With the rapid popularization of the Internet and the diversification of network terminals, our life gradually moves from real life to the dual life of combining offline and online. In the online world, all the online behaviors we engage in include browsing the web, searching for information, online shopping and so on. , captured and mined by network service providers, forming "data traces", which can be called "big data". Victor, who is known as the "first person in big data business application"? Meyer? Schoenberg pointed out in the era of big data that the information storm brought by big data is changing our life, work and thinking, and big data has opened a major era transformation. This paper takes the 20 14 "Nianweier" advertisement of COFCO as a case to see the changes in advertising thinking, commercial communication and marketing methods in the era of big data.
First, the advertising practice in the era of big data: Taking the advertisement of COFCO Nianweier as an example
20 14 On the occasion of the Spring Festival of the Year of the Horse, COFCO launched a large-scale brand marketing campaign with the theme of "COFCO makes the taste of the Year more fragrant". Taking "Nianweier" as the core, taking the six-station chain from Xizhimen to Xidan Station of Beijing Metro Line 4 as the propaganda position, taking "I buy the net" as the marketing platform, and finally realizing the direct benefit of tripling the sales of "I buy the net" e-commerce by integrating media channels.
1. Advertising Thinking: Spring Festival Context
The purpose of interpersonal communication is to exchange meaning, in other words, to exchange spiritual content [1]. This kind of spiritual communication cannot rely entirely on language symbols, and a considerable part comes from context. How to create a context? Simply put, telling stories with emotions will cause consumers to scream. According to the principle of advertising, people's subconscious mind is driven by emotion, not logic. These emotions include innate entertainment, affection, anger, curiosity, lust and so on. Advertising thinking, that is, commodity marketing strategy and motivation need to be transformed into users' emotional concepts and stories. Buying new year's goods, having a reunion dinner, setting off firecrackers, visiting relatives and friends, and paying New Year greetings are the memories of many people in their middle age. People are busy now, and the years are getting less and less "old". 20 13 From February 30th to October 7th, 20 1413, COFCO created a context that can be familiar and accepted by the whole market-"Chinese New Year". In the subway station from Xizhimen to Xidan, red paper-cuts, photos of family reunion and new year's goods symbolize 2008. These symbols are family cards, which convey the flavor of the year in busy people's childhood memories and arouse people's expectations for the Spring Festival and reunion. "I thought it was freedom to run away from home, but later I learned that there was nothing to escape from running away from home. COFCO makes the taste of the year more fragrant. No matter how good the delicacies are, they can't compare with the white rice cooked by my mother. Fulinmen makes the year more interesting! " Advertising language evokes the flavor of "home" and "human feelings". The background of China New Year stung Beipiao's heart.
2. Communication thinking: the combination of offline and online.
Offline terminals are mainly traditional advertising forms such as print media, TV media and outdoor advertising. COFCO's "Nianweier" advertisement takes the 30-day countdown to the New Year of the Year of the Horse as the time node, and sets sail on Beijing Metro Line 4, connecting Xizhimen, Xinjiekou, Ping 'anli, Xisi, Lingjing Hutong and Xidan Station in a interlocking and station-by-station chain mode. Well-known sub-brands of COFCO, such as Fulinmen, Jiajiakang, Great Wall, Mengniu and Chinese Tea. , together with COFCO parent brand, made their debut at the "COFCO Annual Taste Tour", hoping that the passengers would convey a strong annual taste. The advertising mode of Tiechuan Bao Tong Station has attracted the audience's attention, enhanced the public's influence, and doubled the advertising effect. Offline activities also include paying attention to people who haven't returned home on New Year's Eve, sending love new year gift packages, sponsoring the New Year's Eve dinner of diplomatic envoys in Beijing, promoting the linkage of hundreds of offline retail terminals across the country, and cooperating enterprises selling good new year's goods. Online communication means that the audience and the network can interact through "Nianweier", "COFCO Taste", Weibo and WeChat. On the day when the subway was released, Weibo/WeChat launched the @ COFCO Taste Activity at the same time, and participated in many annual taste activities and topic discussions. Offline QR code to find grassroots endorsement. Awards such as "Nianwei" interactive game, COFCO Good New Year Gift Package and "I Buy Net" shopping red envelope are given back to consumers. COFCO's advertising campaign covers 300 million people. Online platform and offline platform have their own strengths. COFCO's "Nianweier" advertisement has formed a complementary and diversified communication form between online and offline, which has provided a popular foundation for COFCO's online marketing.
3. Marketing ideas: self-built network marketing platform
The success of COFCO also lies in its self-built online marketing platform "I Buy Net" and its "5C" marketing model: capture, connect, close, continue and activity. The "5C" marketing model uses big data, that is, it uses data and its own insights to understand consumers' preferences and then provide personalized services.
The "5C" marketing model starts with Catch, that is, it finds the real value flow from billions of flows, and captures the target population and guides it to its own platform (catch) with the help of precise marketing means such as search engine, DSP delivery and social media. Establish an interactive platform with brand official website as the core, which can provide official content (Conncet) according to the wishes of brand owners; Complete the closed-loop experience of consumers' shopping, especially a series of customer experiences (close) such as ordering, distribution and after-sales service; Improve repeat purchase and user loyalty (continue) by constantly upgrading the membership system and points system; Relying on the snowball drive of wave after wave of marketing plans, the customer base and sales volume are growing [2]. This promotion mode, which integrates product display, promotion, purchase and logistics distribution, provides a fast and convenient shopping experience of "what you see is what you get" and also provides strong support for COFCO brand integration.
