New Media Precision Marketing under Big Data

The Chinese market has more than 900 million potential digital consumers. 40% of Internet users have made online purchases, 46% of Internet users use social media to make shopping decisions, and 65% of smartphone users search for product information on their cell phones. New media has been integrated into everyone's life, changing consumers' buying habits. While consuming products, new media marketing is also gradually recognized by users. Digital advertising still has room for improvement, according to the report, China's Internet advertising has continued to climb in recent years, higher than the global average share. Specific figures are that the market share of Internet advertising was 4.8% in 2005, and grew to 19.2% in 2012, an increase of nearly five times. The report predicts that Internet advertising will account for 26.6% of the national advertising market in 2015. Although the proportion of digital advertising in China is increasing rapidly, there is still a gap of 5% compared with developed countries such as the United States, which means there is still room for improvement. At the same time, the report shows that the proportion of TV ads is stabilizing, and the revenue of newspaper and magazine ads is slowing down. The publisher of the report analyzed that the reason for the slowdown is due to the impact of newspaper sales on the one hand, and on the other hand, the Internet information is more driven by user-initiated searches, which makes the Internet have a huge impact on advertisers. The media has entered the stage of multi-screen integration. With the deepening of Internet advertising, the media industry's marketing approach is also changing. Initially, traditional media ruled the world, and then, online media came to the fore, the emergence of portals, search, video to meet the needs of more users and advertisers. Now, the rise of microblogging, weibo, wechat and other social products has triggered the advent of the social media era. The rise of new media marketing taps into personalized users and meets social needs. In this process, the era of multi-screen all-network digital media has all unfolded, and the changing needs of users can be satisfied through multi-screen, multi-network and multi-terminal. Before, traditional media and new media are in the stage of resistance, but under the strategy of all-network multi-screen, the media has entered the stage of integration. The specific performance is not just TV stations doing video and magazines doing client applications, but the content will be derived in the process of convergence. "Convergence development is of outstanding value in the midst of a staggered media market." The development of China's media market has finally come to the stage of convergence development after the previous confrontation and struggle between traditional media and new media. The advantageous resources of traditional media grafted with new media forms of expression, the formation of a multi-channel media platform, not only to meet the media audience to obtain information on the three-dimensional access needs, but also to cater to enterprises in the process of promotion of integrated marketing, interactive marketing needs, which is also an important direction for future media development. New media marketing to hit the nail on the head "Advertisers often ask us what benefits new media can bring." In a new media marketing forum, several new media marketing practitioners coincidentally agreed that this is the most common problem encountered in the process of new media marketing. Although new media marketing is no longer new, it is still a non-evaluable marketing method in the eyes of many advertisers. In the development of marketing budgets, new media marketing is not as important as television media, which is generally included in the budget early. New media marketing needs to be "small but beautiful" and precise, and it needs to be able to get to the target audience immediately. "The real value of new media lies in the accuracy of the user, it is necessary to dig out the data highlights, to present this in front of the advertisers, so that they recognize. Secondly, it is also necessary to integrate more new technologies into the new media marketing methods, so as to be truly different from traditional media, so that advertisers will be more interested." Constantly discovering potential users New media marketing does not only mean improving accuracy among existing users, but also helps advertisers find new users. "For example, young people make up the majority of those who listen to online music, and they are sticky and stay on the site for a long time, which allows some young, fashionable brands to explore potential users among them." New media marketing is not only limited to online, through the organization of concerts and other activities to further expand the marketing surface, online and offline interaction together, can provide advertisers with a more three-dimensional marketing methods, so that they can deep contact with the user base, but also allows users to understand the advertisers." She believes that the new media platform has interactive, instantaneous and other characteristics have been undoubtedly, so that before the offline activities can be carried out, you can first warm up online in a specific group of people, thus further expanding the appeal of the offline activities.