BLOGS
2019-02-19
Advertising machine manufacturers digital signage advertising machine and big data precision marketing, in a word is "the use of big data means at the right time, through the right channels, in the right scene, the right content, marketing to the right user"
Big data has greatly changed the traditional way of marketing, digital sign advertising machine in the past marketing is mainly through brand communication, through group analysis, in the era of big data, marketing becomes more accurate, more effective, and even make the deal directly into reality, greatly improve the efficiency of marketing.
At the same time, big data has realized the combination of offline channels and online channels, allowing traditional marketing methods to directly enter the multi-screen era. Through user portrait analysis, market situation analysis, touch scene analysis and marketing product content analysis, big data can gain insight into the appeal points of marketing objects and realize personalized and precise marketing in a real sense by using personalized recommendation technology. See the following figure for an example of personalized precision marketing in the financial industry.
The ultimate state of advertising machine precision marketing is personalized precision marketing, personalized recommendation technology in turn makes marketing more accurate. In the era of big data, thousands of faces, which are beyond the imagination of traditional marketing methods, have become a completely realizable reality with the help of personalized recommendation technology.
All human knowledge can be divided into three broad categories: natural sciences, social sciences and humanities. All along, the scientific nature of marketing is precisely because of the use of natural science data collection means, rigorous record, collection and analysis of consumer data and behavior trajectory; At the same time, it adopts the method of social psychology to explain people's inner world through phenomena. This subjective and objective combination enables marketing to speculate and approach the direction of market demand, so that producers and consumers reach a harmonious exchange. Therefore, there is a close relationship between the data and marketing.
Before the age of big data, successful marketing principles didn't seem complicated. Master the 4P theory of marketing -- product, price, promotion and channel. When faced with marketing challenges, as long as the use of familiar marketing programs, plus good products and beautiful advertising, the basic goal of marketing can be achieved. In the era of big data, all marketing and consumption behaviors are digitalized, and marketing has gradually become a digital game. Data analysis and data management have become the core competitiveness of marketers, and data runs through the beginning and end of the marketing process.
Big data is a blow to the heart of marketing
Who is the right target audience? How to convey the right information to consumers at the right time, in the right place and in the right way? With the development of technical systems for data collection, storage, management, analysis, mining and application, the answers to these questions can already be seen.
Data mining and analysis will be hidden in the sea of data treasure salvage; Data fusion of various channels improves the accuracy of precision marketing; Visualization technology grinds complex data into intuitive graphs, making them easy to understand and available to everyone. Complete data server cluster, provide strong and stable data computing capacity, real-time insight into consumer behavior, timely response; The popularity of mobile terminals makes data analysis feasible everywhere... Big data marketing makes the target of marketing action clear, traceable, measurable and optimizable, thus creating a closed loop of marketing with data as the core and a virtuous circle of marketing action.