What is big data marketing?

Big data marketing refers to collecting a large amount of behavioral data through the Internet, first helping advertisers find out the target audience, thus predicting and distributing the content, time and form of advertisements, and finally completing the marketing process of advertisements.

Big data marketing, with the popularity of digital living space, the total amount of information in the world has exploded. Based on this trend, new concepts and paradigms such as big data and cloud computing have emerged widely, which is undoubtedly leading a new wave of Internet. Big data marketing refers to collecting a large amount of behavioral data through the Internet, first helping advertisers find out the target audience, thus predicting and distributing the content, time and form of advertisements, and finally completing the marketing process of advertisements.

First of all, "big data marketing" is a marketing model accompanied by the birth of the Internet platform. In the early Internet era, many platforms were just emerging, with no fame and no traffic. However, the platform wanted to attract users to consume, or attract businesses to settle in, and even attract advertisers to place advertisements. Activity is a hard standard.

In order to keep the platform active with high traffic, the platform will spend money to advertise in various channels. This advertising effect will bring considerable traffic to the platform in the early stage, but with the continuous growth of the platform, the preference characteristics of the platform itself will become more significant.

For example, early Internet platforms emphasized the characteristics of "comprehensive services", which made users feel "everything" when using the platform. However, as more and more Internet companies create new platforms, personalization and specificity will become the competitiveness of Internet platforms in the new era. For example, the car selling platform focuses on car transactions, the takeaway platform focuses on catering errands, and the real estate platform focuses on house leasing and sales services. This is a new internet platform, and the exclusive label is a more obvious sign.

However, while the exclusive platform is becoming more and more mature, the higher the concentration of the platform itself, the less and less its own user groups will be due to limitations. In this case, compared with the integrated service platform, the activity of the new platform will soon reach the bottleneck.

At this stage, if the platform wants to gain competitiveness again, it should not simply rely on the traditional "flow benefit", but should pay more attention to the transformation, that is, for the merchants and advertisers on the platform, from simply looking at the main data to emphasizing the precise transformation of marketing. This is the source of the concept of "big data marketing", and we can also call it "precision marketing".