Big Data Marketing: Brands remain active in change

Since  first submission, big data has been a commonplace concept, and now the widespread use of social media has brought huge amounts of data. The development of digital technology itself has more and more profound impact on the marketing methodology and marketing efficiency, this era has been completely not the previous simple digital media era.

Big Data has a big impact. With the development of computer technology, data capacity is growing at a geometric level, which leads to the so-called data explosion. The impact of this big data has spread across all walks of life, in the area of brand marketing, which comes with the global expansion of social networks.

How big is social media data? Data show that Twitter generates 340 million of news a day on average, while Facebook has 4 billion of the information spread daily, and in the context of large data, the key to the problem has not only been what users say, but also who users are. What did you do?

Data mining must be restored to the back of people. Thomas Kremp, a contemporary mathematician and anthropologist in the United Kingdom, mentions in his book Digital anthropology that the nature of numbers is human, and the analysis of data is the analysis of the human race itself. Large data makes the company's tracking and understanding of human behavior more like, data can be multidimensional attention to people, insight.

Based on this, the marketing value of large data, with the real-name community and the universality of E-commerce, the user generated by the interpersonal relationship chain, that is, the network value, through this network ultimately realize the integration of transaction data and interactive data.

I remember Professor Chen of Peking University said that the role of enterprises in the Internet should be adjusted to communicate with the society and the people on the Internet, enterprises should be gradually transformed into life service. In fact, positioning in the online life one-stop service platform Tencent has been to achieve user value level efforts.

In the large data age, the network media is evolving from a simple content provider to an open ecological leader, and the social marketing focus of the large data age is to understand the huge amount of data behind the consumer, to tap the user's needs, and ultimately to provide a personalized cross-platform marketing solution. The value of large data is to be able to enhance the ability of precision advertising more intelligently, to bring higher ROI to brand enterprises.

Large data can produce great marketing value, but it is not easy to make gold in the big data age.

As the founder of modern information theory Shannon, information is an undefined elimination. However, in today's large data age, the whole large marketing system variable more and more, all kinds of new forces and traditional forces in the system constantly dissipation and synergy. These increasing complexity and uncertainty eventually led to the goal of the whole system slowly began to lose focus, brand consumers face more and more blurred, the enterprise's marketing system out of control, the risk began at any time. Words such as "chaos, Nonlinearity, Runaway" and so on have become the typical label of the whole large data age, and the methodologies that were taken for granted in the traditional marketing era have become uncertain.

Finally, brand marketers slowly found that the information explosion brought not only the whole brand marketing system to increase the certainty, on the contrary, it became KK so-called runaway possibility of increase. From the decline of Nokia to the decline of Yahoo, it seems that the continuous environmental changes are beginning to make the development of many corporate giants become more and more passive.

How can you survive and become strong in a changeable marketing environment? One way out is to innovate to adapt to the complex environment of continuous change, which is the core of Darwin's theory of evolution.

In the big Data age, Larry Weber, author of the global best-selling "Social consumption network Marketing", believes that it is time to collect data in the Golden Age, and how to integrate these data into the future of brand marketing is a key task.