消费的过程是一个从信息收集到信息评估再到购买决策,最后形成购后感受的过程。传统的线上推广,无论是基于报纸、杂志、电视,还是基于户外大屏、楼宇电视等,基本上都是受众被动接收信息的单向信息传播过程,无法或很难形成受众的有效反馈,更不用说主动沟通了,沟通效果也很难直接衡量。因此,传统推广只能依赖于极短的时间或很小的版面引起消费者的注意或兴趣,但是却无法有效地帮助消 The process of consumption is a process from the information collection to the information evaluation to the purchase decision, and finally the post-purchase experience. The traditional online promotion, whether based on newspapers, magazines or television, or based on outdoor big screen and building TV, is basically a one-way information transmission process in which the audience passively receive information and can not or hardly form an effective feedback of the audience. Not to mention active communication, the communication effect is also difficult to measure directly. Therefore, the traditional promotion can only rely on a very short period of time or a small layout aroused the attention or interest of consumers, but can not effectively help eliminate