A ramble on marketing in the era of large data

International marketing guru Philipcotle points out that we are witnessing the rise of value-driven http://www.aliyun.com/zixun/aggregation/37319.html "the era of > Marketing." His advocacy of marketing 3.0 is cooperative, cultural and spiritual marketing, the core of which is the social marketing emphasis on the relationship and interest in these two latitudes.

The core of social marketing is to access the user's relationship chain, participate in their content discussion and creation, so as to achieve marketing goals. To achieve this goal, the core is to first understand the network of Internet users, the user's behavior, hobbies, characteristics and other information analysis, and then through the appropriate topics and content, cut into the user's network of relationships, become one of them. Tencent Advertising Platform Product Department general manager Liu Yan said.

For example, social age netizens pay more attention to their relationship maintenance on the Internet, they will give each other electronic greeting cards, the right brand owners can consider to participate in the behavior of netizens.

Any big event, especially the international event, is undoubtedly an important opportunity for brand marketing. And for the Chinese people, also more and more attention to their own in the event of a sense of participation, and the formation of word-of-mouth communication. Brands need to actively motivate the positive forces that come with this social network. Therefore, in the social marketing, the combination of event topics, will get a better spread effect.

The emergence of the new concept of social marketing completely subverts the traditional digital advertising display mode. It fully utilizes the strong and weak relationship on the Internet to disseminate content and information around interest, and the sharing and transmission of content is strengthening this strong and weak relationship. "Shiwen said.

Whether it is online shopping or shopping malls, social marketing displays information for users when they need it, effectively reducing the negative effects of advertising on user experience, while users share the consumer experience by playing the role of marketers. Shiwen says this will drive the line flow down to the line, and then drive the line traffic to the offline, creating a cyclical interaction.

This concept has been favored by many enterprises and practice. In foreign countries, Amazon uses bar code and image recognition technology, so that shoppers directly in the Web page to obtain product information, complete shopping parity and information sharing. In China, where customers use the mobile phone at the stop sign to "sign in" mode, prompting "I am a guest", "where the customer video" and other key words exposure greatly increased.

(Responsible editor: Lu Guang)