Localization of mobile marketing into a new blue ocean

Currently, the global mobile advertising market is booming. Data from eMarketer, a research firm in the United States, shows that global mobile advertising expenditures increased 105% from USD8.76 billion in 2012 to USD17.96 billion in 2013 and is expected to expand to 31.5 billion U.S. dollars.

Known as the "Queen of the Internet," Mary Mikel said in announcing the 2014 Internet Trend Report: At present, more and more users surf the Net using smartphones, and the growth of the number of mobile Internet users will only become faster in the future Come faster.

The potential of the mobile advertising market is bound to be the area where businesses will compete. At the same time, the mobile advertising market is a hot "potato", in the context of such changes, how businesses should be the layout of mobile marketing?

Localization of mobile marketing into a new blue ocean

Google's study of mobile users worldwide shows an increasing need for localization of mobile consumers, with 89% of users performing mobile searches after seeing localized mobile ads; 61% searching local information on their handsets at least weekly, 63 % Of users are contacted by local businesses, and these data indicate that as the behavior of mobile consumers changes, users have a stronger demand for localized services.

Local living services

In the field of localization mobile marketing, it covers not only the six typical industries such as food, tourism, car rental, real estate, education and healthcare, but also those with large regional service outlets or retail terminals and store brands In terms of, localized mobile marketing can help it more accurately lock consumers.

As a result, many businesses are beginning to use APPs for mobile Internet terminals to promote their services and reconstruct their mobile business models (APPs and services). For example, when domestic users choose to choose places for food and drink when they go out for sightseeing, more popular APPs will be used to check out nearby good dining venues for information on local delicacies and to enrich their life. Another example, Didi taxi APP appears to bring more convenience to people's lives, users only need to use AAP on the mobile terminal, can be transferred to the nearest taxi, this application service can make businesses for local Consumers to communicate more accurately and services, many mobile applications compete for the market.

Localize mobile ads

Localized mobile advertising not only brings new experiences to users in application services, but also localized mobile advertising solves the thorny problems of users in life. Once Facebook users have participated in outdoor gatherings, everyone is hungry, Someone just updated Facebook release status "hell, hungry" to see the mobile phone advertising screen on the screen scroll out of the local pizza delivery service ordering service, the result goes without saying, these young people to solve their own hunger The problem is that the local pizza store gets an extra order, and Facebook gets advertising commissions. In this case, the good business application of mobile Internet localization model to provide users with what they need.

Localized mobile marketing into a trend

Global Internet companies and brand owners are accelerating the localization of localized mobile marketing. As early as 2011, Wal-Mart, the world's largest retailer, and Facebook entered into a partnership to build a separate homepage for its 3,500 stores, providing better localization services to 9 million Facebook fans. This collaboration is the first time that Facebook has partnered with the business community: it marks the first time that retailers are gaining traction with more users, platforms like Facebook, providing better services and better performance.

At the same time, Google, which possesses an inherent advantage in localized mobile marketing, has also introduced localized advertising features. In 2013, Google's updated Google Maps mobile app for Android and iOS has built-in localized advertising capabilities. When users search, Below the map, you can see ads for related stores nearby. Every time a mobile user searches using Google Maps, he or she will only see an ad below the map that includes the name of the store, a description of the text, a guide to the route, and more information on the ad, including the store's address, phone number, or user Comments, etc., the user can dial the store phone, store the information, or share with friends, and some users reflect that they are happy to accept these life-related advertising information.

Deep Localization Mobile Advertising Market: Point Media Lomark leads the industry

Under the leadership of commercial giants such as Alibaba, Baidu and Tencent, the competition in the mobile Internet community is extremely fierce. In the face of bloody mobile Internet, the only way to survive is to identify the segments. The localization of mobile advertising segment is a vast blue ocean, leading the new trend of mobile advertising.

Lomark, the largest localized mobile advertising platform in China, captured the development opportunity of mobile Internet advertising and tapped the market segments beyond the first-tier cities. It first introduced the concept of local mobile advertisement LoMA (Local Mobile Advertisment) in China, To focus on the localization of service differentiation play a blow in the mobile Internet advertising market has occupied a place, instantly detonated the entire industrial chain.

At present, there are more than 60 localization service teams in the country. There are corresponding data analysis on the marketing networks all over the country. Combining with the localization situation, such as event marketing and occasion marketing, etc., to obtain better advertisements effect. Media also established SDS (Strategy, Data, Service) mobile marketing service system, with strategy localization, data localization and service localization as the core, from the positioning of the region, the target market control to the user base analysis, delivery and design Strategy to start, with local reality, develop effective marketing strategy. One of these cases is the integration and dissemination of the "Henan dialect test", which is based on the depth of point media and localization.