Analyze Internet page patterns and marketing opportunities

In the current era of internet prosperity, there is a lot of data showing a huge opportunity in the mobile Internet market: As of 2010, there were 5 billion handsets worldwide, 73% of the total population, and only 1.2 billion computers worldwide; in 4 billion of the world's mobile phones that are being used, There are 1.08 billion smartphones, accounting for up to 27%, and the number of Third-party apps downloaded 30 million times per second, up to 347 a day, as of April 2011, China 900 million mobile subscribers, 3G users up to 67.57 million, and mobile internet users up to 303 million. Many organizations predict that 5 years later the mobile phone will likely become the preferred way to access the Internet, through these intuitive data, we can see that the booming mobile internet and the magnificent development blueprint for the enterprise depicts a new future world, faced with such a large group of users, What are the marketing opportunities and patterns that exist on the mobile Internet? How to use the mobile Internet to carry on the marketing, naturally becomes the enterprise worth to ponder the question.

Characteristics of media and propagation attributes of mobile internet

With the iphone, IPad, Android and other mobile terminals hot, along with the user's composition and behavior changes, as well as a large number of new applications, mobile Internet began to become a new carrier of marketing information dissemination.

Mobile Internet eliminates the limitation of space-time dimension to information communication, and realizes the time and place of communication. Mobile terminals, such as mobile phones and tablet computers, are accompanied by the fragmentation of time in which people move in every space, can realize the real-time dissemination of information, and the need to receive information in the living room, bedroom, office or car and other fixed places, compared to other media, its information dissemination and information received the difference between the time is less, basically do the immediate release, Instant reception, not only to get information in real time, but also to deliver information to others in real time, compete's research shows that Facebook users using twitter,34% via mobile devices 43% Twitter users in the US.

Also in China, Sina Weibo data showed that 38% of Sina Weibo came from mobile terminals at the end of 2010, up from a figure of more than 50%. This naturally on the mobile Internet generated real-time marketing communication opportunities, any time, any place, any object, any information, any way will become the new concept of information dissemination.

Mobile Internet makes location service produce marketing value. Traditional computers are fixed, and even laptops are rarely used in the mobile process, making their location not particularly important. But in the mobile internet age, with the changing position of consumers, enterprises can provide the targeted services can be changed, LBS (Location Based Service) that is based on the position of the user services into a new marketing model, over the past two years, with Foursquare, The rise of sites offering location services, such as MyTown, Loopt and Gowalla, and Google's launch of the Lattitude, a location-based service, have started to get into the public eye. Because of the addition of geographic information, in a mobile world, the person and the intelligent terminal actually already melts into one, also namely is the person and the information merges into one, together becomes a mobile network node, this has brought the transformation to the society existing structure, and each node is easier to form the accurate quick information interaction, Better and more convenient to meet people's information needs. An advertisement, for example, is translated into thousands of customized versions of customers for different locations, one media, and thousands of customized services for customers of different locations.

The mobile Internet builds new patterns of consumer relationship formation and maintenance. In the past, many people may rely on work, relatives, friends to aggregate relationships, or rely on the PC SNS, instant messaging tools, etc. to build and aggregate relationships, but mobile internet may make consumers based on geographical location, based on interest, behavioral aggregation relationship, and has higher commercial value. For example, mobile terminals can collect and analyze all the data around for consumers anytime, anywhere, and let consumers interact better with people around them. For example, organize group purchase according to the location, according to the itinerary, make up the similar interest of the mountaineering team, donkey friends and so on.

In addition, the mobile Internet eliminates the partition between different media, realizes the media big Fusion, causes the information dissemination to move toward the whole media. Digital multimedia terminals such as mobile phones and tablet computers, both receive audio, video, and receive graphics and text, data, which gives the mobile terminal powerful media integration capabilities, people can use text, pictures, images, sound of any one or several combinations to carry out information dissemination activities, mobile media, Mobile broadcasting, mobile TV, Mobile web, mobile SNS, mobile e-commerce and other forms to achieve a new cross-border combination, so that mobile internet to become a media-wide communication platform.

