Research On The Construction And Improvement Of Precision Marketing Ability Of Advertising Companies

With the development of big data and the deepening impact of digital technology on human society,the global economy and culture have experienced unimaginable changes in just a few decades.New forms of technology,such as cloud computing and mobile Internet,have pushed human production and life to a new state,and people's thinking habits,living habits and information use habits will undergo new changes.In the marketing environment,the traditional advertising marketing has formed a trend to use big data for precision marketing.As an information-technology-sensitive industry,some far-sighted advertising companies have sensed the opportunity to improve their marketing service capabilities decades ago.In the research on precision marketing,the academic achievements are mainly focused on the theoretical level,discussing the reasons for the emergence and development of precision marketing,the mode,how to optimize and improve it,and the operating algorithm mechanism behind it,etc.Industry articles often start with the precision marketing data of enterprises to analyze the precision marketing effect.However,there are few researches on advertising companies that provide professional precision marketing services.Through the internship in the planning department of C company,the author experienced the company's advertising agency services and analyzed the precision marketing ability of C company in serving customers through theoretical analysis and practice comparison.Through the methods of literature analysis and case analysis,this paper evaluates the precision marketing ability of C company according to the key links of precision marketing,and then finds the direction to improve the precision marketing ability of C company by introducing the parallel comparison of relevant advertising companies.It is hoped that this can provide practical Suggestions for C company's precision marketing capacity building and provide references for other enterprises' precision marketing activities.