Digital 4.0 wayne fan
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Transcript of Digital 4.0 wayne fan
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Digital 4.0 – 2008 by Isobar
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“Web” 1.0 to 3.0
• 1.0= 大家都能够联结• 2.0= 大家都能够参与 • 3.0= 大家都能够创新
科技与技术是主要的驱动力
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Digital 4.0 的传播世界 -
高度 社会化 , 移动性 , 交易性 , 持续性一个从消费者应用所驱动的世界
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Always onAlways on
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实时的
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媒介
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再此数字世界的每一部分都是社会化的,而联结是随时随地的:品牌的生存系于消费者如何谈论它们
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500 1000 1955 2005 2500
影响
广泛传播口碑 / 社会媒体
Guttenberg Facebook
M*A*S*H 大结局
可寻址媒体
时间
长期影响力
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90% 的媒体在未来几年里都将走向数字化
What digital brings that is truly revolutionary is interaction and trackability
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• 4 屏整合的传播策略• 4 屏整合的媒体评估系统
3…4 屏整合的媒体世界X
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手机上网的界面和功能不断地改变-- 从单一媒体转向多媒体
1990 2000 2010
声音 声音媒体 媒体
多媒体短信 铃声
RBT
IVR 多媒体信息服务无线上网
移动聊天移动电邮 Java
移动广告 移动搜索 Flash
移动电视 移动博客
视频流媒体QR
Codes
Video RBT
移动营销 视频电话
声音
拍照
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2010 年的今天
手机网民2.77 亿半年新增4334 万增幅为18.6%
11.7% 只使用手机上网
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3G3G 智能手机智能手机
接触频次接触频次iPadiPad SNSSNS
LBSLBS视频视频
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Digital 4.0 的传播世界 -
高度 社会化 , 移动性 , 交易性 , 持续性
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