Personality marketing is the core competitive power in the era of marketing big data

The first to put forward this concept should be McKinsey, the world's best-selling "Social consumption network Marketing" author Larry Weber that the so-called large data include enterprise information user transaction data, social media users of behavioral data and relational data and wireless Internet location data. Large-scale personalized marketing will be the core competitiveness. And now it's time to collect data in the Golden Age, how to integrate these data to become a key task in the future.

Around the city Economic Belt Summit Forum • Five big Concentric project-----------------------Energy I move low-carbon new life • The fourth Chongqing reading month activity • 2011 morning paper Summer life season • Ecological Treasures the ultimate goal of research data is to study the human but the data makes the company's tracking and understanding of human behavior more like, Data can be a multidimensional focus on people, insight.

And if the enterprise wants data for me to use, it should be multidimensional analysis of data. The so-called "social marketing" concept, behind the use of data tracking people, researchers, understanding people, and this requires a better grasp of the method of data research. This issue of the "Big Data Age" marketing topics hope to be able to inspire advertisers. See C5 version, C7 version

The internet industry seems to undergo a "dynastic succession" every five or six years, the 2005 search marketing has completely covered the Web portal, search marketing has become the most mainstream internet marketing model; In the 2011, social marketing seemed to go a long way beyond search marketing, and the typical representative was Facebook, Facebook is working head-to-head with Google, which also relies on advertising revenue at this stage. Facebook's total revenue reached $3.711 billion in 2011, officially surpassing Yahoo and Google as the largest online advertiser in the United States, with 845 million-month active users worldwide.

Now, social marketing is establishing a new online marketing market that is no less than a traditional search engine, and the ROI of social marketing is much higher than that of traditional search engines. Although in foreign countries, Facebook led the social marketing wind, but focus on domestic, social marketing has just started, not only the low degree of marketization, but also lack of industrial chain consensus standards and methodological support.

The global best-selling book "Social Consumption Network Marketing," author Larry Weber at the 2012 Tencent Wisdom summit that the big Data era has come, in the big Data era, how the core value of marketing to reflect the next step in the development of the key point.

Social reconstruction of digital marketing

On January 31, as the world's largest advertiser, Procter and Gamble announced the abolition of 1600 advertising marketers because of its belief that Facebook's accurate delivery is more efficient and less costly than traditional media outlets. Once on Facebook, a P & G's Men's perfume Old Spice ad has hit a record 1.8 billion times. With the shift in the marketing of Procter and Gamble, a growing number of big advertisers are turning to Facebook, which will lead to continued growth in Facebook's advertising revenue over the next few years.

"Especially with Facebook, Twitter and other representatives of the social wave, in the global Internet market, but also on the traditional online digital marketing industry chain of the tripartite role of the restructuring." Internet marketing expert Tangchingtong said.

In the social platform and Environment, the Netizen is no longer a pure consumer, but has the role of producer and participant through UGC (user generated content), while the media continues to act as producer, as well as organizer, platform provider, participant and link, and for advertisers, brand exposure is not the only target, It also requires the pursuit of interaction, participation, communication and marketing effectiveness.

The wave of socialization is driving global digital marketing to a new direction. According to emarketer, the US market research firm, social-networking advertisers will spend $7.72 billion trillion in 2012 on ads that include social-networking sites, social games and app ads, and by 2014 Global Social-network advertising revenues could be nearly 12 billion trillion dollars.

The role reconfiguration of the online digital marketing industry chain requires the traditional Internet platform to transform to the socialization direction, at present in the domestic whether is the traditional search, the portal, or is the video, the micro-blog, all more and more shows the strong social interaction attribute. From the perspective of meeting the demand of advertisers, it should be said that traditional internet manufacturers have consciously used the power of openness and social socialization to transform their traditional business.

This may explain why Google is desperate to "resist" Facebook, after buzz and wave have failed to launch Google +, and why Baidu has been the driving force in the social field of repeated defeats. Prior to Facebook's public offerings, advertisers had been advised to reform their marketing around social networking, which advocated the use of social networking to reduce the barriers to communication and to make the network more interactive.

　

(Responsible editor: The good of the Legacy)