Use large data + light marketing to do traffic management

At present, the rhythm of the carrier's depreciation is speeding up, and the phenomenon of increasing the flow rate is becoming more and more obvious. How to improve the flow value and drive the revenue growth of operators has become the most urgent problem. The author thinks that the operator can try to reduce the marketing cost and promote the marketing effect through the mode of "big Data + light marketing".

Why marketing to do enough of the "light" here "light" can be understood as "simple", light attention, light interaction, light trading, all of the complex for Jane. It's easy enough to make a potential customer a fan, and it's easy enough for your fans to get involved in your interaction, so it's easy enough to make a deal, so if you really understand less, you can really serve a lot more fans.

Marketing is to follow consumers, now consumers of social and business activities are online, this time, the company's marketing activities also need to translate to the online. Enterprises can achieve digital communication, digital transactions, online market research, new product development, using information technology, "light" to achieve marketing "heavy". Many enterprises have already started the Network Marketing tour. On the internet is not just to put a banner ads or launch a virus spread so simple, but the Internet as an important part of the marketing strategy, use this platform to pinpoint the target consumer groups, interaction with consumers, access to consumer insights, detonation transmission, overall measurement of the effect, Seamlessly combine with offline experience to boost sales. At present, some enterprises have established a huge professional digital marketing team, systematically divided into technical department, Planning Department, Effect measurement Department, interactive marketing department and E-commerce Department, their respective roles.

This shows that the key to light marketing is the Internet channel and the use of Internet technology. Operators this aspect of the ability is actually not weak, but suffer to balance the interests of the line channel, has not really been the Internet as the main channel of traffic management to develop and expand, resulting in the problem is the operator, from the previous yell voice into a yell flow, Essentially, there is no fundamental change in the marketing system and marketing model. On the contrary, due to the popularity of the client, operators in the 4G era compared with customers 2g/3g era farther.

To change this situation, operators must be "traffic" as a "resource commodity" to operate, follow the laws of commodities, respect the supply and demand relationship to determine reasonable pricing, at the same time to comply with the changes in consumption trends (to the Central, consumption options to the individual tilt), the flow package content, flow grade, Flow rate of choice of the right to the customer, this is the essence of light marketing.