digital Marketing Communication on Consumer Attention and Advertising Eff ectiveness

作　　者：赵琼 周庆强 Zhao Qiong;Zhou Qingqiang(Guangdong Polytechnic of Science and Trade,Guangzhou,Guangdong,510430;Guangzhou Yuwei Technology Co.,Ltd.,Guangzhou,Guangdong,510800)

机构地区：[1]广东科贸职业学院,广东广州510430 [2]广州育为科技有限公司,广东广州510800

出　　处：《中国商论》2024年第19期65-68,共4页China Journal of Commerce

摘　　要：随着数字技术的飞速发展,数字营销传播以其高效、互动性强、渠道多元等特点,已成为企业营销战略的重要手段。数字营销传播利用大数据技术,通过各种数字平台和工具,将广告信息精准地传递给目标消费者,以实现营销目标。然而,在当下市场,品牌如何在众多竞品中脱颖而出,从而赢得消费者青睐,尤为不易。因此,如何制定针对性强、富有创意的数字化营销策略,以个性化的内容吸引并维系消费者关注,实现品牌价值的最大化,成为企业亟待解决的问题。本文从数字营销传播的特点出发,探讨了消费者注意力的心理机制和广告效果的评价标准,从创新广告内容和形式、强化与消费者的互动、利用新品制胜、利用大数据优化决策、提高用户体验五个方面提出相应的策略建议,以供参考。With the rapid development of digital technology,digital marketing communication has become an essential tool in corporate marketing strategies due to its efficiency,strong interactivity,and diverse channels.Digital marketing communication leverages big data technology to precisely deliver advertising information to target consumers through various digital platforms and tools,aiming to achieve marketing goals.However,in the current market,it is particularly challenging for brands to stand out among numerous competitors and win consumer favor.Thus,formulating targeted and creative digital marketing strategies that attract and retain consumer attention with personalized content,while maximizing brand value,has become a pressing issue for enterprises.This paper starts from the characteristics of digital marketing communication,exploring the psychological mechanisms of consumer attention and the evaluation criteria for advertising eff ectiveness.It proposes corresponding strategic recommendations from fi ve aspects:innovating advertising content and formats,strengthening interaction with consumers,leveraging new products for competitive advantage,optimizing decision-making through big data,and enhancing user experience,for reference.

关 键 词：数字营销传播 消费者注意力 心理机制 评价标准 广告效果 

分 类 号：F126.1[经济管理—世界经济] F063.2