Research On The Development Strategy Of Micro Blog Native Advertising In The Era Of Big Data

The arrival of the era of big data has brought the change of new technical means and thinking mode,which has injected fresh blood into the traditional advertising industry.In the traditional advertising era,pop-up advertising,banner advertising and other models have seriously interfered with the user's independent choice and are not suitable for the development of the times.With the rapid development of mobile Internet,users' attention is decentralized,and brands can only be favored if they are user centered.Until now,there is no clear definition of original advertisement,which is a kind of idea to a great extent.The author defines the original advertising in the era of big data as: relying on big data,advertisers or media make,plan and accurately push the advertising that does not disturb the audience's information acquisition process through big data by integrating into the audience's media use environment and using the unique attributes and forms of the media platform,and accurately recommend to users on the basis of ensuring the user experience,which conforms to the user's interest Interesting and valuable advertisements that resonate with users.With big data as the support and user experience as the center,native advertising conforms to the media presentation form and content style,and integrates with the media environment.It is a new advertising form that provides users with valuable information content,and provides new ideas for the development of advertising by virtue of its "moistening things silently".Before 2012,Internet advertising was dominated by search advertising.In 2012,social media represented by Facebook in the United States began to march into a new form of Advertising-native advertising,and broke out a huge influence.In 2016,the United States introduced laws and regulations to regulate the original advertising,and China's original advertising entered the fast lane of development.Major information,content and social platforms launched their own original advertising forms.According to emarketer's latest report,native advertising accounts for 63% of the total display advertising in the United States in 2019.By 2020,the scale of native advertising in China will account for more than half of online advertising,and native advertising will become the second largest form of advertising,surpassing search advertising.Native advertising has a hundred billion level market that can be predicted in five years [.In a word,the original advertisement has an important value for the overall marketing communication of the brand and has become an important choice for the brand to enter the market.Nowadays,the advertising industry has entered a technology driven era,and digital technology has become an important driving force for advertising marketing innovation.Accurate demand analysis,delivery strategy,data monitoring and effect statistics will lead to in-depth changes in the advertising industry.This paper intends to take the original advertisement of microblog in the era of big data as the research object,using the research ideas of concept discrimination,market case practice and practice problem reflection,and through literature research,research methods such as questionnaire survey and in-depth interview based on utat(integrated technology acceptance mode)model,to sort out the concept and practice development process of the original advertisement.The introduction part of the article describes the research background,research methods and the research status of native advertising at home and abroad.The first chapter defines the original advertisement,deeply discusses the development dimension of the original advertisement,and studies the five element chain of the development of the original advertisement based on the analysis of the communication characteristics of the original advertisement of microblog;the second chapter discusses the development status of the original advertisement at home and abroad under the promotion of big data technology;the third chapter makes a certain analysis of the original advertisement marketing of microblog;the fourth and fifth chapters are the contents of this paper In the key part,based on the data analysis of the questionnaire survey on the acceptance degree of microblog users' original advertising,the corresponding optimization measures are proposed;Chapter Six puts forward some thoughts on the future development of the original advertising.