Ambient Communication: How to Engage Consumers in Urban Touch-Points
探讨环境沟通的概念、演变和体验营销原则，分析户外沟通工具的多样性，提出以城市景观为核心来提升消费者品牌参与度。
This article examines the concept of ambient communication, its evolution, basic categories, and experiential marketing principles. It explores the variety of heterogeneous out-of-home communication tools, whose diversity and innovativeness have so far resulted in a lack of clear understanding and a failure to exploit their full marketing potential. By taking the urban landscape as the core feature of all conventional and unconventional outdoor communication tools, marketers can develop a comprehensive approach to improving ambient communication's effectiveness by focusing on its impact on consumer brand engagement.