Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29–31, 2024, Wuhan, China

Research Article

Research on Accurate Advertising Strategy Based on User Portrait

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  • @INPROCEEDINGS{10.4108/eai.29-3-2024.2347396,
        author={Xiangru  Chen},
        title={Research on Accurate Advertising Strategy Based on User Portrait},
        proceedings={Proceedings of the 3rd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2024, March 29--31, 2024, Wuhan, China},
        publisher={EAI},
        proceedings_a={ICBBEM},
        year={2024},
        month={6},
        keywords={user portrait; precision; advertising; strategy},
        doi={10.4108/eai.29-3-2024.2347396}
    }
    
  • Xiangru Chen
    Year: 2024
    Research on Accurate Advertising Strategy Based on User Portrait
    ICBBEM
    EAI
    DOI: 10.4108/eai.29-3-2024.2347396
Xiangru Chen1,*
  • 1: Communication University of China
*Contact email: 848306040@qq.com

Abstract

This study aimed to explore the precise advertising strategy based on user portrait to improve the advertising conversion rate and effect. Data were collected using questionnaires and key factors influencing advertising were analyzed by multiple linear regression models. The research found that the user portrait can effectively guide the positioning, creative design and channel selection of advertising, and realize the accurate delivery of advertising. The research showed that the influence of purchase decision, comprehensive evaluation and formal attraction are the main factors affecting the effect of advertising. Based on these results, the advertising strategy was designed to highlight the product advantages and enhance the appeal and user trust in the advertising content. In addition, the strategy also considered the frequency and timing of delivery and the importance of multi-channel marketing.