How to play Big data marketing

In the age of mobile internet, everyone speaks big data. How do you use large data? I'm afraid that's not words. Recently, the digital marketing experts in the "2014 Tencent Wisdom Summit" to discuss the changes in the context of mobile internet consumption patterns, as well as the digital marketing field how to use a large number of data to adapt to the impact of industrial chain changes.

Internet habits from the PC to the mobile end of the migration, so that the user's decision-making basis, consumer behavior and the purchase scene changed dramatically. Clay, author of the best-selling "cognitive surplus", argues that smartphones enable individual users to interact with the brand, and that users have greater freedom to share resources. Mining users ' return data can help businesses find users who are willing to participate and share marketing activities. This means that intelligent marketing based on large data has moved from content differentiation to interactive differentiation, and the next stage will be the marketing ecology based on service differentiation.

In the digital wave, the average person pays attention to the change of the digital surface, while the experts pay more attention to the value brought by the deep information, and see the future trend through the change of the surface data. Tencent Group senior executive vice president Lau that at this stage of large data marketing to collect data, data accumulation, how to better integrate and apply data from different platforms, will be enterprises in the future to tap the new normal competitiveness. Lau that human beings are standing at the dawn of the Megaweb (human-Computer Interactive network technology), the value of connecting technology with people and information will be redefined. In the new era, the marketing pattern will be divided into technical marketing category and strategic marketing category two parts, the future marketing practitioners must be able to based on large data applications, comprehensive consideration and balance of two types of marketing methods.

For enterprises, how to develop marketing strategies for existing resources? Hua Naaru, chief customer officer in Asia, said to achieve success, enterprises need to start from 3 aspects: first, the content must be attractive and participatory, so that consumers have "to see again" desire; second, the content must be relevant, that is, to provide consumers with the availability of, and finally, there must be incentives and feedback mechanisms, Consumers pay their time, so be sure to pay them back. At the same time, advertising commitment to a certain reward can further stimulate the participation of the audience.

The impact of mobile Internet is increasingly infiltrating into personal life and social life, enterprises only "play" good data, can be rooted in a wide range of user groups, in the surging market changes in a firm footing.