Relying on the huge accumulation of network user behavior, more and more industries realize the importance of data for marketing. The industry revolution generated by the IT era represented by the Internet has gradually been replaced by the "DT" era represented by big data.
What is "DT"? Yu Jie, vice president of AdTime, a big data marketing company, said in an interview with China Press and Publication that "DT" is a manifestation of data magnitude, and the most important thing in the era of big data is huge data accumulation. Using the analyzed data, we can form a deeper study of an industry, form a more accurate judgment of the target population of this industry, and reflect the advantages of big data in improving marketing accuracy, which is also the charm of big data marketing.
Precision marketing to tap the needs of users
Compared with traditional advertising methods such as TV and video pre-patch, big data brings a brand-new advertising marketing model, that is, advertising is based on tapping user needs.
"Video advertising is favored by advertisers because it can effectively help advertisers cover the shortcomings of TV advertising time nodes and play a complementary role in expanding crowd demand. This is an addition process. The precision marketing under big data is to help advertisers find the most potential user groups and allocate the advertising budget in data marketing more reasonably through data services such as market forward-looking analysis, competing product analysis and consumption trend analysis based on massive data. From this perspective, the marketing method under big data is subtraction. " Yu Jie told reporters.
In fact, all-media multi-screen digital marketing and data services constitute the two main businesses of AdTime. Using big data, AdTime provides digital marketing strategies for enterprises on PC, mobile and traditional TV, bringing more convenient services and better user experience to consumers.
Yu Jie said that although many companies are doing big data business at present, AdTime's data accumulation and resource acquisition technology since 2005 has become the biggest advantage different from similar companies. At present, AdTime is not only the cooperative unit of Zhejiang foreign trade service platform, but also the supporting unit of Zhejiang Big Data Industry Alliance, and its business scope has also covered Southeast Asia.
Data marketing presents a trend of segmentation.
According to the data of China Internet Development Report (20 14), in 20 13 years, the mobile marketing in China grew steadily, with the transaction scale of155.2 billion yuan, up by 105% year-on-year, and the market development potential was huge.
Facing the increasingly mature digital marketing market and advertisers' growing demand for precision marketing, big data marketing has also entered a more subdivided field from the concept stage.
It is understood that in 20 14 years, companies engaged in big data analysis and data industry consulting are developing towards specialization and industrialization. The application directions and fields of big data corresponding to different industries such as automobiles, FMCG, women's products and finance are completely different. How to extract these data better according to the characteristics of the industry and serve the industry more carefully and accurately has become the development direction of data services in different industries in the future.
In order to better serve advertisers in different sub-sectors, the cross-network and cross-screen interactive marketing platform AdMatrix came into being. Since the beginning of this year, AdTime has also launched Adas, a public platform for brand protection and advertising search. With this open platform, all users can search the advertising situation of the brands they care about. "This year, based on the data of this platform, we will release the first edition of the industry advertising consulting report at the end of the year, aiming at the advertising delivery and demand of different industries." Yu Jie said.
Create a personalized data management platform
The importance of big data has been gradually recognized by all walks of life. More and more large institutions have accumulated huge database resources through years of effective accumulation. How to make effective use of these data has become a realistic problem faced by these enterprises.
To this end, this year AdTime will provide advertisers with a corresponding customized DMP data management platform. Through this platform and the acquisition of third-party industry data, we can tell advertisers how their brands are received in different regions, how to truly find their market position in this region and a certain period of time, and how to treat the real-time situation of competitors.
"DMP data management platform is also one of the new businesses developed by the company this year." Yu Jie said that overseas brands are ready to enter the China market and discuss relevant cooperation with the company. This year, the company will also launch a customized data management platform for e-commerce and automobile sub-industries.
According to the reporter's understanding, with the further development of big data technology, AdTime with big data marketing as its core has gradually turned its business to big data consulting and launched a data marketing consulting platform. Through this platform, we can provide brand digital marketing consulting services such as competitive product analysis, channel expansion and marketing strategy for brands in different industries.
That's what Bian Xiao shared about getting marketing value from big data. For more information, you can pay attention to the global ivy and share more dry goods.