Big Data behind the brand marketing of "Mercedes-Benz owner + Beijing Roast Duck"

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Wen/Wang Lipeng, editor-in-chief of China Business newspaper, business School

"Toyota owners eat McDonald's very much, Mercedes-Benz owners to eat more of Beijing roast duck and Japanese food, Chevrolet owners eat more than the Western-style steak," Chevrolet owner HM, Audi is a loyal LV users "," Olay applies to the 25-year-old female "... These seemingly unrelated things are actually present in your eyes, in the life of you and me. So, curious you, will involuntarily ask, "How is this linked together?" -Yes, this is Baidu search and Baidu Big Data magic power!

At present, the race with information accuracy, and the game of information occupancy, become the key factor of competition among enterprises. How to interpret the consumer's intrinsic demand, to analyze the customer's interest preference and to gain insight into the market essential trend is the key to winning the enterprise. As Pan, deputy general manager of the Ningxia Wine industry Market Center, said, "the study of consumers may be the most direct." Baidu Search with large data whether it is said to connect people and information, or the development to connect people and services, have a strong data treasure to do support, it covers 95% of Chinese netizens, the average daily contact with 6 billion search engines, while Baidu also connected a lot of search sites, where the formation of a lot of user behavior database, Therefore, enterprises can fully in such a data on the basis of the current situation, to dig out the necessary value. Rowe Technology Development (Beijing) Co., Ltd. Large data department deputy general manager Leipeng also mentioned that when you add all the marketing activities of the page is not good, but you put all the digital media activities together, you will feel its role.

Zengliang, vice president of Baidu, mentioned three changes in consumer life patterns in the exchange. I feel the same as the observer and the participant in this mobile internet age

The first change: the demand for mobile internet and mobile services that consumers can enjoy anytime and anywhere is becoming increasingly robust. There are search, communication, positioning, sharing, payment and so on the service link demand. These needs are more urgent and need to be met in a timely manner.

The second change: consumers quickly shuttle to various places and spaces, the life radius gradually expanded and dispersed, single media has been difficult to cover the consumers you want.

The third change: consumer behavior from rational preparation to real-time scene triggers. In the era of information explosion, consumer behavior is no longer completely static and planned, because consumers in the dispersed media contacts, in the continuous absorption of advertising and marketing information, so many consumer behavior will be due to the specific brand settings of the advertising experience or interactive scenarios triggered.

Second, more and more enterprises begin to treat data as assets, and brand digital assets are getting more and more attention.

Every discussion about technology, business and social change begins with data. Data is becoming a new natural resource as the number, speed, and type of data grow at a geometric level. Its significance for the 21st century is like the steam engine for the 18th century, the meaning of power for 19th century, and the significance of hydrocarbons for 20th century. Because of the huge increase in equipment and the integration of technology into various things and processes, the world produces more than 2.5 billion gigabytes of data a day, 80% of which are "unstructured", including images, video, audio, social media, and so on, as well as the dramatic information blowout caused by embedded sensors and distributed devices. The development of technology gives us the means to capture and analyze these data. The task of a business leader is to increase the "insight" and "speed" of the data as a core differentiating factor, capturing the business value of the data and using it to change its industry or professional rules of the game.

The German philosopher Heidegger said, our tools for technology only capture the "right things" of technology, but do not capture the "real thing" of technology or the nature of technology, and to grasp the nature of technology, we have to "find the real thing through the right things".

Put his words in the reality that we are facing today, and I will look at "right" and "real"

The right thing to do is to use search and large data to help build and discover associated technical methods. Truth is the consumer insight that companies have been trying to figure out.

Because of the development of mobile Internet and large data technology, what we see is not only the search type Big data, but the entire user life behavior big data, the Baidu passes through the consumer 360 degree life circle to leave the data trace, gives the consumer "the Portrait". What's behind this "portrait" is a consumer insight. The value that brings to the enterprise is based on such consumer insights, or accurately targeting the target group, or reshaping the brand image ...

Or the beginning of the example, McDonald's in Toyota, if there is no search engine and large data analysis, you may think that this is two unrelated brands, but consumers through the "footprints" in Baidu, let us see such a link: Toyota owners eat McDonald's very much. What does this mean for the brand? Compared to the number of Chevrolet owners who eat steak and Beijing roast duck, Japanese food more Mercedes-Benz owners, Toyota owners more pragmatic. This information on the marketing and brand communication, there is a certain value, so that brands can be targeted to target audiences to develop integrated communication.

In the age of no big data and search engines, this association is unlikely to be seen.

Another example of our magazine has done a case, le friends, is a baby child supplies business. All promotions are uniform until the data is big, and buy two cans of milk powder for one can. After doing the big data, he knew that the person who bought the milk-sucking device should not give her promotion again, because bought the milk-sucking device is the breast feeding, you keep sending him the text message, sends the mail is the waste.

Baidu in doing data analysis found that any search for "Olay" users, almost 1/4 of people will search the "Age of Application" this keyword. But other products, such as L ' oreal, do not see this phenomenon. This gives the enterprise a very clear message, the age of the product of Olay is not clear. When Baidu to share this data to the P & G, it quickly adjusted the advertising strategy, directly to tell everyone how many years of Olay apply to the age, so we see the "Olay Hold Live Forever 25-year-old." Clearly tell everyone that the Olay applies to the age of 25. After this clearer message is delivered, the product sells well.

It is said to be a time of fragmentation, but we think that the more debris we need to integrate. Baidu and other Internet companies are the consumer more and more fragmented behavior in tandem integration, insight into its appearance and needs. In fact, the traditional media can also find many opportunities for differentiation. The big Data age is bound to have many big opportunities, but opportunities can be there, opportunism cannot be there. The use of new technology is the means, the most can not forget what they want, do not forget beginner, and then use the right to find the truth.