Mobile marketing Case "rewards": from "personal" to "intimate"

As early as a few years ago, people have such feelings, "life is completely inseparable from the mobile phone," a few years later, feeling still, but the connotation and extension has become rich. Mobile phones are no longer just a tool for people to communicate with each other. Upgrade version of the mobile phone life, more like a ubiquitous mobile internet space, with its timely and convenient, application services continue to enrich the daily spread of the center, People's Leisure and entertainment, life and work, and even marketing, are in close contact with it, People are no longer just consumers of information, but also the producers of information in this era. According to the CTR survey found that 83% of handheld users are aware that the mobile phone has become the most indispensable necessities in life, 57% said that has developed mobile phones and other mobile terminals online habits, every day through the handheld terminals of the Internet users accounted for 41% of the mobile user. 40% of mobile phone users acknowledge that mobile Internet has changed their lifestyle, and that the proportion of change in work is as high as 57%. As the preface to "wet marketing" says, whether you want to or not, change has come, around the increasing number of mobile phone and mobile internet users, the continuous use of the number of applications and fragmented media, time trends, mobile smart terminals represented by the media value will be infinitely magnified, mobile marketing will be the value of the wind. Wang Yu, senior Vice president of the division, said: "The future years or less time, consumers to obtain brand and product information channels and ways, will be revolutionary changes in mobile applications, will enable the cloud media terminal access to become the mainstream information access channels, around the user experience to do mobile integration marketing, will also let the personal value of mobile phone directly into the user's intimate experience. "Below, and with the author of a probe, mobile internet advanced technology and application is how from" close "to do" intimate ", so that advertising marketing from" disgust nuisance "become" cordial person ". LBS: location-based Services, feel the business services around you when it comes to lbs (location-based services), we can not help but talk about the current very hot business model--O2O, "This online showmanship, settlement, offline consumption services business model, and location services, the best combination of points, Not only can let consumers feel more cordial from the side of the business services, but also lbs explore the business value of an important link point. Wang Yuoru said. For example, Starbucks in the seven major cities in the United States to launch the Location-based Mobile pour service, users only need to select a good coffee on the phone and place an order, the pedal of the Starbuck coffee Distributor will be based on your location will bring coffee to your hands. In addition, in the United States, sparkle platform for mobile phone coupon application Cellfire can according to the location of the user, the store is participating in the activities of the coupons in the form of short MMS sent to your mobile phone, the checkout will be able to obtain a discount. Will this active service, along with the discounted discounts, quietly awaken your desire to buy items that have not yet appeared on the shopping list and put into the cart? Presumably the answer isSure. "Play the position of service characteristics, will be in your side valuable information timely push to consumers, intimate reminders not only will not let them feel disgusted, but can be a good experience of the brand's cordial and service value, stimulate the purchase impulse, promote sales, closer to the distance between the brand and consumers." "Rest assured, go, Starbucks Distributor will find your two-dimensional code: Save time, let the order quickly produce" two-dimensional code ", presumably we are not unfamiliar, this black-and-white small squares of the matrix pattern, just easy to use hands, often can bring you unexpected rich information. For example, the secret of Victoria, the famous lingerie brand that has been widely disseminated on Weibo recently, is a stylish outdoor advertisement a two-dimensional code on the front of the model, advertising copy is more naked full of temptation-"Reveal Lily's Secret", so that you can not wait to pick up the phone to shoot two-dimensional code, The original two-dimensional code behind is Victoria's Secret underwear, really as the slogan said, "More sexy than skin." Does this form of interactive understanding of products look more "sexy and mysterious" than lingerie products hanging in the window? are billboards equally sexy and tempting? Let's get Lily's secret. In addition, in South Korea, the retail giant Tesco has launched a " Mobile supermarkets, consumers can quickly scan for the goods they need. In the evening, when they came home, the goods had already been delivered, and Tesco quickly became the leader in South Korea's online retailing business. And this kind of marketing method at present also for the domestic comprehensive shopping website "one shop" to study, in Beijing and Shanghai subway and bus sites for small-scale promotion, but subject to domestic mobile phone users of the use of network shopping is not high, as well as two-dimensional code recognizer is not unified and other defects, Presumably the real promotional