On the principles of mobile Internet marketing

With the recent two years mobile internet has become the new favorite in the industry, the sense of smell sensitive advertisers and their agency quickly layout mobile areas, and at a fast pace to try a variety of fresh marketing methods, from the independent production of the official WAP station, app, quickly transferred to the two-dimensional Code, app Advertising Alliance, PC Web site Mobile end of the comprehensive use of marketing tools, especially with the mobile end of the unique products of the registration class, communication Type app cooperation, let us see an effective and vitality of the marketing approach is growing.

Starbucks Natural Awakening Micro-letter interaction, let us see a new old customer relationship maintenance channels; FAW Volkswagen and cut off to the store sign up, let us see how the customer through the mobile end pushed to the offline; Wood has the museum through the micro-letter to pass each bouquet of flowers story, let us know in fact, the product can communicate with customers directly. China Merchants Bank's micro-letter love rafting bottle, inspired us to get a new customer relationship through the mobile internet, Bentley's auto show booth micro-letter check-in, let us see through the activities of the site to accumulate customer relations and increase the flow of the new way of the scene.

These excellent cases give many inspirations to other companies, especially the use of micro-letters as a tool to brighten the eyes, and with the expansion of the micro-letter population, a large number of enterprises began to try to use micro-letter as a marketing tool. But while learning about micro-credit marketing cases, the author found that most enterprises in the micro-letter mode of operation, in fact, the Internet on the social media marketing theory part of the transplant, the operation of micro-letter into the content of the push, to get fans, simple interactive media platform, try, eager, blindly follow the mentality is particularly prominent. Seemingly open a micro-credit public account, like micro-blog update content even with micro-letter marketing. The enterprise with this mentality, will use very little human resources to open the micro-letter first, simple maintenance of content in a small area to do the promotion of two-dimensional code, and eagerly observe the effect of marketing, eager to engage with fans to seek feedback, in the discovery of fan loss will blindly imitate other successful cases of marketing methods to remedy. Such mentality and practice can only make the micro-letter marketing more than the role of the end, the loss of the fans will lose marketing value.

As the following, the author will take micro-letter as an example to launch the mobile end of the marketing thinking.

From the current micro-letter of the main functional features (mobile communication), the main user habits (voice communication) and his current role in social interaction (communication tools) to see, more users have not been using micro-letters as a public media, not to accept a large number of public information violations, This has also led to a fragile relationship between the fan and account numbers that the public accounts gather, and fans often cancel relationships because of a few worthless tweets. And companies need to constantly add new fans to maintain the value of the micro-credit account, it is bound to lead through a variety of channels to gather the cost of the fans increased.

Then, if the micro-letter as a single information push tool will lose fans, and fans to one-on-one communication, the efficiency will be too low. A One-to-many communication quality will not be high. In the face of the vast user base of micro-trust, how can we get a slice of it and use it as a really useful marketing tool?

I believe that the micro-letter as a valuable tool for fans to maintain the existing fans, the micro-letter into the enterprise of the personification of communication tools, can activate the fans of the possibility of active communication, thus two times to increase new customers. If you follow the basic principles of operational micro-letter, you can start from 5 C: Close service, Customer Care tool (Care), voice Advisory Desk (Consulting), New Customer Relationship development tool (client), business owner.

Information Publishing platform (Center information diffusion), and sequentially reduce the frequency of usage.

Personal customer service (Close service): Mobile phone as a portable communication tools, can be anytime and anywhere to communicate micro-letter, become a company with the existing customer 7x24 instant communication tools, extend the existing customer service system to meet the existing customer product advisory services, become a passive advisory response platform.

Customer Care Tool (Care): micro-letter Rich expression (text, voice, video, map, hyperlink, etc.), can be a friendly way to customers to convey product use tips and customer care activities to increase customer stickiness.

Voice Advisory Desk (Consulting): In addition to customer service role, in the face of not existing customers on the product or service consulting, can play its automatic response, instant reply, and other functions, answer the question of the latent guest, complete the services to the fragmented customer.

New Customer Relationship development tool (client): Through the micro-letter forwarding, drifting bottles, shaking and other functions of the transfer of benefits and interactive information, you can establish a new relationship with the micro-trust user chain. With two-dimensional code, mobile Internet advertising to achieve more new customer relationship links.

Business Owner Information Publishing platform (Center information diffusion): Can be brief to the customer transmission news, preferential information, marketing activities, and combining micro-credit lbs function to guide consumers to generate offline action to convert the customer for customers.

The above is only the author of account operation and maintenance of the principle of thinking, but the privacy of mobile phone use and micro-letter fan relationship of the vulnerability characteristics of micro-letter account fans sticky is a big test, so the continued promotion to increase new fans is particularly important. Nowadays, the widespread use and cognition of two-dimensional codes provides excellent cohesive media for micro-letter account propagation. Through the plane, outdoor, network, print and other media can be very convenient for two-dimensional code exposed, and then combine incentives (such as micro-letter membership card) can be relatively simple to get fans. This way of bundling with existing media can also retain and extend the value of existing media to the mobile internet to precipitate new potential passengers.

Micro-letter as a new product in the age of interconnection, its function, mode, positioning and marketing value There are many uncertainties, but it is certain that micro-letter is the darling of this big wave, the future of inestimable value.

SOURCE Damndigital Interactive China