What is the difference between precision marketing and traditional marketing?

What is the difference between precision marketing and traditional marketing? Related information: China Industrial Information Network released "20 16-2022 China Internet Finance Industry Deep Analysis and Development Trend Research Report", which pointed out that precision marketing is a digital marketing technology. Making full use of the advantages of big data on the Internet can make more targeted marketing for the audience. At present, the forms of subdivided advertisements with high penetration rate of precision marketing mainly include brand graphic advertisements and search advertisements. For example, an advertising resource of the same portal website, people with different attributes will browse advertisements of different audiences when they open the webpage.

Precision marketing subverts the traditional advertising marketing model, which is different from traditional advertising marketing in the following aspects:

(1) Technical barriers are higher. Traditional advertising companies can enter this industry as long as they have certain media resources, while precision marketing needs to classify and match preferences according to different attributes on the basis of extracting and analyzing user data. In the subsequent advertising effect evaluation and pricing, it is also necessary to identify and clean the suspected cheating traffic of the media, which involves key technologies such as data collection, web page analysis and data mining. Internet big data is the foundation of the development of precision marketing. The existence of cookie makes it possible to analyze users' preferences and classify their audiences on the basis of data accumulation.

(2) The advertising effect can be measured, and the media premium is reduced. In the traditional advertising marketing form, the effect of advertising (such as how many reach the target audience) is a black box, and advertisers pay for media advertising space. The golden advertising space of large-scale portals has become a resource that many advertisers compete for because of high traffic, and then it has gained a high premium, while some effective resources have been ignored. Precision marketing makes it possible to measure the advertising effect, and advertisers essentially pay for the audience.

(3) It improves the advertising efficiency of advertisers. According to a survey conducted by ComScore 2009, 84% of Internet users don't click on advertisements, and 85% of advertisements click from 8% of users. Precision marketing can help advertisers locate the people who are most likely to click on advertisements, thus greatly saving advertising costs.