Combination of video and electric quotient under large data

August 14 afternoon, in the MMA2014 Wireless Marketing Forum "Big Data big marketing" Round table dialogue, host Media 360 founder and CEO Chan Jun, with the round table guests Youku Potato Group Sales Operations Vice President Shengang, Ali Mother Media and Alliance Development Senior director Zheng Rongqing, Samsung (China) media and digital marketing undersecretary Bai Ye, the digital chief marketing officer Yun dedicated, jointly discussed the "Big Data" video and the combination of electronic business opportunities.

Dialogue with the current stage advertisers marketing pain point opening. Samsung (China) Undersecretary of media and digital marketing Bai Ye points out that from "advertising" to "sales" two, there are many problems to be solved, including the accuracy of the delivery, so that the right person to see the appropriate ads, as well as consumer judgments, that is, to see whether the ads are real consumers. and video and the combination of electronic business data use, so that these two points can be well done. For example, in precision, from the past through the region, content types to filter the content, to the present through consumer behavior to judge.

"Mobile phones, dismantled, is ' hand ' and ' machine ', the former refers to the user behavior, the latter refers to the product hardware. Alibaba and Youku potatoes in my view, is the user behavior habits of the perfect combination, Bai Ye said.

In The advertiser's marketing demand, as the two main characters of video and electricity quotient, Youku potatoes and Alibaba How to view both "Big data" combine "big marketing" opportunity?

Shengang, vice president of sales operations at Youku Potato Group, said video marketing will have two major innovations. The first is precision, not narrow the meaning of precision, that is, to help the brand capture the existing consumers, but to achieve a "broad sense of precision", according to the user's interest preferences, to help the brand to explore new sales leads, mining potential consumers.

The second is "advertising is sales", brand advertisers began to pay more and more attention to the promotion of sales, Youku potatoes and Alibaba cooperation will effectively get through the two major links between advertising and sales, corresponding to the evaluation of advertising, will build the brand effect and sales effect of the evaluation system, to create a "product efficiency in unity."

Specific to the product, the first is the cross screen user identification, multi-screen marketing mainstream trend, cross-screen user identification for advertising is particularly important. Cross-screen recognition in the past is based on algorithm calculation, and large data age, can use large data to really solve the problem of multiple-screen user identification, to achieve the user to heavy and accurate delivery.

Cross-screen User ID recognition also has far-reaching implications for branding strategies. Past advertisement main brand is Campaign by Campaign, because the characteristic that the PC end cookie is updated periodically, cannot track the user for a long time. With the user ID identification, it can be the whole year of Campaign series, for the brand annual planning is very important.

With these innovative products, we can realize the precision of large-scale video advertising, especially for those industries with special requirements for precision, such as automobiles, IT, Youku potatoes will be based on large data for consumer behavior habits of mining and analysis, to carry out the corresponding attempt.

Ali Mother Media and Alliance Development Senior Director Zheng Rongqing pointed out that the electricity quotient of advertisers often focus on the "pin", and not pay attention to "camp", with large data, so that advertisers focus on "operating" consumers, with the help of video carriers, so that they better communicate with potential consumers.

Zheng Rongqing also referred to the recently tested product "interactive advertising", through a rich interactive form, so that advertisers and consumers to interact effectively. At the same time, Ali will also promote more electric advertisers through the video carrier, better brand building.

Digital chief Marketing Officer Yin Professional from the agency's point of view, interpretation of the video and the combination of electronic business opportunities. "There is a point of view that these two years is the brand of electronic business and the key era of electronic commodity licensing." Video and the combination of electricity quotient, not only narrow the form of advertising changes, but also pay attention to the new technology behind the expansion of marketing, through the marketing of each chain. ”

At the end of the forum, we agreed that "the combination of video and electricity quotient will produce a rich pattern that requires everyone to work together and think, and do and optimize."