The mobile Internet complements various forms of media from time and space play a pivotal role in the marketing chain, take the user's position information, model, time information as the foundation, combine the user's personal habit information, reproduce the user's condition, analyze the user's demand, provide the enterprise with a clear outline of the consumer sketch portrait, Can help companies find the key to interactive, precision marketing. The rise of mobile internet marketing first benefited from its marketing can achieve more accurate crowd orientation, and this is based on the interpersonal interaction and trust recommendation to achieve information sharing and social relationship chain spread, further enlarge the marketing revenue.

Opportunities for mobile internet advertising

In the global market, mobile advertising market size has reached 2.7 billion U.S. dollars, the market is expected to increase to 24 billion U.S. dollars in 2015, nearly 9 times times the growth of space. To sum up, there are roughly the following advertising opportunities:

First, mobile search advertising, including search rankings, paid for positioning on the map and various forms of augmented reality. In Google's "use of mobile phones and smartphones," research shows that search engine sites are the most mobile users visit the site, about 77% of smartphone users will visit such sites, social networks, retail sites and video-sharing sites followed. So for the enterprise, the PC age in the past is concerned about whether the Internet search engine on the PC can find your brand, but now need to focus on mobile search your performance, companies need to establish a mobile internet marketing, to ensure that your site can be mobile search by users to find, If your rankings are not displayed on the first page of the search results, then you may need to buy mobile search ads, and even when mobile searchers look at your ads or product listings, make sure they are easy to take action, you can provide a phone number in your search ads, a link on the home page that you can send to a friend, Provide a map to the nearest store, or a short code--When users enter it for more information; If you are a localized enterprise, mobile search ads are even more important.

Second, mobile display ads. Mobile display ads are divided into applications and mobile browsers within the ads, mobile display ads include banner format and non-standard rich media and interactive format, which is fully integrated with mobile internet users of the behavior and application characteristics of the advertising model can be carried out. Today, it is a new model for mobile internet advertising to insert ad pages into an app store at Apple or Google's Android system, and launch ads when users surf the web. Research has shown that the application of new smart phones accounted for the largest number of users in the total time of mobile phone use, by 47%, and in terms of downloads alone, China has become the world's second-largest consumer market for Apple App Store, after the US, with an average of more than 20 apps per user on the phone. As a result, mobile application advertising provides a quick, broad, low-cost means of directly covering consumers, with brand manufacturers, advertising agencies, mobile operators and media companies increasingly turning to mobile media to achieve their marketing and advertising goals. Even in such ads built in mobile apps, brands can experience the idea of making consumers want to click on them. For example, KIIP Inc. and Tap.me Inc., the two companies that have launched the new mobile gaming built-in advertising model has gone beyond the traditional banner of mobile advertising, allowing advertisers to sponsor the game's feedback link or additional tools. KIIP, founded in 2010, began testing the new model of implant advertising in the game in April and successfully completed the Pepper of the American beverage manufacturer Dr Snapple Group, the cosmetics retail Store (Sephora) As well as flowers and gift retail company 1-800-flowers.com other brands handed over to the advertising task.

The evolution of mobile devices has led to the evolution of mobile advertising, where mobile advertising has changed dramatically from small text and banner ads to higher-level, complex forms. For example, some mobile ads rob users of their eyeballs with mini games, interactive gadgets and contests, while others offer special incentives to show their advantages based on where they are located. For example, apple iad may be the most famous interactive advertising service, which supports users to explore a miniature world in advertising, watch video, compete, experience games, etc.

New strategy of mobile marketing

Eliminate pure advertising, mobile Internet, there is the unlimited imagination of marketing ideas space. The use of mobile phone applications, location services, mobile payment, virtual shopping and other forms, can help enterprises to open a new window of marketing.

