Research On H5 Advertising Communication Strategy Of Tmall On WeChat Platform

With the rapid development of mobile internet,mobile end has become the primary carrier of advertisers' brand communication.With its unique cross-platform,compatibility and interaction,H5 on Wechat stands out among many advertising forms,providing a new perspective for advertisers' mobile marketing.Wechat,a typical representative of mobile social platform,has become an important support platform for H5 advertising because of its characteristics of the largest number of users and fission transmission.Compared with traditional advertising,H5 advertising on Wechat uses HTML5 technology,which has obvious advantages in interactivity,cross-platform and easy dissemination.Multidimensional data feedback dissemination effect,reduces the cost of advertising and becomes a new tool for advertisers' marketing.The paper focuses on the analysis of Tmall H5 advertising on Wechat works from 2015 to 2018,and its advantages and strategies are analyzed.Through the case analysis of Tmall,the paper further explores the relevant strategies to improve the communication effect of H5 advertising on Wechat,so as to provide more advertisers with reference value.Advertisers can optimize their layout and social promotion based on the advantages of H5 on Wechat.In layout planning,advertisers should still put content first,pay attention to the content design of advertisements,and integrate creative thinking to enhance the interest of advertisements;add dynamic elements to the page to enhance interaction with users;In addition,advertisers should pay attention to the guidance of key information,highlight the core elements of the product,enhance user experience,and use audio-assisted dynamic effect to enrich users' audio-visual experience.In the aspect of social promotion,we can achieve fission communication by means of social platforms such as Wechat;by subdividing users,we can form product positioning,and then achieve accurate marketing;by injecting brand culture into product design,we can form emotional resonance with users and establish emotional connection;by means of the trend of media integration,we can integrate superior resources and improve public confidence of the H5 advertising on Wechat.