The value of Internet marketing-the difference from traditional marketing (2)

The value of Internet marketing-the difference from traditional marketing (2)

3. Information gathering-understanding and cognitive ability (behavior and motivation) of users

If the traditional marketing of consumer research basis determines the success or failure of marketing, then the internet is also the case. The difference lies in the network marketing, the user's behavior analysis ability is magnified n times. This is a revolution in the true revolution.

The internet as a digital media, compared with traditional media, one of the most important feature is the complete user data tracking and collection:

-What channels do users see in Marketing information (ADS)?

-What is the follow-up behavior of the user in contact with marketing information (advertisement)?

These two issues have been repeatedly mentioned in traditional marketing theory and many methods have been designed to collect information for analysis. But the biggest difficulty in traditional marketing is that the data are difficult to obtain and the data obtained are not allowed. For example, a TV ad to answer the above questions, the need to collect the ratings of data, and then a sample survey users to understand the impact on users. Over here:

-The rating data itself is sampled, with errors.

-The user effect survey based on the ratings is also sampled and has errors.

-the analysis of the effect is based on the user's subjective answer, there is a lot of error.

- ...

Internet Marketing answers to these questions in one word: data. And it's full data, not sampling. Many people should know that AC Neilson is the world's largest market research company, doing a lot of market analysis. 2002 AC Neilson launched network monitoring data analysis net annually, we discussed, they repeatedly stressed that the system of user behavior analysis is annually (census), not sampling (sampling)! And these data are not isolated, but interconnected. For example, the behavior of people who have seen advertising in internet marketing and the behavior of one months later can be linked, and in traditional marketing is not likely to do. This is a revolutionary difference for the market analysis industry! If the enterprise needs to use market information data to see the user and market changes, it is like a 800 degree myopia without glasses and wear glasses difference!

User advertising contact Behavior process:

Based on the two issues mentioned above, I am here to compare and summarize the traditional marketing:

Traditional marketing

Network Marketing

Data collection Scope

The core stage of user contact advertising

All stages of user exposure to advertising

How data is collected

Artificial, auxiliary equipment

System Automatic

Amount of data

Limited, need sampling

Unlimited, full data collection

Data accuracy

Great error (a lot of subjective information)

Minimum error (systematic error only)

Data continuity (multiple ad contact data for a user)

Cannot be continuous

can achieve complete continuous