基于大数据环境下网络媒体广告精准营销分析

Analysis of network media advertising precision marketing basedon big data environment

以大数据、云计算以及物联网为代表的互联网信息技术的持续发展推动了以信息技术为核心的产业革命,改变了人们的工作和生活方式,网络媒体广告也逐步朝着多元化、精准化以及个性化的方向发展。在这样的背景下,传统的广告营销模式.无法满足时代发展的需求,而在网络媒体广告中,应用各种大数据技术,方便更加高效且准确地分析目标客户群体的特征、网络浏览时间以及区位特征等,以便针对性投入广告,不仅提升了广告营销的精准性和有效性,还在很大程度上减少了广告企业的成本支出,实现了网络广告传播体系的优化。论文基于大数据环境对网络媒体广告精准营销发表了几点自己的看法。

The continuous development of Internet information technology,represented by big data,cloud computing and Internet of things,has promoted the industrial revolution with information technology as the core,and changed people's work and life style,the network media advertisement also gradually moves toward the diversification,the precision as well as the individuality direction development.In this context,the traditional advertising marketing model can not meet the needs of the development of the times,but in online media advertising,the application of various big data technologies,facilitate more efficient and accurate analysis of the characteristics of the target audi-ence,network browsing time and location characteristics,so as to targeted advertising,not only enhance the accuracy and effectiveness of advertising marketing,but also reduces the cost of advertising enterprises to a great extent and optimizes the network advertising communication system.Based on the big data environment,this paper presents several views on the precision mark eting of online media advertising.