Large data allows electric dealers to achieve precision marketing

Over the past few years, the electrical business has grown into the main power of the Internet economy, and has been developing and upgrading, detonating one after another economic hotspot. With the advent of the new Internet technology, what direction will the electric business be developing as the electric industry matures today?

Yesterday, in Guangzhou, the first National Electric Professional exhibition-2014 (Guangzhou) International E-commerce Fair, gathered more than 300 exhibitors, including the only product will, Dream Bazaar and other local leaders, as well as the domestic large-scale electric business jingdong, Suning, 1th shop, Dangdang, etc., there are Amazon, ebay and other world-renowned electric business enterprises.

The 3-day meeting will hold nearly 40 events, not only service display, but also a large number of interactive links for the electric business people to provide a platform for the collision of ideas. Reporter observes, big Data marketing, O2O future direction and so on becomes the hot topic which the electric business person pays attention.

Hot 1 Big Data how to precision marketing?

Baidu Retail Industry marketing director Xiahai that in the relatively early days, the retail industry is where the store opened, where people have to go, is a seller's market. And now the transformation of the retail industry to the electrical business, it becomes the people where we have to chase, which is a change in the retail industry.

Li Xiaoyan, deputy president of the famous electric marketing company, said that big data is bringing great changes to the Internet, especially in the application of large data marketing. Based on the large data accumulation on the basis of the audience to buy the way (DSP) and RTB technology (real-time bidding), is rewriting the network advertising survival rules. With the advent of the media fragmentation era, traffic began to disperse, the flow of the audience behind the spread of the above flow platform, and the "big data" the need for precision technology highlighted.

Xiahai For example, in the tourism sector, through data analysis, very clearly know the tourism industry in the light season, the node, hot spots, but also know the regular changes in each season, summer and winter they are interested in what scenic spots. "For the car industry, we will find a rule that when we search the number of Baidu and the whole line of car sales is proportional." Statistics found that, on average, whenever 20 people in Baidu search related vehicles, offline will sell a car. To the ground industry, we can also know in which area the best selling houses, which area of people focus on the most. ”

Through data integration, it will be found that in different electric dealers around the different community media, the electricity dealer knows should put the budget to which media. Through the data to understand who the consumer is, know what his needs are, know how to contact and interaction with him, can form an effective use, to help the electrical business achieve maximum benefit.

The Million MA report and Eric data show that precision marketing is to find the right audience and user attributes, this will be the future trend. Based on the large data precision technology DSP (advertisers demand side platform) in the future application, which will become the mainstream of advertising, will also bring new growth momentum to advertising.

The report shows that by 2017 China's DSP display type of advertising scale of 17.22 billion, accounting for the size of the display of advertising 22.5%. With large data precision technology, the media can maximize the flow of liquidity, and advertisers can maximize the return on investment. In the 2013-year double 11 period, billion-Ibo DSP platform in the days of the cat business, through the DSP ads, bringing the average sales accounted for the total sales of more than 30%, some even more than 60%.

According to the introduction, the only product will have started a large data precision marketing attempts, and achieved success. In last year's "7 19" big promotion, only the product meeting's marketing demand is hopes to have the deep interaction with the core user, can have a profound understanding to only the product. In the promotion activities, took the relevant measures around Baidu, stick bar and so on the core application of the launch. Xiahai said, "The day to take this as the only product will take 1.2 billion of the exposure, 2.6 million user interaction, the entire bar of traffic more than 4 times times, for the only product will be speaking, its own web site traffic has also produced an explosion of growth, but the flow of only 9 cents in the cost of money. ”

What are the pitfalls of hot 2o2o?

O2O become the current electric business development hot word, some electric businessman said in the meeting hall, "every day hears the person to say that the O2O is quick to vomit". But what exactly is O2O? How can we make O2O mode? Is the problem that the electric businessman has been pestering and discussing constantly.

Yechai, chief executive of the Chinese science and technology, said that there is a widespread misunderstanding, "some enterprises think their own O2O is very simple, because enterprises have tens of millions of consumers." "But he believes that tens of millions of users will not necessarily become the consumer of the enterprise line." "Offline customers are not necessarily interacting online, so it's not necessarily your O2O fan." ”

Huang, co-founder of the Billion-European network, agrees with this view, saying, "Since media people like us have fewer than tens of thousands of fans, but every business can turn their fans into online consumer resources, the whole Chinese are not enough." ”

Since the media Tao that the interests of the enterprise is more urgent, only focus on sales, but O2O based on communication, pay attention to the relationship with the user training, more communication and interaction, do line under the linkage to establish a relationship, and finally realize the transformation of sales.

"Not you directly open an online point of sale will have users to participate!" "Leaves open is straightforward to say that two-dimensional code is there, but how to let users brush two-dimensional code successful consumption, this user habits need to be further developed."

Huang that, from the line down to the line, the purpose of the merchant is to direct offline customers into online consumers, step change the old customer consumption patterns, "this is a big misunderstanding!" "He thinks that while the line is pushing, the offline operation and experience are also important."

What are the challenges of hot 3PC end-to-end transition?

With the continuous development and expansion of the electric business, the marketing cost of electric business is also rising. Many electric businessmen complain, now to do electricity business, "marketing expensive, but hard to bear fruit." "How to stand out in the big waves of electric dealers is the biggest problem that bothers them."

But last year, "Orange" fire, but let all the electricity business. Originally the net of life as "Chu Orange" marketing behind the pushing hands is less known.

Originally living Network South China operations general manager Zhang Danping is a media person, she put forward, "Chu Orange" the success of the most key in marketing, and marketing the key lies in 8 words-"influence influential people." "In 2012, when we first introduced the orange, we concentrated on the infiltration of the 60-born entrepreneur." "Through the opinion leader to drive the group sale way will make the orange to produce the quality guaranteed high-end fruit."

At the same time, some people think that the packaging of marketing concepts is important, but technology is just as important. According to Gao, vice president of the US-China Mobile phone network, with the development of mobile power, 500 million of mobile internet users have decided that the website will become a battleground for brand marketing.

However, the traditional electronic commercial web pages from the PC to the mobile end of the transition face three challenges: first, show the problem. The mobile end of the screen is much smaller than the PC side, the font and picture if it appears on a page is not clear. The second is the problem of interaction. Small screen, small picture, small font, user contact with the finger is very easy to click not ideal. The third is the speed problem. Due to the flow of restrictions, clear big picture is difficult to update real-time, slow, consumer experience goodwill degree is poor. Therefore, how to use the lifting technology to achieve multiple screen marketing goes hand in hand, is the current electrical business must solve the problem.