Interview with the Media CEO Shiwen: The flow of evolution in the big Data age

Thanks to the investment of Huayi Brothers and Zhejiang Newspaper group, the data marketing optimization platform that will be listed in the new Sanbanxi has been paid much attention to by the media.

However, by combing with the development path of the media, it is not difficult to find that it can be in the field of precision marketing far-reaching, and its unique judgments inseparable.

From platform to data

As a data marketing company, depending on and do not spend a lot of effort to buy data, but by working with the large flow platform to do their own services. Because in the eyes of the media CEO Shiwen, there are some things, there is no flow to do, but only traffic can not do.

2006, with the establishment of the media, depending on access to Baidu and Intel investment, and choose Baidu as the first strategic partner. Although at that time Sina, Sohu, NetEase, Tencent and other Internet portals have arisen, but with the discovery that the Internet advertising market is not saturated, some content pages and channel pages still have a lot of residual value. As the earliest want to do, is how to base on the vast amount of Chinese Internet surplus traffic to the enterprise to better promote marketing methods.

Therefore, with the choice of flow with the collection and control of the strong ability of Baidu cooperation, launched based on the Baidu Alliance million sites in China's first precision display advertising products Baidu TV. "We found that only based on massive traffic platform, we have the opportunity to do so-called precision marketing optimization." This platform is not necessarily to have a lot of traffic, it is possible that it has the ability to gather a lot of traffic. Shiwen points out that after mastering the mass of traffic, the focus of precision marketing is to classify, then sell, so that the difference between the middle.

After four years of cooperation with Baidu TV, it gradually accumulates the ability of data acquisition and data analysis, as well as the application ability in marketing.

2011, as the first batch of Sina Weibo commercial partners, the development of commercial applications, such as micro-blog account analysis tools, social advertising analysis tools, community listening tools. As the hope can be based on micro-bo this huge social platform, the enterprise account of the fans do refined decomposition, for different people to provide the best fine marketing products.

However, this meager journey is not as smooth as before. Because Sina Weibo has been lack of a long-term, standard advertising mechanism, although sitting on hundreds of millions of users, but the commercialization process is slow, it is difficult to through the Sina Weibo user behavior analysis to do precision marketing. and micro-BO cooperation also let the discovery, with mass flow and users is not the only condition to do the marketing well.

Therefore, at the end of 2012, with the media to the Sina Weibo technology research and development and product team all transferred to the more open micro-letter, also began a new mobile internet tour.

Unlike the media attributes of Weibo, the strong relationship chain advocated by the micro-trust, which emphasizes the establishment and maintenance of the communication mechanism, puts the user experience in the first place and restricts the forced message. This coincides with Shiwen's view. Shiwen pointed out that the micro-letter has been very important to enable enterprises to move services to micro-letter, which gives the enterprise based on micro-trust platform to do fine marketing provides a good path.

"We've been looking for, in the 2.0 era of the Internet, how to give users what they want to see when they don't resent it." "In Shiwen's view, the mobile screen is a very private carrier, the traditional hard and forced to push the way does not apply to mobile Internet." and the interaction mechanism and open attitude of the micro-faith make Shiwen see the hope.

"We want to analyze the data to understand consumer behavior, and then on the basis of end-to-end optimization." Shiwen smiled and said, "Our favorite thing to say is Cross-media, end-to-end, data based digital marketing optimization, which is our positioning." ”

Shiwen further pointed out that the medium of media optimization, can bring the marketing effect can only improve 20%-30%, the most important optimization is to understand the consumer psychology, starting from the commodity, advertising materials, copy, media, landing page should be optimized. "The consumer enters your page, is to enter your home, what you have to do is how to make people feel that they do not want to leave." The best trick of marketing optimization is to optimize the product. ”

At present, as also with Qihoo 360 and everyone platform to establish a strategic cooperative relationship, its main business divided into precision +, social + two products line. With the hope that through the technical means of large data, to make a better marketing plan.