"Change" and "no change" in wireless marketing

As a new marketing means, wireless marketing has attracted more and more attention. As the media team that has been researching wireless marketing, it is also constantly groping for the development of wireless marketing and her future.

I think wireless marketing must hold two points: one is "unchanged" because it is the core of wireless marketing, and the other is "change" because wireless marketing must be more interesting as technology is updated.

The "invariable" of wireless marketing--the core of database marketing

In fact, precision marketing, regardless of what we say its marketing methods: Relationship marketing, mobile marketing, or direct marketing, the principle is the same, that is, to make marketing business data, or database marketing, is what we often say to use numbers to speak. Along with the rich communication way, the database marketing way is more and more. Early database marketing is based on a number of research, surveys, such as early many survey companies for enterprise products to do a survey, get some information, in this basic data analysis, through DM direct investment to transfer marketing information. Later, with the telephone, FAX, e-mail, SMS, WAP more and more ways appear, the role of data marketing more and more big.

The early emergence of database marketing as a means, and is currently a mainstream of precision marketing methods, mainly by the market environment. Customers to our requirements, has been simple to the function, quality requirements rise to the feeling of the requirements, is Ming often talk about the money is reluctant to buy, in such a context, the whole business of the dominant relationship began to change. In the past, the leading business is brand, product, now the dominant business is customer demand.

To any one business now, customers are from the target, into a potential customer, into a purchase may become an order, and then buy, this is the customer life cycle, our business is to promote the customer lifecycle and development, marketing is to find the target customers, and to cultivate it into a sales opportunity, that is, marketing evaluation of the target has changed, become a customer acquisition and nurturing capacity. Precision Marketing is a kind of transformative idea and method in this background. Therefore, precision marketing is not a new form of advertising, or there is a new way of communication, not to new media, the use of new means, but the enterprise has what method to complete the acquisition and cultivation of customers.

It is the characteristic of the mobile phone number of wireless marketing which corresponds to the user, so that the database marketing idea becomes the core value of wireless marketing:

Wireless marketing is based on mobile phone number, based on the individual personal phone, so users and people are corresponding;

Mobile phone number has a certain stability, users are generally not frequent replacement of mobile phones, so that the corresponding relationship continues;

Mobile phone number has a certain degree of analysis, because the user's mobile phone has a brand, area, mobile phone models and other characteristics, for the Internet access through the user more browsing behavior and advertising and other multidimensional information, so that the phone number behind a large amount of information;

Because of the accessibility of mobile phone number, the interaction with the user is more convenient, so that users can get more information through interaction;

So the core value of wireless marketing should be the accumulation of the database everywhere, UPDATE, only have a large and real user database, and on this database based on effective analysis is the basis of ineffective marketing.

Wireless Marketing "Change"--integration of wireless multiple technical means and platform;

Wireless Marketing at any time technology development, from the early single distribution mode to WAP ads, mobile games, color ring color ads and other diversification, with the proximity of 3G believe that video ads, calls video playback will be the future trend. These forms of performance fully embody the characteristics of wireless marketing:

Direct arrival, a high degree of concern: when the text message came, you can not see, when you hit someone else's phone, meet each other's advertising ringtones, you can not listen to;

Anytime: Mobile phone portability, as well as personal properties, 24-hour boot of the user, even when out on vacation, but also to standby;

Wonderful interaction: Mobile games, SMS, MMS, two-dimensional code, WAP games and other projects of the application;

According to the different stages of marketing, combine different modes of interaction:

Pre-sale Marketing: Wireless directional advertising, brand wireless website

Sales Marketing: SMS interactive Marketing, SMS lottery, electronic coupons, TV program interaction, website interaction, two-dimensional code application

After-Sales Marketing: Wireless CRM, embedded SDK

According to the different ads, the combination of different modes of interaction for high-end business users, the use of SMS orientation is simple, for young fashion users can use embedded mobile games, such as Pepsi before the introduction of a new drink, is through the way of mobile games to effectively spread. The charm of technology before and gamble in the country, respectively, in Beijing Huaring and Watson's store several activities, through the simplest text message to carry out points, draw, but also according to their product line user characteristics determined. According to the positioning of different customers, the use of different wireless marketing methods, this is a long-lasting topic of wireless marketing, her rich and diverse, but also embodies the charm of wireless marketing.