Research On The Optimization Of A Company’s Internet Precision Advertising Marketing Strategy

In recent years,with the rapid growth and increasing diversification of Internet consumption,the scale of China’s Internet advertising market has expanded steadily,and its communication mode has gradually shifted to the efficient and accurate"people-oriented" mode.However,in this process,there have been problems in the control of the "accuracy" of advertising by the advertising provider,leading to a continuous decline in advertising revenue and customer reputation of some enterprises.As an important supplier of Internet precision advertising marketing,A company has also encountered similar problems in recent years.Based on market positioning,4Cs and STP and other theories,combined with the professional knowledge of communication,advertising and consumer psychology,this paper points out that there are vague advertising positioning and uncompetitive advertising costs in company A’s precision advertising marketing strategy through literature analysis,case analysis,comparative analysis and other research methods,starting from the characteristics of precision advertising and the whole marketing chain problems,such as the lack of convenience of advertising platform and the obstruction of communication between advertisers;After further in-depth analysis,it is found that the main reasons for the problems in A company’s precision advertising are the dislocation between advertising products and the company’s positioning,the deviation between advertising delivery and user demand,the imperfection of advertising delivery function,and the inefficiency of advertisers’ communication methods.On the basis of the current Internet precision advertising marketing strategy of Company A,in view of the shortcomings and reasons of Company A,this paper puts forward a precision advertising marketing strategy optimization plan,including brand recognition repositioning,precision advertising new model research and development,consumer decision-making path and advertising demand matching,user portrait and behavior path improvement,development and optimization of digital intelligent tools,effective communication mechanism building and other precision advertising marketing strategy optimization schemes.It aims to improve the "accuracy" of the Internet precision advertising of Company A,and provide practical guidance for advertisers and advertising practitioners to launch the precision advertising products of Company A.At the same time,it is expected that China’s Internet precision advertising supplier will provide reference for the development and expansion of precision advertising marketing according to its own characteristics and reality.Finally,the paper looks forward to the development prospect of Internet precision advertising,and further explores the theoretical and practical significance of precision advertising in the market.