30,000 advertising fee "become" 4 million: the law of subversion of mobile internet

is only a millet website, why can sell more than 10 million mobile phones a year? Vanke in the Internet to sell the house, 30,000 yuan advertising costs how to bring 4 million yuan sales? Last year, why did Facebook's share price break in the IPO in just a year?





October 24, countless question marks rose in a meeting room in Shanghai-a "mobile internet" forum hosted by the 21st Century Economic report and independent technology media Wetech. From Tencent, music, Millet, Google, interactive and other Internet companies, such as the big guy on the pitch. They may not be able to reveal the whole answer, but the thought of subversion will undoubtedly provide the reference and coordinates for each seeker under the network tide.





"Precision + transformation" strategy





"Now a lot of people without a cell phone, and go out without a key." "Google China's major customer Business Department general manager Tang Hong that the smartphone in the change of people's lives, but also let the marketing presents different from the past many new features," Google in many countries mobile phone search volume has exceeded the PC end.





smart phones in all aspects of the impact on people's lives, but also in the subversion of advertisers to launch the strategy. Tang Hong said, mobile phone screen relatively small, this in the traditional impression is the impact of the advertising experience of the taboo, at the same time, the phone screen has a small disadvantage, is the face pushed over the ads, users can not hide.





this was once a failure to sing. Mobile internet has no business model for footnotes. But in Tang Hong view, the small screen of this flaw, a different perspective on the pros and cons, "mobile ad attention will be very high, whether it is watching video or browsing news, advertisers do not have to worry about users, this is not the same as the PC Internet."





Facebook's ups and downs are a big example of what mobile advertising is suspected of being recognised. Last May, when Facebook was listed, it faced a once-break dilemma and fell to $18 in 3 months. But the company's share price recently hit a 54 dollar high.





for more than a year, the stock price rose from the fall, and turned three times times-the answer is in the mobile internet. According to a recent earnings release from Facebook, its mobile business has grown from last year's contribution to nearly half of its total revenue.





In fact, when some traditional industries in the face of the internet is still "look down, see not clear, do not understand" the ignorant state, the new wave of mobile internet has been greeted.





Tang Hong said that Google Senior vice president Susan Wojcicki on mobile advertising has a "5C" Classic summary: That is, choice (optional), Charm (attraction), Control (power), Conneted (connectivity) and calibration (measurable, quantifiable).





for mobile advertising screen small brought the drawbacks, Tencent wide-point general manager Rozheng that "precision + conversion" can be largely circumvented.





is similar to Facebook's advertising platform, which is a precision marketing platform launched by Tencent based on its vast social network. According to Tencent related sources, the launch of the new platform is less than two years produced by the advertising flow, the growth rate far more than Tencent originally based on the Network brand advertising platform.





Rozheng said that the so-called precision marketing is to display ads in the presence of rigid demand, to avoid invalid coverage. For example, Vanke recently successfully used a wide-point platform to accurately promote their own real estate, put 30,000 yuan to get 20 million exposure, tens of thousands of of the number of advertising clicks, the final turnover of 4 million yuan.





"Vanke knows its own real estate customer base, in the face of young people are just married, fifty or sixty-year-old users will not buy." "Rozheng said.





because of the real relationship chain and location information behind the smartphone, the precision marketing of mobile internet can bring higher conversion rate, thus save cost for advertisers.





according to Rozheng revealed that a mobile electric business through a wide range of access to achieve the daily traffic over 1 million, and marketing costs of 20% low results.





"games and electric dealers are now a wide range of two mature customer base. Rozheng said, the next Tencent will focus on the development of traditional industries, "the traditional industry market is bigger, of course, need more education and nurture."





sense of participation is the soul





The net path to the traditional industry, Rozheng points out, is summed up in two ways: first, the recruitment of people who understand mobile internet marketing, so that the traditional marketing personnel to operate the disk will have path dependence; second, the use of mobile internet marketing third-party services companies, "These years there are many emerging these companies, they may not be large, But the operating mode is different from the traditional advertising agency.





"At this stage, social marketing is no longer a question of whether or not to do something, but what to do." "Time Fun Interactive CEO Rui that for many advertisers, in the face of the emergence of the social platform, the corresponding marketing methods should be constantly updated," previously thought that looking for a few big V forwarding is marketing, and later thought to have good content, or with the help of hot issues, now emphasized is dialogue and communication. "





Rui says that for many traditional companies, when rebuilding a business model on a social platform, there are three suggestions: first, social marketing is not simply finding a master to find a creative team to give to them, "you need to think it over," and the social platform is a platform with a lot of data, To manage this platform, the second, must have the relevant organizational structure; Third, there should be a reasonable strategic planning and KPI system.





and in the Millet technology Vice President Li Vanchang view, the sense of participation is the soul of new marketing, "Millet not only pay attention to how many phones sold, more concerned about the sales process of user activity and participation."





Li Vanchang revealed that this year, the sales of millet mobile phones will reach 18 million units, sales of about 30 billion yuan, and other mobile phone manufacturers mainly through operators, traditional open channel sales compared to millet mobile phone 70% are through the millet network.





"Everybody knows Millet's marketing main battlefield is the social media channel." Li Vanchang said, specifically, millet channels include: forum, micro-blog, QQ space and micro-letter. Among them, the Millet forum for the precipitation of old users, Micro Bo for event marketing, micro-letter is mainly responsible for the function of customer service platform.





Currently, the Millet Forum has 9.7 million registered users, Sina Weibo, Tencent Weibo has 2.26 million, 2.03 million fans, micro-letter has 2.56 million fans.





　　"Previous marketing is one-way. Li Vanchang said participation is not a simple interaction, but let employees, users from the heart of geothermal Love your products, "there was a Millet fans, spent three days three nights with a grain of millet, made a real millet mobile phone, as a gift to our team."