12 Facts about Mobile SNS Marketing

Today's SNS Marketing course we want to talk about mobile marketing, this reason for A few facts you must know (this article from the e-mentor network):

One, first of all, is mobile marketing affiliated in the mobile internet big change, the speed and frequency of change, beyond people's imagination and tolerance, you do not understand, it has changed. When I came out of surgery, the biggest worry was: I was behind. This is the face of mobile marketing, no exaggeration of the need for the first psychological preparation. For example,MSN like yesterday, Renren has almost disappeared, net seems to have never existed, so-called micro-Bo was abandoned, are fleeting things. Mobile advertising platform yesterday is still hot, today said out are embarrassed. For this change, mobile internet people seem to be able to adapt to the past hundred years to get used to the TVC, half version of the banner of the fixed brand, advertising people, really not too accustomed. Anxiety, is the central word ;

Second, the first, is to admit a reality, mobile phone is the first terminal. You leave the data source, to -year end, Amillion mobile phone users,6billions of mobile phone users,5million smartphone users, mobile phone has become the first Internet terminal; PCmainly work use, and mobile terminal life+Entertainment+work, is the whole terminal;Mass Crowd30%above attention, the mainstream crowd50%The above attention has been transferred to the mobile terminal, although it is cut into a paragraph. Take video as an example, good Earth and loveP,50%The above traffic comes from the mobile terminal;

Third, the first and second, is to accept a helpless situation, although the attention has been achieved large-scale transfer, but the mobile terminal advertising is still very poor and pathetic. 50% attention, is 50% marketing budget. But there is no justice, in general, mobile advertising to the brand Advertiser's budget is still 1% ( industry advertising is another matter ). Some people even think that the mobile terminal is simply not suitable for advertising ( We think this is nonsense ). This is both a challenge and an opportunity ;

What is the core reason why the height mismatch between mobile advertising budgets and attention is second ? have a - say, all right, core or, to date, the world has not found the mobile advertising breakthrough forms and patterns. Not much to explain, such as search, if GOOGLE does not have innovative bidding rankings and other models, there are practicing banner display ads, like today's portal, what will happen ?

Five, then next, what to do before folks can find the breakthrough form and pattern of mobile advertising ? A rainy day playing children, Idle is also idle, practice it. Just three roads.

One is for the brand, willing to advertise, users over million days live over tens of millions of super APPS Home fullscreen, focus map, video pre-paste and other scarce resources, directly do display advertising, utility ratio than television, newspapers, radio, magazines and desktop interconnection, do not hesitate, as long as consider the purse, Such a subject is also 10 eight ;

Second, for vertical, leading, scale applications, to do long-term, implantable nature of the project cooperation, such as ink weather,POCO Camera, the application of aviation travel, this is case by case ;

Third, the use of all applications on mobile terminals, including short-color, web and client, all forms of advertising, including BANNER, text chain and content implantation, to carry out large-scale, long-term, open-type quantitative effect operation,CPA Whether, half CPS , as long as can talk down, not pay attention to the application is who, not pay attention to the form, but need to continue to operate, not a cast, need to transform their internal back-end of the digestive system, more suitable for the automotive and financial sector, other industries can also try ;

Six, then the second, how to look at the mobile terminal on the so-called quantitative effect operation of the disadvantages ? simply put, one is the trend, marketing must be approximated to quantify, close to the sales results ; second, the technology leap of mobile terminal leads the and the possibility of quantifying effects ; Third, the new entrants of the competition and game, leading to the industry to quantify the operational stage, there is no right or wrong, only strong and weak.

Therefore, the quantitative trend is irreversible, the need is to optimize the quantification of efficiency, but in addition to the media side, the service side, the most challenging bottlenecks in fact in the customer's own back-end. In addition, the quantitative operation and brand exposure itself does not conflict, each to do, have their own values and laws, the core is to know, the second is the game, the need for so-called large-scale exposure of the brand is not many, can do is a minority, with large-scale brand exposure value of mobile scarce media resources are not many.

