Large data interpretation of digital marketing seven major trends

Marketing, and "people" has a direct relationship, no matter what products, no matter which industry, all forms of marketing can not be separated from the "people" this group-including marketing audience, promotion and evaluation, are inseparable from the "people" this factor.

In the internet age, because of the Internet user group and the growth of data volume, various forms of marketing have also put the camp to the Internet, this emerging area, also announced the arrival of digital marketing era. And this kind of digital marketing in the background of large data era, its prominent characteristics and the previous digital marketing is different, new added to the mobile, intelligent, perceptual and accurate characteristics.

In the big data age, the vast array of data on the web is worthless to most of the data, and only tiny bits of data are valuable to some people. Therefore, the big Data era of digital marketing, the first thing to do is to "clean" the data, mining, and in-depth refining, analysis of the final form of decision-making or prediction of the feasibility report data.

Of course, as with tradition, digital marketing in the age of large data also brings opportunities and challenges. Brand and marketing need more scientific perspective, more data analysis talent, at the same time, the rise of social media also lets the brand farewell to the simple extensive broadcast mode, in the social network environment of equal dialogue, the dissemination of brand information and the emergence of interactive participation, more rely on the heartfelt humanistic care and excellent creativity.

The Internet offers many ways to brand and market opportunities. The diversification of consumers ' Internet access points allows the brand information of these pathways to be effective. When consumers are exposed to the same brand information in different internet spaces, the brand will impress users/consumers in cyberspace. In other words, digital marketing should pay special attention to the lifecycle of data assets. The greater the amount of information, the longer the life cycle, the more consistent the digital content with the brand proposition, the higher the value of the data assets. Digital marketing also helps to promote the market, but also to obtain a cumulative digital space brand assets of the new function.

In the background of large data era, digital marketing also appeared some unique characteristics. Below, we will give you from the following several angles for you to introduce the new trend of digital marketing, the Future presents new features: wireless, social, personalized, interactive, integrated, intelligent and perceptual.

According to the Global Association of Mobile Communications, as of 2012, Global equipment manufacturers, network operators, content providers and infrastructure-built ecosystems, generating about 1.6 trillion dollars a year, accounting for about 2.2% of world GDP, is still at a fast-growing stage. The global mobile Internet device, around 6.8 billion in 2012, is expected to grow to 7.4 billion in 2013, surpassing global population size. Therefore, from this background, the mobile internet has become and will bear, breeding more economies.

So the mobile Internet is not a simple app or client issue, but a new economy. Compared with the traditional internet, it has more flexible time and space access, seamless fragmentation time to meet the user's access to the data interaction.

With the proliferation of high quality mobile applications in the Chinese market, the rapid popularization of 3G networks, and the increased investment in the O2O model, we have seen a number of branded ads designed for mobile terminals, and even personalized content tailored to the user's personal interests and browsing history. These, in fact, all illustrate the new digital marketing changes based on mobile internet (wireless) platform.

The massive application of iOS platform

The current mobile internet field of intelligent operating system mainly has iOS and Android, WP and other major camps. A lot of free software applications, especially clients, games and other mobile applications, usually use its open, free means to absorb the vast number of mobile internet users, and based on the results of data analysis to determine advertising. For example, on the mobile platform to subdivide the game players, through the classification of results to determine the specific user base of the content. Accurate delivery can effectively reduce the delayed rate and improve the user experience.

In other categories, high quality content applications also need to be given sufficient attention. Users will browse news, blogs, videos and other media content every day, which can also be the stage of digital marketing. Data shows that 89% of users on two mobile internet platforms (iOS and Android) have seen apps implanted in the past week, and 35% of them can recall the brands involved. In other words, the memory rate of the two platforms without auxiliary ads is 31%.

In the mobile internet age, digital marketing needs to take into account the characteristics of mobile users ' access applications, and to reduce the content of video, animation and other elements in mobile smart devices, and then highlight the logo display and product propaganda in clients, local search and social applications.

Social applications are equally important to mobile marketing. In the overall digital strategy, use the interpersonal communication network to connect online, offline activities (O2O and lbs) or in combination with retail promotions. When most microblogging activities come from mobile apps, mobile and social media are inseparable in the minds of brand owners.

Whether on the Internet or on the Internet, people have their own social circles, and the circle grows larger and more mature as social applications grow. Social media marketing has been a big shock in the 2012, with companies starting to make frequent social media campaigns, from international brands to local businesses. At the start of the 2013, social media marketing has become the most important marketing approach. Marketers have noted that social media is where consumers spend most of their time.

Social media has its own "social circle"

With the changes in the Google search engine rankings and the rise of social media, more attention has shifted from search engine optimization links to online content marketing. At present, many businesses have noticed the huge benefits of social media, the use of "consumers become marketers," the concept of people more trust in their own social circle of friends and relatives as a link to diffuse a variety of marketing programs and content, deep into the hearts of consumers.

