12 Facts about Mobile marketing that you have to know

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Last year we helped publish the mobile marketing industry book "Decisive battle third screen". Americans write, very comprehensive, very vivid, and relatively easy to accept. So, a half professional book, sell nearly 20,000. Do the publishing people know that this is an amazing number. After all, not the tomb-robbing note. A by-product, "decisive battle of the third screen" noun, in the marketing circle, was the verb, visible popular.

See the book in the airport bookstore, was placed in the middle of the pile, and best-selling novels, the Entrepreneurial Bible and the success of the famous works of the crowd, and really become the 20,120 best-selling books. Afterwards, we were thinking about the reason. Very simple, a timely response--mobile terminals like mobile phones--have completely captured the world--more than 50% of people's attention may be shifted to mobile terminals--all business-related people have to understand how to do marketing on mobile terminals--but the mobile internet is growing so fast that there is no such thing as a professional book on the market. So, the world No hero, Shang famous.

But the third screen is a book written by Americans. Very good. But not grounded gas. Said mobile marketing a lot of good, a lot of knowledge, still do not know how to do, especially in China.

So we started writing "Ten stories about mobile marketing practice" from 2013 to about February-March. Because I moved a heart intervention small surgery, just our cooperation editor Hui-Min also went home to have a baby, delayed for six months. Actually very good, this half year's situation, the cognition and the operation, has undergone the profound change, and tends to stabilize. It's late, it's okay. After the birth of the Hui-min, still professional fierce, "the third screen" name is her, when there is a "finishing touch" this matter, not only stressed the actual practice of the characteristics, and with the last "decisive battle of the third screen" perfect Convergence, Hui-min is always at any time for their own publishing house, hoping to drive last year's book to sell 10,000 copies.

This "actual combat third screen", to tell the truth, is more boring. Dry goods, don't expect to be particularly tasty. Nearly 40 combat cases, 8 in-depth additional topics, nearly 150 schematic pieces, 1 "2013 Chinese brand advertising main mobile Marketing Guide" Appendix, 1 "2013 Mobile Marketing Hundred Q" Appendix, nearly 300,000 words, 300 pages.

We generally think that the mobile internet has completely 裹胁 everyone, including pets, are fitted with wearable mobile devices for locating, and animals are affected. Therefore, every person in this earthly, is this "actual combat third screen" potential readers; to be honest, all business, management and business personnel associated with the business are readers of the book; and, more realistically, at least the brands, marketing and advertising circles, the mobile Internet circle and the media circle, the three circle of people, must read. In fact, I have an idea that the group of people who are the best of the Government should read it, just like Shin's "Big Data". They don't understand that many things are not going smoothly.

The whole book, is to tell you how to mobile terminals, in the mobile environment, for mobile consumers, marketing. Special qualification, applicable to China. Again, focus on brand advertising, rather than apps download to install the main industry ads. The book answers four questions: Why mobile marketing? What does mobile marketing do? What does mobile marketing do?

Now, the whole book is a supplement, summed up 12 points. Because the content cut-off date is the end of October 2013. In the middle of this one months, mobile marketing, our understanding of mobile marketing, there have been a slight adjustment and change.

Let's talk about 12 facts about mobile marketing that we'd better know:

First of all, is the mobile marketing affiliate in the mobile internet big change, the speed and frequency of change, beyond people's imagination and tolerance, you do not understand, it changed. When I was out of surgery, the biggest worry was that I was behind. This is the face of mobile marketing, without exaggerating the need for the first psychological preparation. For example, MSN like yesterday, Renren has almost disappeared, happy net seems to have never existed, the so-called micro Bo was abandoned, are fleeting things. Mobile advertising platform is still hot yesterday, said today are embarrassed. For this change, the mobile Internet seems to be able to adapt to the past hundred years to get used to 30 seconds TVC, half version banner unchanged brand people, advertisers, really not very accustomed. Anxiety, is the central word;

