Reconstructing digital marketing in large data age

This is the age of large data marketing.

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.

The ultimate goal of research data is to study people themselves, but the data makes the company's tracking and understanding of human behavior more like, data can be multidimensional attention to 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.

The frontier analysis of marketing in "Big Data Age"

3155 layers of precision attack

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.

Social advertising tells stories.

In Facebook's view, ads on social platforms are no longer "ads", but "stories". Because the various types of precision that exist in the chain of relationships, interaction, referral, comment and forwarding, will not be accompanied by social netizens behavior, under the premise of precision and effectiveness, traditional dry advertising has been minimized, the story of the marketing information will be free shuttle in the need for their interactive social users of the information link.

The integration of user relationship chain and the social reconstruction of network media will inspire the enthusiasm of advertisers to carry out social marketing. Facebook's success is a new custom advertising model that directs users to interact with advertisers by "generating demand" rather than "satisfying demand."

At home, although social marketing lacks theoretical support, the country's leading social media has begun experimenting with new marketing layouts. It is reported that Tencent has launched a comprehensive social strategy this year, on the one hand, Tencent social media and social network to carry out the internal integration, to achieve its Tencent network, Tencent Video, Tencent Micro Bo, QQ space platform, such as social transformation and platform integration; On the other hand, Tencent Weibo and QQ has begun a comprehensive integration, Formed a network of the largest and most active social network, the media products are also under the strategic guidance of the upgrade.

"To build China's most active social network, Tencent is the first to achieve is the largest SNS platform, QQ space and micro-Bo platform Tencent Micro-Bo comprehensive integration, and the two are for different user relationship chain, QQ space means the strong relationship between users, Micro Bo is a relatively weak relationship chain, How to get through there is no successful example to follow. Tencent senior executive vice president, network media President Lau said.

To be sure, for advertisers, the future of QQ space and micro-blog social ads can point to two platform of the Enterprise page, in the functional aspects of the implementation of interoperability, access to interoperability, user management background interoperability, for commercialization, interactive activities, social advertising to achieve display interaction.

In this context, Tencent through the integration of the relationship map and interest map to achieve content interoperability, authority interoperability, user management background interoperability, integration and form of complementary resources to enhance user formation stickiness and experience.

"Humanistic" value behind mining data

Why is Facebook a rival to Facebook, why has Google always been a mortal enemy, since it has not been listed with a market capitalisation of $65 billion, and the market capitalisation has reached $80 billion trillion? The simple answer is that Facebook knows the value of people better than any other internet company.

Social marketing is a rapid growth, inseparable from the marketing effect of precision, and this is built on the vast number of Internet data based on the understanding and analysis of people based on, therefore, the concept of cloud computing is naturally introduced into this field. In this large data age, it is the user behavior as the core of the series of data, which will be massive, the enterprise's computing power, storage capacity and data sharing capacity is a huge challenge.

"Large data include user transaction data for enterprise Informatization, user behavior and relational data in social media, and geographic data in wireless internet." Large-scale personalized marketing will be the core competitiveness. "Larry Weber believes that the time has come to collect data in the Golden Age, how to integrate these data to become a key task in the future."

"In the big Data age, the network media is evolving from a simple 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 personalized Cross-platform marketing solutions." Lau stressed. Social advertising is uniquely characterized by its ability to intelligently improve its precise advertising capabilities and bring higher returns on investment. This trait relies on the understanding of the user.

Because advertising is sold directly to individuals, this undoubtedly increases the accuracy of the goal, because all the attributes behind this individual are clear: gender, age, occupation, attention to category and other related information. As a third party's social marketing organization, in the group of Friends Interactive crowd network Company's population database, the population attribute breakdown label has now up to 3,155, covering the region, the population attribute, individual attention and purchase tendency 4 big categories. Take the population attribute as an example, and according to sex, age, occupation, monthly income, education level, key life Stage 6 dimensions further subdivide. These dimensions can be further subdivided, up to 7 layers.

"Our analysis of human beings, based on mass behavior and complex statistical principles, in the back of the operation is based on the exchange of products and friends of the cloud platform to deal with the interaction, the group of Friends Interactive crowd analysis model and advertising optimization algorithms have been protected by the national patent." "Product Friends Interactive CTO Shen Xuahua said.

