Large data into electric business marketing core driving force

January 23, by Alibaba Group Ali mother Business Department hosted the "Open Fusion to create" 2012 annual marketing ceremony in Shanghai Grand. In conjunction with a large number of electrical business enterprises to explore the new trend of marketing, Ali mother and Dcci Internet Data Center together released the 2012 "E-commerce creation report." The report shows that the traditional marketing methods used by the electric business enterprises are facing changes, the data will become the core driving force of the future electric business marketing, and the rebuilding and upgrading of the existing marketing mode with the data as the core has become the main trend of the electric business marketing.

The key to the data processing ability in the era of electric quotient

At present, China's electric business enterprises have reached a critical point, after the long-term market cultivation and take-off accelerated development stage, which is characterized by continuous financing, price changing market, effect and brand marketing, sacrificing gross profit margin and even continuous loss, the profit of electric business enterprise will increase significantly with the increase of scale and cost efficiency. However, in a very long period of time will continue to maintain the level of profit. Dcci founder Yanping said that in such a trend, the electronic business enterprises need to pay more attention to the importance of data, and the use of data to enhance marketing effectiveness, shape brand influence, promote business refinement operational requirements.

To do good business, first of all to understand consumers. Data show that Google answered questions 34,000 per second, search results submitted 0.4 seconds, a day to reduce the number of searches will be 8 million times, 79% of mobile users to use mobile phone shopping, but 40% will give up the load time of more than 3 seconds of the electronic business site; Amazon daily sales of about 67 million dollars Web page delay of 1 seconds may result in a maximum annual loss of USD 1.6 billion. In this environment, it is difficult to please consumers.

Ali Mother Division marketing Director Hozhigang also said that for the electric business enterprises, in the era of meager profit, the enterprise's data processing capacity will determine the ultimate effect of marketing, Ali mother Open marketing platform in the future one of the goals is to help enterprises enhance the processing capacity and marketing power. Ali mother platform behind Taobao, Cat, a Amoy network and other large platforms behind the huge consumption of data, through the analysis and processing of these data resources, through the platform of Tanx and other advanced technology and other means of application, Ali mother can further in the era of meager profit to help the electrical business enterprises to meet personalized marketing needs. ”

The future will be the era of consumer demand-driven commodities

Yanping in interpreting the creation report, consumer buying behavior is shifting from the traditional aisas (attention-interest-search-action-sharing) model to TSPS (demand trigger-filter-buy-share), especially in the two processes of demand triggering (T) and Filtering (S), We should also strengthen communication and interaction with consumers. He said that the future will be consumer demand-driven commodity era, enterprises in the online shopping is no longer the dominant position, the whole network of shop behavior will be around consumers to achieve demand, goods, experience set in one shopping experience. This requires a strong background support, the need to deal with a large number of data for accurate positioning. and large data will undoubtedly become the driving force of 2013 electric Business marketing.

"Can not give consumers personalized service, can be the first time to give him the goods they want, the first step is to know where they are, like to see what kind of content, love with what kind of chat, and finally, is the things they might like to recommend out." ”

But research reports from Dcci show that most companies in the country do not know how to use data. Although the electronic Business enterprise itself records the multi-channel, diversified, through the business process data, but these data are fragmented, dispersed, static. It is not enough to release the data value in the analysis of the lack of integrated and overall data of the electric business enterprises. Yanping that in the large data age, the use of data will promote the electronic business enterprises from the current development dilemma, to achieve a new round of growth.

Mobile electric Business Marketing "looks Beautiful"

Talking about the future marketing trend of electric business marketing, yanping that with the rapid development of mobile internet, mobile E-commerce has become an important direction in the future development of E-commerce, but this does not mean that the existing PC shopping site mobile applications can be successfully transformed.

Data show that while mobile devices such as real-time push, GPS, WiFi and camera features will promote LBS consumption, but this and the PC shopping way is completely different. "At the moment, there are still hurdles for mobile operators: 60% of users still tend to shop with PCs, 49% users feel insecure about mobile internet purchases, and 20% of users think payment is too complicated; and 10% user payment features are unavailable." ”

While mobile networks will usher in future business opportunities, mobile apps are "dedicated to loyal customers", according to the "Creative force" report. So for a small user of the start-up services, to do a good job in mobile network is the most important. With the increase of brand recognition and user scale, we focus on the development and operation of mobile applications, so as to achieve contact with consumers anytime and anywhere, and truly intimate with consumers. This kind of brand and consumer intimate relationship formation, is advantageous to deepen the consumer to the brand cognition and the feeling, then promotes the brand image.

(editor: Heritage)