Second, first of all, is to admit a reality, mobile phone is the first terminal. You forget the data source, by the end of 2013, 1.2 billion mobile phone users, 600 million mobile phone users, 500 million smartphone user, mobile phone has become the first Internet terminal; PC is mainly for work, and mobile terminal LIFE + Entertainment + work, is the whole terminal; more than 30% of the crowd's attention, the mainstream crowd more than 50% attention, have been transferred to the mobile terminal, although cut into a paragraph. Take video as an example, the p,50% and love flow from mobile terminals;

Third, first of all, the second is to accept a helpless situation, although the attention has been achieved large-scale transfer, but the ads for mobile terminals are still very poor and pitiful. The 50% focus is 50% marketing budget. But there is no justice, in general, mobile advertising for the brand Advertiser's budget, is still less than 1% (industry advertising is another thing). Some even think that mobile terminals are simply not suitable for advertising (which we think is nonsense). This is both a challenge and an opportunity;

Four, second, is the mobile advertising budget and attention to the height of the mismatch between the core reason is what? There are 100 kinds of statements, all right, the core or, so far the world, have not found a breakthrough in mobile advertising form and mode. Not many explanations, such as search, if Google does not have innovative bidding rankings and other models, there are also practicing banner display ads, like today's portal, what will happen?

Five, then next, in the folks have not found the mobile ad breakthrough form and mode, how to do? It is idle to play the child in rainy days, practise it. Three roads.

One is for the brand, willing to advertise, the user billion days live tens of millions of super apps home full screen, focus map, video stickers and other scarce resources, directly to do display ads, the utility is greater than television, newspapers, radio, magazines and desktop interconnection, do not hesitate, as long as the consideration of purses, such as the main body of 10 eight;

Second, for vertical, leading, large-scale applications, to do long-term, implantable project cooperation, such as ink weather, Poco camera, the application of air travel, this is case by case;

The third is to use all the applications on the mobile terminal, including short color, Web page and client, all forms of advertising, including banner, text chain and content implantation, to carry out large-scale, long-term, open quantitative effect of operation, CPA or half CPS, as long as can talk down, do not pay attention to the application of who, do not pay attention to form, But the need for continuous operation, not a cast, the need to reform their internal back-end of the digestive system, more suitable for the automotive and financial sectors, other industries can also try;

And then, second, how do you see the benefits and demerits of the so-called quantization effect on mobile terminals? To put it simply, one is the tendency of the trend, marketing must approximate the quantitative, close to the sales results; The second is the possibility that the technology leap of the mobile terminal leads to the O2O and quantization effect; The third is the competition and game of the new entrants, leading to the evolution of the industry to quantify the operation phase, there is no right or wrong, only strong or weak.

Therefore, the trend of quantification is irreversible, now need to optimize the efficiency of quantification, but in addition to the media side, the service side, the challenge of the biggest bottleneck in fact in the customer's own backend to get through. In addition, there is no conflict between quantitative operation and brand exposure itself, each to do, have their own values and laws, the core is understanding, the second is the game, the need for the so-called large-scale exposure of the brand is not many, can do is also a minority, with large-scale brand exposure value of mobile scarce media resources are not many.

Seven, the final second, talk about the quantitative effect of mobile marketing, can not avoid the so-called media effect monitoring and evaluation of the topic. The so-called media effect monitoring, frankly speaking, the concept is outdated. This is the traditional media era, with exposure as the center, the media to display data as the core of a set of systems, applicable to the traditional media of newspapers and television, but also for the top 10 desktop interconnection of the strong, or for the United States, but not very suitable for the mobile environment, especially in China. Why not? First, in the technical means, the current whole mobile Internet No one can provide a so-called full network or reduce the requirements of meaningful level of monitoring, this is a lot of people are fooled, think about it, you want a monitoring report, money to buy, what kind of all do it; For the exposure to show the value of so 10 eight media subjects, slowly and focus on the bat three, and monitoring has nothing to do, is the game, you love to vote not to vote; Again, mobile end are practicing CPA even CPS, monitoring head ah, pants fart, superfluous;