COFCO's "Nianweier" advertisement finally achieved the direct benefit that the sales of online e-commerce companies increased by three times year-on-year through the advertising thinking under the background of Chinese New Year, the communication thinking combining online and offline, and the internet thinking of self-built online marketing platform. The communication mode and marketing strategy of COFCO's "Nianweier" is a model in the new media era.
Second, the advertising strategy in the era of big data
Big data brings business opportunities for advertising. According to the news of the All-China Federation of Industry and Commerce on April 7, 20 14, in 20 13, online advertising in China developed rapidly and achieved remarkable results. The business volume of online merchants increased by 46 1% year-on-year, and the market scale reached1100 billion yuan. How to maximize the advertising effect in the era of big data?
1. communication strategy
(1) for the audience. The so-called audience orientation, that is, from the audience's point of view, examines the psychological and behavioral effects brought by mass communication by analyzing the audience's motivation for media contact and what needs these contacts meet. Traditional advertising is a commercial transaction around "time" (advertising time) and "space" (layout and advertising position) of "media". This "media-oriented" communication mode aims at communication, and the audience is forced to watch it, with poor arrival rate, unable to quantify the communication effect and unable to effectively cover the target group by advertisements. With the advent of the era of big data advertising, the advertising industry will usher in a transition from "media-oriented" to "audience-oriented". Especially with the rise of RTB advertising, the core of the advertising industry began to trade around "people" (that is, the audience). RTB advertisements are based on the exposure of each advertisement. Advertising sells not only the traditional advertising space, but the specific users who visit this advertising space. The buyer defines the tag attributes of the crowd, and the seller provides the click traffic of the corresponding crowd.
(2) Social network communication platform. The progress of information technology makes it possible for users to create content under the network environment, and many enterprises have seen the power of using social media for marketing. The success of the films Tiny Times and To Our Dying Youth is due to good social media marketing strategies, and the success of Huang Taiji's pancake fruit and Ma Jiajia's powerful online store is also inseparable from the help of social media. In terms of communication means, social network communication platform mainly includes a collection of various network applications such as email, blog, podcast, video sharing, instant messaging, online community and so on. , but also covers the text, video, audio and other media means, integrating various media. Enterprises transmit advertising information to the audience through different forms of expression through interpersonal communication, and netizens participate through sharing, evaluation and discussion to realize the viral spread of advertising information. The social network communication platform is characterized by "everyone can participate". The audience is no longer passively accepting information, but can actively master and control information and even participate in the dissemination of information. According to the degree of participation, social network communication includes "strong relationship" connection and "weak relationship" connection. Weibo, based on media attributes, is characterized by social information network, and the aggregated groups tend to be weakly connected, which can realize as much information and open interaction as possible and promote brand promotion. Since its birth, Weibo has become a battleground for advertisers. As a platform for sharing and communication, Weibo can express all thoughts and latest trends. It is a tool for enterprises or individuals to discover and meet various needs of users. Compared with Weibo, WeChat is more service-oriented and social. Its aggregated groups tend to be strongly connected, which is a typical acquaintance model. At the same time, from public accounts, friends circle sharing to semi-acquaintances. Users can also subscribe to the information they need, and merchants can promote their products by providing the information they need, thus realizing peer-to-peer communication. The essence of social network communication is interpersonal communication. Interpersonal communication is essentially an activity of exchanging spiritual content between individuals, and the degree of interaction of spiritual content largely depends on the use of symbol carriers. Symbol carrier can be a means and channel to transmit information. In the process of mass communication, each receiver plays the role of decoding, decoding and coding. The disseminator is both a disseminator and a receiver, and the two are related and intertwined to some extent. In the new media era, advertising communication should make full use of the advantages of the network, take the audience as the standard, and play the role of social media.
2. Marketing strategy: advertising precision marketing
In September 2005, world-class marketing guru Philip? Kotler first pointed out the new trend of marketing communication-precision marketing. The so-called advertising precision marketing is to establish a personalized service system based on modern information technology and accurate judgment and positioning of user attributes and behaviors, so as to achieve the purpose of accurately delivering corporate advertisements to target consumers. How to establish accurate advertising marketing? Victor? Meyer? Schoenberg believes that the core of big data is the prediction of the era of big data. Through the tracking of cookies and the storage of a huge database system, a large number of names and information are recorded, and the online "traces" of network users are collected and analyzed by using big data technology, so as to accurately find the target consumers and even their consumption situation and predict their consumption behavior. When advertising, it is not aimed at everyone, but at the predicted target customers. For example, with the help of ADsense, Google conducts data mining by analyzing consumers' search habits, and then can find advertisements that are more suitable for consumers. In other words, advertising marketers can gain a deep insight into consumers' interests and needs with the help of network technology, make marketing information into what consumers want, and accurately deliver it to target consumers with the help of modern information technology [3].
Third, the conclusion
The era of big data has brought about changes in the way of information dissemination, and the precise marketing of advertising has attracted much attention. COFCO's "Nianweier" advertisement set off a small wave of precision marketing, which not only brought more satisfactory income to advertisers, but also created a personalized communication experience for customers. At present, China's advertising precision marketing is still in its infancy, but its development potential is infinite. In the era of big data, in order to achieve accurate advertising marketing, in the field of communication, we should strive to establish interactive social network communication with the audience as the core. In the field of marketing, relying on modern information technology, based on the accurate judgment and positioning of user attributes and user behaviors, a personalized service system is established to achieve the purpose of accurately delivering corporate advertisements to target consumers.
The above is what Bian Xiao shared for you about the advertising precision marketing and communication strategy in the era of big data. For more information, you can pay attention to Global Ivy and share more dry goods.