Research On Current Situation And Communication Strategies Of Advertising On We Media Platform

In recent years, with the rapid development of the Internet and the mobile Internet,We Media represented by blog, microblog, social network site, post bar and we chat have sprung up. The We Media’s low access threshold, fast speed and low cost in communication determine that it has a high advertising value. Therefore more and more companies and businesses rely on We Media to engage in advertising communication. And We Media platform has been increasingly becoming an important position of advertising communication since print media, television and other traditional media. Therefore, it is necessary to carry out systematic research and analysis on the We Media’s advertisements, and to explore communication strategy which can help improve the effectiveness of advertising on We Media platform.The Characteristics of We Media, such as grass-roots, personalisation, high interactive and rapidly spread, determines that it has incomparable advantages of traditional media. Furthermore, the advertisements on We Media platform have high arrival rate, pu in advertisement is autonomous, and it has various performance and low cost in communication. Meanwhile, the share in the form of advertising on we media platform also showing enormous changes, currently, the main share form of advertising contents include sharing of information about company’s products, service and news, sharing of marketing activities information, sharing of brand information, self-service information of products, sharing of personal experience, and sharing of other information, etc.The value and influence of We Media has become increasingly prominent, it’s more and more to be a trend that companies advertising on the We Media platform. However, the level of using We Media advertising and communication is uneven.. According to the empirical survey, There are many problems about the advertising communication activities on the We Media platform, notably the following: the advertisements have low trust, overlook user experience, lack accuracy, lack effective interaction and fail to establish an effective advertising effectiveness evaluation system. Therefore, in order to improve the communication effectiveness of the advertisements on the We Media platform, it is necessary to put forward the corresponding optimization strategy for the above problems. It includes the following four specific measures: First, the users’ trust in the advertisements on the We Media platform should be enhanced. Relevant administrative departments should strengthen supervision on them, while advertisers should strengthen self-discipline, and establish the concept of integrity. Second, the user experience should be improved. It’s prerequisite to pay attention to the spread timing of advertising and publishing frequency, reduce the mandatory advertising to give the user the right to choose, respect the privacy of users and improve user license mechanism, and improve the accuracy of advertising to meet the user’s needs. Third, propagation concept should be updated and interaction with the audience should be strengthened. That requires to innovate forms of advertising to attract the user’s attention, rich advertising content to meet the needs of the user’s, to strive for emotional resonance, stimulate the desire of audience to spread, attach importance to product and brand word of mouth marketing, and viral advertising to promote the diffusion. And finally, efforts should be made on the establishment of a mechanism to evaluate the effect of We Media advertising platform. Advertisers can learn from reference network advertising effectiveness evaluation system to some extent, as well as third party evaluation institution’s research data.