Internet thinking in the context of large data

The six core links of Internet thinking:

User needs, large data, keywords, relationship chain, personalization, user experience

Now, the Internet is a big way, the market and consumer behavior changes. When it comes to internet thinking, many students will not be aware of it. If you talk to people, don't mention Steve Jobs ' aphorism, and don't talk about BTA, the Chinese internet giants, you're embarrassed to be in the Internet and mobile Internet.

In fact, in the author's opinion, the core of Internet thinking, is the technology flow, information flow, people, logistics, capital flow, have undergone a creative change. Enterprises can through the Internet innovation Technology and business model, to create user needs, anytime and anywhere with the user interaction, rapid production and iteration of their own products, and through the Internet to disseminate channels, to promote their own corporate brand and products, so as to achieve corporate brand and sales are made pots full of the purpose of the pot. Internet PC era, people can find all kinds of opportunities to surf the Internet; in the era of mobile interconnection, people have been online anytime, anywhere, any link of information exchange will be accelerated, the Internet has changed the effectiveness of information transmission.

Referring to Internet thinking, we will not only think of the global internet giants Google, Apple, Baidu, Tencent, Ali, also can not cross user needs, network keywords, internet relations chain, large network data, as well as personalized customization, user experience, these six Internet marketing core links. We look at some very successful cases, are how to use these keywords, to do a good job of internet marketing.

First, the Internet marketing user needs: to stimulate the potential demand.

"In general, people don't know what they need until you present it to them," jobs once said.

In the traditional retail business era, people access to information channels are limited, so planning and media-led all, good content good ideas, in the mainstream channel Non-stop bombing, can let consumers pay. In the traditional business era, brand and advertising companies from their own point of view, consumers should need this, consumers should need that, they should like us to refine and display the product selling points. As a result, users who are in demand can only find and buy the products they want through specific channels. So, p&g, brain platinum such brands into the tens of thousands of households.

However, in the internet age, the world is flat. Any industry, supply chain procurement becomes transparent, technology and research and development, as long as you have the desire to find the corresponding talents and patents. Too many choices, too many channels, too many brands, too many homogeneous goods, so that users dazzling, they do not know what to choose the products to meet their own. At this time, a part of smart businesses, began to use web2.0 and consumer interaction, but also using SNS, micro-BO micro-letter New media to enter the user's life, into the user's heart, with technology, humanities, art, fever and so on vocabulary, to arouse the needs of the user's heart.

This is also the internet age, we are not based on user needs to define products, but based on subversive innovation to inspire people's inner needs. 2013, the global well-known Kickstarter website, a total of 480 million U.S. dollars raised. Each collection of products, the real mobilization of the Internet user's inner desire. A smart watch named Pebble, equipped with an electronic ink screen, can support [[And]]roid and iOS two platform smartphones, which can display phone, SMS, and other information.] This product alone, with the support of nearly 70,000 investors through the Kickstarter website, has ended up with more than $10 million trillion in financing.

Second, the Network keyword marketing: accurate definition of enterprise target users.

Before the internet thinking has not appeared, there is no key word. Keywords, representing the different age, different preferences, different regions of users, their common. For example, the mobile phone hardware research, has been waiting to see smart phones, but also reluctant to buy apple Samsung Internet users, eventually by the millet mobile phone "enthusiasts" keyword deeply branded.

Since the Internet technology, the distance is no longer a problem, the whole world began to flatten. Through the complex personal characteristics of Internet users, Internet habits, network consumption behavior analysis, I know precisely, the Internet consumer groups of the purchase frequency, brand preferences, purchase behavior, purchase methods, and so comprehensive accurate data. Baidu, Google, keyword bidding rankings, the hottest keyword promotion, a Click will be dozens of yuan, because he ranked in hundreds of millions of users open the search page will be able to see the most prominent position.

2013, we see since the rise of the media, positive energy is stimulated, large data frequently mentioned, tyrants began to become popular, 4G will come, wearable equipment flooded the market, micro-BO micro-letter and micro-vision has become an integral part of people's lives, the spirit of the Internet all the way around the work.

So, the enterprise that uses Internet thinking to run product, start to consider these questions: what is the key word of enterprise brand? What are the key words for the product? What are the user's keywords? How to make a brand around keywords (storytelling)? How to do products around keywords (product positioning)? How to manage users around keywords (experience, word-of-mouth, after-sales service)?

As a result, enterprises that use Internet thinking to run products begin to use keywords to find Internet users. They began to communicate with him or her by taking over 50% of the whole network's favorite keywords. What is the brand key word of the favorite? What is the key word of the product that you love? What is the media keyword that you like? What is the price of the favorite words? What is the interactive keyword that you like? What do you like to experience the key words? What is the word of mouth that you like? What do you like to buy the keyword? What is the service keyword of the love of the same?

