Marketing Wisdom in a big data age

Big Data has a big impact. According to data, Twitter generates 340 million of news a day on average, while Facebook spreads 4 billion of its information daily. With the global expansion of social networks, the Big Bang is rewriting marketing rules. And based on the large data marketing value of mining into the field of online marketing issues.

The essence of numbers is human, and data mining is the analysis of the human race itself. So in the context of large data, the key to the problem is not only what the user says, but also who the user is. What did you do? Tencent believes that the marketing value of large data, with the real-name community and the universality of E-commerce, the user generated by the interpersonal relationship chain, that is, the network value, through this network ultimately realize the integration of transaction data and interactive data. "We have the ability to correlate the online behavior of Tencent users more accurately with the consumer behavior of various brands," Lau said.

Enterprises in the Internet should be gradually transformed, with the help of database technology for life services. In fact, Tencent, a one-stop service platform for online life, has already begun to layout on the user database, including in the information end, the relationship chain, the application of various network media products have made important achievements and progress. Today, Tencent has been sitting on 700 million QQ users, 425 million microblogging users, 202.4 million Friends network active users and break through 100 million micro-credit households, successfully accumulated with China's perfect network media database.

Large data marketing should be worth the popularity of the Internet in the present, social application and cloud computing, so that the network traces of netizens can be tracked, analysis, and so on, and this data is massive and changeable, enterprises or third-party services to the enterprise's marketing to provide advice, strategy, delivery and other marketing services behavior, Can be turned into big data marketing.

Like big data, big Data marketing is not a very new concept, just because with cloud computing, cloud applications, the popularity of various mobile devices, and the rise of social media such as Facebook and Twitter, such as Google and Amazon's maturity in the data marketing system, Makes the big data marketing receives the more and more attention and gradually becomes the most enterprise's must topic. Large data marketing is the main battlefield of future marketing, because all the people in the television, newspapers and other traditional media in the growth of the slowdown or even attenuation, and with the integration of multiple networks, large data is the traditional channels of data fusion, resulting in the "data for the King" marketing pattern.

The future of the enterprise marketing cost distribution, in addition to some of the brand, most of the delivery is in large data guidelines, the enterprise's consumer groups distributed in where? Where are the potential users of the enterprise? Find out where they are distributed through big data, and then use the creative delivery format to make them fans of the business and form sales.

"Network media is evolving from a mere content provider to an open ecological leader, and the social marketing focus in the big data age is to understand the vast amount of data behind the consumer, to tap the user's needs, and ultimately to provide a personalized, cross-platform marketing solution." Lau stressed. That is to say, the value of Tencent's big data lies in its ability to improve precision advertising more intelligently and to bring higher ROI to brand enterprises.

Large data can produce great marketing value, but it is not easy to make gold in the big data age. As the founder of modern information theory Shannon, information is an undefined elimination. However, in the large data age, the whole marketing system variable more and more, all kinds of new forces and traditional forces in the system constantly dissipation and synergy. These increasing complexities eventually led to a gradual loss of focus on the entire system, and the marketing system began to spin out of control. "Chaos, Runaway, non-linear" and so on vocabulary became the typical label of the whole era, those in the traditional marketing era of natural methodology began to become uncertain.

Finally, brand marketers slowly found that the information explosion brought not only the whole brand marketing system to increase the certainty, but instead became the "Wired" magazine founder editor kevinkelly so-called runaway possibility.

From the decline of Nokia to the decline of Yahoo, Tencent found that the continuous environmental changes began to make many of the development of corporate giants become more and more passive.

Tan Xiaofang points out that it is time to collect data in the Golden Age, and how to integrate these data into the future of brand marketing is a key task. If in the big data era, Tencent through years of strategic layout of the accumulation of user database has built a solid marketing base, then how Tencent integration of these large data? For large data marketing, the following capabilities are required:

1, marketing communications agencies have the ability to collect data: The source of data depends on the network industry's "openness."

2, marketing communications organizations should have the strategy and delivery capacity: Through the analysis of data and induction, the formation of a reasonable decision to put.

3, marketing communications organizations should have the ability to collate data analysis: The collection of data analysis and summary, may be the shackles of rapid development of large data marketing.

After the new evolution of Tencent MIND3.0 has three autonomous direction to complete the integration task for the brand to create value. These three autonomous orientations are social advertising product system, efficient marketing solution and effect optimization system. It is understood that Tencent has launched a comprehensive social strategy this year, the realization of its Tencent network, Tencent Video, Tencent Weibo, QQ space and other network media products platform for social transformation and Platform integration, the formation of Tencent's largest and most active social network, the network media products are also under the strategic guidance to upgrade.

At this point, around the core elements of the network, in the large data age, Tencent social marketing platform to provide access to the user products, database marketing tools, and Tencent MIND3.0 through the user behavior data Insights, analysis and mining, deep description of each user group, Create a socialized marketing relationship between brands and audiences through differentiated labels.

Yes, in the big data age, only the use of forward-looking marketing wisdom to truly insight into the changes in the system environment, and then find the best evolutionary path. And with the marketing methodology MIND3.0 version of the continuous improvement, we see, "should be changed, because people and Yi" Tencent Wisdom has done enough to prepare for the contingency.

(Responsible editor: The good of the Legacy)