Don't let the "precision marketing" smell.

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

When I open the video site want to see a episode of "Kangxi Come" to find some fun, the video window actually appeared recently in the Taobao search for the same dress recommended, "nothing more than precision marketing well"-know people naturally understand, but I and my small partner still stunned.

The same scene has been repeatedly staged on platforms such as Weibo and social networking sites, and the most recent of its kind will be rolled over in the "hot commodity apps" of Weibo.

Online "Popular Commodity Applications" push (images from the network)

This precision marketing based on large data makes some users shudder, and George Orwell's "Big Brother" seems to be staring at you on the other side of the computer, and you are like the protagonist in his novel "1984" Who is under a peep from all directions.

When the electric business war hit in full swing, how to more accurately promote the product to the target audience became the top priority. Businesses are doing all they can to attract consumers to pay, and precision marketing is a powerful tool for them to improve their profits.

As everyone knows, precision marketing is also a double-edged sword, not accurate or too frequent recommendations tend to make the marketing effect counterproductive, so that consumers at a respectful distance, and even scoffed.

User Attitude

The following is Tencent technology in the network to see the netizen comments.

PiggyKing113: What you browsed on Taobao, in the micro-blog "Hot Products recommended" column immediately repeatedly rolling related product ads, just beginning to feel fine, and then really feel nausea, privacy is completely gone.

Li Xiaobai every day sky blue: Often browse other Web pages when jumping out of a Beijing-East advertising box, above the product is once in the Jingdong search products, suddenly have a feeling of cool behind.

Kevinguo: As long as you browse through any product on Taobao, you will be in the other pages you browse to push these products ads, this is a very rude behavior. Ask your technical Montana, if you stop this kind of tort?

User needs

It seems that the users of this marketing approach is not a few, but at most can only spit on the internet slot.

As early as the internet has not yet arisen, the public can only grainy sampling and other methods to rack their brains, at the expense of financial and material analysis of consumer behavior.

And in the Internet age, large data changes the electricity quotient and social platform, makes the marketing precision becomes more convenient, the processing user's accumulation data has become the very simple matter, through certain technical means to the specific crowd analysis, can accurately know the user's consumption habit even analyzes his thought course, This has undoubtedly brought about revolutionary changes in marketing.

It can be said that the user based on large data on the basis of precision marketing is still a demand, especially in the case of network information flooding, users are eager to get the information they want to know, if the big data can really sit to precision, it will indeed bring great convenience to people's lives.

Precision marketing is not "accurate"

But at present, not all precision marketing is so "accurate". Many of the "precision marketing" that goes on the fringe brings more information to users than they are interested in.

Overwhelming product recommendations and promotional messages (images from the network)

Many netizens reflected in a website to buy their products, the mailbox will appear overwhelming product recommendations and promotional information. Think about it, looking at a screen full of "to urge sales price", "loss of a big sale", "warm congratulations to the store", such as "N Anniversary" such as spit flying word, I believe that many people will be in a flash hit the computer impulse.

A netizen spit slot said, "Now recommended to me are useless, I bought a, he recommended to me are a similar products, to have fart use." Even a male netizen said he had received an ad message about her underwear, which made him wonder what he had done or what the so-called "precision marketing" had done.

What does precision marketing have to do with what?

In this respect, Wei, a new media watcher, has written that precision marketing can be divided into two categories, one based on social attributes, divided by sex, age, education, income, and the other based on interest, and many of the current precision marketing is the former. From the point of view of advertising precision, the marketing method based on social attribute is not very accurate.

Who moved the user's "privacy"?

In addition to being imprecise, precision marketing is mired in the intrusion of user privacy.

When personal information is abused, resulting in a barrage of spam ads, we can not help but wonder who moved the user's "privacy." In this connection, some netizens said bluntly, "people who use the Internet to talk about privacy?" ”

User information leaked (image from network)

Tencent Technology found that netizens have received "I also called XX, because I used it, I am taller than you 10 centimeters" of the increase in product advertising mail, and "XX" is the name of the Netizen.

"This is a violation of user privacy ads, but there is no way, the reality of this", Shenzhen Electric Shock E-commerce Co., Ltd. founder Shangxiang to Tencent Technology.

So who is it that gets the user's personal information?

The cookie used in precision marketing has been widely discussed by the public. It is understood that cookies are data that a Web site stores on a user's local terminal in order to identify the user's identity (usually encrypted). Advertising companies that use this feature can speculate on the basic attributes of the user, such as age, preferences, and so on, and users often lack the ability to reject cookie information tracking because of technical problems.

And for the use of cookies, such as access to personal information is equivalent to the user's privacy information, it can be said to be "benevolent people."

Xiazhengyu, director of the Media Science Institute of the University of Communications, said in a media interview that the current issue of "What is privacy" and "what is called invasion of privacy" does not yet have a legal aspect of the precise provisions.

Wei in the commentary, said that judge the access to the user information is justified or not there are two standards, one is to see whether the user will voluntarily submit information, and the second is to see whether the user voluntarily handed over the information and agreed to give it to a third party.

Large data is the inevitable trend of the entire Internet development, the Internet advertising industry to advance to the precise level is not a peeping user behavior, but at a manageable level, such as the excavation of user information such as basic necessities, Adtime vice President Zhaoheng at a conference said.

In fact, no matter how the concept of "privacy", when users generally dislike this, the business should consider how to better use the means of precision marketing, because in the final analysis, the user is the merchant's "food and clothing parents."