The Research On Agile Advertising Model

In the era of VUCA,advertising marketing environment is characterized by changeability,uncertainty,complexity and ambiguity.Consumer diversification and media generalization stimulate the rapid change of consumer demand,artificial intelligence,big data,cloud computing,Internet of Things and other digital technologies are changing to promote the advertising operation mode constantly change,the rapidly changing objective environment to advertisers market response speed put forward higher requirements.Advertisers are in urgent need of a theoretical tool and framework to make advertising action agile,so as to adapt to and stand on the tide of the changing times.In the era of VUCA,there are three major problems in advertising industry,which restrict the agile implementation of advertising activities,namely,the advertising response lags behind the market demand,the advertising communication process is long and complex,and the limitations of the self-centered thinking of advertisers.The proposal of the agile advertising model can help improve the efficiency and quality of advertising production.However,the research and practice of agile focus on agile manufacturing,agile development,agile design,agile organization,agile marketing and other aspects,agile advertising still need to be studied.Agile advertising on consumers as the center,to digital technology as the driving force,by the agile advertising organization structures,collaborative work platform,concurrent processes,on the demand effect of insight,content production,media delivery,feedback optimal advertising links such as real-time,with sustained and rapid response to market a new type of advertising iteration advertising model.Agile advertising model is composed of agile process and agile organization.Agile process includes sensitive perception of market demand,intelligent production of advertising content,rapid delivery of trial and error iteration.This requires the construction of agile organization,including decentralized flat structure,open innovation and desktop collaborative management.In this way,the matching mechanism,circular mechanism and concurrent mechanism are formed between the process and organization of agile advertising.In this mode,advertisements are accurately matched through preset demand labels and integration platforms,the circular iteration of advertisements is promoted through intelligent application of feedback data,and the process concurrency of advertisements is realized through modular subdivision workflow and incremental processing of project documents.At the same time,the agile advertising model is facing some obstacles,such as data island,misplacement of man-machine relationship,inappropriate media context,difficult monitoring of psychological behavior and other problems affecting the advertising insight,creativity,advertising and effect of the agility,need to cause reflection.