大数据环境下网络媒体广告精准营销策略研究

Research on Online Media Advertising Precision Marketing Strategy under the Big Data Environment

在通信技术、网络技术、计算机应用技术得到快速发展的过程中,我国已经进入全新的大数据时代。使得传统的数据信息传播模态发生了翻天覆地的变化,能够使网络媒体广告传播得更精准、更多元、更趋于个性化。然而如何应用大数据技术提升网络媒体广告的营销质量,提升企业的经济收益,依旧是我国网络营销产业所面临的重要难题。本文结合网络媒体广告的特征,探析网络媒体广告的宏观环境,明确大数据对网络媒体广告营销的现实影响,提出相应的精准营销策略。

In the process of rapid development of communication technology, network technology and computer application technology, China has entered a new era of big data. The traditional data information dissemination mode has undergone earth-shaking changes, how to use big data technology to improve the marketing quality of online media advertising and improve the economic returns of enterprises is still an important problem faced by China’s online marketing industry. This paper combines the characteristics of online media advertising, analyzes the macro environment of online media advertising, clarifies the actual impact of big data on online media advertising marketing, and proposes corresponding precision marketing strategies.