10 major changes in marketing in the age of mobile internet

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Once I launched a survey on a micro-letter and asked everyone the following.

1. No Internet access 2. Forget to bring your cell phone 3. No wallet, 4. The computer crashed 5. The TV's broken. 40% of the answer is: forget to bring the phone! The second is 28% of the Internet, 26% of the forgotten Wallet, 6% of the computer crash, no one is bad TV. The people who chose not to bring their cell phones agreed that they could call and borrow money with their friends without a phone, and that they could not do anything without a mobile phone. How highly modern people rely on mobile phones is already ineffable. Of course, plus this is a smart phone that can be used on the Internet, our life is all on a mobile phone.

So what will be the change in marketing in the age of this crazy mobile Internet? I think the following 10 points are noteworthy:

1. Consumers have become impatient: when mobile phones make our lives extremely convenient, information is equally explosive. As the fingers quickly slide, the patience of the consumer becomes inadequate. Everything needs to be fast, and demand must be fulfilled at the moment of birth: easy to become attributes.

2. The multiple use of fragmentation time, short, frequent, fast to impress consumers: to think about consumers are using debris time in the browsing information, long speech has been difficult to impress consumers, few consumers are willing to savor the taste of exquisite rhetoric, the title party big line. You want to spread the information, you must read it, but also need to frequency high (this time did not see, the next time will hit You), at the same time fast. Today's popular article of the mistake, tomorrow has become milk tea sister, can't keep up with the topic, you out.

3. Since the transmission driven, the creation of the topic than hit advertising is important: In the past we take money to hit ads, forcing consumers to see the message we want to convey, however, when people have a smart phone + micro-bo, micro-letter, forum, Post bar. Each person becomes a disseminator. This is a media era. Each consumer is a media, want to let consumers press forwarding key for you, first know how to create the topic, causing concern. No one will press the forwarding key for your home ad unless you have created a topic that touched his heart.

4. Difficult to ignore the social power, let "friend recommendation" strength to become strong, find their own missionaries, is the essence of micro-marketing. Your brand of the disseminator, this should not be money to find the tuba or spokesperson, only really understand your brand loyalty customers, is your brand the biggest disseminator.

5. Recognize the erosion of the head of the advertising time, not only traditional media-newspapers, television, magazines, radio, but together with the division, the Victoria City, outdoor big-name, bus body, bus booth ... and other advertising benefits are greatly discounted. In the past we wait for the elevator, boring time a lot, similar to the media such as the audience, resolved a lot of embarrassing time. However, after the popularity of smart mobile phones, no matter when and where, everyone looked down at the phone. The results were not beaten by other building ads, but by the phone that the consumer had. Mobile phones are replaced by not just traditional media, but almost all media. As an enterprise, if you can't occupy the desktop on the mobile side of the consumer, any advertising effort will waste more than half of it.

6. Any impact on the use of mobile phone access, there is a chance to become a new marketing interface: We all say bat, Baidu, Ali and Tencent, but, whether someone began to notice, even "search" so important function, has started quietly by many mobile phone app replaced? Eat will directly check the public comment network, the news directly check Tencent News, Gossip Chavibo, other like check weather, calendar, map, shopping and so on, the mobile phone has many different degrees of app, has replaced Baidu's search portal function. If Baidu does not strengthen the mobile Internet function, Bat does not become at, or become dat (public comment), or so-and-so at ... All in all, the interface that affects the entrance of the mobile phone has the opportunity to become a marketing point.

7. Occupy the consumer mobile end desktop becomes the spindle, but first of all will not remove (or mobile phone with the application) of the app: not to develop an app, but in the smart phone has flourished now, consumers are not more and more love with the new app, but is more and more refined. Unless necessary, it will not be easy to a new app in mobile phone occupy space and traffic. So, before you do your own app, you should think about whether there is a chance to dig deep into the app that consumers will never remove. such as social media (micro-credit, microblogging, QQ), video, music, life, news, games, financial, weather, maps and so on.

8. The use of technology to assist marketing forces: There are many ways to subvert traditional media, and the power to make good use of technology is one of the keys to winning on the mobile side. You can interact with the consumer (directly grab the user's avatar, nickname), can also use AR, sensor devices, etc., your marketing is not just put on the ads, you have more technology to help you get attention on the mobile end.

9. People just come over to me. Understanding consumers is not "go" shopping, but "shopping": not only online shopping will beat the traditional retailer, with Smart Mobile + mobile payment, now the consumer in addition to go home on the internet to shop, all the time shopping. If Ali group can not be on the mobile side as soon as possible to recover a city, even the internet shopping will be overturned.

10. Not only users, no fans, someone to buy, but also someone to love: when we have no time to surf the internet, but also on behalf of us to express our views without any time. So, as a brand, you have more time to talk to consumers. A successful brand will use this opportunity to create a dialogue with the fans, so that the original love of the user more love you, so that potential customers can become a fan of your first start to understand you. If you only want to let people buy you all day, but can't let others love you, you will lose the opportunity to mold successful brand.

Finally, do a little engagement: I have a naïve forget to take my cell phone out, there are 3 parties to go to the afternoon, contact and address are on the phone, the original anxious like a hot cat, the result thought of their own with the ipad, fortunately, with 3G Internet function, hurried on the micro-letter, contact the afternoon to meet friends, Handle all the things well. The feeling of the day is: micro-letter on the replacement of their mobile phone 80% of the function, you call mobile phone operators how not to worry. PS: If mobile payments become more secure and accessible in the future, even banks will have to start thinking about how their next move will go.