Business Transformation and Realization Pathways for Comprehensive Advertising Companies in the Intelligent Era
With the deepening of intelligent technologies such as artificial intelligence,big data,5G,and cloud computing into various fields and the emergence of a new wave of social development,the advertising industry has entered a new stage of development-the era of intelligence.In the era of intelligence,intelligent technology has brought new opportunities for improving the quality and efficiency of advertising services,and the business needs of advertisers have also undergone changes,forcing comprehensive advertising companies to embark on the path of business transformation.Referring to existing researches on enterprise business trans-formation models and paths,using case analysis method,it is found that the business transformation direction of comprehensive advertising companies in the intelligent era includes two aspects:one is to leverage big data,artificial intelligence,and other technologies to empower and upgrade existing integrated marketing communi-cations,social media,e-commerce,and other businesses,while the other is to introduce new intelligent mar-keting services such as metaverse marketing.Comprehensive advertising companies can adopt three transforma-tion modes to achieve business transformation:maintenance,expansion,and contraction.They can enter new business areas or revitalize existing ones through internal cultivation,mergers,and alliances.
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