Research On Strategy Of Mobile Programmatic Scene Marketing

According to the latest statistics on Internet development released by CNNIC,the number of mobile Internet users in China has reached 751 million,entering the era of mobile internet.Users can rely on mobile intelligent terminals to obtain a large amount of data and information,and the Internet scene becomes more abundant.Scene marketing replaces traditional marketing and becomes a more effective marketing model.The emergence of programmatic buying technology is closely related to the continuous development of Internet technology.In the Chinese market,there are also many advertising marketing service providers with programmatic buying technology as the core,such as Limei Technology,Pinyou Interactive,Yima.Technology and so on.Service providers use technology to continuously accumulate data and develop a new advertising mode for mobile programmatic scenario marketing.Mobile programmatic scene marketing can connect users online and offline behaviors,and provide users with more accurate content services according to the user's needs,combined with the user's time,place and psychological scene.This paper focuses on the specific strategies of scenario marketing in the mobile Internet environment,combining scenario marketing with programmatic techniques,and using SIVA theory to analyze relevant industry success stories.Through the questionnaire to understand the user's cognition of mobile programmatic scene marketing,it is found that mobile programmatic scene marketing also has problems such as data fraud,neglect of content creativity,and infringement of user privacy,which needs to be improved in the future development.The research found that mobile programmatic scene marketing needs to take the user as the core,big data as the foundation,programmatic purchase as the technical condition,re-understand the scene in the Internet era,build more accurate scenes for users,and realize the accurate delivery of advertising information.