The Crisis of Traditional Media under Big Data

The Crisis of Traditional Media under Big Data _ Data Analyst Test

Media is a special industry. Always seems to be at the forefront of the times. They will discover, expose, supervise and wave flags. But as media practitioners, how many of us play the role of participants rather than bystanders in these changes. We are transmitting information and knowledge, but we seldom think about the possible impact of these information and knowledge on us. We seem to be adhering to the concept of changing with the constant, but because the media is also facing sales pressure, we often waver between who gives us money and who is our real source of income. Media people are confused and tangled. Although we will play the most fashionable, it is only for the sake of artistry. We will say the most popular, just because we are the media. Readers and netizens like free information, but they are also giving up the published free information. How to respect and interact with the media audience will be the source of valuable media content and will also bring about the establishment of real media brands.

Recently, I have been in contact with information about big data, and it is clear that the era of big data will be as unstoppable as the Internet. Similarly, in addition to publicity and reminders, the media will involuntarily enter the era of big data. So what impact will big data have on the modern media industry?

First, let's look at the source of media revenue. Judging from the current media (including TV, magazines, newspapers or outdoor, Internet), most of the media income is advertising. In the fierce market competition, enterprise marketers need to establish, influence and expand their brand awareness through advertising. In 20 1 1 year, the global investment in brands reached 500 billion US dollars. Of course, this figure does not include investment in online media. Even in 20 12, according to relevant data, the brand investment of online media is only 10%, but this trend is growing.

Furthermore, let's look at the evolution of the media. The media has developed for many years, from one-way information dissemination to multi-dimensional communication of social media today. The way people read and get information is changing. Today, many friends swipe Weibo every day to get information. Of course, when they get it, they are also sharing information. Everyone is the carrier and acquirer of information. Because of the convenience of the mobile Internet, more and more people with purchasing power begin to spend a lot of time immersed in social media, and they are also happy about it. It is conceivable that in the near future, the content sources and interactive forms of media will become more and more diversified, and social media will gradually become popular. If traditional media don't interact with the audience, it's just gongs and postscript, and there is no sense of music. In fact, many media now only define their annual goals by annual sales. They don't really know the people they are targeting, let alone grow up with their target readers.

Next, we need to see why corporate marketers put it on the media. Due to fierce market competition, the influence of brands is challenged, and people hope to influence their target customers with the help of the influence of media in the target population. Therefore, for those media with accurate positioning and real influence on the target population, they will be favored by more market personnel. Because the delivery of these media is positive feedback, it will also have a positive impact on their market activities. At present, almost many marketing personnel of enterprises will evaluate the media they put in, and this evaluation form is varied. For traditional media, this evaluation has gone through many years, and the relative evaluation model is relatively simple, which can also be accepted by most market personnel. For the evaluation of some online media, the current evaluation methods are also search, advertising space conversion rate and so on. However, these methods only get the result of customer behavior, but they still lack a real understanding of the effectiveness and durability of brand building. The marketing staff of the enterprise are still worried.

So why can't social media enter the room even though everyone is cheering? The key is that corporate marketers have not found a good model to evaluate social media. But with the emergence of big data, this situation will change qualitatively. Because big data will eventually let marketers define, evaluate and manage those parts that have a positive impact on their brands. Hadoop, Cassandra, Mahout and Pig, together with some semantic analysis software, language processing software, machine cognition software and cluster analysis, can reveal the real results of online market behavior. Marketers' views on social media will be subverted. As the cost of realizing big data is getting lower and lower, marketers can use the words of CEO, CFO and COO to describe the brand's influence in the market. The insights generated by big data analysis can also in turn support market activities and help brands participate in real scale expansion. It can be predicted that with the emergence of big data, corporate marketers will basically change the market behavior that promotes the scale of brand participation. The market of brand marketing will be from establishing brands among people through mass communication to spreading among people through a large number of communicators, thus creating, developing and expanding the world of brands. Social media will not only provide an advertising model for corporate marketers, but also provide the ability to truly participate on a large scale.

Big data has repositioned the value of social media, and corporate marketers will also reassess the investment allocation to media. From the perspective of ROI and future changes, today's traditional media need to reposition and adjust themselves according to the development of technology, so that they can have more new life with the expansion of market scale, rather than decline, and become their own grave diggers.

The above is what Bian Xiao shared for you about the crisis of traditional media under big data. For more information, you can pay attention to the global ivy and share more dry goods.