effect is not as good as Tesco. "But there is no doubt that it is a trend of future consumer shopping, the mobile Internet will bring you unprecedented borderless consumption, ' lightly scanned, one-click Single ' Mobile Shopping road just opened. "Wang Yu said. AR: Accurate match demand, enhance consumer experience have you heard of AR (Augmented reality technology)? You may shake your head, but if asked if you have seen cartoons, I think there is no one. In fact, relatively complete virtual animation, AR is a combination of virtual technology to overlay the real scene, so that users get more intuitive information means, no doubt, compared to pure animation, it will take less time and cost, but the real experience will feel good. Nowadays, many international famous brands abroad, such as Nike, Converse, Shuttle and Zoff glasses etc, have introduced augmented reality service, in order to make up for the lack of the specific trial effect when browsing the products on the user's line. Recently, Ikea, a Swedish home store, has also launched a custom app for iphone customers, and users can download the app and choose the home they like, turn on the camera, and seeThe product "real" place in the home scene of the effect, no doubt, it solves the puzzle of home buyers of furniture matching room display, style and size and so on. "The biggest contribution of AR technology to brand marketing is that it can make users intuitively understand product/brand suitability, thus speeding up the generation of purchase decision, which is good for e-commerce marketing." This special experience of the marketing form in the present is also a good publicity stunt, its unique experience can often attract more curious consumers to participate and actively spread, expand the influence of marketing activities. "Hundred Point communications Wang Yu said. Case Link: http://v.youku.com/v_show/id_XMTkyNjM2MTA0.html chair is empty, but the background of the house is solid, this kind of thing is not need to worry about what the purchase is not suitable? App: Building brands to reach consumers in the heart of the bridge, Zhang Fu, CEO of the Mobile Developers Conference in the near future, said that app is the active factor of mobile internet, the fresh blood of mobile internet industry, and the core element of mobile integrated marketing service, It is the platform of various advanced technology and promotion means to connect the mobile Internet, and it is also the bridge of the brand and consumer barrier-free interaction and connection. Now a lot of brands, especially electrical commodity licensing, such as Taobao, where the customer prudential products, when all have launched their own mobile phone clients, as its sales of products to supplement the channel, effectively covering the time of the people in the purchase of debris, order inquiries and other needs. On the other hand, there are a few cases of using app for brand marketing. such as Germany's top watch brand Grasuti the powerful "Diary watch" Into the iphone, released the brand's first app ——— Senator Diary (log), copied the log watch "preset 30 day alarm" function, Jaeger-lecoultre, the world's top watch brand, has developed an app called My Reverso, where the "course" link is particularly interesting, and people can experience the process of gem mosaic, polishing and polishing through touch-function interaction, as well as playing games that are appropriate, such as a diamond for the senior Jewelry Watch, manual for the wrist watch installation pointers, etc., so that you can better experience the brand's connotation and process. Here, the most commendable app marketing is Durex's 2010 joint iphone launch of the "Baby program." It gives up the "serious" consequences of not using these products, from the perspective of "intimidation". To put it simply, a two iphone is rubbed against a Durex baby, the baby is very annoying, it will wake up in the middle of the night to drink milk or change diapers, Will not know when to cry for someone to coax and so on. What if I can't take it? Uninstall? It's not that easy, you have to buy Durex, then scan the above two-dimensional code and start baby intrusion mode to end this life. This is driven by app-bundled benefits that allow consumptionMore practical experience of products to their purchase, experience benefits, so that products more sales force, so that the brand more communication power. Case Links: http://v.youku.com/v_show/id_XMTc4NTkyMTg4.html to ring the bell, the nasty "Durex Baby" is urging you to consume its products? In fact, these excellent cases, Also very well conforms to the Dcci Internet Data Center recently released 2.0+ mobile Interconnect digital era consumer contact model Sicas. The so-called Sicas model, namely: Sense-interest&interactive-connect&communicate-action-share (brand and users perceive each other-generate interest and form interaction-establish and interact with each other- Generate purchase-experience and sharing. In the Sicas ecosystem, we can see that it is important to establish a dynamic perceptual network (Sense receptacle) between the brand, the merchant and the user through the distributed and multi-touch points. "We applaud each customer's unique personality, so we are more focused on the behavior of our users, providing more creative and innovative mobile integrated marketing solutions around their psychological needs and product/brand characteristics, and it is the service features of the hundred differences from other marketing organizations." "The Wang Yu said at the end.