Is your marketing effective from the search age to the big data age?

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The internet, from the "search engine era" into the "big Data Age", the platform has not changed, but the tools have changed, the spread of the change, the pattern has changed, the value of marketing mining methods, naturally also occur changes. All enterprises, brands, including communication platform, if you can not adapt to such changes, perhaps you do not even know where the consumer.

At the Cannes International Creative Festival on 17th, Baidu brought "Chinese women" and "big Data" to the world's marketing creative people, the interpretation of a "public search for her" revelation show-through large data on "female consumption and life" in-depth excavation, insight into the "woman changed" the vivid scene, Reveals the huge business opportunities of the female consumer market.

For example, if there is no data support, you may not imagine women search the most keywords, not "love", "Food" and "beauty", but "lose weight." You may not be able to imagine that more and more female celebrities are using large data to find their own suitable endorsement products and projects.

The internet, from the "search engine era" into the "big Data Age", the platform has not changed, but the tools have changed, the spread of the change, the pattern has changed, the value of marketing mining methods, naturally also occur changes. All enterprises, brands, including communication platform, if you can not adapt to such changes, perhaps you do not even know where the consumer.

Propagation changed: from record to forecast

There are two stories that profoundly record "search marketing" and "Big Data Marketing"-story one: A portal boss angrily scolded the advertising director: How can you let these erotic goods ads on our website page? After, Mister has on the fun website habit News in the whole company. Story two: Target supermarkets used 25 typical consumer data to build a "pregnancy prediction Index", and to a 17-year-old girl sent a baby diaper and stroller coupons, at the father singling supermarket one months later, only to find that their daughter is indeed pregnant.

Today, the marketing landscape depicted in these two stories is "in the ascendant", with more and more of the former appearing on every website we browse, and the latter is becoming a reality. However, careful analysis reveals that "search marketing" and "Big Data marketing" are still an era apart.

Search marketing is the use of user search, browsing the site to record the user's behavior habits, and in the next initiative to recommend to users, it is a first "record" after the "marketing" logic, it is more advanced than the past advertising mode, but it is possible that users in the first search after the consumption has happened, once again marketing, there is no need.

And big Data marketing is completely "predictive", it is based on your previous behavior, predicting what will happen, and then give you a recommendation of the "things" you need now, the resulting marketing is clearly the value of mining to the extreme. Target supermarkets predict teenage pregnancies, which are dubbed "the first lesson of the world's largest data" by the media.

5 years ago, the task of an advertising company is based on customer demand for a creative advertising, and now in addition to advertising creative talent, advertising companies need more people who understand technology. Relying on technological innovation, the brand will become "sexy", closer to consumers, users can perceive him. Baidu Vice President Zengliang the description of Baidu, accurate description of the change: Baidu from a single search engine has been transformed into a more understanding of human nature and life of the science and technology marketing platform.

Communication has changed: brands face consumers

Search technology is fragmented and discontinuous in capturing user needs. Large data can effectively "penetrate" consumers ' next needs. For example, a June group today a 4-person package, then, he may need to take a taxi to the restaurant, after the meal may be in the vicinity of KTV singing, or to shoping.

When the user's continuous needs can be large data analysis to, resulting from the "intimate" marketing, will not let users not adapt, but will "wish." This means that the "people" and "services" between the establishment of a new link, without the need for advertising as the intermediary, the brand's marketing communication mode has changed.

The user is through the information to find the service, the product and the brand, through the advertisement to look for the brand the process to be fewer and less. Even though, there is a large data technology, marketing will not be a simple mathematical model, will not be the consumer, advertising main what can directly one by one corresponding. However, the Internet's spontaneity and transparency, coupled with the richness of large data, can be high energy consumption to help the brand to the quality of consumer insights to quantify the backing, so faster to find the key to open the heart of consumers, is doomed to become inevitable.

The advertising king, Procter and Gamble, has slashed TV advertising since 2012 and reached a "joint business plan" with Baidu in 2013--and Baidu will continue to help it communicate with consumers in more efficient ways. The cooperation with Procter and Gamble, not only to Baidu brought the history of the largest "orders", but also inspired inspiration, Baidu to create a set of its comprehensive coverage of large data mining, new media delivery model and evaluation standards, digital consumer communication marketing methodology for more traditional advertisers to establish a benchmark.

Pattern changed: from "Show" to "service"

Traditional marketing more rely on the "rental" of the media layout, there is a layout of the "show", there are users to show. The application of search engines is simply to import more traffic into a specific "show" page. In the big Data age, this model is being challenged. The iconic events took place almost simultaneously on both platforms and business owners: 2013 Baidu Advertising annual revenue has surpassed the CCTV, and Haier became the first publicly announced to give up the magazine hard wide, to the new media advertising enterprises.

Last year, Pepsi-Cola in order to adapt to its target consumer group behavior changes, expect to find a more modern characteristics, more affected by the young people and the favorite brand spokesperson interpretation of its brand connotation. Baidu analysis of the target group of Pepsi, understand their geographical, age, preferences and so on content, further analysis of this group of People's star preference, to see this group of people in mind, and Pepsi the most suitable star is who.

In the end, the two sides together to find their most matching the spokesman, she is the "good voice of China" runner Wu Mo worry. After the data also showed that Pepsi-Cola's marketing effect is very good, the brand and the star has achieved a winning result.

Search engine + The application of large data, so that information dissemination of the way to restructure, the past pyramid-like information organization and dissemination, was disintegrated into a network of transmission, information can be formed in the crowd closed loop, large data also formed. This also makes marketing "off the media" possible, visible new media and since the rise of the media is the result of this process, not the reason.

Marketing off the media so that information is no longer just as a presentation and objects exist, but also a "service" approach. In this case, Procter and Gamble, peace has become Baidu billion-level advertisers, in the past, this level of delivery will only appear on television, it is certain that the future of CCTV to be based on the second and third largest advertising platform is difficult, these positions will eventually belong to the Internet companies with large data.

Original link: http://www.tmtpost.com/117255.html