A Study Of Media Marketing Management In The Age Of Big Data

The marketing of media is distinctive for its dual nature:it first sells information and the audience’s feedback would be obtained; in the second sale, the audience’s feedback which can be regarded as commercial resource is sold to advertisers. Big data handling techniques and this particular thinking model have exerted great influence on these two sales. Iqiyi is the largest subsidiary video company of Baidu Inc., China’s most popular online search engine. With the supporting of big data platform of Baidu Inc. and its own database resource, IQIYI becomes a pioneer on the big data-based video marketing and sets a great example for other video companies. Based on the characteristics and advantages of new media, this company used the method of large data in "dual marketing":in the first sale of information and recycling attention which rely on Baidu media and their own large data technology and achieve more effective diffusion to the social individuals by debugging mode of diffusion, they first collect the basic information, clicking and purchasing behavior of their customers, and then they present the video according to customers’preferences; In the second sale, the company provides advertisers with the possibility of "precise marketing" through the RTB advertising technology and "Yisoubaiying" plan to help advertisers catch the contents of advertisements and attract audience, using the most appropriate media and the most reasonable marketing tools to achieve the goal of eventually promote sales. Through the case of Iqiyi, we observed the new media company has predict spirit and the mode of ’data-conclusion’; In addition, there are still some issues such as privacy protection, Negligence of real-life audience, and platforms opening to be solved.