I have been studying data marketing recently, and I have also read a lot of knowledge related to data marketing. Various articles and materials on the Internet are either too esoteric (professional) or too scattered, which is not very friendly to students who have just dipped into this industry. .
So I'll sort it out here, sort out what I've learned, and help newcomers understand what data marketing is.
1. What is data marketing
Big data marketing is a marketing method applied to the Internet advertising industry based on a large amount of data on multiple platforms and relying on big data technology . The core of big data marketing lies in allowing online advertisements to be cast to the right people at the right time, through the right carrier, and in the right way.
Big data marketing is derived from the Internet industry and acts on the Internet industry. Relying on multi-platform big data collection, as well as the analysis and prediction capabilities of big data technology, can make advertising more accurate and effective, and bring a higher return on investment to brand enterprises.
——From Baidu Encyclopedia
To put it simply, it is necessary to first have a data source (the data comes from different platforms and devices), and then collect and clean the data through data technology, and then analyze the data and make marketing decisions for the brand through the analysis results, thereby helping to improve marketing. efficiency.
How to improve efficiency is to push the results of data analysis, at the right time and through the right channels, with the right products and the right copy materials to the right consumers (refer to many previous articles written by the Data Bank Strategy Center, It is also a type of data marketing).
2. Why marketing should be digitized
1) Marketing resources have changed from quantitative to qualitative: In the traditional era, marketing channels were very narrow, nothing more than newspapers, TV, popular offline business districts, and large supermarkets.
Now, with the rise of the Internet and various smart devices, the marketing resources of brand owners have changed from quantitative to qualitative , various social media content has shown explosive growth, and the amount of data has also increased from G to T and even to P. How to better manage these resources requires the integration of the resources on hand through technical means .
2) Data marketing has also been related to the digital transformation of enterprises . By using digital transformation, it can better help improve the operational efficiency of enterprises. Digitalization will not only serve marketing itself, but also serve various scenarios of enterprise operations, such as enterprise data management. , knowledge asset management, financial management, customer management and other business scenarios, and data marketing has become the entry point for digital transformation .
The characteristics of data marketing
In the era of big data, every behavior and footprint of consumers in their daily life is valuable. Recording consumers' personal data and behavior trajectories on different devices and platforms will generate a large amount of data, and through these Data analysis can realize data marketing in the true sense.
There are several characteristics of data marketing.
1. Multi-platform data collection
Data sources are multi-platform. In addition to our data on the Internet, there are also data that can be related to consumers , such as smart homes, wearable devices, smart displays, POS machines/credit cards, etc.
2. Strong timeliness
Big data marketing has a strong telemarketing list timeliness. Consumers’ buying behaviors and buying methods are very easy to change in a short period of time . The agency of big data marketing will understand consumers through technical means, and respond to consumers’ needs in a timely and accurate manner. And timely push advertisements to target consumers.
3. Personalized Marketing
There have been great changes in marketing methods. The marketing concept of advertisers has changed from media-oriented to audience-oriented , from buying advertising positions in the past to buying consumers. Nowadays, advertisers are consumer-oriented in their advertising and marketing, and through big data technology, they can know where the target consumers are, where they are concerned, and what kind of information they want to obtain, so that they can choose according to the characteristics of different consumers. Do personalised marketing .
4. Relevance
Another important feature of big data marketing is that it can analyze the correlation between the advertisements that consumers have seen and the advertisements, and can also analyze the upstream and downstream relationships of consumer purchases .
Since in the process of data collection, it is possible to quickly know what the target consumers are concerned about and where they are and what they bought, multi-dimensional correlation and