WeChat and Weibo play like this to make money

Chapter 15 "Micro" marketing is indispensable for big data thinking (1)
The superiority of precision marketing is self-evident. It can not only reduce the harassment of low-value target groups, but also accurately send the required information to high-value target groups.Before the advent of the mobile Internet, it was difficult to collect customer information, let alone useful information.After that, this possibility can not only be realized, but also greatly enriched.Of course, the premise is that merchants must have big data thinking in the micro-marketing era.

Under the thinking of big data, enterprises can establish a customer database, and then intelligently analyze the information of WeChat and Weibo fans from following, inquiring about product information to receiving service consultation, participating in surveys or marketing activities, so as to achieve precise marketing.In the context of the era when customers are the lifeline of an enterprise, whoever masters customer information will master the way to win; whoever takes the lead in using big data analysis will capture customers one step ahead, and whoever can obtain more benefits.Some people in the industry even believe that in the tide of business revolution driven by big data, one must either learn to use the leverage of big data to create business value, or be eliminated by the new generation of business structure driven by big data.

3.1 Big data has great effect
Big data is a big trend, and it may be or have the opportunity to become a big market comparable to the Internet itself.What big data thinking provides people is not only data collection and data analysis, but how to use data to better understand the world.It can even be said that big data thinking is changing people's way of life, cognition and way of doing things.

1. The data improves the success rate of "picking up girls"
Let's look at an interesting question about love science:
Do you know which restaurant she goes to the most and what is her favorite dish?Do you know what brand of clothes she likes to wear most, and what color is her favorite skirt?If you can answer these questions proficiently, it means that you are a fairly serious suitor.Let's make the question a little more difficult: Do you know what day of the week she's more likely to agree to go out to eat with you, and how long does each meal take on average?Do you know how long she calls you on average each time, and what are the specific meanings of the modal particles used in each call?Do you know what it means when she suddenly sighs or bows her head while dating and chatting with you? Is she pouting because she is upset or trying to show cuteness to you?

Maybe you will think that this is a magical skill that is impossible to master. If anyone can really do this, they will definitely catch up with each other.Don't rush to draw conclusions. If you can grasp the data of her past living habits in detail, you can get an almost indistinguishable answer as long as you analyze it through a reasonable algorithm.You can choose when to ask her out based on the opinions provided by the data analysis, what to chat with, and what to use to judge whether she is satisfied with the process of a certain date.Even, you can judge her mood according to her dressing style today through the connection between data and data, and then decide whether to comfort her tenderly or make her bored with a clockwork joke.

This is the beauty of data.

2. The positioning and role of big data

The use of data analysis in love may be a bit uncomfortable, but for mobile Internet marketing, it is becoming more and more popular.Many marketing experts who understand the value of data analysis know that a company with many fans should make statistics and analyze the composition, preferences and potential needs of its fans in a timely manner, and based on this, it can launch marketing operations with fans as the consumer group .The benefits of doing so are obvious: First, it is not easy to cause resentment.In the era of mobile Internet, everything pays attention to value. If the marketing card you play cannot meet the value needs of users, it will be easily ignored.Data analysis will increase the accuracy of your marketing and make the information you provide more in line with the appetite of users.Second, continuous marketing can be achieved.The more data is accumulated, the more valuable it is. You can regularly send consumers the information they like or need, and continuously optimize the data analysis results through the feedback you get, so that your marketing can be lasting and effective, and even become more and more effective. .

Data analysis has developed to a certain extent, and it has become the popular "big data" now.Big data (big data) is also called huge amount of data. Its strict definition refers to the huge scale of the data involved, which cannot be effectively processed by the current mainstream tools. It requires a new processing mode to exert its powerful insight. , decision-making power, and information assets for the ability to optimize processes.This information asset has three characteristics: mass, high growth and diversification.

As early as 1980, the famous social thinker Alvin Toffler described big data as "the cadenza of the third wave" in his book "The Third Wave".However, it was not until around 2009 that "big data" really became a buzzword in the Internet information technology industry and entered the public's field of vision.

