Big data marketing "panacea" or "big flicker"

Big data marketing: "panacea" or "big flicker"

The Internet is triggering a marketing revolution. Some people even think that the emergence of big data is one of the most profound changes in the marketing field since the industrial revolution. The driving force of this change comes from technology, market and consumers. If post-70s or even post-80s can only be regarded as "new immigrants" on the Internet, then post-90s and post-00s are standard Internet "aborigines". Only by better understanding their needs, desires and purchasing tendencies can we grasp the future of marketing.

Why MoMo Wu?

Internet has changed all aspects of people's work and life, including marketing. When enterprises choose brand spokespersons in the traditional way, they need to do a lot of market research and customer analysis, sampling, questionnaires, telephone calls, face-to-face interviews and segmentation ... It often takes a lot of time, energy, material resources and financial resources to find "Mr. Right", but Internet companies can tell you the same answer "easily" through big data analysis.

"Search engines are a big data gold mine, and massive databases can store the real needs of netizens. This gold mine is of great value for advertisers to gain insight into consumers. Through the insight and analysis of these massive data, we can provide good technical support for brand marketing. " Ceng Liang, vice president of Baidu, told China Economic Weekly.

Ceng Liang said that through the data of Baidu Index and Baidu Billboard, MoMo Wu's attention and popularity are very high, even surpassing Faye Wong and other big names. Although MoMo Wu was controversial as soon as she made her debut, according to Baidu's big data analysis, these controversies only came from different audiences' different feelings about her, not from negative news or scandals. This also shows that MoMo Wu has a high popularity and attention, a distinctive personality and a strong positive energy of the new generation. She is a very good choice for brands and products whose consumers are young people.

Ceng Liang also gave another example to reporters. He once recommended the spokesperson of a certain brand car through the big data provided by search engines, because a considerable number of people searching for this model and its competitors are also searching for this star, and from the search behavior, they love and recognize this star very much. The person in charge of this brand car was very surprised after listening to it, because they did ask professional research companies and marketing agencies to do analysis before, and the conclusions were all the same star.

Procter & Gamble is the largest advertiser in the world, and China is the second largest market for Procter & Gamble in the world. Xie Bing, president of P&G brand operation in Greater China, said, "In the past, we used more traditional sampling methods such as questionnaires and telephone calls. Now the arrival of the era of big data will bring infinite imagination and possibilities to the ancient proposition of' consumer insight'. "

"Intuition is unreliable, and big data is reliable." Ceng Liang said.

Marketers aren't ready?

Although big data has almost become an annual buzzword, it is a must-talk topic in various marketing forums. However, there are not many CMOs who really understand and know how to use big data.

Known as the "Father of Integrated Marketing", Don E. Schultz, a world-class marketing guru, recently visited China. He told reporters that nearly 80% of business managers are at a loss about big data, and even the chief marketing officers of the world's top companies say that most of them are not ready to use big data.

"Now the amount of information is exploding, the media forms are diverse, and consumers have many ways to obtain information. Consumers have many opportunities to get all kinds of data. In the past, this information was in the hands of marketers, but now great changes have taken place. All information is available at any time, and consumers can get all kinds of information. " Schultz told China Economic Weekly.

"In the past, these marketers didn't have such complicated data, but now, the amount of data is growing geometrically and there is a surplus of information, making it more difficult to find value information. Faced with so much data, they also feel that they don't know what to do. All countries in the world are crossing the river by feeling the stones, and everyone is constantly exploring together. " He said.

Professor Don Schultz is very excited about China's performance in big data marketing. "In terms of Internet marketing, China has indeed greatly surpassed the United States in many aspects. For example, on the day of the Double Eleven, the online transaction volume reached 5.7 billion US dollars, which was three times more than Black Friday, the biggest selling day in the United States. The United States mainly uses mobile phones to make calls, while many people in China use mobile phones to obtain data. " He said.

Call for a mature evaluation system

Marketing has been regarded as "customer-oriented" since its birth, which almost coincides with the spirit of the Internet. However, how can we really apply Internet thinking to marketing? This seems to return to the old topic-how to find the demand of consumers and then meet it.

Ceng Liang cited the example of Olay. "20 1 1, we have done some research on the search keywords of cosmetics brands such as Olay." We found a very interesting set of data. 25% of users who searched Olay then searched for' applicable age', while other similar brands did not have this function. This explains a problem: many consumers don't know what age group Olay is suitable for, and the brand positioning is a bit unclear, which will affect the market sales of Olay. "He said.

When Baidu gave this question back to Procter & Gamble, Procter & Gamble quickly launched a new packaging product-"Olay 25-year-old clothes", clearly positioning this product as a product suitable for people around the age of 25. At present, "Olay 25-year-old suit" is the best-selling hot item of Olay.

Of course, big data is not everything. If it is not done well, it will become a "big data flicker." "For the effect of big data marketing, there is no mature, objective and fair evaluation system at present, which is also a topic worth discussing in the future. But in the future, marketing will definitely undergo major changes due to big data, such as the docking of personalized advertisements and personalized products. " Duan Yongchao, chief strategy officer of Caixin Media Group, told China Economic Weekly.

In addition, Duan Yongchao also reminded that another constraint of big data marketing is that the boundary between data acquisition and privacy protection is unclear, which will bring certain uncertainty to big data marketing.