Research On Marketing Strategy Optimization Of Z Company's Information Flow Advertising Push Platform

Feeds Advertisement is a type of advertisement based on big data that combines mobile Internet platforms with user groups.The traditional advertising method has great limitations on the information analysis of the audience,and the data is not comprehensive.Most of the data are collected and analyzed by sampling method,so the accuracy is very low.Compared with traditional forms of advertisement,feeds Advertisement is characterized by precise marketing,high embedding,high quality and high efficiency.According to users' personal information and interests provided by Internet platforms,feeds Advertisement can be divided into different types based on users' characteristics and targeted to different target groups,thus improving the accuracy of advertisement targeting.In the Internet era when feeds Advertisement is popular,it is necessary to constantly innovate advertising marketing management by mining and analyzing massive data and keeping pace with technological innovation to ensure high quality and efficiency of advertising and achieve a win-win situation for enterprises and advertisers.This paper takes the optimization of marketing strategy of Z Company's feed Advertisement push platform as the project background,integrates a large number of literatures and applies basic theories such as 4C theory of precision marketing management,customer value theory and customer chain reaction theory.This paper makes an in-depth analysis of the existing problems in the marketing strategy of Z Company's feed Advertisement push platform,and focuses on SWOT analysis to analyze the existing problems in the marketing strategy of Z Company's feed Advertisement push platform.Then,based on the above analysis,the precision marketing strategy optimization scheme of advertising push platform is further proposed,and the proposed precision marketing strategy optimization scheme is implemented on the platform.Finally,through the data analysis before and after the implementation of precision marketing strategy optimization scheme,the effectiveness of the application of precision marketing strategy in advertising push platform iteration to achieve enterprise revenue growth is verified.Based on the above research objectives,this paper carries out research from the following three aspects:Firstly,this paper introduces the feed Advertisement push platform of Z Company,and then analyzes the current marketing strategy of Z Company's feed advertisement push platform by SWOT analysis,which is divided into two parts from internal advantages and disadvantages to external opportunities and challenges: Select key factors to construct SWOT matrix and analyze and summarize the current marketing strategy of Z Company's feed Advertisement push platform;Looking for opportunities for development in view of existing problems,investigating the most cutting-edge core technologies,and formulating the precise marketing strategy optimization scheme of Z Company's advertising push platform according to the precise marketing theory.The analysis results show that the existing marketing strategies of feeds advertisement push platform have the following problems : the business structure is too simple,the crowd targeting algorithm has a single dimension,and the precision marketing effect is not good;The pricing strategy of traditional pricing mode and contract pricing was adopted to manually control flow allocation,which not only reduced flow conversion efficiency but also hindered revenue growth;(3)Lack of data support,low work efficiency of marketing personnel,poor creative optimization effect.Then,based on the above SWOT analysis results,a precise marketing strategy optimization plan for feeds Advertisement push platform is proposed,which includes three optimization measures: core targeting technology optimization,bidding advertising strategy optimization,and data-driven marketing content optimization.Progressive precision on the directional mainly divided into three dimensions: the target region,audience information and user behavior,multidimensional convergence advertising user community,improve the efficiency of traffic,increase search advertising,maximum use of the user's search behavior,shorten the flow path,improve marketing effect;The use of optimized bidding strategy,improve the advertising space can be optimized while reducing the risk of the platform to achieve the growth of enterprise revenue;Strengthen data analysis,improve the effect of advertising marketing,guide the optimization of material content through the analysis of key data,guide the marketing personnel to adjust the allocation of advertising plan in time.At last,after the completion of the accurate marketing strategy optimization plan,the system R?D department will update and iterate the feed Advertisement push platform based on the plan,mainly focusing on the function optimization of core algorithm and plan configuration module.Then the Marketing Department and data center will cooperate with the project to enter the test operation stage.The data center will monitor the effect of the data.By comparing the results of two marketing strategies before and after the optimization of Z Company's feed Advertisement platform,it is confirmed that the overall advertising effect of the platform is significantly improved after the optimization of precision marketing strategy is applied to the feed Advertisement push platform.In the same time period,traffic click conversion and transaction conversion are higher,and business revenue can also achieve growth.The results show that precision marketing strategy can replace the original strategy and be applied to the update and iteration of the platform and the daily marketing management of the enterprise.Through the optimization of the precise marketing strategy of Z Company's feeds Advertisement,the overall effect of advertisement push platform is improved and the problem of limited revenue growth is solved.It can help the major platforms in the industry to sort out the basic ideas of development and iteration of advertising push platform;For the workers who are committed to advertising,they can learn from the ideas,improve work efficiency,timely adjust and optimize the advertising according to the effect monitoring feedback,and improve enterprise revenue.