According to data from the US Internet Data Center, the data on the Internet maintains an annual growth rate of about 50%, doubling every two years, and more than 90% of the world's data is only generated in recent years.This means that enterprises will have to deal with more and more information every day. Moreover, for the marketing decision-making of enterprises, the data they need to count and analyze are not only from the Internet, but also from the statistics of stores and the location data of vehicles and other vehicles. , and even weather data related to people's travel, etc., are all things that companies need to collect and analyze when doing marketing.The lack of data in any small link may cause the final calculation results to lose their reference value.

It can be seen that big data and its corresponding new algorithms and new technologies will surely become the mainstream of future development. It can even be said that big data is "the future that is happening".This is especially critical for mobile Internet marketing. Smart companies should learn to focus on the collection and analysis of mobile Internet user information from today, and don't wait until other companies have already carried out countless accurate calculations through their information accumulation and big data calculations. After marketing, I am still figuring out how to write marketing soft articles.

3. The marketing value of big data

Based on the digital communication of the mobile Internet, we can measure almost everything.Everything can generate data, and data has hidden value.Therefore, it is conceivable that big data will bring new marketing strategies and processes.Just imagine, no matter which website a mobile Internet user opens every day, he will be flooded with various advertisements, some of which are "junk advertisements" that he is not interested in, and some that he is interested in but are ignored because the presentation method does not conform to his browsing habits. Some are just in line with his interests, and have been noticed by him in the most appropriate way. Which one do you think he will choose to click on?The answer is self-evident.In order to achieve the third type of precision marketing, it is necessary to have the support of big data.

In fact, this is just one of the "eighteen martial arts" of big data.Big data can not only help you present advertisements to users in the best way, it can also find the part that can bring you the most profit from a large number of users, and it can even teach you how to develop these customers and effectively manage them well.

Therefore, it is almost inevitable that big data can bring about an increase in corporate sales and an increase in corporate return on investment.

Take Google as an example. The scale of Google's digital database can be said to be the largest in the world. It captures about 10 billion search data from all over the world every day.Such large-scale data enables Google to help many companies understand customers more thoroughly. At the same time, Google itself has also achieved great development, and its market value has exceeded 4000 billion US dollars.

However, it should be noted that the growth rate of data is far greater than the expansion rate of the market.In other words, the application prospects of big data are unlimited, but the market is always limited.Therefore, whoever first uses big data to accumulate marketing information, develops new marketing methods, and occupies the high ground of mobile Internet marketing will be able to be invincible one step earlier.

3.2 Must-know keywords for big data marketing
The emergence of big data is a historic change for mobile Internet marketing. What kind of media marketing influences mobile Internet users to conduct consumption behaviors, how do they enter specific websites and what habits do they use to browse information? How did the advertisement respond...Big data allows companies to observe, record and analyze the user's shopping process throughout the process.Moreover, this kind of analysis process is not long, and enterprises can obtain real-time digital data, without the need for weeks or months of statistics, analysis and discussions like traditional marketing analysis.Almost at the same time that companies carry out marketing activities, big data can provide them with accurate data, and companies can use these data to immediately optimize the marketing process and maximize marketing effects.Obviously, what big data brings is a revolution in mobile internet marketing.

However, to deeply participate in this revolution, you need to master everything about big data marketing in depth.With the popularity of the concept of "big data", a series of terms associated with it have emerged, which makes people who don't know much about the IT industry feel more headaches.This section will clarify several key words about big data marketing for everyone.

1. Cloud Computing

The so-called cloud is a metaphor for the Internet.In the past, the IT industry mostly used the cloud to represent the telecommunication network in diagrams, and later developed into an abstract concept representing the Internet and its underlying infrastructure.Simply understand, what we call cloud computing now represents powerful computing capabilities based on Internet resources (networks, servers, storage, application software, etc.), and it can even allow you to experience 10 trillion operations per second. To predict climate change, forecast market development trends and so on.Users can also access the cloud computing data center through computers, mobile phones, etc., and perform payment calculations according to their own needs.

From a technical point of view, the relationship between big data and cloud computing is as inseparable as the positive and negative sides of a coin.Big data is revolutionizing the IT world and quietly changing cloud computing.At the same time, due to the complexity of its massive and variable data, big data itself brings a series of problems such as data mining and analysis, and the distributed processing, distributed database, cloud storage and virtualization technology of cloud technology are the current solution to the big data. The most important and effective means of data problems.

