Several ways of traditional enterprises entering mobile internet

Several ways of traditional enterprises entering mobile internet 2013-07-11 17:22 Source: Small Saber Blog 1 Total Reviews Share ArticlesA ^-  A ⁺

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According to the relevant agencies statistics, China Mobile Internet shows a surge in the development trend, the year of China's mobile internet users reached about 460 million. In addition to the rapid increase in user size, users are also increasing the intensity of use. For users who use both computers and mobile phones to surf the internet, the time spent on the internet has reached 3 hours and 40 minutes per day, accounting for 69% of the average daily surfing time. Mobile internet has become one of the fastest growing, most competitive and most active fields in the information industry.

Speaking of the mobile internet, which is the two years of business, but it is this short two years, the mobile internet seems to show a "overcrowding" pattern. But even so, most traditional businesses are still on the edge of the mobile internet, and these entrepreneurs recognise the changes and business value that mobile Internet brings to our lives, but for a variety of reasons. The author's humble opinion, from the following aspects of the current mobile Internet development trend, there is no reference to the significance, but at least can let the traditional enterprise "mirrors" see more real.

Mobile internet Advertising

Due to device limitations, many tools on the desktop Internet are currently not suitable for mobile platforms, mobile internet advertising mainly mobile search ads, mobile display ads mainly, relative to print advertising and the price of Internet advertising is also low, so traditional enterprises in the mobile internet advertising speculation when the cost of money in its domain, relatively low.

According to Ignitionone data, mobile search advertising spending on tablets increased by 116% in the two quarter of 2013, while smartphones also grew by 106%. This data shows that mobile search ads are becoming more and more popular. However, we still need to consider that the search ads are not intuitive enough to the user's attractiveness, the actual effect remains to be verified. By contrast, mobile display ads are more straightforward and can have a strong impact on user vision. Currently, mobile display ads are primarily embedded in mobile apps, or they are pushed directly to users like Facebook. However, the mobile device screen size is small, will make the display ad very abrupt, not only can not effectively promote the user purchase decision, but will increase the user's dislike.

Build Enterprise Web Mobile website

Since mobile internet advertising can be done, then traditional enterprises to establish mobile official website is also a necessary link. The non-mobile PC Enterprise website has a great influence on the user's browsing experience, and the simple optimization and adjustment do not show the brand culture and product characteristics of the enterprise perfectly. The mobile version of the company's website not only follows the trend of mobile Internet development, but also demonstrates the professionalism of traditional enterprises in this business field (establishing prestige in traditional enterprise partners).

It is worth mentioning that mobile phone version of the enterprise website in the mobile search engine display results more forward, can increase the number of corporate website visits, attracting a certain potential customer base. In addition, the construction of Mobile official website cost is low, will not cause enterprise capital flow pressure, the risk is very low.

Social media mobile Terminal promotion

With the development of mobile Internet, the proportion of social users using mobile terminals is increasing, and the location-based features of mobile Internet will bring great changes to marketing. These mobile clients have gathered huge user groups and become an important position for enterprises to compete for the mobile internet market.

First, mobile social platforms can help traditional businesses lock down their target audience more precisely. Weibo, and other social platforms have mastered a large number of users of information, there is no lack of valuable information. Not only the user's age, work and other superficial things, through the analysis of the user post or share content, we can effectively determine the user's preferences, consumption habits and purchasing ability and other information.

Second, mobile social platforms can increase user viscosity and form interactive marketing. Weibo, Renren and other mobile social clients make traditional companies have their own official microblogging, public accounts, the official homepage, for enterprises, they are a natural customer relationship management system. Through these social platforms, traditional enterprises can receive users ' comments on the brand or product in time, and quickly make feedback to solve users ' problems. If the official account of the enterprise with the user or potential users to form a good relationship, let the user to the enterprise account as a friend account to treat, the enterprise's gain value is immeasurable.

Self-developed mobile terminal application products

The popularity of smart terminals has driven the rapid development of mobile internet and the explosive growth of mobile application products. A convenient, high-definition, touch-screen experience makes mobile applications more and more widely used in the business world. The use of mobile applications to attract consumer attention, to show customers brand image, has become like "Swatch", "Starbucks", "NIKE" and other well-known enterprises such as popular marketing methods. It brings not only product information, but also enables potential customers to understand the characteristics of the product in the process of interaction, and become a sales tool.

Take Swatch For example, Swatch's watch is dazzling, the Swatch Art app showcases these colorful watch styles, and when you're working with your hands, you can also draw brightly coloured paint strokes, which are also very much in line with Swatch's brand features. Interaction is fun, and mobile apps are a great platform for showing them.

There are only a handful of industry-leading companies like Swatch, and most traditional companies do not have enough strength to build their own business apps. True, with its own strength to build the app in the function set up and promotion has obvious advantages, personalized highlighting, to maximize the maintenance of existing users of the viscosity; but it has a high demand for the scientific research quality of the enterprise, whether the enterprise has its own industry experience and sufficient talent reserve are very important factors, Another enterprise self-development app cost is too high, the development cycle is too long, it is likely that the enterprise is still in the development cycle, competitors have been the first in the app market on-line.

Create enterprise-specific apps with external forces

Recently, the enterprise-class mobile Internet solution, similar to the "Chinese mobile ferry ticket", has brought new inspiration to traditional enterprises. It is learnt that the "mobile ferry ticket" in the enterprise to create exclusive mobile apps, and provide follow-up operations services. Admittedly, the use of "external forces" directly circumvent the traditional enterprises to the mobile Internet industry knowledge of the strategic risk, through outsourcing to skip the restrictions on scientific research personnel, and greatly shorten the enterprise app development cycle.

But can apps always meet brand needs? The answer is No. If the app is not updated for a long time, it does not give users a sense of freshness and excitement and is likely to be dragged into the dustbin by hate customers. So the Enterprise app is a long-term marketing process. Therefore, with access to the mobile Internet tickets, then how to make the Enterprise app escape is submerged in the application of the fate of the market is more focused on the problem of traditional enterprises. This goes back to the topic of the previous article: Propaganda and promotion.

Gmic pointed out that more use of the Internet should be used to develop to various traditional industries. In other words, the potential of traditional enterprises in the field of mobile internet can not be underestimated.

In fact, it is difficult to say which way is more suitable for traditional enterprises to enter the mobile internet market, I think, combined with the traditional enterprise brand itself market positioning, in full understanding of the needs of its mobile customers under the premise of scientific judgment to find the interests and driving points to meet consumer demand, the app and mobile internet advertising, Other social media, such as Weibo, can play a larger role in traditional businesses. So, the mobile internet this big cake, the traditional enterprise can see, of course also could eat to get.

Source: http://xiaodaoma.blog.techweb.com.cn/