B From extensive casting to precision marketing, big data can predict consumer behavior through data analysis.

C traditional marketing emphasizes scale, while big data marketing can achieve tailor-made personalization.

D The consumer insight of traditional marketing mainly depends on market research, while the consumer insight of big data is based on the huge data generated by consumers themselves on the Internet.

Product customization

In order to improve sports performance, the whole world has made great efforts on the quality of shoes, but a British company named "Sub-4" has taken a different approach and made a fuss about insoles.

As we all know, insoles are just needed by people, and the repurchase rate is high, but this British company only makes custom insoles, and there is a limit on the number.

Don't underestimate these humble insoles. The price of each pair can reach 190, which is much more expensive than a pair of brand-name sports shoes.

The company found that people's legs are not absolutely symmetrical. Seeing this, do you have the urge to stand up and check your feet?

For professional athletes, different legs may be more likely to be injured, so the insole that can adjust the body balance is specially developed.

At the beginning of the company, only 10 pairs of insoles were produced every week, but now only 80 pairs can be produced every week.

Like I smell hunger marketing?

"Many people need personalized insoles. 95% of our customers are customized, and 2% of them are athletes. Athletes order our insoles not for competition, but for training, because our insoles help them recover from injuries. " Rob Smith, a biomechanical expert at the company, said.

In order to put on shoes that fit perfectly and get better results, many athletes have become their customers.

This is typical big data marketing, and one of the applications of big data marketing is product customization.

For example, "Tik Tok", based on data mining and recommendation engine technology, can tailor the content that meets users' interests according to their preferences and habits, so that each user can see different content and realize personalized recommendation of "thousands of people".

This not only meets the personalized needs, but also leaves room for its commercial operation.

Big data marketing is a process of encouraging customers to participate, optimizing marketing processes and evaluating internal responsibilities by collecting, analyzing and executing insights from big data.

It can be seen that the basis of big data marketing is big data, and its premise is to be able to gain insight into customers/users.

In recent years, the marketing of big data is very rapid. Of the 400 companies engaged in marketing in the United States, 54% invested in big data, of which 665,438+0% achieved considerable economic returns.

Today, the domestic big data industry has reached the scale of 800 billion yuan.

However, according to the latest report on big data talents, there are only 460,000 big data talents in China, and the talent gap will be as high as 1.5 million in the next three to five years.

Moreover, the salary level of the big data industry is also significantly higher than other positions on the Internet.

Brother, I can only hint that you are here.

Timeliness of big data marketing

In the era of mobile Internet, consumers are faced with many temptations, and consumption decisions can easily change in a short time.

In other words, the transfer cost of consumers is very low, and they can switch to another online store or another brand with their fingers.

Consumer: Hum, you can't meet my needs. I'll find another concubine to serve.

In this case, big data marketing can often help enterprises to grasp the changes and trends of consumer demand in a timely manner, thus improving the timeliness of marketing.

For example, Taiyi Media, a big data marketing company, has formulated a time marketing strategy to enable consumers to receive commodity advertisements in time when making purchase decisions, that is, scene marketing.

For example, when it rains, the LED advertising screen you see in the square may hit an umbrella, while when it is sunny, the LED advertising screen you see in the same square may hit an ice cream or beer.

For another example, if you walk into the elevator of the same unit building, the advertisement in the elevator video is bird's nest, because the data shows that you are a health-oriented person.

When Lao Wang walked into the same elevator next door, the advertisement in the elevator video was a mobile phone, because the information showed that Lao Wang recently searched for a mobile phone on search engines and JD.COM, and it seemed that he wanted to change his mobile phone.

What? What do you think will happen if you and Lao Wang get into the elevator at the same time? It depends on how big data matches your needs.

If you two happen to have the same interests, maybe you can make a beautiful marriage through elevator advertising.

Thousands of screens and thousands of faces are the most important features in the era of big data.

Change the user experience &; Save lost users

Big data marketing can maximize the accuracy of advertisers' advertising, and timely adjust investment strategies according to real-time effect feedback.

This can minimize the waste of marketing communication and realize the high efficiency of marketing.

Because different consumers have different needs, payment ability and buying habits, if we can push different advertisements according to different consumer groups, we can prescribe the right medicine.

