Geo Deberi on large data Internet financial Marketing application

Sponsored by China Financial Certification Center (CFCA), "2014 China Electronic Banking promotion year launch ceremony and the second Financial brand Summit" was held in Beijing on April 2. The summit with "large data era of financial brand marketing" as the theme, invited well-known marketing experts at home and abroad in the scene to share the New York International Advertising Festival Financial Marketing award-winning works, while interpreting the domestic and foreign financial industry on brand promotion of hot cases. Deberi, the chief marketing officer of Ji ' an polymerization, was also invited to attend the keynote speech on the Internet financial Marketing application of large data, and deeply analyzed the new ideas of marketing of Internet brand and large data technology.

As an old saying in advertising: you know that half of the advertising effort is wasted, but you don't know which half. Everyone knows to precision marketing, also know that the core of advertising is to pass accurate information to the most suitable people, the truth is simple, practice is not easy. Beijing Collection Austrian Polymerization Technology Co., Ltd. (GEO) is an industry-leading provider of large data services, GEO-driven by non-cookie large data, in the development of the forward-looking technology of multiple-screen advertising continues to introduce new, so that the significance of marketing activities really show the coverage of a wide range of precision, more creative features.

Seize the time is to seize the user

The survey found that Internet users ' behavior and track is often random, messy and disorderly. The change of the user's intention and the interference of the media content will lead to the transfer of the user's interest point and the change of the consumption decision at any time. Deberi that in today's era of information explosion, the content is no longer a single media drive, but a crowd-driven. The consumer portrait is no longer a definition of the basic attribute, but a behavioral definition. Therefore, Deberi put forward the effect of marketing as the premise of the "433 impact factor", that is, the impact of marketing factors, 40% is aging, 30% is creative, 30% is the media time-oriented marketing strategy. Geo for a large number of data processing capacity in the shortest possible time to grasp the instantaneous needs of users, through the processing of information, scheduling corresponding to the creative content delivered to the target population, so that its reasonable matching user needs, and then quickly realize value transformation.

Creativity to play the data advantage

In the face of various, overwhelming advertising, if the idea is not attractive enough to arouse the interest of the audience, this is also a trouble. In fact, people do not resist good advertising ideas. This gives the second tier of big data a chance to play.

We can analyze the behavior data of consumers ' searching and browsing more accurately from the large data, so as to clearly locate each user's solution and the latent psychological need. Accordingly, according to the data mining result, the advertisement originality also carries on the real-time optimization. That is to say, we can improve the creative angle of advertising planning and experience form, effective to the user to form a visual impact, and text communication form complementary. Next, we focus on the target scheduling differentiated advertising ideas, and further promote the advertising click, Marketing effect will be upgraded again.

Large data makes communication between media and users smoother

The current media environment has also entered a new era of digital media because of the great change of information distribution channel, communication mode and user's catalyst habit. In the new media environment, each user is a part of the big data. Different from the previous research methods of market sampling, the application of large data expands the breadth, depth and relevance of the media to the users, and integrates the relationship between the media and the users. What brands, what products, what services, what topics, what activities interested in, what people interact with, what kind of communication, and so on, the data mining let the media more rich business value. Moreover, the value of the media is not only to provide users with the required content, but also filter useless information, so that information to actively find people, and find the right person. At this time, the media to make full use of large data, to filter out the target users tailored product information and presentation, you can create a more comfortable marketing experience.

This shows that big data is getting the value of the media to be recalculated, advertisers will therefore re-evaluate their input ratios in various media, choose the right media format, delivery time and method of delivery, so that consumers in all with the brand, products and services at the point of contact to choose the most suitable for their own way to communicate. That's the value of big data.