Research On Context Marketing Strategy Of In-Feeds Ads In The Era Of Mobile Internet

Experienced the one-way propagation of advertisement in Web1.0 era and the interactive propagation of advertisement in Web2.0 era,the audiences' contexts of daily life are continuously cut and subdivided,getting more and more fragmented with the rapid development of media technology and the popularity of mobile intelligent terminal in Web3.0 era.Thus,advertising has entered the era of context communication,the In-Feeds Ads with its own context attribute comes into being.On the one hand,development of media technology transforms the traditional “audiences” into independent,active and personalized “users”.Advertising communication pay more attention to the individual differences between different users and the insight and satisfaction of users' personalized needs,hoping to turn users into consumers.On the other hand,continuous segmentation of users' context makes their needs become more and more fragmented,which makes the current marketing environment more complex and the advertisers recognizing users demand more difficult.In response to this kind of change,advertisers are paying more attention to the user context in the progress of advertising communication,continuously improving the advertising communication to meet the needs of personal real-time context.In this case,In-Feeds advertising has become the main type of advertising context transmission by virtue of its originality,accuracy,diversification of forms,interaction and sharing.Based on using and satisfying theory and context theory,this paper proposes a context analysis model based on user usage and satisfaction.It points out that the context communication of In-Feeds Ads in the era of mobile Internet is the process of meeting the users real-time context demands through users' media context contact based on the recognition of users' time-space scenario and the judgments of users' behavioral and psychological scenarios.This paper studies the processes,forms and characteristics of InFeeds Ads context communication based on the context analysis model,finding out that the fetch and share of data,management of interest label,a variety of advertising placement and personalized creative content can provide effective insight into users' fragmented and complicated demand in some degree.However,the context advertisement of In-Feeds Ads still has the problems of insufficient insight of users' behavior and psychology,lack of connectivity in user context and lack of timely experience in the progress of advertising.Based on the disadvantages of the context communication of In-Feeds Ads and the context analysis model,this paper points out that the context communication of In-Feeds Ads need to build a network with multiple scenarios and enhance data sharing to deepen the insight of users' demand,improve the advertisement matching logic and content to promote the context connection capability,improve the judgment of consumption intention and enrich service functions to improve advertising consumption experience.