Research On The Application Of User-oriented Thinking In Mobile Internet Advertising

In this era of media supremacy,the audience is regarded as a group that is easily manipulated.Therefore,in the advertising communication activities,the one-sided communication mode that emphasizes the position of the communicator is mainly used.Under the direction of the"communicator-centered" thinking,the unequal status of both parties in handling information has led advertisers to lack the enthusiasm to communicate with the audience.After the advent of Internet technology,the media began to show a pluralistic state.Especially after the mobile terminal has been widely used,the audience is successfully converted to users,and has the initiative to choose to receive information,so the traditional "communicator-centered" advertising thinking is no longer applicable.The advertising practitioners have to re-examine the status of users in the communication structure and adjust their strategies to communicate information.With the continuous innovation of mobile Internet technology and the accumulation of user energy,the development of the advertising industry has entered a new pattern,and the"user-oriented" advertising thinking model has begun to be applied more and more widely.In recent years,the size of mobile internet advertising market has maintained rapid growth,which has surpassed the overall market growth rate of online advertising.And with the mobile terminal as a carrier,the media platform has become an important position for advertising.In the era of mobile Internet,information accumulation began to be "decentralized",making the placement environment for advertisements more complex and the behavioral characteristics of users have undergone major changes.In this context,mobile advertising must continuously innovate to match the current more complex communication environment.Therefore,for the needs of practical guidance,the paper attempts to analyze the characteristics of current mobile internet advertising,and grasp the concrete application of "user-oriented" advertising thinking from regular thinking.The main thread of the article is divided into the following three sections:firstly,explains the construction of the advertising thinking from three dimensions,that is,the strategic thinking,the creative thinking and the logical thinking.;And then macroscopically describes the development vein of the advertising thinking through analyzing the cause and process of this thinking change formation from the“communicator-centered" to“user-oriented",thus intuitively shows the application trend of the "user-oriented thinking";finally,through observing and analyzing the domestic present mobile Internet advertising market,explains the specific application of the "user-oriented thinking" in the mobile Internet advertising practice,and the challenges that may be faced in the actual operation and the future mobile advertising assumptions are proposed.