Embrace the age of big data marketing

It is well known that the public relations industry, which is famous for its dealings with the media, is facing a new challenge in the internet era, and more and more he wants to provide online services for enterprises directly to millions of consumers.

Every person in this industry, whether active or passive, has been forced by the torrent of data into the "Big data" era, embracing the big data era is the only marketing person "destiny".

The above words for malicious words, only to represent personal feelings and views.

These days, doing marketing to do PR, for the endless Internet applications and the birth of the term must be aware of familiar and quickly translated into the customer's proposal, so whether or not we really figure out what cloud computing is and what big data is, we have to move forward on this "chasing new" undead path.

In Xie's "Welcome to the big Data age," the definition of large data is described:

According to the Wikipedia definition, the so-called "big data" in today's internet industry refers to the phenomenon: the day-to-day operation of a network company generated and accumulated user network behavior data "growth so fast that it is difficult to use the existing database management tools to control, the difficulty exists in the acquisition of data, Storage, search, sharing, analysis and visualization. "The volume of these data is so large that it is not measured in terms of how many g and t we know, but rather in terms of P (1000 t), E (1 million t) or Z (1 billion t), which is called large data."

What is Big Data marketing?

Large data marketing should be worth the popularity of the Internet in the present, social application and cloud computing, so that the network traces of netizens can be tracked, analysis, and so on, and this data is massive and changeable, enterprises or third-party services to the enterprise's marketing to provide advice, strategy, delivery and other marketing services behavior, Can be turned into big data marketing.

Like big data, big Data marketing is not a very new concept, just because with cloud computing, cloud applications, the popularity of various mobile devices, and the rise of social media such as Facebook and Twitter, such as Google and Amazon's maturity in the data marketing system, Makes the big data marketing receives the more and more attention and gradually becomes the most enterprise's must topic.

Large data marketing is the main battlefield of future marketing, because all the people in the television, newspapers and other traditional media in the growth of the slowdown or even attenuation, and with the integration of multiple networks, large data is the traditional channels of data fusion, resulting in the "data for the King" marketing pattern.

The future of the enterprise marketing cost distribution, in addition to some of the brand, most of the delivery is in large data guidelines, the enterprise's consumer groups distributed in where? Where are the potential users of the enterprise? Find out where they are distributed through big data, and then use the creative delivery format to make them fans of the business and form sales.

In the era of large data marketing, any launch of the click Rate, conversion rates and sales, network public opinion, will be presented with data, and how to use the value of large data for Third-party institutions, are "technical" challenges.

Of course, note that with the advent of the big data age, the amount of data is huge and irregular dispersion, and for the enterprise marketers, how to find the data that is helpful to the enterprise through a reasonable methodology in large amounts of data, and allocate the budget reasonably to the platform of the numerous data sources This is a huge risk for corporate marketers and business decision-makers.

As we are familiar with the sentence, "Enterprises do not surf the internet is to die, the enterprise is not ready on the Internet may be to find death."

How to maintain the existing marketing channels at the same time, covering more and better and more effective network platform, for the brand Enterprise Market department, opportunities and risks are also huge.

We are familiar with Google, Facebook, Amazon and so on, are big data marketing leaders, through the large data mining, tracking, analysis and delivery of digital means for enterprises to achieve large data marketing, not only to help enterprises achieve marketing goals, but also make their business model more technical barriers.

For domestic, big data marketing is still in the initial stage.

The relatively leading Baidu and Alibaba Taobao search and auction advertising system, this is the easiest way for business customers to understand the data marketing model-Big data marketing challenges to the traditional portal will be greater, show ads will not only be required to be displayed, but also with the corporate official, official microblogging, official homepage, more accurate and effective, For the Internet media, in the era of large data marketing to continue to maintain the attraction of advertisers, in addition to maintaining the influence of the media, advertising mode of exploration is also necessary to do.

This, Sina Weibo's opportunity is undoubtedly the best, but also the most can be concerned about the study of the case.

For many domestic third-party marketing communications agencies, it is difficult to like Ogilvy and other large enterprises directly buy and buy the formation of data companies, but can still embrace the "big data" in other areas.

The domestic media environment is also very complex, many enterprises on the traditional media budget is not too cut, will gradually increase the cost of new media tilt, in such a new environment, through the edge to explore the way to build a more humane and intelligent mode of delivery, for practitioners, opportunities outweigh the challenges.

For large data marketing, the following capabilities are required:

1, marketing communications agencies have the ability to collect data: The source of data depends on the network industry's "openness." The relatively closed environment of the domestic Internet makes the data collection have considerable difficulty, especially in the mass data age;

2, marketing communications organizations should have the ability to collate data analysis: The collection of data analysis and summary, may be the shackles of rapid development of large data marketing. Do most of the product is the science background, do marketing is the liberal arts background, so you understand;

3, marketing communications organizations should have the strategy and delivery capacity: through the analysis and induction of data, the formation of a reasonable delivery decision, the requirements of our marketing staff, not only to write a program to write manuscripts, more able to read the data to understand the form, but also to be able to raise demand ~

In the era of large data marketing, the marketing staff's product manager will be the trend of the marketing industry in the next few years.

How to manage and apply these data, control the margins of privacy and public space, maximize their value, and be technology-driven big data marketers-this is a major challenge for our pursuit marketers.

(Responsible editor: Lu Guang)