Seven, finally, the second, the quantitative effect of mobile marketing, can not avoid the so-called media performance monitoring and evaluation of the topic. The so-called media effect monitoring, frankly, the concept is outdated. This is the traditional media era, with exposure as the center, the media to show the data as the core of a system, for the traditional media broadcasting and television, but also applicable to the top 10 desktop interconnection of the strong, or applicable to the United States, but not too suitable for the mobile environment in particular in China. Why first, in the technical means, the entire mobile Internet currently does not have any one can provide the so-called whole network or reduce the demand for meaningful magnitude of monitoring, this is a lot of people are bluffing, think about it, you want a monitoring report, Money to buy just fine, what can do to get Secondly, for the exposure display value, then 10 eight media bodies, slowly and intensively to the bat Three, nothing to do with monitoring, is the game, you love to vote do not vote again, the mobile end is practicing CPA even cps , monitor the head, take off the pants, fart, superfluous

Eight, first of all again, about social media content marketing and mobile marketing. At present, the more hot self-media marketing, mainly public marketing, public number, group, Circle of Friends, Enterprise-owned service number subscription number, is the four main areas of marketing can be. Unfortunately, the authorities do not support direct marketing. But the attention is here, the brand owner can not give up here, just wear a hole in the wall. , Weibo, watercress and know, is the mainstream of high-end brand four major social content marketing positions and means, at present, the mainstream of social content marketing occurs in mobile terminals, is 100% was born on the mobile side. As a result, social content marketing is part of mobile marketing, and it can even be said that mobile advertising based on the long tail apps , compared to mobile display ads based on Super brand apps , Mobile social marketing is now more interesting ;

Nine, followed again, about the credibility of mobile marketing. Someone has been talking about it. On mobile terminals, ads are not trustworthy. Oh, the people of a newspaper report is credible, but also per Mu 100,000 Jin. Advertising is trustworthy, and terminal relationship is not big. Newspapers, such as the credibility of the brand, is not a natural attribute, is the nurture of the day after tomorrow. Friend Circle, acquaintance strong relationship recommendation, is a kind of mobile marketing, is currently the highest credibility. Not much to explain ;

Ten, then again, about mobile marketing or contemporary marketing mode of thinking. First by brand owners, media andAGENCYThe three-party model is based on consumer insight-marketing strategy and planning-creative planning and production-media strategy and planning execution, to media delivery, the basic process is gone;it2-3years, numbers and mobileAGENCY, media-driven, e-commerce and intra-industry advertising by example, the overall operational optimization based on quantitative results began to pop, essentiallyCPMhit theCPA;But starting this year, for quantitative results toAafter the conversion efficiency issue, as well as competition and game led, a few pioneers began groping on the mobile end of the comprehensive solution, driving from the audience-users of the end-to-end optimization system, the core word is closed loop, the whole chain. At present, the direction is based on e-commerce closed loop, based on the offline activity and place closed loop, and the system closed loop based on mobile application. Of course, in essence, strategy-content-the core structure of the channel has not changed, the change is to open the last kilometer, and system optimization. It is necessary to focus onAGENCYcompanies are not going to die but large4 Athe service charge+Medium Scale rebate model will collapse, media giants monopoly concentration trend more and more serious, can negotiate the main body finally only a few, based on professional service skills of fineAGENCYand industry-based professionalAGENCYit could be a direction .;

11, and then again, a summary of the overall mobile marketing practice. The whole "actual combat third screen", in fact, with the following paragraph can be summed up, mobile marketing said difficult not difficult short page plus client. Text picture mobile video, phone SMS Web link, image, lbs , ar plus o2o mm (Mobile mix) 12 words, 96

12, finally again, I quietly tell everyone a secret-actually no mobile marketing. We did a rough6-7years, always thought we entered a different world. Now, finally understand, in fact, there is no so-called mobile marketing this category. What do you say??we divide the media into traditional media and new media from the former(Digital Media), you can now see that all the media will become digital media, what is the digital media??we divided the marketing into traditional digital marketing and mobile marketing, in fact, we should already know the end, all the spread and marketing will go to the mobile terminal, then that moment, the living room TV, outdoor elevator screen, the phone in hand, the holographic image in the air, are just a display medium, Get rid of the cable wire tail just. The cloud, the tube, the end, is the structural essence;Human, screen and interactive interface and means are the essence of reality. The key words of marketing, in the end, is the mobile terminal, the form of video, and social logic. It's so simple. What the future, who do not know, but the general direction, is the systematization of word-of-mouth evaluation, online and online integration and quantitative effect of the comprehensive. I speak like a hollow, but in the people, think, can understand what I want to say.

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