2012, Facebook's advertising revenue climbed to $ 4.3 billion. Facebook has created an advertising agency to replace the traditional high-precision advertising system that tens of thousands of advertisers products simply upload photos to the database, once the relevant user login Facebook, the system will be characterized according to the user's interest is automatically generated relevant ads based on the user put "relationship map" of the data analysis.

Global best-selling book "Social Consumer Network Marketing" author Larry Weber said: "The so-called big data, including enterprise information user transactions, social media user behavior, relationships, and wireless Internet location data." Big Data capture the social network of "people" trail, and smart advertising is the use of data to track, research, understanding "people", thereby selecting "right people" and "right timing." On this point, the British mathematician and contemporary anthropologist Thomas Crump in "Digital Anthropology", a book wrote: "Digital is the essence of people, data mining is to analyze the human population itself."

Data Mining and accurate delivery

In 2010, Ericsson [microblogging] companies to help World Expo Organizing Committee to provide information on abortion services, namely through the wireless network operator information to determine flow density. Ericsson China Chang Gang, chief marketing officer, said: "This monitoring data is being applied to more commercial applications, such as someone in Zhongguancun (4.56,0.07,1.56%) regions restaurateur, then choose a more concentrated flow sections access to data, we can analyze what time, what position, what kind of people will appear in Zhongguancun, thus positioning the restaurant site selection and marketing advice. "

Such applications are now being applied to such as McDonald's [microblogging] such a commercial site in the fast-food giant. It's just big data services in an application of business decisions. Acer ASO9A56 battery.

The earliest stories about big data in the United States the second largest supermarket - Target. Pregnant women in order to retain customers, Target reference to a welcome baby party registration form, to build a "pregnancy prediction index", a small range of error in predicting the customer's pregnancy, making Target early to put pregnant women can be sent to preferential ad customers. Then, turn this precise delivery for the promotion of other commodities, which ultimately makes Target's sales increased from $ 44 billion in 2002 to grow to $ 67 billion in 2010. Since then, large data used in advertising accurate delivery of great stories to tell.

Overwhelming bombardment of advertising is no longer necessary tactical marketing arrangements. Last year, looks exactly like a banana "stupid NANA" became Nestle Greater China sales ranked second star of a single product. Nestle this boils down to social media for stupid NANA's hot, let it be out of the past overwhelming television advertising marketing methods in product launch five months ago, Nestle through microblogging fun topic to guide the people for stupid NANA Discussion. Nestle Greater China, Ma Kai, vice president of marketing duo that "Customer service has now turned to social networking, enterprise microblogging allows Nestle to listen to the grievances of consumers online, if you feel this complaint is reasonable, the company will immediately contact the Consumer persons to resolve the problem. "

In fact, big data is changing the entire marketing industry work: understanding of consumer behind the massive data mining user needs, providing cross-platform, personalized marketing solutions. And it all begins first and foremost task is to collect user data, that is to find the right people, find people to spend money on social media marketing is the key. For how to "find the right people," Tencent microblogging Division Vice President Li Fang pointed out that "living in 'smart media' era, more social elements involved, social tools make smart media contains gold surfaced. what people, what topics of interest, and what human beings interact with the data mining so smart media more business value while the value of social media lies not only provide users need, but also to filter out unwanted content, so that information can take the initiative to find people, and find the right person. "

Collective intelligence

As people see it, big data make social advertising to become more popular. According to the U.S. market research firm eMarketer expects social network advertisers in 2012 will spend $ 7.72 billion, including social ads website advertising, social games and applications within the ad. It is predicted that by 2014, the global social network advertising revenues will be close to $ 12 billion. Acer AS09A56 battery.

