How does big data change traditional marketing?

Now, massive data is pouring in from multiple channels, and marketers are faced with huge "big data" resources, and they need to find ways to obtain operational marketing strategies from them. Let's look at how big data permanently changes marketing from five aspects. 1. Improve personalization: In moderns, a large department store, the goal at that time was to provide intimate service to every customer and improve their competitiveness. Providing customers with more personalized services can increase sales, gain customer loyalty and increase word-of-mouth advertising. Now, marketers of large enterprises and small enterprises can use big data to understand customers' needs more effectively, which is more targeted, personalized and relevant than before. Amazon is a good example, which uses the data collected from wish list, browsing history and purchasing history to provide customers with more personalized product suggestions through analytical technology. Big data provides a good plan for marketers to create more personalized strategies. 2. Data-driven marketing: Big data is no longer considered as an industry hype term, and now big data has ushered in the era of data-driven marketing. With the continuous accumulation of raw data, big data platforms (such as Hadoop) came into being to help marketers make better use of these data. Now, enterprises can store, manage and analyze a large amount of data in real time, so that marketers can better understand customers, not through demographic data or sample data, but through personal analysis. With this information, marketers can understand what customers really need and how to best meet these needs to enhance the customer experience. 3. Forecast analysis: Have you ever sat in a seat facing the back of a station wagon? I hope there are no such seats now. These seats can let passengers know where they have been, but they don't provide any clues about where they are going. For data, marketers have been sitting in seats facing the back row. Their only view is the previous web page access records, clicks, opening rates, downloads and so on. Only past data can be used to predict future customer behavior. Not long ago, there was not enough marketing data to accurately predict future customer behavior. Now, with the data from external systems (such as web and social media) and internal systems (such as CRM and purchase history), marketers can analyze customers' current and future purchase behaviors. These actionable information can promote the sales of existing products and services and bring newer and better products and services. 4. Virtual activity ability: Big data intelligence, coupled with human creativity, can produce bold ideas and publicity strategies. At the same time, due to big data simulation, these bold ideas can be tested in the virtual market, thus eliminating the risks and costs associated with testing in the market. By using real-world data, even the weirdest marketing ideas can be tested, challenged and retested until they become practical activities-their effectiveness can be measured by post-marketing analysis. 5. Not just big companies: With current technology, big data is not just for big companies. Even small businesses can gain great advantages from storing, managing, analyzing and visualizing data at a very limited cost. In addition, today's software allows enterprises to deploy big data analytics to achieve impact goals without hiring a large number of excellent data scientists. Small enterprises can use the same tools and technologies as large enterprises to improve their marketing strategies and achieve fair competition with large enterprises. Editor: Sun Mingchun