Chapter 2283 We Are Different

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

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

Several gentlemen dressed casually and elegantly were standing in front of the window holding 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 to communicate, but the purpose of communication is often not to enhance friendship.

This is the case with these few people. They all belong to different advertising companies and have had contact with each other before because of competition for some projects. Such contact is generally not pleasant.

The Advertising Festival is a rare opportunity for them to temporarily put aside all their previous unhappiness and disputes, maintain a superficial sense of dignity, and get together.

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

Although there were some calculations in the words, everyone's focus at this time was on the villa below that they glanced at casually from time to time.

"Button," the door was knocked gently twice, and an OL, still wearing a suit, walked in and whispered to one of the people in front of the window.

The man was stunned for a moment and glanced at the secretary, "I know,"

The secretary nodded and smiled at the others, then walked out with a trembling step just like when he came in.

When she closed the door, she could clearly feel the eyes on her.

The gentlemen looked away, and one of them asked the host, "De Villiers, is there anything you can share with us?"

"Nothing, that's where it is," de Villiers gestured downward with his chin, "I heard there was applause."

"Applause?" When the others heard the news, they were stunned for a moment, and then someone laughed, "Applause? Or applause during a meeting? It's just polite,"

"Haha, yes, I don't think this means anything," Devillers said.

"Hehe," "Hehe," everyone laughed and raised their glasses easily, "Here you go,"

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

…………

Feng Yiping could see clearly that many of those who applauded were indeed doing it out of politeness.

The theme of Sandberg's introduction was obviously aimed at the big player in the current advertising market, television advertising.

Her introduction was not exaggerated. The advertising effect of all Feng Yiping's companies in the United States combined will definitely be better than TV advertising.

Of course, they didn't think that these advertisers would recognize their technology and advertising platform with Sandberg's simple introduction.

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

P&G's Thomas didn't say anything. As an American company, they needed to know more about the conditions of Feng Yiping's companies.

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

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

"Big data is indeed a resource that we have paid little attention to before. It can be said that any of our companies has immeasurable data,"

This is certain. Giants such as Unilever and Procter & Gamble that deal in daily chemical products do have massive amounts of data.

"But the problem is, there are so many of them that you don't know where to start. Where do you start researching? Which piece of information should you focus on?"

“One thing that’s certain is that even though there’s a lot of data, it doesn’t necessarily solve the problem,” he said.

"On the contrary, it is the sales staff who deal directly with the market. They know the pulse of the market better. We only need to analyze the reports submitted by some sales staff to make decisions on our next arrangements very efficiently and accurately."

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

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

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

Feng Yiping glanced at Zuckerberg, and Zuckerberg immediately said, "Mr. Adam, according to what you said, your company's analysis of front-line sales staff reports is actually an application of big data."

"All other data in your company are actually the same as the reports of front-line sales staff. They can help your company improve its performance in the field of digital marketing."

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

"Of course, according to the reports of front-line sales staff, this can also be done," he said for Adam what he wanted to say, "but we should take one thing into consideration. First of all, some of the conclusions of sales staff may be different. One-sided,”

"Secondly, from a probability perspective, the conclusions drawn from analyzing more data should be more accurate than the reports of several salespeople,"

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

"For example, if we choose to broadcast an advertisement on TV, then everyone will see the same advertisement, and we definitely know that some users who see this advertisement do not actually like the model on the advertisement. product,"

"However, our advertising system can deliver products that he will like from the prepared advertising library based on the user's data,"

"If we take soap as an example, the soap in the advertisement we deliver to users should be something that users will like in terms of color and fragrance,"

"I think TV advertising cannot achieve such results,"

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

Many people shook their heads.

If you expect such technology to solve the problem, you will only be trapped.

Do you know how much it costs to shoot an ad?

“This is another issue I want to introduce to you. Of course, we don’t need to photograph every advertisement with different contents that we push to users. We are currently developing a product that will use our portrait of the user to Select some suitable materials from the content library and automatically create personalized advertising videos for users,"

Adam and the others couldn't help but feel a little surprised, could they still do this?

"We can also give a simple example. Based on the user's data, we found that he likes the sea. Then, we can set the advertising scene at the seaside,"

"Another user will like the grassland, then we can also set the scene in the grassland,"

Although everyone is not very technical, they feel that this is not difficult to achieve?

"Including commercial soundtracks, if you like classical music, we will never give them rock music..."

"But there is actually no difference in content between the two advertisements,"

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

so?

Many people present at the meeting pondered.

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

"But these are not the only things we can do," Xiao Zha continued. "According to relevant news, we know that the user who likes the sea is about to have a long vacation. So, our system, We will proactively push him advertisements about fishing gear, sunscreen cream, and Hawaii hotels..."

“That is, we can discover the hidden needs of consumers, predict their needs, and push relevant advertisements to them. Such advertisements can be easily obtained because they can help them solve some problems. their favor,"

"Users are definitely more willing to pay for advertising products that they have a favorable impression of,"

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

They can imagine that when you want to go to the beach, there are advertisements for sunscreen on TV; when you want to go to Hawaii, there happen to be advertisements for airlines flying there and advertisements for hotels there; When you want to go to the desert and there happens to be an ad for outdoor gear…

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

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

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

"... what I'm saying is just part of what we can do," Zuckerberg concluded his explanation.

"I wonder, Mr. Adam, if there are any other issues we need to discuss together?" Sandberg asked with a smile.

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

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