Big Data Era Of Mobile Internet Advertising Precision Marketing Research

With the astounding development of the computer technology, information is increasing exponentially, and the potential value of the information will be developed by reusing, recombining, and expanding the data base. Our life, work and mindset will be changed in the environment where Big Data is developing dramatically. It has become a new goal for different industries to collect and integrate information, and apply the results into marketing activities. Therefore, Mobile Internet Advertising shows up, which is a new type of advertising method, and it also needs harmonious media environment. It is totally a creative revolution compared to the traditional one in many facets to make advertising activities by using Internet, including the contents of advertisement, the way to present advertisement, the way to observe the advertisement,even the roles played by clients, customers and users in this new activity, and the criterions to judge users’ experience etc. Therefore, it has become a new project for the scholars and workers in the industry to meet the different users’ needs by using Big Data and mobile application platform to achieve their goal of precision marketing.In Mobile Internet advertising activities, the foreign Mobile Internet advertising market has very large potential, such as the US. According to the research made by i Research Ltd Company, China, which has the second largest Mobile advertising market, has exceeded the UK in all aspects, including market scale, market potential,customer groups and popular hardware etc. 1688 and Baidu account for the largest market shares. Mobile Internet advertising industry in China is still in the outstanding developing stage and it has very big potential, and it is estimated that Chinese Mobile Internet advertising market scale will exceed PC Internet advertising market scale in2016. Although Chinese Mobile advertising market has booming development, some obstacles are still existing in many aspects. For example, there are still more or less questions in many ways, such as incomplete mobile program of buying technology,and it is lacking of standard open criterions, safety of customers’ privacy, compulsory Big Data criterions, and engagement of advertisement content. The gaps mentioned foregoing are also emphasized in this report.This report consists of five chapters to clarify the research contents. Before illustrating the specific research, the first chapter will focus on the origin and significance of research, including the summaries of Mobile Internet advertisingprecision marketing under Big Data background from home and abroad. Chapter two will focus on illustrating the development of Mobile Internet advertising, covering all contents from PC Internet advertising to the transformation of Mobile Internet advertising development and marketing strategies, and it will summarize the concept boundaries, the presenting ways, characteristics and merits of Mobile Internet advertising simultaneously. Chapter three will analyze the background and development of Mobile Internet advertising market, including domestic Mobile Internet adverting market scales, competition arrangements and so on, and make the analysis responding to the characteristics of our domestic Internet users based on the credible data resources. Chapter four will analyze the Mobile Internet advertising methods through the relative data and classical social media marketing case, which is also influenced by Big Data, and a new revolution of Mobile Internet advertising is explored positively in the meanwhile. It will also do an overall analysis about the basic theory, characteristics and advantages of precision marketing, and summarize the achieving ways and effects of Mobile Internet advertising precision marketing. Chapter five focuses on the developing conditions of our domestic Mobile Internet advertising market, and come up with some personal suggestions responding to the obstacles in the developing processes, such as trust crisis resulted from fake information, information safety concerned to immature technology, even the waste of information resources. At last, an important trend of our domestic Mobile Internet advertising marketing development will be predicted.With the help of Big Data, Mobile Internet advertising is trying to achieve precision marketing through program of buying technology, and it will help companies to explore the potential market and subdivide the market simultaneously. The purpose is to provide customized services for different social groups, and transform target audiences to customers. As the statements foregoing, Big Data analysis technology provide us with a most efficient way to excavate new clients more precisely, search for more suitable suppliers, and make productions matching productivity and market needs.If the core resources of Big Data can be used reasonably, and a more proper way of presenting advertising could be used, it will be beneficial in the future Mobile Internet advertising industry. Additionally, it requires more strict comprehensive quality for people who are getting involved in Mobile Internet advertising industry. All media people in the new age should be aware of different data more sensitively, so that the advantages of data analysis can be fully used, and the needs from users should be put at the first place. However, it should also be recognized that the uncertainties and demerits in the Mobile Internet advertising precision marketing based on the support of Big Data, so there are lots of limitation and challenges need to be solved when the data gives people much convenience simultaneously.