The Communication Types And Mechanism Of Native Advertising

Traditional Internet advertising scale has been slowing down gradually after a 10-year boom.The network advertising model for the purpose of attracting attention was getting into trouble because of the dissipation of consumer attention.In the social media,the advance of Internet technology enhances the consumer's dominant position.Consumers are no longer passive recipients of advertising messages,but with a strong initiative to push hard to shield online advertising.Traditional Internet advertising effectiveness plummeted.Increasing the number of traditional advertising to achieve value growth mode is conflict with the principle of user experience.Traditional Internet advertising model has been in decline.Innovative advertising model is imminent.In Marketing 3.0,brand marketing emphasizes on humanistic care and the value resonance between brands and consumers.The purpose of brand communication is building partnerships between brands and consumers.Brand should truly understand consumers' needs and interests,then put brand,products and services into consumers' lives which achieving continuous communication and interaction between brands and consumers and establishing a connection based on common values.Native advertising will be to adapt the media environment,and matching the concept marketing 3.0.It has become the plight of a dawn in traditional advertising.Native advertising considers brand concept as the core,and focuses on user experience,the value of content,and the relationship between brands and consumers.The birth native advertising from the ad industry's innovative practice.Whether Google's push links,or Facebook,Twitter's sponsored content are different forms of native ads.Scholars also catches up with the boom,beginning to feel new things were preliminary discussion.However,the current study focuses more on "custom attributes","trends","dissemination of ethical issues" and other related controversy of native advertising,lacking of systematic research and analysis.Therefore,this paper based on the research at home and abroad,combining with the latest industry practices,systematically carding defining characteristic of native advertising.Collecting cases for doing research on the types of native advertising.To study the propagation characteristics,application and the advantages of different content properties in native advertising.Secondly,by tapping common features from different types of native advertising,crawling the critical nodes,then depicting the propagation path of native advertising.Finally,studying the propagation mechanism of native advertising from the perspective of consumer behavior,and framing the native advertising communication strategy which adapted with the SICAS consumer behavior patterns.Then looking to the future trend of development from the current plight,which providing directional reference to industry practice.