Big Data Age: how integrated marketing should be done

A recent media hot news report on Big data is interesting, the news said, Ali's data analyst on its platform underwear sales data analysis found that the purchase of large underwear women tend to be more "prodigal." This also lets the media once again to the big data in the domestic Internet company application and development relish.

Large data application: In the country has become the normal

As far as the East Wing is aware, large data concepts in the domestic hot and by the major Internet companies to pay attention should be 2012 years later, when a "large data age" as a large data concept in the domestic Enlightenment book and is highly praised, the books mentioned a Google through large data to predict the flu case, It has also made many people realize the "power" of large data in the Internet age for the first time.

At home, including Alibaba, Baidu, Sogou and so have a large number of users and data of the Internet companies, but also in recent years has established a large data research center, through the analysis of massive data, as well as user behavior tracking and research, so as to help enterprises themselves or customers in marketing strategies, advertising and other fields, Provide more accurate and reliable solution strategies.

Take Sogou company recently released a "Sogou 2014 third quarter automobile Industry data Analysis Report", this report is based on Sogou more than 400 million users in the automotive industry related keywords Search, input, browse, and so the huge data produced by the report, which comprehensively combed the user on the car price, Word-of-mouth , brands and other dimensions of the preferences, which can undoubtedly provide a more visual reference for the car companies in the advertising delivery, and compared to the previous advertising mode is relatively extensive, because there is no detailed and specific large data support, the reference dimension is relatively single and one-sided.

Including Ali data analyst for "Breast big girls more consumption ability" found that, it is also based on Taobao, cat, such as Ali's shopping platform huge user data, and based on these relevant data, but also can guide the Big electric Dealer sellers advertising and marketing strategies.

And as the domestic major Internet companies realize the importance of data, and set up a large data analysis agencies, organize a large number of engineers to data mining, large data capacity will become the major Internet companies must have the ability, and the use of large data will become the normal.

Big Data Age: what should integrated marketing do?

On the other hand, the advent of a large data age, not only to make the enterprise advertising more accurate, our lives, work, thinking, business and even management will change, and even affect all aspects of the Internet industry, including network marketing.

For example, we often use integrated marketing tools to upgrade and change. Before, we in order to achieve the maximum marketing effect, just simple to the resources of each channel integration, through large-scale publicity to expand the marketing effect. In the large data era, the game of network integration marketing is no longer just the superposition of marketing resources, and more of the various channels of scientific and predictive integration and use, and this is the platform and channel for large data fusion and interoperability is very important.

We might as well look, Sogou and Ctrip based on large data "school season" integrated marketing case is how to do?

First of all, sogou through large data analysis and research found that some sudden or regular events, can make user behavior interesting changes. For example, every year at the end of August to the beginning of the early September, such as "Train Ticket", "Hotel", "City Raiders" and other keywords, users of high-frequency search and use, and found that the school season is actually a tourist season. and Ctrip data analysis shows that the online tourism market has 54.8% of users for the 18~30岁 of young users, and university freshmen are in this range, and in the future will gradually grow into the main consumer population. Therefore, Sogou as a marketing platform, based on the needs of college students, students interested in the way, in search, input and browsing and other internet scenes, "Embellish in silence" like the use of information and services to meet the needs of college students, but also meet the marketing needs of Ctrip.

In fact, examples of integrated marketing, such as the use of big data among such companies, may well become the norm in the future, especially among large internet companies that hold a large number of consumer behavior or the use of web products. However, the use of large data is also controversial, such as the protection of user privacy, how to avoid allowing users to feel the ubiquitous "third eye" peeping and so on, but also to major internet companies in the large data mining and use of challenges. But in any case, in the use of large data in marketing or other scenarios, not doing evil should be the bottom line for major internet companies.