Controversy 315: "Precision Marketing" who moved the cheese?

CCTV a "315 party", easy media, transmission technology, etc. rely on grasping to user cookies to obtain user information, and accurate information on advertising business model survival of the company, was placed at the forefront. Some people joked that this seems to reveal that the TV ads can not be as accurate as the Internet advertising, but also some people say "precision marketing" leap-type development should not be overlooked, in moral and ethical and legal system to restrain and discuss. So whose cheese does "precision marketing" move?

Sharp Business is against ethics

Advertising marketing industry has such a sentence: a campaign to play, half of it is useless, but the reason why advertisers have to continue to advertise, because do not know which half is not useful. This is a profound word for advertising marketing, now precision marketing is almost all the demands of advertisers.

Where do you vote? How much? How to pinpoint potential customers and get information to the direct? This series of problems spawned the "precision marketing" industry. "In the Internet advertising marketing technology platform of choice, there are roughly three directions: first, the search engine, is basically Baidu and Google duopoly monopoly;" The second is the advertisement release management and the monitoring, the third is the user's data mining and the accurate directional application. Now more advertisers pay more attention to the target user positioning, consciously improve the targeting of advertising, more attention to the quantification and monitoring of advertising effects, and will try to use new marketing methods, the network advertising industry to achieve high-speed growth behind the technical innovation and Platform application technology development faced challenges.

Today, Tencent has the largest Internet database media in China, and 360 is the same. But for users of the registration information, Tencent itself does not have much analysis and integration capabilities, not to mention precision, such as Tencent QQ browser to know what the user on the site, but can not know the content, because only a few URL code received.

To analyze a lot of information from the URL code, the workload is staggering, but also become a group of opportunities for the rise of the company. Effective precision marketing is based on the constant and consistent updating of target customer base information, and is also the basis of direct marketing, digital marketing and PR activities.

Now has strode into the big data age, how to activate these high-quality large data to become a weapon to compete with each other: precision marketing is to improve the CRM data analysis platform and management system based. billion, such as the company's business model from the cooperative telecommunications operators to obtain a large number of raw data from which to extract valuable information to facilitate the enterprise accurate advertising and e-commerce, business and similar to the United States data software provider Splunk. Chuan Yang also admitted that through many ends, such as the media to provide advertising, to provide free advertising to small and medium media, to provide monitoring systems to third parties, to provide customers with advertising management and monitoring optimization system, through a variety of channels deployed to obtain cookies, accumulated a good hundreds of millions of of active netizens cookies.

Big Data Age Cat-and-mouse game

Worldwide, a day can send 290 billion mail, equivalent to the United States two years of paper mail combined; the global BBS will produce 2 million posts in one day, if it accumulates, it is equivalent to the sum of the published content of Time magazine for 770 years. The largest value of large data in business services, business through the large data perspective of the user's deep-seated characteristics and can not be obvious internal needs.

In fact, the lack of search and SNS is: Do not know the target audience who, also do not know where. When the current E-commerce development to an individual as the core of the era, everyone is the content of the manufacturer, people as a unit to carry out the dissemination of the way has gradually become the mainstream. How to find this person is all engaged in the Internet precision marketers need to overcome the problem. Different from the study of logical inference of traditional data analysis, large data research is to make statistical search, comparison, clustering and classification of huge amount of data, which is precisely because of the characteristics of global data analysis in large data age, personal privacy problem has almost become an industry paradox.

One side is the user privacy issue is widely concerned, one side is the emerging mobile advertising market has also begun to put forward the pursuit of accurate advertising. Just last year, the Federal Trade Commission (FTC) began investigating mobile tracking technology in order to fully protect user privacy. The technology makes it possible for mobile users to switch between different apps, but advertisers can use the iphone and the ipad's built-in Udid unique identifier to track their usage, releasing accurate ads. On the desktop platform, marketers can use cookies to track users ' behavior across major sites. Although mobile devices also have cookies, they are unable to track user activity between different applications. Because of this, the major advertising networks to launch a tracking system.

A few months after the FTC's investigation, the agency issued guidance that required major companies to better regulate privacy practices and urged Congress to pass comprehensive privacy legislation. Opponents, however, claim that it is a total waste of resources to lose millions of of dollars a week if you cannot use personal data to deliver better, more accurate ads.

The root of this cat-and-mouse game is the burgeoning mobile advertising market. In the mobile internet age, there is no advertising, most applications can not survive. Ad networks adapt faster than apple-like devices. Traditionally, Silicon Valley companies do not generally view privacy controls as a user protection measure, but as a technical challenge to overcome.

Today, China's internet advertising industry chain compared to the United States is not perfect, because the United States Internet advertising costs are a considerable part of the analysis of the advertising audience, while the domestic Internet advertisers often ignore this link. On the other hand, the domestic internet media is showing the development trend of fragmentation, at the same time the audience's personalized demand is more and more strong, these make the domestic Internet advertising industry chain to improve the demand becomes more and more urgent.

What is visible, however, is that in the post "315" era, the precise marketing industry is afraid that the most important thing to do is to establish self-discipline rules for the industry, and to publicize the international popular Internet Privacy protection legal knowledge to the society and the media, and most importantly to communicate with the Government and urge China's practical Internet users privacy protection issues legislation.