关键词: 数字营销, 用户分群, 用户偏好, 消费潜力, 营销效能

Abstract: [Purpose/Significance] The development of the Internet and digital economy has brought new opportunities for the development of digital marketing. At the same time, digital marketing is the implementer and forerunner of digital economy. Digital marketing is an important way to promote the digital transformation of enterprises. Therefore, the research of this paper has certain significance for the development of digital economy and digital marketing as well as the digital transformation of enterprises. [Method/Process] In line with the development direction and policy of digital marketing, this paper analyzes the policy direction of digital marketing and reviews and summarizes the enlightenment of the policy. Combined with the development process of the Internet technology, it visually reviews the evolution of digital marketing practice, providing reference for digital marketing research and guidance for the practice of digital marketing. Following the path of user-preference-evaluation-promotion, the research emphases of digital marketing were analyzed and reviewed. [Results/Conclusions] In terms of policy direction, the policy enlightenment of digital marketing can be summarized as follows: (1) Digital marketing should serve the national strategy and accelerate the construction and development of digital economy. (2) Data security belongs to the national strategy, and privacy security is the basis of digital marketing. (3) Connectivity builds a new ecology and new way of digital marketing, and the whole-area marketing reshapes the brand growth. (4) It is suggested to vigorously develop digital marketing to promote the rise of domestic products. In terms of practical development, the practical development of digital marketing is divided into four stages: one-way marketing, interactive marketing, precision marketing and smart marketing. The practical development of digital marketing can be summarized as follows: (1) The application scope of digital marketing is more extensive, involving all aspects of market behavior, such as medical industry, supply chain, and agricultural products. (2) The current focus of digital marketing has changed from the original dissemination of customer acquisition to user operation, the whole process of interaction, user experience, etc. (3) Data can drive marketing. The core of digital marketing is the analysis and mining of data. The current digital marketing practice focuses more on the collection and analysis of user data and the generation of marketing strategies and behaviors driven by data. In terms of research focus, it can be divided into the research of digital community user group, digital community user preference, consumption potential evaluation and development, and digital marketing effectiveness evaluation.

Key words: digital marketing, user group, user preference, consumption potential, marketing effectiveness