Research On Digital Intelligence Marketing Strategy Of M Company

Technological innovation precipitates digital infrastructure,accelerates the drive of social digital intelligence integration,and promotes the industry for digital transformation and upgrading.In addition to the digital transformation and upgrading based on cloud computing,5G,the Internet of Things and other digital base,the most critical thing is that there are two spirals to promote the accelerated upgrading of the industry,one is network collaboration,the use of Internet technology to achieve networking,online,interactive;the second is data intelligence,the use of cloud computing,big data,data intelligence technology to achieve "accurate" decision-making.With the gradual receding of the Internet demographic dividend and the continuous improvement of user awareness,the Internet economy has entered the post-flow era,the cost of customer acquisition is increasingly high,user growth is increasingly difficult,how to accurately find the target users and improve user conversion rate under the premise of limited traffic and costs has become particularly important,how enterprises can use digital marketing,improve business transformation,and find a solution that can be implemented,is the current How to use digital marketing to improve business conversion and find solutions that can be implemented is the current problem that needs to be solved.Company M,the subject of this thesis,is a professional company responsible for digital content operation under a domestic operator.company M has a huge amount of copyrighted content,combined with the era of VR,AR and other technologies to bring immersive experience enjoyment to users,and now,M has become the leading genuine digital content platform in China.This thesis first introduces the concepts of artificial intelligence,big data and accurate recommendation,then introduces the related theories of marketing,outlines the current situation of Company M,the degree of digital intelligence,and uses the interview method to research the business personnel of Company M to sort out the marketing process of Company M,and also sort out the existing problems according to the existing process.Then,using digital 4R marketing theory,we analyze the current situation of digital intelligent marketing in Company M.We analyze Company M from four dimensions: digital portrait and identification,digital coverage and reach,building a continuous relationship foundation,and achieving transaction and return,and output the problems.The study found that Company M has deficiencies in building tagging system and user portrait system,which cannot meet the demands of business clientele finding and user segmentation.The current marketing model still adopts the mode of manually selecting customer groups based on content and experience,and the configuration of marketing activities takes a long time,and marketing activities rely on "head shot" empiricism.The success rate of marketing is low,and the replicability of excellent cases is insufficient: every day,each operation line is planning user operation activities,and good experience,good strategy and good users are not inherited and replicated through the system,which reduces the efficiency of enterprise operation;for business personnel,in the face of massive data,it is difficult to capture the change of users’ interest preference for content,and it is also difficult to perceive hot content and carry out hot For business personnel,it is difficult to capture the change of users’ interest preference for content in the face of massive data,and it is also difficult to perceive hot content and conduct hot marketing.In view of the above problems,this thesis forms the final digital marketing solution from three perspectives,namely,optimizing the process,optimizing data processing and optimizing human resources.It is expected that through this digital marketing solution,the marketing effect of the enterprise will be improved and the labor cost will be reduced.When marketing and algorithms are integrated and reconfigured,AI is integrated into all dimensions of digital marketing,which changes more: replacing some human decisions with algorithms,so that marketing behavior as accurate as a particle scalpel.And this time to achieve more emotion behind the precision,that is,the integration of marketing technology and the mind,AI + marketing to do,is to completely integrate into the consumer.