Scenario app: How to embrace mobile marketing?

As smartphones penetrate various markets with jaw-dropping expansion, people are realising the value of the mobile internet. This is also a good opportunity for brand marketers, a new device that allows them to engage with consumers at any time.

However, the challenge for marketers in the mobile internet age is to understand how mobile media can create a brand space for the target audience and ultimately improve sales performance, regardless of absolute value or other media, such as television or the Internet. Given the importance of these monitoring and evaluation methodologies, marketers should be extremely cautious about the unique CTR of smartphones because they are more focused on monitoring media activity than on business performance and cannot be used for cross-media comparisons. They cannot be used as a substitute for other marketing campaign evaluation methodologies that have been validated for corporate branding and business.

In any case, advertising spending based on mobile terminals will continue to grow in the near future. Only stable performance indicators can lead marketers to invest in this new media and capitalize on the opportunities it creates to make capital profitable. However, this behavior is not an "either-or" choice between the various media, but rather the combination of media that produces the best results should be determined through comparable indicators.

Explosive growth

In just four years, smartphones have been driven by other mobile phone products, and the share of the US market has climbed from 18% to 62%, while the functional handset market share has fallen to only 38%. The absolute growth rate of smartphones is higher because the volume of mobile phones is also growing at a huge level.

It was supposed to be a gift from the market to brand marketers, but nobody was aware of it at first.

As more and more consumers use mobile connected devices, if they do not pay attention to the mobile domain or take effective action, the result is that the brand manager can not bear the consequences. That is, what it means for advertisers to move the screen, which is one of the reasons that makes the mobile advertising business extremely challenging. And the answer to the question is changing rapidly.

The first answer from brand marketers is that smartphones have web browsing capabilities, so mobile-based ads must be like online ads. But it quickly proved that it would be unwise to transfer browser ads to mobile Web pages. Content suitable for large-screen devices is not suitable for small-screen devices such as mobile phones. Eventually they discovered a new thing, the app , and witnessed its explosive growth. at the beginning of the year, when people used mobile terminals, there was 80% time to use a variety of applications. Anyone who confines their thinking to the mobile terminal browser AD model will find that their customers use only a little time for web browsing.

Of course, change brings opportunities. People can customize mobile terminal applications to combine richer ad formats with consumer experiences in a smoother, seamless way. This brings a variety of new possibilities to brand marketers, enabling them to attract audiences to the branding experience in the most appropriate way: through video games to communicate core information, as well as to share videos of users involved in marketing campaigns and more.

The scene application, namely "Liveapp", is a new ad mode based on mobile terminal. Mobile internet A new way of information connection based on user scenario. In view of the mobile Internet users thinking of product design concept, scene application to meet the mobile phone users habits, to provide users with the ultimate simple connection and experience.

This kind of opportunity to participate in the use of the promotion of brand marketing staff creativity, but also triggered a lot of mobile terminal marketing controversy.

Therefore, only by finding a widely accepted, independent and reliable method of assessment, marketers may be fully invested in new media marketing strategy, or they will not be able to correctly integrate mobile terminal advertising marketing system model, because the model for their marketing investment allocation is crucial.

Scenario app: How to embrace mobile marketing?