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1 Case Analysis
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2 Reading and&...
Watch the following video, read the passage and try to answer the following questions:
Source of the video: 数字化赋能中药材行业云南白药丽江数字中药材产业平台持续创新_腾讯视频 (qq.com)
Source of the video:网易云音乐用大数据打造用户情感生态-科技视频-搜狐视频 (sohu.com)
Lead-in Case Analysis
Marketing in the era of Big Data
Case 1: Yunnan Baiyao's "Big Data+Star" Brand Marketing
In June 2017, the official flagship store of Yunnan Baiyao Toothpaste opened on Taobao. In order to make this information accessible to the public and improve brand awareness, Yunnan Baiyao and Alibaba launched open marketing with big data technology, celebrity effect, and cross-border promotion. For many newly opened online stores, short-term brand exposure and sales impulses may be the common purpose of opening. For Yunnan Baiyao, the difference lies in its commitment to opening up the brand through online marketing. And with the goal of "accumulating long-term market advantages", the cooperation with Alibaba mainly focuses on the creation and dissemination of brand image to achieve long-term brand effects. In order to achieve this goal, Yunnan Baiyao mainly utilizes Alibaba's ecological platform and big data technology based on brand characteristics and product advantages to collect and analyze Taobao users, including user search, browsing, clicking, purchasing, and sharing.
With Deep understanding such behavior and the usage habits and preferences of Taobao users, it planed the marketing concept of transforming celebrity fans into store fans based on the main characteristics of user youthfulness. The celebrity fan group further organized marketing interactive activities for the fans of two Mingxing spokespersons, Huang Xiaoming and Jing Boran. In order to stimulate the participation and interaction enthusiasm of two celebrity fan groups, Yunnan Baiyao and Alibaba launched an activity to help idols make headlines on Taobao and enhance interaction between fans and brands through PK. The activity achieved very good results as soon as it was launched. In just a few days, it attracted thousands of fans to actively participate, quickly bringing over 300000 fans to the flagship store and receiving high reviews and brand awareness in a short period of time.
Afterwards, Yunnan Baiyao also engaged in cross-border intellectual property marketing with Feng Tang, the original author of the popular online drama "Spring Breeze Ten Miles is Not as Good as You", and launched a theme set for Spring Breeze Ten Miles. In addition to collecting and analyzing data on the degree of coincidence with Taobao users, it has also conducted corresponding overlap crawling on other platforms, integrated these resources, and designed an IP media matrix. In this way, Yunnan Baiyao Toothpaste successfully achieved a significant increase in sales.
Case 2: NetEase Cloud's Annual Singles Swipe Screen
In recent years, popular annual bills and annual song lists can generate exclusive personal reports for users at the end of the year, displaying various usage behaviors of the user on the application within a year. And this refined personal report actually uses big data technology. Utilize big data technology to collect personal behavioral data of users, and obtain it through classification and calculation. In recent years, NetEase Cloud Song has been attracting the attention of users and encouraging them to actively participate. NetEase Cloud's annual song list uses a large amount of data to collect user listening information and data. The most songs heard by each user, the comments sent, the listening time, and listening habits will all be displayed in this exclusive song list. It clearly lists each user's listening preferences and analyzes their mood, personality, etc., formulates a rough label, adds more personal emotional content, and customizes the user experience. The playlist is detailed and thoughtful, leaving a deep impression on it, and is further forwarded and shared to achieve the final effect of spreading and refreshing the screen. Among them, big data plays a very basic but also important technical role. It is precisely because of big data that NetEase Cloud can form deep creative interactions with users and generate exclusive song lists in real-time.
Then, with the help of an emotional perspective, we can establish emotional connections with each user and enhance their trust and dependence on NetEase Cloud Music through the emotions and resonance caused by the content that goes against their heart. It is not difficult to find from the case of NetEase Cloud's annual song list scrolling through the screen that the most popular and public attention is the uniqueness and uniqueness of the annual song list, which brings users a unique sense of superiority while using the annual songs. The song list reviews the emotions of the past year and also touches the emotional points of many users. In short, under the influence of big data, interactive forms such as annual personal playlists can be achieved, and each user can be customized to achieve the goal of refined marketing.
Read and consider the following questions:
Q 1: What are similarities in making use of information of the two brands ?
Q2: What are differences in information marketing of the two brands ?
Q3: What can you learn form them?