In the field of social media, smart advertising is no longer "advertising", and become as a "story" or "game." Ogilvy & Mather Japan In 2013 Tencent Chairman KentWertime wisdom summit broadcast a video that looks like a magical movie clips: in a quiet Paris, through a mysterious door, 60 guests gathered to find a mysterious place Perrier water, The whole process is like a wonderful treasure hunt. "For marketing stupid NANA, Tencent gaming platform in a variety of customized flash game." Nestle ice cream business in Greater China and brand development manager Zhai said Will. In stupid NANA island "magic game" NANA stupid little monkey through the jungle as an important food appeared. "Formally, smart advertising is becoming more invisible and interact more users spontaneous wisdom is derived from the large data, and eventually formed a marketing idea. Now the media has not only the media, it is in the whole digital ecological chain plays a very important role, and extends directly to the sales cycle. "Tencent network planning centers nationwide general manager Ong Ya said.

In interactive advertising, Nike has been at the forefront of creativity. Nike has launched the micro-letter classics such activities: user uploads a style of their favorite pictures of shoes, Nike will be based on pictures to help the user to generate relevant drawings, if you prefer you can pay directly to complete the purchase. This is truly customized. In Japan, NikeFreeRun + running shoes users simply open the computer camera, imitating the shape of the shoes to be able to participate in an incentive scheme grimace, most exaggerated form, the most godlike works will stand out, get Nike vouchers. Acer ASO9A71 battery.

Ogilvy & Mather Asia Pacific CEO KentWertime said: "The issue is always marketers to track where consumers spend the most and create more value for consumers, but they can not interfere with consumers, consumers need is your favorite things. "So, what is the consumer's favorite? The answer is to create their own things. "Connection" magazine founding editor KevinKelly think, smart media age, consumers form a huge creative intelligent network, which is the collective wisdom, has also become a source of creative enterprises.

Sharing and communication strategy

Collective wisdom in the excavation, while social media is also being targeted by mining user data to develop communication strategies. User comments, upload pictures, music, videos, etc., which contains the user on the propensity to consume. Coca-Cola Interactive Marketing Director Chen Hui Ling pointed out that social media is the essence of emotions to maintain the exchange interaction, which will play an increasingly important marketing role. For example, if the customer want to buy a car, in accordance with the conventional method, it may be "reading media - store view - test drive - buy" such a linear process, but now, customers can easily skip the corporate default information, From social media and mobile terminals come into contact with other customers evaluation feedback, thus changing the pre-purchase program is also very easy digestion enterprise painstaking layout of various types of advertising and marketing activities. Acer Aspire 4732Z battery.

Because of this, targeted advertising through social networks has become the inevitable choice. In 2012 during the Olympic Games, Nike HighTouch through a rich media activities, analysis of user accounts with Nike microblogging relationship, for the love of sports provides a corresponding movement of rich media advertising content, for those who do not focus on specific movement of users, Nike will automatically push another ad. "In the future, smart advertising trends will apply to the video ad microblogging advertising, radio advertising, display advertising four direction." Tencent network media advertising platform business group general manager Zheng Jingwei noted that "China's online advertising, the video placement ads and rich media ads will be continued growth in display advertising the main driving force. "

Yes, when people share, the more we can produce more decision-making basis. Social networking is to find ways to stimulate the enthusiasm of such sharing. December 2011, Facebook released a product called Timeline of big data, the user is about to cancel at the last minute, Facebook Timeline will be based on the analysis, to find their inner thoughts of the law, initiate cancellation of pages transformation, with emotion oriented way to impress people. Results, Facebook successfully canceled rate decreased by 7%.

Clearly, business and communication between users is undergoing tremendous change, more and more companies are actively embrace this change. September 2012, research institutions in the U.S. marketing staff interview, nearly two-thirds of respondents said that they promote the use of data in the field of advertising and marketing management platform driven by demand for mining large data. ,

"From the big social network data systems are revolutionizing the global advertising industry, thereby changing the manufacturing, retail, technology and other industries." Mass of consumers in the information explosion era, more than 95% of the information will be forgotten and filtered out, only a few fragmentation of information to be remembered. In the era of smart advertising, social media is not only to make people remember the recommendation from the circle of information, news topics, emotional story, and more importantly, gave birth to one potential consumer demand, so that people's consumption curve becomes known. "

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