2. CRM
CRM means "customer relationship management". In the 20s, analytics developed further. At this time, people could already apply data to marketing activities, and many marketers became obsessed with "customer relationship management".

In the book "The Loyalty Effect", Frederick Lechhold pointed out that if the customer retention rate increases by 5%, it will generate 25% to 100% profit.At the same time, some experts have found that most of the operating income of a general company is brought by a small number of customers, so there is no necessary relationship between the number of customers and operating income.

Based on these studies, companies began to take various actions to maintain the relationship with the most cherished customers.Under the background of emphasizing customer relationship and actively conducting customer management, enterprises began to develop data collection and analysis systems, and some enterprises developed a lifetime value model (lifetime value model) to estimate the long-term value of customers. The anti-attrition model is used to reduce the possibility of customers losing interest in the business. The evolution process of CRM has greatly enhanced the emphasis on data and related equipment. To some extent, the advent of the era of big data is also to comply with the requirements of CRM in the era of mobile Internet.

3. Database marketing
Database marketing is a marketing method in which an enterprise collects and accumulates member information, and after data screening and analysis, uses e-mail, SMS, telephone and other methods to dig deep into customers and maintain customer relationships.It can be said that it is not only a marketing method, a tool, but also a business philosophy that deserves the attention of enterprises.Database marketing is quietly changing the marketing and service models of enterprises.

From the process point of view, database marketing collects and accumulates a large amount of user information to analyze and predict how likely they are to purchase different products of the company, and redesign products accordingly, or recommend different products according to different customers. Select the most effective marketing method according to the product in a targeted manner, and finally persuade consumers to buy the company's products.Database marketing brings high efficiency and precision to enterprises, and more intimate and personalized services to users.It is database marketing that makes the "one-to-one customer relationship management" that CRM most hopes to achieve possible.It can be said that database marketing is the basis for the development of CRM in the mobile Internet era.

4. Business Intelligence
When it comes to big data and digital management, we must mention "business intelligence (BI)". BI usually refers to a tool that can transform the existing data of the enterprise into high-quality information to help the enterprise make the best business decisions. BI is not the latest in technology, it is a comprehensive application of technologies such as data warehouse, online analytical processing and data mining.By definition, an important criterion for measuring the success of a BI is whether it can effectively assist the business decision-making of the enterprise.However, because BI's previous data collection method can no longer adapt to the surge in data volume and data structure in the mobile Internet era, it has increasingly lacked its due role in enterprise decision-making.Therefore, the combination of BI and big data is imperative.

Of course, the close connection between BI and big data is also reflected in the supplement of BI's "small data" to big data.Big data emphasizes correlation, while BI emphasizes causality.Big data does not have a complete advantage in dealing with some problems. Therefore, BI can still base it on the mature small data model that it has already built, and then put it on big data for correction, so that collaboration can help enterprises Make the smartest business decisions.

3.3 CRM is indispensable for marketing data analysis
The information collected through mobile Internet databases, marketing intelligence and marketing research usually requires further analysis before companies can really use it for their own use.As Kotler puts it: "Marketing information is only valuable if the business uses the information to make better decisions."

After having sufficient marketing information, the next step is to organize the data information, and then analyze and use it.Usually, in order to mine the interrelationships and credibility among various sets of data, it is necessary to use mathematical statistical analysis methods.With the development of IT technology and statistics, many current statistical software for information analysis even have functions that can help marketers make the best decisions. Sales to make scientific forecasts, etc.Of course, marketing information analysis serves applications, and one of the very important application areas is customer relationship management (CRM), which is used to interpret and apply a large amount of individual customer data in the database to maintain and manage customer relationships.

[Case Miniature] FedEx Group: Using CRM to Realize Precise Marketing FedEx Group provides customers and enterprises all over the world with a series of comprehensive services covering transportation, e-commerce and business operations.As a well-known corporate brand, FedEx Group has formed a set of comprehensive business application solutions through the operation mode of mutual competition and coordinated management, making its annual revenue as high as 320 billion US dollars.In addition, FedEx Group pays great attention to the needs of customers and society, and has been rated as the most respected and reliable employer in the world for many times.

(End of this chapter)