大資料應用對廣告行銷業的影響研究

近幾年廣告行銷變得越來越難，傳統廣告公司面臨業務壓力和轉型需求，表面上看是諸多因素的疊加，諸如：消費者行為發生了改變，更願意觀看線上及軟性廣告，媒體越來越碎片化，廣告形式層出不窮……背後的真正原因其實是大資料科技的發展和普及，尤其是發生在廣告行銷領域的大資料應用的推動。傳統廣告行銷行業在大資料應用影響下，其廣告行銷理論、路徑和具體傳播方式都發生了更新和改變。首先大資料應用更新了“品效合一”、“精准行銷”和“共創行銷”的理念；其次在廣告傳播路徑上推動了從傳統時期以big idea大創意為核心，到big media大媒體為核心，到未來以big data大資料為核心的轉變。過去傳統廣告行銷所面臨的痛點和難點，都一一在大資料應用下逐漸解決。本研究也探討了在此變化之下，廣告行銷創意公司如何轉型，具體包括企業組織架構、企業文化、人才培養以及創新孵化方面的思考。“內容創意+大資料應用創意”將成為廣告行銷公司成功轉型的方向之一。大資料應用在廣告行銷行業的發展令人期待，同時未來也面臨著可能的挑戰和需要進一步探索的方向。

關鍵字

大資料應用；廣告行銷；市場行銷；數位化轉型

並列摘要

In recent years, advertising has become more and more difficult. Traditional advertising companies are facing business and transformation pressure. On the surface, it is caused by many factors such as: consumers' behavior has changed, they are more willing to watch online and soft advertising, media is becoming more and more fragmented, and advertising forms emerged in many ways… The real reason behind is the development and popularization of big data technology, especially the big data application in the field of advertising industry. By the influence of big data application, marketing theory, path and specific way of communication has been updated and changed. First of all, big data applications update the theory of "brand result oriented", "precision marketing" and "co-creation marketing"; secondly, in the advertising communication path, it promotes the transformation from big idea as the core in the traditional period, to big media as the core, to big data as the core in the future. In the past, the pain points and difficulties of traditional advertising are gradually solved under the application of big data. This study also discusses how to transform advertising marketing creative companies under this change, including corporate organizational structure, corporate culture, talent training and innovation incubation. "Content creativity + Big Data Application creativity" will become one of the successful transformation directions of advertising companies. The development of big data application in the advertising industry is expected. At the same time, the possible challenges and the direction of further exploration are discussed.