The Internet is triggering a marketing revolution, and some people even think that the emergence of big data is one of the most profound changes that have occurred in marketing since the Industrial Revolution, and this change is driven by technology, market and consumers. The power comes from technology, the market, but also from consumers. If the post-70s and even post-80s can only be regarded as the Internet's "new immigrants", then the post-90s and post-00s are the standard Internet "aborigines", only a better understanding of their needs, desires, and their propensity to buy, in order to seize the The future of marketing.

Why Wu Mochou?

The Internet has changed every part of people's working life, every moment, including marketing. A company through the traditional way to choose a brand spokesman, you need to do a lot of market research and customer analysis, sampling, questionnaires, phone calls, face-to-face interviews, segmentation ...... often cost a lot of time and energy, material and financial resources to find the "person of interest", but the Internet company can use big data analytics to find the "person of interest". Internet companies can tell you the same answer through big data analysis "easily".

"The search engine is a big data gold mine, the massive database can store the real needs of Internet users, this gold mine for advertisers to understand the consumer has an important value, through the insights of these massive data analysis, can provide good technical support for brand marketing." Zeng Liang, vice president of Baidu, told China Economic Weekly.

Zeng Liang said that through the Baidu index, Baidu wind and cloud list and other data, we know that Wu Mochou's attention and popularity is very high, and even surpassed Wang Fei and other big names. Although Wu Mochen has been controversial since her debut, analyzing Baidu's big data, these controversies only come from different audiences' different feelings about her, not from negative news or scandalous events. This also shows that Wu Mochou has a high reputation along with a high attention span, and has a distinctive personality with a strong positive energy of the new generation, which makes her a very good choice for brands and products with a youthful consumer base.

Zeng Liang also gave another example to the reporter, he once through the search engine to provide big data for a brand car recommended a spokesman, because the search for this model and its competitors, there are quite a lot of people at the same time also searching for the star, and from the point of view of the search behavior, it is very much love and recognition of the star. The person in charge of this brand of car was very surprised to hear that, because they did have a professional research company and marketing agency to do an analysis before, and came to the conclusion that it was the same star.

P&G is the world's largest advertiser, and China is P&G's second-largest market in the world. Xie Bing, President of P&G's Greater China Brand Operations, said, "In the past, we used more traditional sampling research methods such as questionnaires and phone calls, but now the arrival of the big data era will bring the old proposition of 'consumer insight' to the forefront. ' this old proposition brings unlimited imagination and possibilities."

"Intuition is not reliable, big data is reliable." Zeng Liang said.

Are marketing officers not ready?

Despite the fact that big data has almost become the buzzword of the year, and is a must-talk topic at a wide variety of marketing forums. However, not many CMOs (Chief Marketing Officers) truly understand and know how to utilize big data.

Known as the "father of integrated marketing" of the world-class marketing guru Don E. Schultz (Don E. Schultz) recently visited China, he told reporters: nearly 80% of business managers face big data expressed bewilderment, even the world's top companies, most of the chief marketing officers, said that how to use big data is not ready. how to use big data are not ready.

"Now, with the explosion of information, the variety of forms of media, and the many ways consumers can get information, there are multiple opportunities for consumers to get access to a wide variety of data. In the past, this information was in the hands of marketers, now a big change has occurred, all the information is readily available, consumers can get a variety of information." Schultz told China Economic Times.

"In the past, these marketers did not have such complex data, but now, the amount of data has shown geometric base growth, and the information overload has made it more difficult to uncover valuable information. Faced with so much data they also feel they don't know how to do it. Countries around the world are crossing the river by touching the stones, and together we are constantly exploring." He said.

Prof. Don Schultz is quite excited about China's performance in big data marketing, "China does greatly outperform the US in many ways in terms of Internet marketing, for example, on Double 11, the online day's turnover reached 5.7 billion dollars, three times more than the US's biggest sales day, 'Black Friday ' Three times more. The United States uses cell phones mainly to make calls, while many people in China use them to get data." He said.

Calling for a mature evaluation system

Marketing has been recognized as "customer-oriented" since its inception, almost coinciding with the spirit of the Internet. But how can we really apply Internet thinking to marketing? It seems to go back to that old topic - how to find consumer demand and then meet it.

Zeng Liang gave the example of Olay Oil. "We did some search keyword research on Olay and some other cosmetic brands in 2011," we found a very interesting set of data, 25% of users searching for Olay went on to search for 'applicable age', while Other similar brands don't have this feature. This suggests a problem: many consumers do not know what age Olay oil is suitable for, the brand positioning is a little unclear, and this problem will affect the market sales of Olay oil." he said. He said.

When Baidu feedback this problem to P&G, P&G quickly launched a new packaging products - "Olay 25 years old", very clear positioning of this product for the 25-year-old crowd of the product, the current The "Olay 25" is the best-selling and popular product of Olay.

Of course, big data is not a panacea, not good enough to become a "big data fool". "For the effect of big data marketing is not yet a mature, objective, fair evaluation system, which is also worth exploring the future of the topic. However, the future of marketing will definitely undergo significant changes because of big data, such as the interface between personalized advertising and personalized products." Duan Yongzhao, chief strategy officer of Caixun Media Group, told China Economic Weekly.

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