Do precision marketing to grasp the big data opportunity

The concept of social network marketing is becoming more and more popular. Abroad, Facebook has created a new market for online marketing, and social platforms have become increasingly prominent in online marketing. What are the benefits of social networking advertising? In China, how to use social platform to optimize marketing results? The reporter recently on these issues, in the Diaoyutai Guesthouse Internet Industry Annual meeting, visited Tencent open platform general manager Mr. Lin Songtao.

Mr Lin Songtao said: "In the advertising industry, there is a very classic word is that I know half of the advertising fee is wasted, but I do not know which half." With the advent of the big data age, it is possible to accurately measure the effectiveness of advertising. ”

Early marketing, due to asymmetric information, advertisers choose Ads to launch the site is mainly based on the site and traffic, because unable to master more data.

The advent of search advertising attempts to narrow the distance between users and advertising. Google first launched its own network advertising system AdWords, AdSense, Baidu has followed up the launch of Baidu Promotion, Baidu Network Alliance. Advertisers can operate independently, according to the keyword orientation, classification orientation, site orientation to put their own ads on the network advertising system, by the system in accordance with the algorithm combined with the main advertising keyword and the promotion of merchandise to match the corresponding web ads.

With the rapid development of social networks, a large number of netizens have been active in social networks for a long time. Social networks can be more exposed to the day-to-day operations of users and interaction between friends, and is undoubtedly valuable data. Lin Songtao that "the core value of large data is the reprocessing of large data and the application of the scene, which is not analyzed and refined, the value is equal to zero." Large data is not equal to more data, but it is useless. "In the big Data age, marketers are able to accurately analyze consumers and their consumer demand data to optimize advertising marketing results."

Tencent is trying to seize the opportunity of the big Data era, Tencent open platform officially launched the opening of the social advertising system-a wide range of communication. For the first time, the system will launch a self-service advertising service to external developers and electronic business websites. This is rooted in China's first social network QQ space and QQ platform of social precision advertising platform is rising rapidly, a large number of active users, accurate focus on target users, efficient dissemination to enhance the effectiveness of advertising, will undoubtedly improve the Internet marketing ecological environment, but also to the Internet entrepreneurs with strong support.

The use of accumulated for many years a large number of strong quality resources, a wide range of data in order to subdivide the vertical areas of the user group to refine, improve the effect of advertising transformation. Mr Lin Songtao said, "The advantage of the broad point is that the human-centred three-dimensional data system model, besides the basic attributes including men and women, gender and geography, the system model has more subdivision latitude, such as the growth trajectory, from the study to the job search, from the single to the new marriage, the child, the Children education and so on, which is a different stage of the user's life experience. , and through the data analysis and prediction can grasp the user's stage, can then meet the different stages of user demand for differentiation. In addition to the stage of life, another important latitude is the interest map, to the user's preferences and even brand preferences to analyze. Of course, these are based on the user's public information analysis and judgment, but also for the user to serve and do the recommendation, will not lead to the disclosure of user privacy. ”

Lin Songtao said: "Any data is the need for structured processing, Tencent platform is more of a relationship chain as the core link, which is not only to see the user behavior of the one-sided and fragments, the real thing to do is to link the relationship between the excavation and user behavior of the three-dimensional combination." ”

"And more important is social, which is also a key element that distinguishes it from other ads," he said. As the saying goes: Birds of a feather flock together, any small circle has a certain degree of convergence, through the user friend's behavior to recommend and influence, so the result than normal situation better than 50%, and will form a free spread, after all, friends Word-of-mouth is the best advertising "compared to traditional advertising, The core advantage of social advertising is a better understanding of the user, the user base on the same community platform, and they are closely linked with the chain of friends. Therefore, social advertising can use the relationship between friends, through interaction and word-of-mouth to spread the brand.

Advertisers, through the social advertising platform, can directly and accurately access the target audience it wants to face, and understand how much each penny investment can bring in the end. Different users in the same Web page with an ad site to see the ads are not the same, is tailored for each user personalized customization. In the age of social networking and social media, users hate ads, but they have no relationship or interest in them. "In fact, the core of precision marketing is three things:" says Lin Songtao. One is to find the right person, know what to look for, the second is to find people, really can contact these users, three is spent on money, every penny can be clearly measured effect and can be closed-loop optimization according to the effect. The broad point is to help advertisers achieve these three goals. ”

Insiders pointed out that "Tencent wide-spread the relationship between the friends of the chain and drive, and brand promotion, merchandise promotion is very good integration, the potential is great." In addition, this means that Tencent will be more than hundreds of millions of active users of its community platform to the entire Internet, and provide enough tools to third parties to explore the value of the business, this behavior on the industry's ecological significance. ”

In the data age, marketing and advertising enterprises are facing great challenges, Tencent social advertising platform widely, relying on its social platform and the advantages of technology, the user's interest map and social map organically combined to bring surprises and inspiration to the industry. In the network marketing ecology, the precision marketing value of large data also receives more and more attention of enterprises, 2013 will become the core battlefield of the domestic internet giant enterprise.

(Responsible editor: Schpeppen)