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在大数据时代的今天,视频网站作为典型的新媒体,处于上游的视频内容与下游的终端则成为企业发展的重心。尤其是在各大视频网站竞争激烈的今天,视频网站优质的内容资源为品牌广告营销提供丰富的可能性和更多的传播机会,而品牌元素与视频内容精准结合则催生出更具价值的营销体验。对于爱奇艺而言,未来发展的重点是基于大数据的内容营销。本文在主要分析了大数据背景下爱奇艺的内容营销策略,并指出了发展过程中存在的问题,在此基础上给出了解决方案。
Today, in the era of big data, as a typical new media, video websites are upstream video content and downstream terminals, which have become the focus of enterprise development. Especially in the fierce competition of major video sites today, high-quality content resources of video websites provide rich possibilities and more opportunities for dissemination of brand advertising. The precise combination of brand elements and video content results in more valuable marketing Experience. For iQIYI, the future development focuses on content marketing based on big data. This article mainly analyzes IK’s content marketing strategy in the background of big data, and points out the problems in the development process, and on this basis gives the solution.