Micro-letter Icon

For example, in recent years very popular micro-letter applications, many people like to share their favorite content and brand stories, businesses can use the platform through the user "through the sharing of marketing information can get prizes" of the urgent psychological, digital marketing. Of course, the more effective way is to register the official micro-credit public accounts, and maintain daily content updates, through the content of the push and award-winning questions and answers, forwarding or promotion to absorb more users attention.

There are two parallel ways to measure social marketing effects: The amount of time each stay (the amount of time a user spends on it), and the frequency of daily use (each time you may stay for a short period, just view something or send one or two tweets). In general, the second approach is more worthy of advocacy and highlights the impact of social networking platforms.

In the social marketing model, there are mainly "Last-click", "First-click" and two types of attributional patterns, and different patterns can also affect the distribution of resources between social and other digital marketing. On the other hand, we can also see that the value of any one medium is not reflected in the scale, but it provides solutions to social problems. The fragmentation of media use and channel use has caused no media to become the source of all channels to support its social cognition, social operation, social consumption and social behavior.

Digital marketing personalization, also known as digital marketing precision, itself most can reflect the characteristics of large data age. and traditional digital marketing, marketing is different from the big data age, businesses and consumers are willing to focus on more closely to their needs of users and products, services.

Of course, personalized marketing is not from the big data age only began to emerge, in the morning of the mid 1950s, someone (American market scientists Windell Smith) put forward the concept of market segmentation. The difference is that we are talking about personalized digital marketing, more is the combination of data mining, data analysis, can be subdivided into individual precision marketing. And the early personalized marketing, mainly based on regional culture, Industry and consumer purchasing power, behavioral characteristics of a group of consumer groups marketing.

Provide accurate marketing ads based on user network behavior characteristics

In the big data age, information surplus and information scarcity exist at the same time. For most people, too much irrelevant data can interfere with the energy and distraction of acquiring valuable information, and for most people, the energy and cost of getting the information best suited to the most needed is enormous, and the cost will increase as the volume of data increases.

Dell's website offers customized product selection services

It is clear that personalized marketing is a successful it enterprise is Dell. Dell has designed various configurations for employees in different parts of the Ford company, when an order is received via the Ford Intranet, Dell immediately knows what type of employee is being ordered, what kind of computer he needs, and Dell assembles the right hardware and software to be delivered to the customer soon.

And the personalized characteristics of digital marketing, not only still need to provide such customized services, but also need to provide based on user behavior, hobbies and other personalized tags to the characteristics of personal attributes, and to take the appropriate way to carry out the precise personalized marketing. For example, when a person inquires about the behavior of the ticket booking, you can put the corresponding area of the hotel, shopping, attractions, food and other promotional information.

Digital marketing Interactive, outstanding is a kind of interaction, interaction. Multi-screen integrated terminal, shopping arcade electronic navigation system, multi-screen mosaic player and display, transparent touch display cabinets, 3D holographic projection display terminal, interactive navigation, such as a number of display terminals, will provide a very visual attraction and interactive shopping experience, into interactive marketing and rich display in one.

Digital marketing Interactive, but also from the Internet itself is based on interactive design platform, with interactive functions (the simplest example, such as filling out a table page). Enterprises through the network to encourage customers to participate in product decision-making, so that customers choose color, style, packaging, transportation and so on, and under their own orders. In the process of customizing and selling products, in order to meet the special requirements of customers, let them participate more, the more opportunities to sell products. This kind of marketing interactivity, particularly vulnerable to the needs of information customers and analytical customers favor, because it can quickly and timely provide customers with all the necessary information, customer purchase behavior to make decision support.

Transparent display cabinet (static and dynamic combination, physical animation combination)

Digital marketing Interactive, for consumers and businesses is a "win" experience process. On the one hand, the business can be interactive digital marketing, rich marketing methods and content, reduce intermediate links, more conducive to capturing the most authentic feelings and views from consumers, thus providing new ideas for product development and market promotion. On the other hand, consumers can be more intuitive and deeply feel the advantages and disadvantages of business products and services, reduce the brand impression and the actual purchase of the application of the gap, so as to comb and strengthen the personal preference of the brand sense of belonging.

Digital Signage motherboards with intel® SNB, IVB architecture processors

However, digital marketing interaction also has challenges, the challenge is more still embodied in the business-enterprises must redefine the content and scope of marketing and brand, in a new way to accept the relationship between the enterprise and consumers change-this requires enterprises to open more to consumers are inherently internal links, Allow them to comment or to choose at will, and the company must react accordingly to their feedback information.