Finally, a part of the internet thinking to run the business of new discoveries, that is, on the Internet, lock your target users, listen to his voice, agree with his views and suggestions, ask him to participate in your enterprise product development experience and promotion, and then continue to praise him, praise him ... Eventually, the Internet user becomes a loyal and hardcore fan of your brand.

Third, large data marketing: Deep excavation of the Internet potential users.

When it comes to internet marketing, it must be mentioned that large data marketing, through complex data analysis, we can pinpoint the Internet users, promote the product online sales. 2012 years Double 11, Day Cat Mall launched a shopping spree, in just 24 hours to bring 19.1 billion yuan in sales. 2013 year Double 11, this number upgrades to 35.019 billion RMB. Behind the sale, from the day Cat Mall on the large number of users of the big data precision marketing.

Relationship chain marketing, SNS, micro-credit, micro-bo, micro-vision of the relationship chain marketing.

As early as 1967, American social psychologist Stanleymilgram the famous "Six Degrees of Separation" theory: in the case of optimization, you only need to pass 6 people, you can meet anyone you want to know. On the Internet, through the relationship chain marketing, we found that the "six degree theory" has become simpler, you can through micro-BO direct letters or @ Lee Kai-fu, you can also through micro-vision to see Andy Lau Li Bing the latest developments.

Enterprise marketing personnel began to consider, our enterprise or product brand, embodies the spirit and personality is what, this brand (product), for me and my people around me what relationship? What is the value of the brand (product) for me and the people around me? My relatives and friends are using this brand (product)? On the internet, my peers, are talking about the brand (product)? On the Internet, the media on the brand (product) evaluation, how Word-of-mouth? On the Internet, users of the brand (product) evaluation how, Word-of-mouth? On the internet, celebrity celebrities, opinion leaders, enthusiasts, geeks, are all using this brand? How to evaluate the quality and experience of the brand (product) in the social communication?

Let's continue to look at the internet thinking of the millet phone:

Millet: Extreme, cost-effective, enthusiasts mobile phone;

Millet: My relatives and friends are in use, I also want to use;

Millet: Internet snapping is hard to rob, I also want to rob A;

On the Internet, enthusiasts, are talking about millet mobile phone;

On the Internet, the media on the brand (product) evaluation is good;

On the Internet, the user's evaluation of the brand (product) is good;

On the internet, celebrity celebrities, opinion leaders, enthusiasts, geeks, some groups are using this brand?

Social communication, the quality of the brand (product) and experience and word-of-mouth evaluation, are good.

Personalized Marketing: Personalized brand on the internet, catering to the individual needs of different users.

Taobao, is the domestic internet E-commerce Consumer-to-consumer sales of the origin, a lot of clothing Amoy brand, because of its unique products, personality and services, access to the Internet generation of consumer groups after the love. Through observation we found that the man (Cotton and hemp artist), split Silk (inward walking), Han all Mishe (no time to Korea, come to Korea are the house), aka (Dream Will Like), the first language (the world is my imagination), these double 11 sales tens of millions of or even hundreds of millions of internet Amoy brand rise, is undoubtedly accurate positioning, do personalized market segments. These new generation of Internet brands, but also firmly inspired by the Internet users of the young people like freedom, chasing dreams, enjoy the comfort of the inner universe.

We look at the mobile Internet field, the company took the lead in the industry to put forward the "door car" theory, the first launch of the company's own C2B platform, and according to the real needs of the Internet users to vote, has launched 100+ personalized customized mobile phone (for music fans custom 100 + water and wood, for the , for the members of the Thunderbolt custom "100+ Thunderbird" customized mobile phones, together with the film "in full Bloom" for fans custom 100 + in full bloom Star Custom machine, smart phone personalized customization, access to the market highly recognized and user support.

Then look at these brands, from the previous stage to the background experience, from the network customer service to order payment, fine to each picture, each banner design, have done a careful layout. Surround user needs, communicate with users in good faith, inspire users to purchase the potential real desire. From product design to marketing promotion to online sales, each step, the user as the core. Internet thinking, let us see a rapid rise of personalized Internet e-commerce market.

Vi. user experience, the most important one in internet marketing.

Said a lot of their own experience, back to the original point, even if you meet the needs of users, through the keyword large data to find the target users, providing enterprise products. But on the internet, that doesn't mean everything.

Internet thinking, Internet marketing, the most critical, or user experience. How to let users have a good experience, become a loyal supporter of your brand, which requires you in the initial stage of product development, adhering to the spirit of the Internet "free, open, sharing", so that you are concerned about the Internet users to participate in. Listen to their voice, according to their suggestions for the product iterative improvement, and ultimately let users have a good brand experience, product experience, purchase experience, in order to let internet users for free for you to do Word-of-mouth spread brand ambassador.

I wish you all in the new year, can learn and experience the magic of the Internet thinking, let the Enterprise Internet Marketing Horse to work!

(Responsible editor: The good of the Legacy)