Will the next marketing gold mine on the mobile Internet be "mobile marketing?

Mobile Internet is regarded as another gold mine after the traditional internet, and mobile marketing is a hot project in mobile Internet, so mobile marketing is favored by many people.

There is a famous saying in the advertising industry: "I know that half of the advertising fee is wasted, but I don't know which half is wasted. Every marketer knows that the core of advertising is to pass appropriate information to appropriate people, but it is difficult to do so in the age of mass advertising.

The correlation between advertisements and consumers is often proportional to the possibility of conversion. For this reason, users' personal information, including behavior information, location information, and time information, is very attractive to marketers. The mobile positioning service can provide such information to marketers.

Locate immediate needs

In traditional marketing environments, marketers cannot clearly understand the real-time needs of objects. Therefore, they have a fixed set of models: They first analyze the audience of different media, and then select the media to serve advertisements according to their own needs, for example, serving life-class commercial advertisements on evening TV series; advertising of sporting goods on sports radio stations; advertising of real estate and automobiles on the financial edition of newspapers. Then, wait for a stranger or audience to read the potentially useful business information.

Mobile marketing can combine the three elements of "time, place, and character" with the information database and positioning technology established behind it, deduce the user's real-time status and further clarify the current consumption demand and potential demand. For example, using GPS positioning technology, you can know that a user is near the mall at noon. Analyze the user status based on the database, time, and location, and find that the user may go to dinner or want to shop. Then, you can push coupons and shopping coupons for restaurants near the mall to the user. By analyzing the time, location, and information database, the user's existing status is pushed to make the advertising more accurate. In addition, this information may be used by the user, which is easier for the user to accept.

Positioning group needs

By locating the user's moving track, you can know where the user has been and where it is often used. Through these tracks, we can draw a very valuable "Consumption map ".

For example, if a bar is about to engage in activities this weekend, the "Consumption map" can clearly present different target groups. The first group: those who often patronize the bar, these people are the most promising to participate in this activity. The second group: people who often go to the bar and have been concerned about the bar, but not many times. These people are also likely to participate in this activity. Third group: people who often go to the bar but never come to the bar. This group of people may also participate in this activity, but it is unlikely.

Sellers can develop different promotional content based on the groups presented on the "Consumption map". For example, if the first group is used, sellers should pay attention to the activity content and interaction with target users, the location of the bar is not included. However, the third type should focus on the activity content and the benefits offered to users, and the location of the bar should be attached, and a map should be attached if necessary.

The "Consumption map" not only gives sellers a clear idea of target groups, but also develops different publicity contents based on different groups. Such advertising targets are not only accurate, but also personalized and fit with different groups.

Compared with traditional marketing, mobile marketing is more accurate, real-time, and interactive. However, mobile marketing also has its own problems.

◆ How to grasp the problem of quantity. If there is one or several pieces of advertising information everywhere, who can bear such frequent information. The ability of people to accept information is limited, so how can we grasp the problem of quantity?

◆ Privacy issues. This is a problem that mobile marketing has to face. Are you willing to be "positioned? I think most people are reluctant to be positioned or tracked. However, the core of mobile marketing is user information, which may have intentionally or unintentionally offended users' private spaces during information collection.

Although mobile marketing has many problems in one way or another, I believe there will be good solutions in the future. In addition, previous technological innovations have prompted us that the commercial value of a new technology that is universal is also highlighted in the process of its proliferation.

Mobile marketing is worth looking forward.