Is marketing a science? Of course, since humans have trading activities, marketing has always existed, and new forms continue to emerge as the times change. In the era of big data, marketing has also evolved slowly.
In some respects, the current marketing industry also has unprecedented potential. This is a new trend in the employment direction of marketing professionals in the era of big data. Many people say that combining traditional marketing wisdom with the tremendous power of big data may yield huge advantages in qualitative and quantitative analysis. But to do this, there is still a lot of work to be done first. Shawndra Hill, a professor of operations and information management at the Wharton School of Business, said: “This is a very exciting time. There is a lot of data to mine to understand customers, their attitudes and their attitudes. What are you thinking about. Besides, data mining has made great strides in the past ten years, but we still have a long way to go…that is, to figure out the true meaning behind what people say.”
Many people feel that the era of big data is coming, but it is often just a vague feeling. For its true power to marketing, you can use a fashionable word to describe it-unclear. In fact, you should try to figure it out to understand its power. For most companies, the main value of big data marketing comes from the following aspects.
First, analysis of user behavior and characteristics.
Obviously, as long as you accumulate enough user data, you can analyze the user’s preferences and buying habits, and even “know the user better than the user.” With this, it is the premise and starting point of many big data marketing. In any case, those companies that used “customer-centric” as their slogan can think about it. In the past, could you really understand the needs and thoughts of customers in a timely manner? Perhaps only the answer to this question in the era of big data is clearer.
Second, push support for precision marketing information.
Over the past few years, precision marketing has always been mentioned by many companies, but it is very rare, but spam is flooding. The main reason is that the nominal precision marketing in the past was not very accurate, because it lacked user characteristic data support and detailed and accurate analysis. Relatively speaking, the current RTB advertising and other applications show us better accuracy than before, and behind it is the support of big data.
Third, guide products and marketing activities to the user’s favor.
If you can understand the main characteristics of potential users before the product is produced, and their expectations of the product, then your product production can be as good as it can be. For example, Netflix used big data analysis to know the directors and actors that potential audiences would like before shooting “House of Cards”, and it really captured the audience’s hearts. For another example, after the trailer of “Little Times” was released, it was learned from Weibo through big data analysis that the main audience group of its films was post-90s women, so subsequent marketing activities were mainly carried out for these groups.
Fourth, competitor monitoring and brand communication.
What a competitor is doing is what many companies want to know. Even if the other party won’t tell you, you can find out through big data monitoring and analysis. The effectiveness of brand communication can also be targeted through big data analysis. For example, communication trend analysis, content feature analysis, interactive user analysis, positive and negative sentiment classification, word-of-mouth category analysis, product attribute distribution, etc. can be carried out. The communication trend of competitors can be grasped through monitoring, and industry benchmarking user planning can be referred to according to user voice Plan the content and even evaluate the operation effect of the Weibo matrix.
Fifth, brand crisis monitoring and management support.
In the new media era, the brand crisis has caused many companies to talk about it. However, big data can provide companies with insights in advance. During the outbreak of a crisis, what is needed is to track the trend of crisis propagation, identify important participants, and facilitate rapid response. Big data can collect negative definition content, promptly start crisis tracking and alarm, analyze the social attributes of the crowd, cluster the viewpoints in the event process, identify key people and communication paths, and then protect the reputation of enterprises and products, and grasp the source and key. Node, quickly and effectively deal with crises.
Sixth, the company’s key customers are screened.
Many entrepreneurs are entangled in the question: among the users, friends and fans of the enterprise, which ones are valuable users? With big data, perhaps all of this can be supported by facts. From the various websites visited by the user, you can determine whether the things you care about are related to your business; from the various content posted by the user on social media and the content interacted with others, you can find out the inexhaustible Information, using certain rules to associate and synthesize, can help companies screen key target users.
Seventh, big data is used to improve user experience.
To improve the user experience, the key is to truly understand the user and the status of your product they are using, and make timely reminders. For example, in the era of big data, perhaps the car you are driving can save your life in advance. As long as the vehicle operation information is collected through the sensors throughout the vehicle, it will warn you or the 4S shop in advance before the key components of your car have problems. This is not only to save money, but also to protect lives. In fact, as early as 2000, the UPS express company in the United States used this predictive analysis system based on big data to detect the real-time vehicle conditions of 60,000 vehicles in the United States in order to conduct defensive repairs in a timely manner.
Post time: Mar-16-2021