Research On Interactive Advertising Marketing Strategies In New Media

With the development and promotion of Internet technology,new media is increasingly showing a tendency of diversity,riching and changing our life.Search engine,portal website and social media appeared one after another,changing the way of advertising information dissemination and the way of getting in touch with information and accepting information.Encouraged by new media,the change of interactive advertising in the network era comes.Beginning with the concept,characteristics,development history and realization form of interactive advertising in new media,this paper analyzes the marketing strategy of interactive advertising in new media from three aspects such as marketing creation,marketing channel and marketing effect evaluation.In the end,this paper sums up the current the existing deficiency in the development of new media interactive advertising,such as tedium of interactive forms and content,lack of link between online and offline,lack of scientific evaluation system.This paper puts forward the corresponding development suggestions: focus on creation and user's experience;multiple expression under the resource integration;attache great importance to the evaluation of marketing effect and consumers' feedback.