Research on Digital Marketing in Big Data Era

The main reason for this study was to look into the concept of big data in order to find out how it can be used and optimize digital marketing activities. In order to apply the theories to the real business world, the thesis is commissioned by case company Netease Cloud Music. The study helps to understand firstly the definition of big data and also the current stage of technological development of it by going through relevant theories. The topic is enlarged by introducing the concepts of digital marketing as well as how big data can be applied to digital marketing. The objectives of the study include: gathering theoretical information about big data and digital marketing, describing the current situation and performance of the case company Netease Cloud Music. Models such as PEST and new 4Cs are concluded to analyze the situation of the company. Combined with the result of the analysis, recommendations are made in the end. The analysis will look into external factors that have influence on the case company, also the current strength and weakness. To help the analyzing process, a personal interview of one employee from the company was conducted in order to better understand the general strategy and current situation of the company’s business. Despite that, all the data gathered for the analysis in this study are secondary data from internet data providers. Eventually, the recommendations are made based on the previous findings