Eight, first again, about social media content marketing and mobile marketing. At present, the relatively hot from the media marketing, mainly micro-credit marketing, micro-credit number, micro-letter group, micro-letter Friends Circle, enterprise own micro-letter service number subscription number, is a micro-letter can be marketing four main areas. Unfortunately, micro-credit officials do not support direct marketing. But the attention is here, the brand owner can not give up here, wear a wall to make holes. Micro-letter, micro-bo, watercress and know, is the mainstream high-end brand of four major social content marketing positions and means, at present, the mainstream of social content marketing occurs in mobile terminals, micro-letter is 100% originally born on the mobile end. Therefore, social content marketing is a part of mobile marketing, it can even be said that, in contrast to the Super brand apps mobile display ads, based on the long tail apps mobile quantization operation advertising, mobile social marketing is more interesting;

Nine, second again, about the credibility of mobile marketing. Someone's been telling me that. Mobile terminals, advertising is not trustworthy. Oh, the people of a newspaper report on the credibility of the 100,000 kg per mu. Advertising is not credible, and terminal relationship is not big. Newspapers have the credibility of the brand, not natural attributes, is the nurture. Micro-trust friends, acquaintances strong relationship recommendation, is a mobile marketing, but also the highest credibility at present. Not much explained;

Ten, then again, about mobile marketing or the mode of contemporary marketing thinking. The model, which was constructed by brand owner, media and agency, is based on consumer insights-marketing strategy and planning-creative planning and production-media strategy and planning execution, to media delivery, the basic flow is finished; These 2-3 years, digital and mobile agency, media-driven, E-commerce and advertising examples in the industry, based on the quantitative results of the overall operation optimization began to become popular, basically the CPM to the CPA; but starting this year, in terms of the conversion efficiency of quantitative results to a, as well as competition and gaming, a handful of pioneers began to grope for a comprehensive solution on the mobile end, pushing from the audience The user's End-to-end optimization system, the core word, is the closed loop, the whole chain. At present, the direction is based on the electrical quotient of the closed-loop, based on the line of activity and place closed loop, and based on mobile applications of the system closed loop. Of course, in essence, the core structure of the strategy-content-channel has not changed, the change is to get through the last kilometer, and system optimization. Need to pay attention to IS agency company will not die, but the large 4 a service fee + medium large-scale rebate model will collapse, media giants monopoly concentration trend is more and more fierce, can be negotiated subject only a few, based on professional service skills of boutique agency and Industry based professional agency may be a direction;

11, then again, on the overall summary of mobile marketing practice. The whole "actual combat third screen", in fact, with the following paragraph can be summed up, mobile marketing is difficult to say, short color page plus the client. Text picture mobile video, phone text page links, video, LBS, AR plus o2o, hand kung fu all topsy. Media policy Damid First, the vertical application type is the second. The platform complements the innovation attempt, the product pushes the preferred Full-screen front pastes. Effect quantification informal. Mobile results are also dependent on mm (mobile MIX). 12 words, 96 words. Roughly understood, on the line;

12, finally again, I quietly tell you a secret-there is no mobile marketing. We've been doing it for 6-7 years, and we've been thinking that we're in a different world. To this day, finally understand, in fact, there is no such thing as mobile marketing. How do you say that? We have divided the media into traditional media and new media (digital media), can now see that all the media will become digital media, then what digital media? We divide marketing into traditional digital marketing and mobile marketing, and in fact, we should already know the ending, All the communication and marketing will go to the mobile terminal, at that time, the living room of the TV, the outdoor elevator screen, the hand of the mobile phone, the air holographic images, are just a display media, get rid of the wire cable tail. Cloud, tube, end, is the structural nature of human, screen and interactive interface and means, is the essence of reality. The Marketing keyword, speaking in the end, is the mobile terminal, video form, as well as social logic. It's as simple as that. What the future, who do not know, but the general direction, that is, word-of-mouth evaluation of the systematization of online integration and the effectiveness of the quantification of the overall. I said it seems very empty, but the people who come in, think, can understand what I want to say.

(the author of the book, Sansanmu, the true name of the Tong, the giant Mobile wireless chairman, well-known marketing experts, "actual combat third screen-mobile marketing pragmatic ten" author, Shanghai Jiaotong University-Singapore Nanyang EMBA. Sina Weibo: @ Giant Stream SANSANMU