Vol 6 Chapter 125: We are different

Across the beach and across the promenade, there is a luxury hotel and a Facebook villa, just opposite.

Looking down from the height of the 20th floor of the hotel, Facebook’s temporary villa is as low as a joke.

Several casual and well-dressed gentlemen are standing in front of the window with wine glasses, looking at the sea not far away and chatting on the very lively beach at this time.

All exhibitions can be said to be a rare gathering for relevant professionals.

The purpose of gatherings is mainly for communication, but the purpose of communication is often not to promote friendship.

These are the case. They belong to different advertising companies. Because of the competition for some projects, they have had contact before, and such contact is generally not very pleasant.

The advertising festival is a rare opportunity for them to temporarily put aside their previous discomforts and disputes, maintain their decency on the surface, and get together.

It is conceivable that such exchanges were originally based on various inquiries, but the nature of today's gathering is somewhat different.

In terms of words, although there are still some calculations, the focus of everyone's attention at this time is on the villa below that they randomly glanced at from time to time.

"Buckle," the door was knocked lightly twice, and an OL who was still wearing a suit came in and whispered to one of the people in front of the window.

The one was shocked, and glanced at the secretary, "I see,"

The secretary nodded and smiled at the others, and walked out with a tremor as when he came in.

When the door was closed, she could clearly feel those eyes clinging to her.

Gentlemen looked back, one of them asked the host here, "De Viller, is there anything you can share with us?"

"Nothing, that's right there," De Viller motioned downward with his chin. "It is said that there was applause."

"Applause?" When the other people heard the news, they were a little dazed, and then someone laughed, "Applause? Or applause in the meeting? Just polite."

"Oh, yes, I don't think that means anything," De Viller said.

"Haha," "Haha," several of them all laughed, and raised their wine glasses easily, "Go,"

But as for whether they really think so in their hearts, only they know it.

…………

Feng Yiping could see clearly that many of those applauding were indeed out of politeness.

The theme that Sandberg introduced was obviously aimed at the big players in the current advertising market, television advertising.

Her introduction is not exaggerated. The combination of all Feng Yiping's companies in the United States will have better advertising effects than TV commercials.

Of course, they did not think that these advertisers would be able to recognize their technology and advertising platform by simply introducing Sandberg.

Sandberg is also aware of this. After giving a brief introduction, she asked, "In this rare opportunity today, we are happy to discuss relevant issues with you."

P&G’s Thomas did not speak. As an American company, they need to know more about Feng Yiping’s companies.

The Adam from Unilever spoke first, "Mr. Feng, I think everyone, including me, has read your monograph after Blue Ocean Strategy, Big Data,"

Feng Yiping smiled and nodded, waiting for him to continue.

"Big data is indeed a resource that we seldom pay attention to before. It can be said that any of our companies has incalculable data."

This is certain. Giants such as Unilever and Procter & Gamble do have massive amounts of data.

"The problem is, there are so many of them that you can't start with them. Where do you start to study? Which piece of information should you pay attention to?"

"What is certain is that although there are a lot of data, they do not mean that they can solve the problem." He said.

"On the contrary, they are the salespeople who deal directly with the market. They know the pulse of the market better. As long as we analyze the reports submitted by some salespeople, we can efficiently and accurately determine our next arrangements."

"So, can you understand what I mean? I want to say..."

"Traditional methods are still very effective, but our new technology may not necessarily meet everyone's needs, right," Feng Yiping said.

"Yes, that's what I want to say. Of course, we have no prejudice against technology. We know that those new technologies will indeed be effective."

Feng Yiping glanced at Zuckerberg, and Xiao Zha immediately said, "Mr. Adam, according to what you said, your company's analysis of the reports of frontline salespersons is actually an application of big data."

"All of your company's other data are actually the same as the reports of frontline salespeople. They can help your company improve performance in the field of digital marketing."

Seeing that many people at the scene looked like "Can you speak English that we understand", he immediately adjusted his statement, "For example, the simplest application is that we can predict more consumers based on relevant data. What scented soap do you like,"

"Of course, according to the report of the first-line salesperson, this can also be done." He said what he wanted to say for Adam. "It's just that we should consider one thing. First of all, some conclusions of the salesperson may be more One-sided,"

"Secondly, in terms of probability, the conclusion drawn by analyzing more data should be more accurate than the report of a few sales staff."

"The most important thing is that our technology and advertising platform can do more than this,"

"For example, we choose to broadcast an advertisement on TV, so everyone sees the same advertisement, and we must know that some users who saw this advertisement actually didn't like the advertisement on the product,"

"However, our advertising system can, based on the user's data, deliver to them the product he would like from the prepared advertising library,"

"If we still take soap as an example, it is the soap in the advertisement that we deliver to users. Whether it is color or fragrance, users should like it."

"I think it's impossible for TV commercials to achieve this result,"

Adam smiled, "Ad library? You mean, we have to shoot thousands of different ads for a soap?"

Many people followed and shook their heads.

Counting on such technology to solve the problem, it can only be cheated to death.

Do you know the cost of shooting an advertisement?

"This is another problem that I want to introduce to you. Of course, we don’t need to shoot each of these different content advertisements that we push to users. We are currently developing a product that will be based on our portraits of users. Select some suitable materials from the content library and automatically create personalized advertising short videos for users."

Adam and the others couldn't help being a little surprised now, can things be done like this?

"We can also give a simple example. We found that based on the user's data that he likes the sea, then we can set the advertising scene on the beach."

"Another user will like the grassland, so we can also set the scene on the grassland,"

Although everyone doesn't know much about technology, they feel that this is not difficult to do?

"Including commercial soundtracks. For those who like classical music, we will never pair him with rock..."

"The content of these two ads is actually the same,"

"Of course, considering the different characteristics of users, we will actually adjust the content, but the main thrust of the expression is the same. If you still talk about soap, then our soap is very good and suitable for you."

such?

Many people at the meeting began to think.

If it can be done, the effect will naturally be much better than the effect of the same TV and print media advertising.

"But we can do more than this," Xiaozha continued to talk, "According to relevant news, we know that the user who likes the sea is about to usher in a long vacation~www.wuxiaspot.com~ Then, our system will actively push him advertisements about fishing gear, advertisements about tanning cream, advertisements about Hawaii hotels..."

"That is, we can find the hidden needs of consumers, we can predict their needs, and target them to push relevant advertisements, and because such advertisements can help them solve some problems, it is easy to get Their goodwill,"

"Users are definitely more willing to pay for ad products that have a good impression,"

Can you really do this? This is the question that many people at the scene most want to ask at this time.

They can imagine that when you are going to the beach, an advertisement for sunscreen happens to be broadcast on TV; when you want to go to Hawaii, there happens to be an advertisement for the airline flying there and an advertisement for the hotel over there; When you want to go to the desert, there happens to be an advertisement for outdoor equipment...

Such advertisements are naturally very easy to trigger users' buying behavior.

"For us, this is not the end. We will review the entire dissemination process and, in turn, improve the user's relevant information to further improve the accuracy of future push."

"At the same time, we noticed that he came back from vacation in Hawaii, followed a new friend, and interacted frequently. Then we knew that we should be ready to push gifts for them, including diamond rings, real estate, furniture, etc.,"

"...What I said is only part of what we can do," Zuckerberg finished his explanation.

"I don't know Mr. Adam, are there any questions to discuss together?" Sandberg asked with a smile.

Adam also said without any hesitation this time, "We hope to know more relevant details,"

Sandberg laughed. Adam's words actually meant that he was tempted.