Digital marketers, please don't think of yourself as God.

The age of large data is the best time for marketers. With the help of technology and data, digital marketers are finally likely to have a thorough understanding of consumers, pinpoint consumers, implement the effect of tracking every input, and eliminate the legendary 50% of advertising waste.

Countless digital marketers and innovators are describing an ideal state: gathering more and more information from consumers, preparing to identify changes in consumer life (including pregnancy), buying behavior and needs (what to buy, what to Buy), Then use accurate delivery technology to put the advertising information at the right time to the right people, and real-time tracking the aftereffect of each marketing campaign, consumers whether the subsequent purchase behavior. What an ideal state! Marketers, like God, look down on sentient beings, see everyone, choose the target consumers, guide consumers to do the designated choice, do not waste a dime.

But that's not going to happen! It is time to recognize reality and give up the illusion of God.

Individual behavior is completely predictable. Many people believe in the predictability of human behavior, when the individual has enough historical behavior data, the consumer's next choice and behavior can be accurately predicted. But that is not the case. Many consumers look at the same programs, touch the same media content, search the same content, and enter the same electric platform, but ultimately consumers ' buying options can vary. Even consumers cannot predict their behavior. Like myself, at the end of the day, I don't know which house I would choose for lunch.

Digital marketing often fantasize about mastering the data, mastering a variety of contacts, the consumer can firmly control in the palm. This is a naïve illusion. In the fourth communication revolution brought by Internet, "going central" is its essence. Technology not only gives marketers more power, but technology gives them more rights. The audience is no longer in the passive position, the audience can actively evade advertising, active access to information, deconstruction and even subversion brand. The trends suggest that marketers ' dominance is weakening-marketers look like a "big brother" in the past, and now, even big Brother can do so, how do you Do "God"? Therefore, "persuasion" becomes a key factor. Marketers should consider how to change the behavior of audiences and target groups by effectively persuading them to find the right person, carry out the right launch, implement ideas, and give the target group a benefit. Through the brand's own appeal, the impact on consumers ' emotions, the rational supply of marketers (such as giving consumers more concessions, discounts, etc.), to a certain extent, will improve the effect.

Many digital marketers like to quote "I know my advertising fee is 50% is wasted, but I do not know which half of the" this classic, and believe that digital marketing often use the means of precision to eliminate this 50% of waste. The positioning of digital marketing is often simply identified as a potential customer, that is, the buyer. For example, the ads for luxury cars are for people who want to buy luxury cars. But the goal of marketing is not just to find potential users. Finding the right people to talk to is part of the idea of marketing. Marketers Express, sometimes speaking to the user to listen to, and sometimes speak to other marketers to listen to, and sometimes will be told to the public, and even to the public to listen to. Therefore, if it is simply for the user endorsement and endorsement, then, Pro, you are wrong! Again, some of the potential users of some products are extremely extensive, even everyone may be consumers, such as Coca-Cola, bottled water and shampoo, and so on. Therefore, the "precision" at this time has no meaning, because, at this time it is difficult for the target population and audiences to predict. ROI error. Precision is an important means of reducing waste. The current standard for measuring precision is often set to 100, and how many are put to target audiences. Like 100 rounds on the battlefield, the number of enemies hit. The definition of this precise ROI is guided by a sniper rifle. But increasing the ROI cannot ignore the more important scale effect. The victory of the battle is often dependent on "weapons of mass destruction", the number of enemies hit is the most important. So a more appropriate ROI is defined as how much of the target audience is covered. Therefore, in the marketing input rate of return, should be considered from two angles, one is to reduce waste, one is the effect of scale.

Tracking the effects directly to sales is a common dream for digital marketers, and it is true that digital marketing makes it possible to track advertising into sales. But the long-term effect of the brand will not be reflected in the individual level, so such behavior is often impossible to trace. For example, a well-known search. Search can be traced, including the conversion rate behind the search. But how to drive search and how to improve the conversion rate of search----these are closely related to the long-term benefits of brand-building media and mass media. Another example, a new product ready to put into the market, and in the past is not any well-known, so it is not easy to search for people, so it does not matter tracking, enhance ROI.

In addition, the display ads with click-through as an important reference indicator have a real hit rate of less than 1 per thousand, but display ads can inspire people to search, and then take some action online, which can not be traced in the short term.

"Service to people"--this is the best interpretation of digital marketers for traditional marketing. So, how to solve the above two problems?

In marketing, we are struggling to find a precise positioning, perhaps the search is the difference. However, it is more important to control the commonness, because mastery of commonness means better understanding of consumers and "service to people". In mastering the common situation of consumers, we can better improve products, optimize service and transmit information. For example, when marketers learn that consumers just need a series of baby products as mothers, marketers should not simply push for the mother's individual situation, but rather think about what is the common puzzle of the parent in a macroscopic perspective. Only the combination of commonness and individuality, can the "service to People" do the best.

Positioning is not easy. Marketers cannot rely too much on technology companies because technology companies look at issues differently from advertisers ' own perceptions of consumers. For example, marketers want to promote dentures cleaning products, if the technology company to do, he will only go to find who is using dentures, and marketers, he will take into account the emotional factors-just the employment of small white-collar, will give elderly parents to buy a set of such products filial piety. This shows that the angle of analysis of the two sides is different, of course, this is only a case. Therefore, marketers must focus on participation and enhance the ability to audit data.

Marketers should consider how to change the behavior of audiences and target groups by effectively persuading them to find the right person, carry out the right launch, implement ideas, and give the target group a benefit. Through the brand's own appeal, the impact on consumers ' emotions, the rational supply of marketers (such as giving consumers more concessions, discounts, etc.), to a certain extent, will improve the effect.

As for the scale effect, the scale and precision of the parallel, that is not only to consider how many people you reach the target group, but also to consider how many of these target people are you touch.

Five, effective measurement of effect. This is related to the "persuasion" previously said. Marketers should pay attention to the emotional factors in the marketing process, brand effect, the strength of the product itself and creativity, the marketing model into a "demand-oriented", no longer blindly emphasize one-way communication, but actively with consumers, measuring the effect and long-term return, in the consumer's decision-making path plays an influential role. At this point, millet is a good example. In the interactive system of millet, millet make full use of interaction with consumers, using the power of role models, emotional impact, so millet will itself as a result of the earn media. Another example, video advertising, the spread of primary advertising is related to the scale.

In short, as a large data background of digital marketers, how to redefine the traditional marketing concept, the self-righteous "God" identity, from the "service to people" to erase the illusion, this is the broad road of digital marketers.