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Internet Era: How Do Traditional Enterprises Make Use Of Big Data And O2O To Do Marketing?

2014/7/20 12:58:00 48

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Internet Traditional Enterprise Data O2O Marketing

> "big data", which is written by Victor Maier Schoen Berg and Kenneth cook, is an era of big data. It means that the amount of data involved is too large to be retrieved, managed and processed within a reasonable time through the current mainstream software tools, and it has become an information that helps enterprises make more positive decisions in business decisions.

Big data has the characteristics of 4V, that is, Volume (large number), Velocity (high speed), Variety (diversity) and Veracity (precision). Its < a href= "http://sjfzxm.com/news/index_cj.as" > core "/a" does not depend on mastering huge data information, but is specialized in dealing with these meaningful data.

The function of big data lies in mining, forecasting and association.

The concept of O2O has been born for some time now.

There are platform strategies such as Ali's mobile Taobao, cable entity cooperation, platform promotion such as Jingdong...

However, many enterprises have always emphasized the value of traffic, entrance and value, and greatly ignored the value of the data.

Brand management expert Yang Long (David Yang) thinks that if there is no big data analysis, it will not be true O2O.

In essence, the network is virtual. The fundamental purpose of developing the network is to make the reality more beautiful, not to achieve virtual prosperity with reality.

Therefore, online regression is inevitable. This return is also the root cause of O2O's development.

take the household industry as an example. In the home industry, with the rapid rise of online shopping, the function of big data has begun to play.

What kind of age group is the consumer goods group in Beijing? What kind of color of TATA wooden door is most popular in Chengdu? What kind of function section of CHEERS sofa is the largest sales volume in Shanghai? When these problems can be answered with detailed statistics, a new marketing mode -- big data marketing mode has begun to become popular in the household industry.

For example, Taobao and Jingdong "double 11" have just ended. Their backstage furniture can be sold according to the statistics of furniture, sofa, mattress, textile products and so on, and the exact location of each brand will be discharged.

Industrial pformation has made profound changes in the market environment and business mode.

Big data marketing and the future direction of O2O have become a hot topic for business people.

Brand management expert Yang Long (David Yang) thinks that based on the accumulation of big data, the way of audience purchase (DSP) and RTB Technology (real-time bidding) are rewriting the survival rules of online advertising.

With the advent of the media fragmentation era, traffic has begun to disperse, and the audience behind the traffic has also been dispersed on the above traffic platforms, and the necessity of "big data" precision technology is highlighted.

What is the role of strong > big data to furniture business?

1, < < a href= > http://sjfzxm.com/news/index_cj.as > > /a > can be predicted /p >

big data can do a lot of marketing effectiveness prediction.

There are a lot of cooperation in a series of fields, such as consumer insight, marketing innovation and helping brands to tap the market blue ocean.

For example, big data can help the electricity supplier predict what type of furniture is most popular every year, and even predict the box office according to the movie line search volume.

two, big data association application

the application of this association is typical in the selection of spokesperson.

Many enterprises choose spokesmen to have high popularity and match with brands.

For example, we can see that Chen's target audience is mainly from 20 to 25 years old.

We looked at the eight diagrams. Besides Chen Wei's endorsement for himself, who was suitable for speaking? We found that the wine in the wine was more consistent.

three, big data mining function

big data are mostly used in the national economy and people's livelihood and marketing.

With the development of mobile Internet and intelligent cloud technology, big data has begun to influence more and more business operations.

That is to guide the supply chain, product development and online drainage more effectively, so as to enhance the efficiency of the platform.

Http://www.globrand.com/ big data has provided the possibility for the furniture electric business, and has begun to apply more and more.

The key to the successful upgrading of furniture business is to highlight the traditional service and experience of furniture retailing, and insert the idea of the Internet into the brand concept. Under such a background, furniture O2O thinking arises at the historic moment. Big data has become a key to O2O closed-loop.

< a href= > http://sjfzxm.com/news/index_cj.as > < /a > > big data and O2O for furniture marketing service: /p >

for example, how big data can be used in furniture business is an example. If customers want to buy a Chinese table, he usually uses search engines.

When he enters "table, Chinese" and other keywords, the search engine can display relevant product information at the forefront of search.

For customers, big data enables him to get the products he wants very accurately, and Internet companies can more accurately conduct user behavior analysis and demand mining, provide analysis with big data, and further increase investment in products with high concern.

because furniture is not a fast food product, and furniture has no repeat purchase rate.

Therefore, it is more necessary to find customers accurately and find customers at low cost.

first, we find these guests accurately through the Internet search engine. Secondly, we use the Internet big data to analyze all kinds of data and update our business strategy at any time. Third, the Internet can be focused, and we can make our products sales very high.

In this way, a single product can achieve hundreds of thousands of pieces per month.

With the quantity available, the production end can be produced in a highly efficient way.

Furniture is not expensive from the point of view of P > production cost, but the cost of rents and other costs is very high, which makes the price deviate from the value itself.

Traditional furniture stores need to rely on geographical location to attract passenger flow, and they should be crowded in crowded places, but these places are expensive.

For example, furniture stores in Beijing sell more than 40%, that is, to sell a piece of furniture of 10 thousand yuan, 4000 yuan is the supplier to pay the store rent, the logistics and distribution costs are generally 15% to 20%, and the cost of labor, advertising and so on. Without raising the price, there will be no profit. The furniture sold in the traditional hypermarket is usually 4 to 5 times the factory price.

The disadvantages of the sales mode of "P" hypermarket have been highlighted. The furniture store under the traditional business mode has to earn real estate money on the one hand, and then earn the retail money on the one hand, which is finally reflected in the furniture price, and profits are always digested by the cost, which is hard to accept in the Internet era.

furniture and some other online sales are different. The mainstream consumer needs to have product experience when buying.

Furniture is generally expensive and durable, so the shopping process is rational. Customers need to pick and experience repeatedly before making purchase decisions.

The material, feel and smell of furniture are not reflected in pictures.

simple online sales can not provide perfect after-sales service.

Clothes, books and so on, the paction process is basically over.

But furniture needs to be installed and maintained. The order is only part of the sale.

the key to solve these problems is to return to the essence of furniture sales, so that guests can see, touch, smell and experience, and experience shops play an important role in the process of customer order decision and after sale service. These two links are the most important in furniture sales process.

in the mobile internet field, online users can enter the mall through WeChat or other mobile platforms, and obtain data such as age, gender and customary consumption habits through marketing, encouragement and technology. According to the above several dimensions, consumers' consumption habits can be determined basically, so as to conduct effective and precise marketing.

But the mobile Internet has a very good function, LBS positioning, through technology and marketing incentives to encourage users to share their addresses, when the address is accumulated enough, it can basically depict the enterprise in a specific Street consumer crowd gathering area, and this data can be directly pferred to the offline store to provide data support.

Here, the mobile e-commerce data is not only convenient for online marketing, but also has a solid impact on the offline decision-making.

For offline users, the signing and membership information can be directly communicated with the Internet.

So you can tell users how to get online and offline.

In addition, data and LBS positioning can also get the habit of shopping in the region, such as users in a certain area online shopping, and in other areas of the bias line, so targeted marketing.

compared to the furniture shopping mall business mode, O2O can be said to push the traditional business mode down and rebuild.

Big data can help enterprises plan the best price offline layout of rents. On the other hand, relying on online promotion will find a customer's cost control at around 15%, and the cost will drop down in the future.

Brand management expert Yang Long (David Yang) believes that for electricity providers, who will seize the information of big data to control, who can lead the industry in the future.