We listen to a lot of digital integration marketing (digital integrated marketing COMMUNICATIONS,DIMC), it is a variety of professional and systematic digital marketing tools and means of integration, according to the project for real-time dynamic correction, In order to make the cooperation between the two sides in the integration of technology and resources to achieve value added marketing ideas and methods.

Mass communication after more than 100 years of change, gradually from the public to the audience, now in the Internet and the promotion of digital technology, formally entered the "public" era. On the one hand, the decentralization of netizens and the fragmentation of the Internet make the whole network of user coverage and page browsing is divided and diluted by many media, resulting in the network resources are greatly controlled and wasted, the media value can not be deeply excavated and realizable; On the other hand, advertisers face the vast internet at a loss, Still beset by precise arrivals and ROI improvements, online advertising needs are not being met at a higher level, but Internet advertising budgets are growing.

Integrated Digital Marketing

Therefore, the use of technical means and platform integration, facing the "public" for fine and integration into the development of network advertising a new trend. Businesses are increasingly inclined to capture the target users in a more precise and targeted fashion through an integrated approach.

Enterprises need to have the ability to integrate the Internet, consumer information and enterprise resources, on the social media platform budget, there should be a corresponding budget for the integration of resources within the enterprise, the realization of the Division of Labor synergy, especially for large enterprise users. The integration of digital marketing helps to integrate resources to improve resource utilization, accelerate the return cycle of investment, and motivate all parties to promote digital marketing into a systematic project.

It's all about the characteristics of digital marketing, but these characteristics, or the way they are, will ultimately be met by "who has read my ad?" "," who will guarantee my advertising effect? "Annoyed. Although digital marketing compared to the traditional network advertising has such as browsing volume, clicks, clicks, audience number, audience distribution and other measurable KPI indicators, but there will still exist "my advertising fee is half wasted." The problem is that I don't know which half to waste. ”

Mr Li Ka-shing once said: "The internet is a new business opportunity, every time the arrival of new business opportunities, will create a group of rich." In the face of the trend and trends, who first change the concept, who has the market. "The mobile era of consumers no longer follow the conventional wisdom of the common sense of licensing, internet mobility makes netizens gradually become more astute." In this environment, enterprises and advertisers only through more intelligent marketing model, more intelligent media delivery means to help brand information more quickly and deeper into consumers heart.

The Intelligent digital Marketing emphasizes the user experience, the merchant should be able to choose according to the brand and the product promotion plan freely, and the custom subdivides the target user group and the digital marketing way. After this, you can also set the digital marketing effectiveness of the assessment. Of course, in the big data age, this intelligent digital marketing will become more flexible and diverse, the future will not exclude the emergence of SaaS, PAAs, such as cloud digital marketing services applications.

Large data era, people will use large data mining, analysis and other technologies, in the form of data analysis after the report, and the marketing objectives to propose action steps. And all of this will be achieved on the cloud Platform (public cloud), through customized resource leasing to meet the needs of business marketing it delivery.

Therefore, we can foresee that digital marketing intelligence, not only the footprints of the big data age, but also the large data, cloud computing and digital marketing integration.

Digital marketing perception, in fact, also belongs to the intelligent perception, that is, according to the needs of users based on digital marketing, rather than the traditional business marketing objectives as the leading. For example, a consumer would like to buy at about 5000 yuan at the price of a Haswell based on the super computer, then the business can be based on his needs to launch the corresponding digital marketing to meet the needs of consumers as far as possible.

The perception of lifestyle scenes in anyone's heart is in three ways, one of their own, now. will be achieved immediately. One is the other, the future. Yearning to strive to achieve. The other is shared, past. Experience occasionally. These three factors affect most human behavior. It contains a lot of perceptual factors, people often rely on perception to perceive whether happiness and satisfaction. Perception is perceptual knowledge.

Perceptual Computing

To be sensitive is to impress the consumer's mind, it must come from a certain scene of life style, or a memory or even a dream. Lifestyle Marketing is a product of a wide range of products included in the past marketing research is unexpected or blank. Digital marketing uses perception to create a situational environment that helps to bring back this sensibility, and undoubtedly helps to improve the chances of success.

Deng Muri on future perceptual computing

It's about people--the perception of "consumers". In fact, there is also a very important thing-that is, "equipment" perception. "Perceptual Computing", which we often hear in recent years, belongs to this. Intel has demonstrated perceptual computing based on eye-tracking software and motion control technology, and has added hand-palm gesture recognition techniques, and has pledged to release computer products that integrate such perceptual computing by the end of 2013.

Device perception, more will appear in mobile devices and digital signage products, through image analysis and understanding, human-computer interaction, virtual environment, intelligent computing and other means to enhance the equipment and human interaction and perceptual computing capabilities.