3 Marketing breakthroughs behind six major industry advertising pioneers

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Wen/Zhou Zhiyuan, chief editor of Investment Tide website

Recently, based on Baidu Big data for brand marketing innovation cases are increasing trend, more and more industries began to be affected by large data. There are pioneers that Baidu big Data + Baidu knowledge community and media search platform, will lead an industry innovation; there are conservatives who think that big data marketing is nothing more than a new concept, and can not give the Enterprise brand marketing to bring much help.

So, Baidu Big data in the end to the industry and in which the "Test water" enterprises have brought how the effect? In their view, Baidu Big data on the brand to help how to truly play the magic hand?

Through the typical pioneer representative case of six industries, Baidu has three major breakthroughs in data and marketing:

1, large data to slow the development of data in depth

As China's largest search platform, the current Baidu large data system has covered 95% of China's netizens, 6 billion of the search request every day, 600,000 Baidu Alliance to provide 5 billion times a day PV. A vast database can store the real needs of netizens, but it also lets marketers face how to get marketing value from massive amounts of data. Therefore, Baidu has proposed a large data marketing to slow the inevitability of data marketing. As McDonald's chief marketing Guan Cong said, the biggest value of slow data is CMO embrace large data, marketing knowhow and large data, to find the brand marketing critical moment. Data from heavy to light, from extensive to fine, patiently do data tracking, mining work, fully embodies the personalization of large data, trends and long time, for insight into consumers have important value.

2, large data marketing will move up

Mobility becomes a prominent feature of the present and future consumers. In view of this trend, the brand advertisers how to obtain the target consumer's behavior data, and the brand interactive communication becomes a big pain point. During the Spring Festival, Baidu released the Spring Festival migration map to attract the attention of many brand people. Baidu position Marketing charm on the one hand, the huge data, such as Baidu Map, with 200 million active users, 35 million landmarks, 5 million merchants, become mobile behavior of large data vault. On the other hand, it is the product and technology that combines with marketing strong on the basis of moving large data. Baidu Address fence technology has been able to achieve for businesses to provide geographical positioning ads, that is, mining integrated user data, accurate positioning after shopping needs, put product information.

3, Baidu has surpassed the search to become a comprehensive marketing platform

For most marketers, search platforms are more than just traditional search and traffic. Especially in the Baidu platform on the emergence of Coca-Cola, Pepsi and other classic cases, you can find that Baidu's platform role has begun to host a one-stop marketing solutions. Its breakthrough point is the entire platform bar, know, music, pictures and other rich channels, including SNS and other integrated marketing. And the brand area, business intimate and other commercial products also provide powerful tool support for integrated marketing. Depth, mobile, integrated into the 2014 Baidu platform for brand advertisers left the most profound experience and Word-of-mouth.

At the same time, the following six major industry marketing pioneer case has a lot of reference value, share.

Fast elimination Industry: using knowledge marketing to change brand cognition moment

For Coca-Cola, how to explain to people that "cola does not kill sperm" is a headache. Choose to launch the "Coca-Cola" in Baidu Knowledge Marketing campaign, became Coca-Cola in 2013 brand marketing, a huge bright spot. The final effect also shows that Baidu's unique knowledge platform effect is conducive to helping food companies such as beverages to better communicate with consumers based on knowledge.

Fast food industry: slow data to achieve successful marketing

McDonald's is actively introducing Baidu's "slow data" concept. This April, McDonald's through Baidu data analysis, in a huge amount of information to get the school District room This parent group of hot search words, and the integration found later with the McDonald's brand fit brand sentiment, based on this film TV advertising film response unprecedented.

Commercial real Estate: Using Baidu map to create digital shopping Mall

Baidu and Vanke's cooperation has let a lot of real estate business onlookers, the use of large data can get the flow of shopping malls change the law, to achieve marketing improvement, even the provision of personalized customized services and precision marketing of the internet thinking is very good. Baidu can provide a large number of data, including, each shopping malls of the approximate number of hours of traffic, the approximate passenger flow of each store, the integration of customer groups to obtain the source of the whereabouts and characteristics, master the customer activity trajectory, customer consumption habits, refining the corresponding data and rules. Create a collection of "consumers, merchants, operators," the business ecosystem.

Insurance Financial industry: building up a financial consumption ecological circle with large data

How does the insurance industry make use of big data to "win or lose"? During the World Cup, Baidu "World Cup forecast" with Ping An insurance launched "letter Baidu Security" Innovation Lottery Insurance for many color fans escort. In fact, as early as in January 2013, peace and Baidu signed a cooperation agreement, with the help of Baidu's big data advantage to study consumers on the internet behavior habits, the establishment of financial sector of the consumer ecosystem.

Tourism: Using Baidu to determine the critical moment of travel

Shandong Tourism Bureau in 2012 began to vigorously promote digital marketing. Among them, Baidu becomes its main platform. Its implementation through the Baidu platform is the tourism brand display, users search large data management and tourist attractions large data monitoring and early warning system.

Luxury: Precision Sample delivery & People music Festival

New Send sample delivery how to avoid blind hair, repeat collar? The use of large data to enhance the delivery of samples in the brand marketing has become a new way. Burberry-brit RHYTHM (British rhythm) Men's fragrance through the PC side and mobile phone Baidu brand area to achieve brand demand, to landmark ads to achieve category demand lock, make full use of Baidu music channel of the crowd effect and influence on the online music theme and music channel home content to promote, At the same time, based on mobile phone Baidu Wireless Network Alliance positioning to achieve a stylish landmark lock, the final, a daily limit of 3,000 copies of the sample 20 minutes of heat out.

As the saying goes, "insiders", from the current status of brand marketing in various industries, it is indeed "every family has this difficult to read", each has its own pain points. However, when Coca-Cola, Burberry, Ping An insurance, Vanke, McDonald's and Shandong Tourism Bureau in their respective industries, relying on large Baidu platform to successfully realize the big brand marketing innovation, we will find that the pain point of all industries is the marketing concept and the progress of the times between the "dislocated". Once we try to connect the brand with the big data to the person, the mining big Data Age enterprise and the consumer's connection, can not only heal the "dislocated" the pain, more likely thus opens the new journey which leads the industry innovation.