Constants and variables in the evolution of elevator media
The establishment of any business model is based on the stability and certainty of an ecosystem formed or established over a certain period of time, and then the business models are developed and explored based on this certainty. Just as biological genes that carry genetic information, information inheritance can only be truly transmitted when the genes have a stable structure of the double helix. However, at the same time, variation is the foundation of all evolution. Without the uncertainty of variation, all the biological evolution would stagnate and there would be no colorful, multi-species natural world; Similarly, any business model that considers only stability loses the basis for self-mutation and room for evolution. Only by embracing changes, cherishing and utilizing uncertainty, and realizing continuous self-evolution iteration, can it win a living space for its own enterprise.
If we carefully examine the advent and development of elevator media, we will find that its existence and development is also a constant self-iterative process based on certain state and uncertain changes.
The certainty refers to the fact that in the continuous development of urbanization, building an elevator, as a scene in our life, will not change substantially in a short time, and there will be continuous increment. The uncertainty refers to the fact that the functions of the elevator will continue to be enriched and developed, and thus the business model based on this will keep evolving.
- The evolution of the elevator media product matrix
Building an elevator, like a scene in our life, will not change substantially in a short time, but how it presents and people’s cognition of this scene will change. The product matrix will continue the iteration. Traditional framed posters and digital screens will still be used in elevators for a period of time. The functions of the digital screen as the information carrier will be further developed. For example, how todecide the ratio of split-screen, how to coordinate dynamic and static contents to create a better visual effect and what kind of tone choices will affect transmission and so on. Space creation inside and outside of the elevator is also a direction. How to make use of the public space inside the elevator to carry out creative advertising and link offline marketing can all be considered.
- The change of social media – the possibility of elevator media as a social media traffic platform.
Digital advertising is becoming ever more evident in the communities. Digital screens inside and outside the elevator may be the entrance to the traffic. If it interacts more by digital means, the three-dimensional marketing advantages of the elevator, namely, reaching the target audience with multi-scene, multi-media and multi-frequency will be highlighted. Elevator, as a necessary living space, maybe turned into an offline APP and become an important scene of “traffic + trading closed-loop”. Under the power of the Internet and digital technology, this new type of digital and traffic-based elevator media is possible. Elevator advertising will also evolve from traditional advertising to digital advertising that varies from people to people.
The change of the business model of elevator media
The existing product matrix of elevator media is just a vehicle, aiming at amplifying the spreading effect. Media advertising companies with this business can still be classified as traditional ones. Another idea is to take the elevator media product matrix as a technological carrier. Its invisible gene attribute is an information technology company, and its dominant attribute evolves into a comprehensive marketing program provider and service provider. Therefore, advertising art and creativity, advertising program design, advertising information distribution, advertising effect evaluation and other business links all become the core links and must be effectively connected. Creative advertising design will become an extremely important part of the whole company, and all the product matrix of elevator media will evolve into the best carrier of this creative marketing plan.