How to do app marketing well in mobile internet age, consumer psychology should pay attention to

With the development of mobile phone from functional to intelligent, the era of mobile interconnection has come. Faced with the era of mobile interconnection, enterprises need to establish a new marketing concept, in order to capture the future business opportunities and development. Mobile Internet business model, is in the user's time and attention as a scarce condition, with the help of mobile interconnection interactive communication way firmly grasp the business value chain client experience adhesion value and application content End-to-end integration to provide value, and through the effective interaction of two types of value, formed the enterprise business value of the rolling amplification, In order to achieve the purpose of brand marketing. The most important thing is to apply app marketing to realize the marketing value goal under the mobile interconnection.

App marketing refers to the marketing activities that are carried out through customized applications such as mobile phone software, SNS and community platforms, and app marketing refers to the application marketing of third party intelligent mobile platform. Compared with traditional mobile media marketing, app marketing has unparalleled advantages.

In the mode of transmission, the traditional mobile media mainly by the form of short message, so that consumers passively receive product or brand information, and app marketing is the product or brand information plant in the application production, through the user's own initiative to download, in the use of the application process to achieve information dissemination.

In the dissemination of content, the traditional mobile media transmission of products or brand information is only a literal, users of products or brands can not produce a comprehensive perception, and app can contain pictures, video elements, users can feel the full range of products or brands.

In the user behavior, the user uses the traditional mobile media is the passive one-way accepts the information, often easily produces the opposite aspect the effect, but the app marketing is relies on the user to download and can carry on the interaction, more easily achieves the dissemination effect. App Marketing is an irreversible trend, and future apps are expected to be standard for corporate brands.

The following problems should be solved in the development of mobile Internet app marketing.

First, product positioning and user value. Second, the Load-bearing product core competence and diversity. Thirdly, the degree of concentration of product development. In order to win the product competition in the mobile interconnection era, we must grasp the core user value to locate the products, build or introduce the core competence, focus on the related product development, and grasp and enlarge the opportunity as far as possible, which is the important principle of winning.

From the perspective of consumer psychology, how to do well in the Internet era of the app marketing, but also to solve the following several problems.

First, accurate grasp of user psychology, in-depth excavation of the user's intrinsic needs and preferences, will be interactive, integrated play in place

The behavior of users in the social network era is no longer simply to accept the direct marketing from the enterprise, but from their own needs, through the all-round analysis of their own, to assess the availability of the purchase, so as to determine the final purchase behavior. Social marketing is focused on this kind of in-depth dialogue with consumers, any enterprise in the launch of the app marketing should clearly understand the user's behavior habits, consider their own product characteristics to meet the needs of users, thinking about what kind of product characteristics to truly meet the user's life or psychological appeal to arouse the user's resonance. Remember: Enterprises in the process of app marketing, only in-depth excavation of user needs, accurate grasp of the user's wants, to trigger the user's psychological interaction, to the greatest extent to guide its participation in the successful marketing to users.

The design of the app is first to meet the tastes and preferences of the brand or product's target consumer group, so as to accurately grasp its intrinsic needs and tailor it. And the user's psychology can not arbitrarily subjective speculation, the user's needs can not be arbitrary judge, to the enterprise collection of the target consumer's historical data and the latest research results to do support, according to the objective analysis to summarize the user's preferences and needs. It is the key to construct enterprise app and its system marketing strategy to analyze the behavior of consumers and users and excavate their intrinsic needs and points of interest.

Second, to learn the organic integration of brand elements, so that brand app for consumers to deepen the brand image.

It is the core of the Enterprise app marketing to let consumers know more about the brand or product and establish the relationship between the brand and the consumers. This needs based on consumer sentiment, trust on the basis of marketing activities, the use of brand app to convey the brand concept, deepen the brand image, establish brand reputation, help brand and product awareness, build brand and consumer communication between the bridge.

For example, Nike has launched an app called Nike Training Club (Nike training camp) to help users implement their workout programs. This comprehensive training app, developed by a professional trainer, will assemble Nike's many years of training research and expertise into a tool to provide personalized fitness experience for users, allowing users to have personal trainers anytime, anywhere, to see training plans, track training schedules, and keep exercising. Users in the application of this app to gain value at the same time, the Nike brand also produced a very high goodwill, enhance the stickiness between consumers and brands, enhance the emotional relationship with the brand, imperceptibly to the consumer to convey the Nike advocating sports, health, a better Life brand concept.

Companies can use different, innovative creative content and brand or product of the core concept of integration, which can effectively reflect the product theme or brand concept, so that consumers in the process of using the app naturally understand product and brand information, so that users in the entertainment at the same time to the brand to form a certain stickiness, Make it possible to consider your brand more when choosing such products. At the same time, enterprises can also be launched to provide consumers with active and convenient service of the app to create value for consumers, enhance the affinity of the brand, establish a good reputation brand. While enabling users to implement some kind of functionality and support via the app, into the brand or product elements, and promote the combination of brand and products, so that brand app become consumers contact the forefront of the brand and products, and brand other "camp", "sales" channels organically combined to achieve the ultimate goal of product sales.

Enterprises in the process of app marketing, only accurate grasp of the user's psychology, in-depth excavation of the user's intrinsic needs and preferences, triggering the user's resonance, to the greatest extent to guide its participation in the successful marketing to the user. At the same time, enterprises should take the user-led two-way or even multi-directional interaction as the theme of the app marketing model, but also to play the integration effect, adapt to the multiplex development trend of app marketing, integrate other marketing means, integrate many technologies, bring consumers a breakthrough experience, extend the value of mobile marketing. The ultimate goal of enterprise app marketing is to let consumers further understand the brand or product, in order to establish the relationship between the brand and the consumer, the enterprise's app marketing should also focus on organic integration of brand elements, so that the brand app become consumers to deepen the brand image of effective help, helping brand and product awareness promotion, Finally realize both the promotion of the brand and promote the purpose of sales!