As a platform, Tencent will also be open to the platform, open data, open tools, especially through the user's behavior data insights, analysis and mining, for each user "portrait", through differentiated labels in the brand and the audience to recommend the Social Marketing Association. But it merely provides portraits, not concrete data. In order to ensure the security of data and information, Lau said, Tencent will not provide customers with direct user data, tiered protection of user data, the underlying data and basic user information is not commercialized.

The technology of "big Data Age" marketing

Seamless Marketing: Access to the "User Relationship network"

"In the future, the marketing network of social marketing will cover micro-blog, social network, community and other media platform, integrated micro-blogging operations, creative promotion, promotional activities, online integration of the whole project operation means, and has measurable indicators and other characteristics." "With regard to the media COO Shiwen said.

Two dimensions emphasizing relationship and interest

International marketing guru Philip that we are witnessing the rise of the era of value-driven marketing. His advocacy of marketing 3.0 is cooperative, cultural and spiritual marketing, the core of which is the social marketing emphasis on the relationship and interest in these two latitudes.

"The core of social marketing is to access the user's relationship chain, participate in their content discussion and creation, so as to achieve marketing goals." To achieve this goal, the core is to first understand the network of Internet users, the user's behavior, hobbies, characteristics and other information analysis, and then through the appropriate topics and content, cut into the user's network of relationships, become one of them. Tencent Advertising Platform Product Department general manager Liu Yan said.

For example, social age netizens pay more attention to their relationship maintenance on the Internet, they will give each other electronic greeting cards, the right brand owners can consider to participate in the behavior of netizens.

Any big event, especially the international event, is undoubtedly an important opportunity for brand marketing. And for the Chinese people, also more and more attention to their own in the event of a sense of participation, and the formation of word-of-mouth communication. Brands need to actively motivate the positive forces that come with this social network. Therefore, in the social marketing, the combination of event topics, will get a better spread effect.

The emergence of the new concept of social marketing completely subverts the traditional digital advertising display mode. It fully utilizes the strong and weak relationship on the Internet to disseminate content and information around interest, and the sharing and transmission of content is strengthening this strong and weak relationship. "Shiwen said.

Whether it is online shopping or shopping malls, social marketing displays information for users when they need it, effectively reducing the negative effects of advertising on user experience, while users share the consumer experience by playing the role of marketers. Shiwen says this will drive the line flow down to the line, and then drive the line traffic to the offline, creating a cyclical interaction.

This concept has been favored by many enterprises and practice. In foreign countries, Amazon uses bar code and image recognition technology, so that shoppers directly in the Web page to obtain product information, complete shopping parity and information sharing. In China, where customers use the mobile phone at the stop sign to "sign in" mode, prompting "I am a guest", "where the customer video" and other key words exposure greatly increased.

The observation of marketing in the "Big Data Age"

Creating content in the era of pan-relationship

What we are talking about is the so-called social media is usually very narrow, it refers to micro-blog, or just a SNS. Social media is not really a very new concept, starting from the BBS, there is this formulation, and then the advent of IM (instant messaging) is also a social media. Although the initial IM is a social media, it is not a commercial value media. As a result, IM began to evolve from one-to-one friends into a one-to-many social group, such as QQ space, friends Network, near and form a social group marketing network.

This is an era of widespread relations and weak relations, the relationship between people become more cross and pluralistic, perhaps only need to have a common interest or focus on one thing can establish a new relationship, this relationship can be virtual, can also be realistic, he will not be like the relationship between people so strong and direct, such as friends, co-workers, classmates, business relationships, etc.

It is precisely because of the establishment of the pan-relationship between people, interpersonal relationship also presents a pluralistic trend, people and people can be a working relationship, can also be a preference relationship, can be a real relationship, can also be a virtual relationship. And the means to maintain these relationships are also more diversified, from the past letters, telephone, e-mail development to IM, SNS, micro-blog.

Enterprises should take a more positive view of this change, be conscious to create content, create valuable information. If the social marketing platform just as a platform for advertising, it is not expected to spread the effect.

In the era of social marketing, enterprises should give up the traditional single advertising communication thinking, to transform into the core is through the "release of sound, drive relationship chain transmission, Interface user dialogue and management Word-of-mouth" four links to maximize the enterprise's official voice can be in the pan-chain network of multiple nodes exposure, attract users attention, At the same time through the opinion leader and active Netizen's influence Drive, realizes the enterprise brand widespread dissemination.

Social marketing platform is not a traditional advertising platform, but to build a more frequent interaction with users, communication platform, enterprises in this platform with the help of the user's relationship chain and social communication, through the "story", rather than do "advertising" way to obtain unique value.