Big Four Internet Digital Marketing Analysis, Such Fun Big Data Is King.

Big data is hardly new. It has fundamentally changed many industries, such as music, newspapers, movies, retail and so on. In the field of digital marketing, the change brought by big data relying on new technology is subversive.

　　 Internet digital marketing, the four giants show their abilities.

In the United States, four Internet Co, whose total market capitalization exceeds 1 trillion dollars, once dominated. Internet Marketing The four major areas. Internet advertising has been Google Occupy; Amazon Dominate online retailing; the social networking giant is Facebook; the Apple Corp set up an industry standard for interactive hardware devices, known as "remote control for people's digital life". Together with Microsoft, IBM and Oracle, the total value of the 7 companies has accounted for 14% of the US market.

　　 Amazon

Although the business application of the Internet has already begun to emerge in the 1990s, the real foundation of the industry should be regarded as the loss of profit in the 6 years since the establishment of Amazon in 2001, when the profit of the online book retailer reached US $5 million.

In 2013, Amazon's global revenue reached $57 billion, of which books and digital content accounted for 37%, daily goods accounted for 59%, while AWS Amazon services (Web Service) and credit card payments accounted for 4%. Despite its modest financial contribution, AWS represents Amazon's interest in the data industry as an online retailer. Since its release in 2002, AWS originally served in supply chain enterprises, and soon gained external customers such as Dropbox, Reddit and New York Times.

Internet marketing and advertising have always been part of Amazon's business model. In 2012, Amazon was known as the "giant in the advertising industry" by the media.

The development of Google is another story. Since its launch in 1998, the company has continuously improved its search engine technology and found a way to cash in directly from search traffic.

In 2000, the AdWord service was released, and the Adsense was released in 2003, and then online free mailboxes, bibliographic queries, blogs, albums, calendars and translation services. Google gradually built up a product portfolio of its own, and completed several major acquisitions since 2006, buying video storage and distribution website YouTube, online advertising service platform DoubleClick and mobile device advertising service AdMob. After that, Google launched the Android operating system, bought Motorola mobile, and launched the online store Google Play.

By 2012, although Google had spent 10 years developing other businesses outside search, search still contributed the most to its advertising business, which accounted for 97% of Google's total revenue.

The Apple Corp, founded in 1976, has a market value of $8 billion in 2004, and from January 2009 to early 2013, its market value increased from $75 billion to $6000. Most importantly, the company has successfully transformed into a leader in the Internet age, who has been a hardware manufacturer in the Internet age.

However, there is a problem which often leads to discussion. The management changes, the change of revenue mode and the release of new products can not fully explain Apple's rapid development in 2009. In 2012, Apple Corp revenue has largely relied on iPhone and iPad's two hardware products, and its advantages in seamless integration of hardware and Internet are better than the success of being a purely equipment manufacturer.

Facebook was launched in 2005, but it did not begin to grow until 2009. In just two years, the time spent by American users and the number of users increased significantly.

In 2013, 153 million Americans signed up for Facebook at least once a month, accounting for almost the total number of Internet users in the 3/4. The average use time of Facebook visitors is 6 hours and 41 minutes per month. Although more people visit Google, the average visit time is shorter, averaging 1 hours and 54 minutes.

Even so, compared with Google, Facebook is less attractive in attracting online advertisers, and advertising is also the company's main profit model.

Well, the question is, do you think the four companies are doing the same thing? Or is their case just proving the existence of market segmentation?

　　 Scramble for data resources, giants to create new territories

Is Baidu only engaged in search engine business in China, or does it want to get a slice of e-commerce? Does Alibaba focus on e-commerce, and is it also trying to take a place in advertising and other industries? Is Tencent building up its own omnibearing platform in the social sphere?

This is also the status quo of the Internet market in the United States. You may think that four companies can interpret market segmentation very well, and display their abilities in retail, advertising, hardware and social networks, but this is not all. This is just a point in business history, and the overall picture is still uncertain.

There are 300 million Internet users in the United States, whether Apple, Google, Facebook or Amazon, who want to know everyone of them. Lawrence Summers, former US Treasury Secretary and former president of Harvard University, once said, "the importance of data in twenty-first Century is probably the asset of great core value for economic life, just like that of twentieth Century oil" Lawrence Summers. Oil has caused wars, and even some people have bled to death. The data is not so far, but its importance is beyond doubt.

Apple, Google, Facebook and Amazon four companies are not just implementing their independent strategy in their own territory, but are eager to create the core competencies of other companies. Every company hopes to grab the soul of the digital market and take an advantage in the frontier and new fields. Google and Facebook compete on the Internet advertising; Apple's iTunes and Google Play have challenged Amazon in digital content retailing; apple and Google are fighting in the smartphone market; apple, Google and Amazon have entered the digital TV business; Google has taken the lead in the payment system, and now Apple has a big trend.

We now live in a world of one-to-one marketing, a marketing method that has existed for over 20 years, but today it has never had any vitality. People's experience as consumers has been increasingly becoming the experience of observation and analysis of these Internet Co. They use machine learning and advanced algorithms to try to understand each consumer individual and predict consumers' shopping preferences.

Anyway, you have to admit that this is the world we live in. Like any other new science and technology, data science will be applied on a large scale. The problem today is not whether it is enough to attract people, but how data can operate in the big data ecosystem. How can we creatively develop the possibilities of big data?

　　 How does the data ecosystem work?

Now, we have been able to digitize the market based on personal information. If you imagine the big data ecosystem as oil, oil needs to be drilled, mined, transported and refined into gasoline, diesel and other products, and then transported to the gas station and finally to the customers. The oil industry has its own large supply chain and produces by-products in the process.

So is data ecosystem. Data is developed, analyzed and applied, and the final product form can reach consumers. Inappropriate abuse can also bring negative effects. Why is it called "ecosystem"? Because in the whole ecosystem, there are thousands of enterprises responsible for collecting people's personal data, more companies are responsible for processing them, and then more companies are used to establish relationships with consumers.

When we explore the data ecosystem, we include both online ecology and offline ecology. The identity information in the offline ecosystem is often "acquired", and the encrypted information in the online ecosystem is "received". This is because the personal information below is mainly from the government departments of the United States: motor vehicle registration, postal information change records, real estate registration, magazine subscription lists, bank records and so on -- big data composed of these information will be purchased by some data companies. Online data is completely different. When you enter this ecosystem, data comes into being. You click, browse, input, download, even use fingerprints on the Internet, and all the information goes into the online ecology without exception.

In the US, offline data and channels are quite large. Research shows that the postal system of the United States can match Google's scale. You will find that the postal system is actually in the same industry as Google. Post offices use the data classification system to deliver the mail to the recipient in 2~3 days, while Google displays the search results in front of the user in less than a second. Both of them are products and data matching business. Now, online and offline ecology has not yet been fully opened up, but the degree of connectivity will be higher and higher.

We did a study and found that in 2015, the US spent 202 billion dollars on personal data, accounting for 15% of all US marketing expenses, including salesperson fees. Over the past two years, the cost of personal data has increased by 17% per year. In 2016, the marketing of about 1/3 of the world is heavily dependent on personal data, and this proportion will become larger.

In this era, a successful company will not just position itself in a highly competitive industry, but in a data system that needs cooperation. In your data ecosystem, you should strive to build your own platform to generate value through mutual exchange of services.