Brand app development and application promotion, let people actively use and get involved in marketing interaction. Take Nike as an example, through the development of NIKE+GPS this traceable user travel fashion mobile phone application to create brand exposure, not only can let users have a good impression of the brand, but also in stimulating users to buy this point on the effectiveness of the same as banner ads. American potato Chips to welcome the annual summer Festival, a cool smartphone app was created to promote its own crisps, which can produce 15 of different instruments, guitar, bass, and 35 people to form a band-- All the melody depends on how you use this app, you can download the app from the Web site, and if you buy a few packs of potato chips, this app lets you scan the barcode on the package to get new performance and cooler badges to keep your virtual band up and up, All of this you can also share with your friends through Facebook.

The integration of marketing ideas based on location service stimulates the wide participation of consumers. Mini has designed a GPS mapping program in Sweden that shows a virtual Mini, the location of your and other users, as long as you go to the virtual car within 50 meters, you can get that car, if other users in your 50 meters, you can rob your car, if you can keep your mini for a week, You can get the real mini One, the promotion period, thousands of Swedes in the street running, there are many people in the social network to share a variety of experiences, Raiders, greatly enhance the brand experience and sense of participation.

Location Service + coupon or location service + group purchase, directly drive consumer behavior in Mobile. People are getting used to sharing their positions, which makes location-based services + coupons a mobile marketing model that directly drives consumer behavior, and many companies are flocking to use their global network to push coupons to consumers in real time, Visa and Gap, a leading retailer, Gap shoppers who sign up for the project can get coupons to push to their phones after shopping through visa cards. and group buying, such as with lbs combined, will also create a new group buying model, Groupon will release the mobile app named Groupon in April 2011, and when you open the app with a smartphone, you'll see two buttons: "I'm Hungry" and "I'm Bored", click on either button, You'll open a list of promotional activities that are based on your location for a specific period of time, and this is a highly directional Groupon offer that delivers direct information to consumers on the local life services business and terminals, triggering consumer behavior. The United States Milwaukee only 400 Foursquare users, local restaurant AJ Bombers launched a party, that is, if 50 people at a certain time at the same restaurant, you can get a colony badge (Swarm Badge), can be a special price for dinner, The news was forwarded on Twitter, and 160 people arrived at the restaurant at the appointed time, earning a 3-day business.

Real-time consumer feedback. Consumers in the mobile internet age have the right to voice their opinions anytime and anywhere, so visionary companies will try to encourage this instant feedback from consumers, and portable mobile terminals have become consumers ' microphones, so if consumers use mobile publishing platforms, they can share and broadcast their products , service and brand reviews will have a different value for the business. Taxihack is a app,seeclickfix and citysourced that allows passengers to comment on New York Taxi driver services in real time, allowing users to use mobile creator to report to government authorities the holes in the road or graffiti on an indecent wall, at &t recently used a similar App,mark Spot on the iphone to allow users to report areas where they encountered weaker wireless signals; The Universal theater uses a text messaging platform to get viewers ' comments and ratings on movie trailers, and instant responses to make the theater more accurate about the audience's feedback on the film.

Mobile phone payment applications and mobile virtual shopping. In January 2011, Starbucks the first to use mobile phone payments, consumers simply download and install Starbucks Card mobile iphone or BlackBerry version of software, from then on without a wallet to Starbucks drink coffee, by March, It announced that the number of subscribers to the mobile phone has more than 3 million, if not because of practicality, I believe there will not be so many consumers willing to try. Home Plus, a South Korean supermarket chain owned by European retail giants Tesco, has unveiled a new type of virtual supermarket in South Korea's subway station the supermarket is actually installed on the wall of the subway Platform display screen, virtual supermarket display of all the goods are just pictures, seemingly light box ads, Goods sold in the physical supermarkets can be easily found on the display, and customers simply turn on the camera on the smartphone and scan the quick response, QR code that comes with each item. The Tesco app installed in smartphones can put this item directly into an electronic shopping cart, after the customer has settled through the mobile bank, the purchase will be sent directly to the customer's home at the agreed time that night, and the QR code contains the name and price of the product, according to the report published by Home Plus, With more than 10,000 loyal customers making the day's purchase easy in the subway station every day, the experiment has become one of the innovative ways for the global retail industry to make full use of mobile device profitability.

