“去中介”环境下广告代理公司对专业性的重构
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摘要
互联网行业的崛起,加速了数字营销的进程。全球市场正在经历一场数字化转型,营销的边界在不断被打破与重构。广告主与头部媒体纷纷自建数字营销团队,减少与外部代理公司的合作;咨询公司也逐渐将业务向广告行业延伸;广告代理公司内部的缺陷使其在竞争中更加脆弱。"去中介"的呼声再起。广告史上曾出现过两次"去中介",皆由广告代理自身的"专业性"缺失造成。而当下的第三次去中介浪潮,更从技术指引和市场逻辑两方面展现出其内在的合理性。"重构专业性"必将是广告代理公司突破重围、重建市场地位的关键路径。
Along with the rise of the Internet industry and the accelerating process of digital marketing, the global market is undergoing a digital transformation, and the boundary of marketing is constantly being torn down and reconstructed. Some advertisers and big media enterprises build their own digital marketing teams to reduce their cooperation with advertising agencies, and some consulting companies gradually extend their business to the advertising industry. The flaws within advertising agencies have made themselves more vulnerable. As a result, the appeal for "de-intermediation" arises again. In the history of advertising, the call for "de-intermediation" occured twice both because of the lack of "professionalism" of the advertising agency. The third wave of de-intermediation shows its inherent rationality from both technical and market reformation. This paper systematically introduces the evolution of advertising agencies, and suggests that "reconstruction of the professionalism" will be the key path for advertising agencies to regain their market position.
Along with the rise of the Internet industry and the accelerating process of digital marketing, the global market is undergoing a digital transformation, and the boundary of marketing is constantly being torn down and reconstructed. Some advertisers and big media enterprises build their own digital marketing teams to reduce their cooperation with advertising agencies, and some consulting companies gradually extend their business to the advertising industry. The flaws within advertising agencies have made themselves more vulnerable. As a result, the appeal for "de-intermediation" arises again. In the history of advertising, the call for "de-intermediation" occured twice both because of the lack of "professionalism" of the advertising agency. The third wave of de-intermediation shows its inherent rationality from both technical and market reformation. This paper systematically introduces the evolution of advertising agencies, and suggests that "reconstruction of the professionalism" will be the key path for advertising agencies to regain their market position.
引文
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③⑥李晓华:《“新经济”与产业的颠覆性变革》,《财经问题研究》2018年第3期。
④林小楠:《数字时代的广告技术论》,2017年2月15日,https://www.jzwcom.com/jzw/ea/16538.html,2018年8月10日。
⑤(10)Chan,L.S.“Cultivation and Erosion of Creative Identity:A Hong Kong Advertising Agency as Case Study.” Continuum:Journal of Media & Cultural Studies 31,no.2(2017):325-335.
⑦《营销专家王毓:万物互联,场景营销已成大势所趋》,凤凰财经,2018年4月13日,http://finance.ifeng.com/a/20180413/16080791_0.shtml,2018年8月10日。
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⑨(13)Deighton,J.“Rethinking the Profession Formerly Known as Advertising.” Journal of Advertising Research,no.12(2017):357-361.
(11)Um,Nam-Hyun.“In-House Advertising Agency-Korean Way of Doing Business?:An Exploratory Study of Korean In-House Ad Agency.” Journal of Practical Research in Advertising and Public Relations 10(2017):193-215.
(12)沈虹:《正在“消失”的广告人》,《广告大观(综合版)》2014年4月,第21-22页。
(14)Admaster:《2017汽车行业营销大数据白皮书》,2017年5月16日,http://www.sohu.com/a/140998992_560210,2018年9月6日。
(15)大卫·奥格威:《奥格威谈广告(全彩版)》,曾晶译,北京:机械工业出版社,2013年,第12页。
②《被粉丝、MCN、创意工作室多维取代后,传统公关大势已去吗?》,全媒派,2018年7月18日,https://36kr.com/p/5143757.html,2018年8月20日。
③⑥李晓华:《“新经济”与产业的颠覆性变革》,《财经问题研究》2018年第3期。
④林小楠:《数字时代的广告技术论》,2017年2月15日,https://www.jzwcom.com/jzw/ea/16538.html,2018年8月10日。
⑤(10)Chan,L.S.“Cultivation and Erosion of Creative Identity:A Hong Kong Advertising Agency as Case Study.” Continuum:Journal of Media & Cultural Studies 31,no.2(2017):325-335.
⑦《营销专家王毓:万物互联,场景营销已成大势所趋》,凤凰财经,2018年4月13日,http://finance.ifeng.com/a/20180413/16080791_0.shtml,2018年8月10日。
⑧eMarketer:Programmatic Advertising in China:eMarketer's Updated Forecast and Estimates,2018-01-22,https://www.emarketer.com/Report/Programmatic-Advertising-China-eMarketers-Updated-Forecast-Estimates/2002186,2018年8月12日。
⑨(13)Deighton,J.“Rethinking the Profession Formerly Known as Advertising.” Journal of Advertising Research,no.12(2017):357-361.
(11)Um,Nam-Hyun.“In-House Advertising Agency-Korean Way of Doing Business?:An Exploratory Study of Korean In-House Ad Agency.” Journal of Practical Research in Advertising and Public Relations 10(2017):193-215.
(12)沈虹:《正在“消失”的广告人》,《广告大观(综合版)》2014年4月,第21-22页。
(14)Admaster:《2017汽车行业营销大数据白皮书》,2017年5月16日,http://www.sohu.com/a/140998992_560210,2018年9月6日。
(15)大卫·奥格威:《奥格威谈广告(全彩版)》,曾晶译,北京:机械工业出版社,2013年,第12页。