Study on Optimization of Marketing Communication Strategies in the Era of Artificial Intelligence

Abstract

This paper starts from the research of computational advertising and scene theory, based on the background of artificial intelligence technology application, and studies the communication strategy of the computational advertising scene. It studies the three major strategies of computing advertising scene communication and deeply analyzes the principles and applications of scene insight strategy, content selection strategy, and community operation strategy. Results show the following: (1) under the background that the era of artificial intelligence has arrived, computing advertising uses artificial intelligence algorithms to complete breakthrough upgrades. Through the combination of algorithms and data, its intelligent upgrades are mainly manifested in three aspects: First, to achieve higher matching accuracy communication, the second is efficient customized communication, and the third is to realize the contextual interaction between advertisements and users; (2) the “intelligent” performance characteristics of intelligent scene dissemination of computing advertising are mainly in the application of scene intelligence technology, the intelligence of the data platform, and the intelligent construction of user portraits; (3) in the era of artificial intelligence, the communication strategies for computing advertising scenarios mainly include intelligent scenario insight strategies, content selection strategies, and community operation strategies. First, the intelligent scene insight strategy is mainly analyzed from two levels. On the one hand, it is a scene mining based on intelligent data and an in-depth analysis of the user tag system centered on intelligent algorithms. On the other hand, through the research on keyword search, the impact of intelligent upgrade on scenario insight is analyzed. Secondly, in terms of content selection strategy, the application of artificial intelligence technology has brought a new upgrade to the creation and recommendation mechanism of computational advertisements.

Digital Marketing and Artificial Intelligence: Towards a Better Understanding of the Two Strategies

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