2013 Digital Marketing Trends 10 point Outlook Big Data into the core

Digital Marketing Magazine March 25 reported that the core of digital marketing is precision and interaction, the key is to provide measurable marketing results to enhance the advertising marketing return on investment (ROI). The combination of big data and big ideas will significantly enhance accuracy and interactivity, bringing measurable marketing effects and efficiencies to advertisers.

1. Large Data + Big idea: digital marketing is the core of precision and interaction, the key is to provide measurable marketing results to enhance the advertising marketing investment return (ROI). The combination of big data and big ideas will significantly enhance accuracy and interactivity, bringing measurable marketing effects and efficiencies to advertisers.

2. The value of insight (insight): the essence of big ideas is insight and creative power. In the attention to the value of data analysis and utilization, the close attention to human living condition will become more important, the value proposition based on this kind of insight is the cornerstone of brand building and development, and makes marketing surpass simple promotion. Bring to the Enterprise brand premium, customer loyalty and many other value-added.

3. Marketing 3.0: Our network, social, wireless media consumption era, relying on insights generated by the outstanding creativity, can move consumers from the heart, and trigger the user Word-of-mouth and self-communication, insight and creativity brought about by the user value sharing and emotional resonance is the most in-depth interaction with the audience, is the highest state of communication and marketing. From the focus product (4P). Customers (4C), to the precision, insight, influence, integration to enhance marketing and communication effect, and focus on the integrity of people, human spirit, universal value as the focus of the "heart" marketing, will lead us into the real marketing 3.0 times.

4. Large data of 5 W: more Advertisers and the media, especially social media and portals, will try to embrace the use of big data in marketing from 2012 to the taste or wait and see, bringing more accurate matching users (WHO), more appropriate advertising content (What), More timely and even real-time (RTB) ad delivery (when), more suitable for location-based services to promotional information (Where), and better marketing effectiveness and efficiency (Why).

5. Large data sharing: the sharing and comparison of large data is based on the data mining of the organization itself, which will bring more competitive advantage. The user access data of the media website, the consumer transaction data of the advertisers, combined with the user data and professional services provided by the third party Data Warehouse, combine analysis of the three kinds of data, The media will bring a better user experience, user matching, to advertisers to bring more accurate consumer targeting, marketing effectiveness and efficiency.

6. Integrated targeting: Based on the user's media content consumption, demographic characteristics, user behavior characteristics of the comprehensive rather than univariate user targeting, will bring more accurate user matching, thereby enhancing the media advertising sales CPM price. Achieving this requires large data sharing.

7. Large Data + small data: The combination of large data and small data will bring a better user experience and advertising experience. Data statistics based on overall user behavior need to be combined with data analysis of media usage and consumption behavior of individual users, and optimize user experience and advertising experience through continuous website or app design improvements.

8. Wireless Marketing: The key to breakthrough still lies in the measurement and standardization, with the wireless Internet applications accounted for the different media consumption of the length of the increase in the proportion, will promote industry cooperation and industry associations to accelerate the promotion of standardization and measurable problem solving.

9. Video Marketing: News video will become the marketing of network video blue Sea, film and television drama advertising has been large-scale transfer to the network video and maintain strong growth. TV news program advertising to the network news video transfer, also will follow people consume news video way transfer. Compared to the network film and TV dramas, the news video also has the advantage of the brand shaping in the credibility and authority, and it is suitable for the short video features of the wireless terminal playback. The allocation of a certain proportion (15%) of the budget to the network video from the TV advertisement will bring the advertisers better comprehensive target audience coverage, brand and product recognition, reputation enhancement and effective CPM cost savings.

10. Native Advertising: Banner display ads are still the most important form of advertising for Chinese portals and traditional media websites. Is it possible to improve the effectiveness of search advertising and video advertising through various forms of native advertising (advertising in the content stream of media sites, including in social media), and to maintain or even upgrade the CPM price? How to solve the key problems such as measurement of effect, personalization of content and scale of launch? In the American media environment, these problems are being highly concerned, and hopefully in the year to find a more satisfactory answer, so as to bring us inspiration and examples.

(Responsible editor: Fumingli)