For example, Leng Suanling made an accurate analysis of consumers' behavior preferences and consumption portraits of toothpaste efficacy through Tmall big data, and found that there were many attempts on new things and fresh tastes after 90 s and 95 s.

Based on the insight of users, at the end of April, 2065438+2009, Leng Suanling took the opportunity to launch the "Hot Pot Toothpaste" in cooperation with the hot pot brand Xiaolongkan, and the first batch of 4,000 pieces were sold out in less than half a day.

According to the multi-dimensional data of Tmall platform sales and user evaluation, Leng Suanling launched the hot pot companion toothpaste set during 6 18.

Not only that, it also added three production lines to prepare for the increase in demand for hot pot toothpaste and suits during the shopping festival.

Why can big data marketing improve the user experience?

Because it can understand users' usage and feelings of products through data analysis.

For example, some foreign auto companies can collect vehicle operation information through sensors all over the vehicle, and warn users and 4S shops in advance before problems occur in key parts of users' cars, which greatly guarantees the safety of users.

This move has also improved the user experience and made the car brand gain a very good reputation.

Saving lost old customers is also one of the commercial applications of big data.

For example, the takeaway APP "Hungry" will send text messages and coupons to users who have not placed orders with the APP for the time being and are on the verge of losing according to the ordering habits of users, reminding and encouraging them to use "Hungry" again.

Know yourself better than yourself.

By accumulating enough user data, big data marketing can analyze users' buying habits and preferences, and even "know yourself better than users" to help enterprises screen out valuable users for product promotion.

There are many data sources for big data marketing, including PC Internet, mobile Internet, smart TV and various sensors.

This makes the corporate portrait of consumers more comprehensive and accurate.

Consumer insight based on big data can be more comprehensive, tracking the user's behavior trajectory, collecting data at a specific time, and all kinds of behaviors of consumers can be recorded.

For example, what you collect in Taobao favorites, the length of online shopping every day, the average shopping amount, etc., will be recorded by big data.

This is a real and objective shopping behavior of consumers, which avoids subjective problems in traditional market research.

And there is no limit to the time and place of data collection. Any time you move, the data will be tracked.

In Nath? There is a saying in Silver's best-selling book Signals and Noise: We selectively ignore the most difficult risks, even though these risks pose the greatest threat to our lives.

This sentence implies that it is difficult to predict the future, but the analysis and prediction of big data at this stage is a great support for entrepreneurs and entrepreneurs to discover new markets in advance.

Big data marketing can help enterprises find new development areas, determine new sales channels and promotion policies, and explore new business growth points.

It can be seen that the main applications of big data marketing are the ability to customize products, promote accuracy, enhance user experience, maintain customer relationships and discover new markets.

Big data killing

In recent years, with the wide application of big data marketing, there has also been a phenomenon of "big data killing".

The so-called "big data killing" refers to the same goods or services, and the prices seen by regular customers are much more expensive than those of other customers.

Many netizens broke the news in the topic, and they encountered various events that were "killed" in their lives:

Different users have different prices for the same taxi starting point and ending point;

The same takeaway, the delivery fee is different;

Even the same movie, the same platform ticket price is not the same. ...

In the phenomenon of big data killing, it is the merchants who use the trust of customers to divide consumers into different levels and adopt differentiated pricing to achieve profitability.

With the rapid development of Internet industry in China today, the popularity of big data undoubtedly makes our consumption habits transparent. Almost every household appliance enterprise can analyze the shopping frequency, shopping ability and even psychological fluctuation of each consumer in the face of price difference through background data.

In the face of accurate big data, consumers can only compare and pay attention to the price changes of products provided by the same operator and whether the prices for different consumers are the same.

The application of big data highlights great commercial value, and its tentacles have extended to retail, finance, education, medical care, sports, manufacturing, film and television, government and other industries.

You may ask, who are the promoters of these specific values?

In fact, it is a big data integrated service provider.

In practice, it mainly includes three roles: big data solution provider, big data processing service provider and data resource provider, which provide big data services, solutions and data resources to users of big data respectively.

Come and review, what other personalized recommendation services have you experienced?