当今，移动互联网技术与网络信息技术飞速发展，传统的广告媒介以及广告传播方式逐渐被智能广告投放替代。特别是近几年，人工智能掀起高潮，它和广告之间的相互结合也更加紧密，优势也凸显出来，吸引更多广告主选择通过互联网流量媒体平台投放广告，直接影响广告投放方式、效度、内容等。互联网广告与传统广告对比，前者是一种新的营销模式，它以搜索引擎、信息流、短视频等为基础平台，Y公司是一家以搜索引擎以为主业，同时发展智能云、自动驾驶等新型业务的技术型公司，截至2020年，其在国内的搜索市场份额排在首位，但广告营收的市场份额占有率不足15%，Y公司互联网广告投放营销当前遇到的最大问题是如何更加精准地选择客户，把握客户需求，采取精准化的营销策略，保证Y公司广告投放营销业务持续发展，巩固自己在网络营销企业中的领先地位。

本文基于4I营销理论，结合大数据分析对Y公司互联网广告投放营销策略进行研究，论文首先介绍了4I营销理论以及互联网广告投放营销领域的研究现状；接着概述Y公司互联网广告投放营销的现状；然后通过使用4I营销理论，分别从广告投放个性化、用户与广告的互动性、广告趣味性和利益性四个方面分析Y公司互联网广告投放营销策略上具体存在哪些问题；然后结合问题，分析Y公司历史的广告投放数据、广告浏览与点击行为等，围绕4I理论的四个方面有针对性地提出适用于当前Y公司广告投放营销策略的改进建议，对营销策略的改进效果进行了评估，并提出了相关的保障措施。

主要研究结论是：第一，Y公司互联网广告投放营销策略上存在广告投放个性化程度低而且不够精准、广告落地页缺少互动、搜索广告文案缺乏趣味性、用户利益性不足等问题。第二，相关改进建议为：通过机器生成个性化文案、提高广告与用户意图匹配的精准度、建立完善的用户数据库等方式提高广告投放的个性化精准度，通过增加广告落地页互动功能提高广告投放的互动性，通过建立图片公共库等方式提升广告的趣味性，通过下沉问答搜索广告、用户抢商品优惠券与红包等方式增强用户利益性。第三，对营销策略改进的效果评估表明，Y公司互联网广告投放效果收益明显。第四，为保证改进策略的顺利实施，应加强对广告渠道的管理，引入与培养专业人才。

Today, with the rapid development of mobile Internet technology and network information technology, traditional advertising media and advertising communication methods are gradually being replaced by intelligent advertising. Especially in recent years, artificial intelligence has set off a climax, and its integration with advertising has become more closely, and its advantages have become prominent, attracting more advertisers to choose to advertise through Internet traffic media platforms, which directly affects the way and effectiveness of advertising. , content, etc. Compared with traditional advertising, Internet advertising is a new marketing model. It is based on search engines, information flow, and short videos. Company Y is a search engine as its main business, while developing intelligent cloud, autonomous driving, etc. As of 2020, a technology-based company with new business, its search market share in China ranks first, but the market share of advertising revenue is less than 15%. The biggest problem currently encountered by Y company's Internet advertising marketing is how to increase the market share. Accurately select customers, grasp customer needs, and adopt precise marketing strategies to ensure the sustainable development of Y Company's advertising and marketing business and consolidate its leading position in network marketing companies.

Based on the 4I marketing theory and combined with big data analysis, this paper studies the marketing strategy of Y company's Internet advertising. The paper first introduces the 4I marketing theory and the research status of the Internet advertising marketing field; then outlines the current situation of Y company's Internet advertising marketing; then By using the 4I marketing theory, this paper analyzes the specific problems existing in the marketing strategy of Y company's Internet advertising from four aspects: advertising personalization, interaction between users and advertising, advertising interest and interest; Based on historical advertising data, advertising browsing and click behavior, etc., around the four aspects of the 4I theory, it puts forward improvement suggestions applicable to the current advertising marketing strategy of Y Company, and evaluates the improvement effect of the marketing strategy. relevant safeguards.

The main research conclusions are as follows: First, in the marketing strategy of Y Company's Internet advertising, there are problems such as low degree of personalization and inaccuracy of advertising, lack of interaction on advertising landing pages, lack of interest in search advertising copy, and insufficient user interests. Second, the relevant improvement suggestions are: improve the personalized accuracy of advertisement delivery by means of machine-generated personalized copywriting, improve the accuracy of matching advertisements with user intentions, establish a complete user database, etc., and increase the interactive function of advertisement landing pages. The interactive nature of the launch enhances the interest of advertisements by establishing a public image library, etc., and enhances the interests of users by sinking question-and-answer search advertisements, and users grabbing commodity coupons and red envelopes. Third, the effect evaluation of the improvement of the marketing strategy shows that the effect of Y Company's Internet advertising is obvious. Fourth, in order to ensure the smooth implementation of the improvement strategy, the management of advertising channels should be strengthened, and professional talents should be introduced and cultivated.