1, the advent of the era of big data

With the advent of the era of big data, a variety of data into our lives, our way of life and way of thinking is also changing, the most obvious change is our dependence on the network, the dependence on machines and equipment, and the network and machines are data-driven, so our lives will eventually be driven by data.

And the same in the context of the big data era of enterprises, in the face of the transformation of consumer consumption mode, whether or how to seize the opportunity to go with the trend, to ride the wave, is the era of challenges and opportunities given to enterprises. Today's enterprises to better serve consumers, whether large enterprises or small and medium-sized enterprises must change their thinking, open the big data strategy, open the marketing of new thinking.

2、What is “precision marketing”?

Precision marketing

Precision marketing is based on precise positioning, modern information technology as a means to achieve the goal of low-cost expansion of enterprises by establishing a personalized customer communication service system.

Simply put, it is based on powerful database resources, through the means of big data analysis, accurate analysis of customers, at the right time, in the right place, with the right price, through the right marketing channels, to the right user to recommend the right product.

See here is not recalled a classic quote: “at the right time, the right place, meet the right person ...”

This seems like a very small probability of things happening around us every day, maybe the future of the matchmaking mechanism will also use big data to accurately match.

Back to the topic, in today's unpredictable business environment, every step taken by the enterprise is crucial, if the past and present through the big data show and predict the future, then for the future development of the enterprise will play a decisive role.

Compared with traditional marketing, precision marketing pays more attention to customer value, and the operational core of precision marketing is customer relationship management.

As an example: a customer used a cell phone to look at a bed online, the results did not buy, and finally chose a computer.

Traditional marketing will record the bed, the price of the bed, the place of purchase and other results, forming unstructured data.

Precision marketing, on the other hand, will record the customer's entire shopping process, including not only the bed, but also the process of choosing a computer and which brands they have looked at, the customer's preference for each brand, and so on, and continue to collect information about the customer's emotions, opinions, personal needs, and desires through other social platforms. When enough information can be linked together, structured data is formed.

Precision marketing can accurately grasp customer needs and problems, and can provide customers with more accurate personalized marketing.

Jack Ma said: the past manufacturing industry is to turn personalization into standardization, the future manufacturing industry will be standardization into personalization, customization!

The five major components of precision marketing under big data:

1, accurate and effective market positioning

Based on the differences in consumer demand, the consumer market is divided to find the target customers and realize the effective market positioning of the enterprise.

2、Establishing a personalized communication system

Change the inherent way of publicity, according to the user's behavior, effective advertising and promotion.

3、Integrated sales system suitable for “one-to-one” distribution.

Customer personalized communication channels and safe and reliable logistics and distribution system.

4、Personalized product offerings

In the mass production, but also to meet the increasingly differentiated customer needs.

5、Service system reflecting the value-added customer service

Precision marketing is the most critical joints is the after-sales service system, for enterprises, the best quality and service in the after-sales stage can be realized, the cost of developing new customers is much higher than the cost of maintaining the old customers, customer loyalty will bring higher profit returns for the enterprise. Enterprises should establish an accurate after-sales service system to maintain old customers as the core to attract new customers, will greatly reduce the marketing costs of enterprises.

Lithium code cloud has a powerful digital control platform.

But danger and opportunity often coexist, and many enterprises are quietly rising. Many entity manufacturing industry to move the product online, through the online publicity and promotion, “cloud mall”, “cloud live”, “cloud exhibition” and other terms really into the enterprise.