Cross-border integration of mobile marketing

In fact, the mobile internet marketing can not only be limited to the mobile itself, because the mobile terminal itself has the characteristics of cross-media, so the integration of mobile internet and other media, can combine the advantages of different media so that it generates interactive, to achieve greater marketing value. Make advertising more accurate and effective by making advertising more influential in driving consumer decisions and buying behavior.

Everyone company's group buying website glutinous Rice Net announced in its first anniversary celebration, cooperation with the media to launch interactive advertising and lbs (based on geographical information) group purchase, according to the Sticky Rice network disclosure of information, glutinous rice network will be in the media in the building advertising advertising, in the form of advertising and before the different is interactive advertising, These ads from the office of the surrounding merchants, consumers see ads, you can use mobile phone induction, access to the ads involved in the product details, and then download coupons according to demand or through the mobile phone to pay the direct purchase of glutinous rice coupons, finally to the end of the business to complete consumption. The mobile internet is like glue that links the outdoors, the mobile phone and the Internet.

"Prince of Persia" is a very loud name in the game world, in the DOS era, she has become famous, by its adaptation of the film has been released, in order to promote the film, the issuer on the use of mobile phones and outdoor light box posters for marketing, consumers use GPRS positioning to its poster box before, Will find the mysterious beautiful princess Tamina on the phone screen, if the consumer can correct her questions, will win the movieminutes.com 50 minutes of film viewing rights, attracted a large number of passing consumers active participation.

In the city square in Stockholm, Sweden, McDonald's has turned an electronic billboard into an interactive interactive game Consumers first use their own smartphones to connect to the McDonald's specially produced game website www.picknplay.se, choose their favorite McDonald's snacks, and then you can play in the street and billboards game ball games, as long as in this small game lasts 30 seconds, you can get their own choice of small snacks, this snack is not only a game of props, but also the key is , it can also raise McDonald's to shop rate, when people go to McDonald's to exchange prizes, perhaps also will consume McDonald's Hamburg package, kill one stone. Similarly, Toyota released an iphone app that allows users to draw pictures on a large electronic display in New York Times Square, where Nike's "Chalkbot" allows cyclists to send support messages via text messages and Twitter to tour cyclists.

The advent of the mobile Internet era gives users the ability to multitask. A US survey found that 86% of mobile internet users watching TV while using mobile devices could make TV commercials more influential if they were allowed to connect. The start-up company Wioffer developed a mobile application platform called Wio, which allows users to watch TV shows (whether ads or programs , the product and service information displayed on the TV screen can be obtained immediately from the mobile phone, and can be used to provide a series of follow-up actions (coupons, reminders, contact details, etc.) to the TV viewers. This is also indicative of the future of television and mobile internet interaction after the infinite space.

Mobile Internet and outdoor digital media, traditional media, such as television, combined with location services, can lead more consumers to the sales terminals, or to participate in brand activities on the Internet, this cross-border integration can make targeted mass media ads to the user based on personal mobile internet use behavior personalized targeted marketing.

In addition, mobile phone data can reveal user social rules, mobile phone can record call information, SMS activities, search requests and online activities, many smartphones also equipped with sensors to record activities, sensors and other mobile phone users, detect the brightness of the surrounding light and take photos or video, This allows mobile data to generate a large commercial database that reveals how we enter the social circle, by digging to summarize the common behavior of people, and to achieve more accurate marketing integration. Eventually, mobile internet marketing leads us into a solomo era, that is, social (social), local, mobile.