Marketing: how to use marketing wisdom in the era of big data

Core tip: big data has a big impact According to data, twitter generates 340 million messages a day on average, while Facebook generates 4 billion messages a day With the global expansion of social networks, data explosion is rewriting marketing rules Based on the mining of big data marketing value, it has become a problem in the field of online marketing The essence of number is human, and data mining is to analyze human race itself So in the context of big data, the key question has not only included what the user said, but also who the user is? What did you do? Tencent thinks the marketing price of big data Application scope and advantages of roller ceramic coating Recommended introduction: the surface of ceramic rubber plate used for roller ceramic coating is cast into durable rubber plate by hundreds of independent small ceramic pieces Each ceramic piece has raised characteristics Under general conveyor belt pressure, thousands of unique cast bumps can produce positive traction, prevent slipping and extend the service life of conveyor belt roller At the same time, the bottom layer adopts high-quality rubber, which has strong elasticity and can play a good impact resistance role The scope of application of roller ceramic coating is one three six 83857180 (the same as V) 1 Roller coating in extremely harsh working environment 2 The belt joint is not suitable for fixing with iron buckle; 3 It is suitable for leather Paint Home News: big data has a big impact According to data, twitter generates 340 million messages a day on average, while Facebook generates 4 billion messages a day With the global expansion of social networks, data explosion is rewriting marketing rules Based on the mining of big data marketing value, it has become a problem in the field of online marketing The essence of numbers is human beings, and data mining is to analyze the human race itself So in the context of big data, the key question has not only included what the user said, but also who the user is? What did you do? Tencent believes that the marketing value of big data is the interpersonal relationship chain between users with the popularization of real name community and e-commerce, that is, the value of the network, through which the integration of transaction data and interactive data is finally realized "We have the ability to more accurately correlate Tencent users' online behavior with the consumption behavior of various brands," said Liu Enterprises should gradually transform in the Internet, and use database technology to serve life In fact, Tencent, which is located in the one-stop service platform of online life, has already begun to layout on the user database, including important achievements and progress in the application fields of information end, relationship chain and various online media products Today, Tencent has 700 million QQ users, 425 million microblog users, 202.4 million active users of friends network and more than 100 million wechat users, and has successfully accumulated the most perfect online media database in China Big data marketing should be worth the popularization of the Internet, social applications and cloud computing, so that the network traces of Internet users can be traced, analyzed, and so on, and this data is massive and changeable Enterprises or third-party service organizations can use these data to provide consulting, strategy, delivery and other marketing services for enterprises, which can be called big data marketing Like big data, big data marketing is not a very new concept, just because with the popularity of cloud computing, cloud applications, various mobile devices, and the rise of social media such as Facebook and twitter, such as Google and Amazon's maturity of data marketing system, big data marketing has attracted more and more attention and gradually become a must for most enterprises Big data marketing is the main battlefield of marketing in the future, because all people are saying that the growth of traditional media such as TV and newspaper is slowing down or even declining, and with the multi network integration, big data is integrating the data of traditional channels, thus forming a "data is king" marketing pattern In the future, apart from some brand launches, most of the marketing expenses are allocated under the guidance of big data Where are the consumption groups of enterprises? Where are the potential users of the enterprise? Find their distribution through big data, and then use creative delivery form to let them become fans of enterprises and form sales "Internet media is evolving from a pure content provider to a leader of open ecology In the era of big data, social marketing focuses on understanding the massive data behind consumers, mining users' needs, and finally providing personalized cross platform marketing solutions." Liu Shengyi stressed That is to say, the value of Tencent big data is that it can more intelligently improve the ability of precision advertising and bring higher return on investment to brand enterprises Big data can produce huge marketing value, but it is not easy to find gold in the era of big data As Shen Nong, the founder of modern information theory, defined information as the elimination of uncertainty However, in the era of big data, there are more and more variables in the whole marketing system, and various new forces and traditional forces are dissipating and cooperating in the system These increasing complexity eventually led to the goal of the whole system slowly began to lose focus, and the marketing system began to lose control "Chaos, out of control, non-linear" and other words have become the typical labels of the whole era, and those methodologies that were taken for granted in the traditional marketing era have become uncertain Finally, brand marketers slowly found that the information explosion not only brought about the increase of the certainty of the whole brand marketing system, but also increased the so-called runaway possibility of Kevin Kelly, founder editor of Wired magazine From the decline of Nokia to the decline of Yahoo, Tencent found that continuous environmental changes began to make the development of many corporate giants more and more passive Mr Tan Xiaofang pointed out that it is the golden age to collect data, and how to integrate these data has become the key task of brand marketing in the future If in the era of big data, Tencent has built a solid marketing foundation through the user database accumulated through years of strategic layout, then how can Tencent integrate these big data? For big data marketing, we need to have the following abilities: 1 Marketing communication institutions need to have the ability to collect data: the source of data depends on the "openness" of the network industry 2 Marketing communication institutions should have strategies and delivery ability: through the analysis and induction of data, to form a reasonable delivery decision 3 Marketing communication institutions should have the ability to sort out and analyze the data: the analysis and induction of the collected data may be the shackles of the rapid development of big data marketing After the new evolution, Tencent mind3.0 has three independent directions to complete the integration task and create value for the brand These three independent directions are the product system of social advertising, efficient marketing solutions and effect optimization system It is understood that Tencent has launched the socialization strategy in an all-round way this year, realizing the socialization transformation and platform integration of its Tencent network, Tencent video, Tencent Weibo, QQ space and other online media product platforms, forming the largest and most active social network of Tencent All online media products have also been upgraded under the guidance of the strategy So far, in the era of big data, Tencent's social marketing platform provides the marketing tools of user products and databases Tencent mind3.0 deeply describes each user group through the insight, analysis and mining of user behavior data, and establishes a social marketing association between the brand and the audience through differential labels Yes, in the era of big data, only by using forward-looking marketing wisdom can we truly understand the changes in the system environment, and then find the best evolution path With the continuous improvement of mind3.0 marketing methodology, we can see that Tencent's wisdom of "change according to the situation, and shine according to the people" has been well prepared The current situation and innovation of marketing management in the era of invisible marketing coming quietly The mode worthy of reference for coating enterprises - Sam's club mode The perfection of coating after-sales service How can small and medium-sized coating enterprises make use of the Spring Festival holiday to consume? 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