7 Trends of mobile marketing viewed from user behavior

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How to understand mobile Internet?

Mobile Internet is a mobile economy for the future. Data suggest that by 2013 the number of mobile device connections is about 6.8 billion, and many people usually have more than 2 mobile devices. Global mobile advertising grew by about 79% in 2013. The current mobile economy, which includes telecoms operators and mobile Internet-related industries, accounts for 2.3% of global GDP. According to Ericsson's forecasts, 2012-2018, the entire mobile data flow will increase by about 12 times times.

In China, the number of mobile internet users is already over the PC

Here are a few points to focus on:

1, more and more to the bottom infiltration. In terms of the Android smartphone ratio, 3, 4 of the urban and rural users total ratio of 45%, this ratio is beyond our imagination.

2, active users, rural users and migrant workers accounted for 30%. Equipment is more and more advanced, used to be more computer, now has a number of terminals. The market for smart machines under 1000 blocks is very large.

3, the application of the most used, tools such as 360, social classes such as micro-letter, Mobile QQ, as well as games, videos, browsers.

4, from the data statistics, per capita use of 150 minutes, per person to see the mobile phone 53 times a day, high-end users per day to see 153, on average every 6 minutes to see a mobile phone.

In the three or four-line city, the fragmentation of time is a pseudo proposition.

Especially in the 4 and 5-line cities, mobile Internet time is not a fragment of time. We take the night 6 o'clock in two cities in Beijing and Baoji as an example. Beijing: Blocking the road, plugging in the subway, working. Baoji: Friends Party, family dinner, shopping and walking. In the 3 and 4 line cities, mobile Internet is the whole time, and they are accustomed to using mobile phones to communicate. At the same time we found a new business form: Taobao shopping shop. The more we go to the 4 and 5 cities, the less we trust strangers. When they need online shopping, because they are too far away from the other end of the computer, too unfamiliar, so they are willing to find local online buyers to help buy things. For 3, 4, 5 users of the city, Taobao is a media for them, they are looking at 1, 2 lines of what the city is not necessarily the next single, but she will look at products.

A new interface to communication with users in the age of mobile economics

In the global mobile market, 67% of the revenue comes from applications, and 33% from advertising. But in China, it's hard to pay for apps. The entire mobile market has just started, many users are not satisfied with the needs of the future, all the economy will be through a more convenient interface with consumers to establish communication. The applications developed for the segmentation of mobile population are promising. For example, wearable equipment for mobile medical market, mobile blood pressure system, diabetes guidance application, intelligent hand ring, fetal instrument and so on. We also found an interesting phenomenon in the mobile internet space, people are more willing to share and communicate some sensitive and private topics. For example, the app "Aunt" in the vertical app, it's active, shared and recorded much more than it does on PCs. The resulting strong female consumer community, regardless of what to do later, this is a very good flow entrance.

New characteristics of Mobile user behavior

Overall, the mobile Internet and PC Internet users behavior is not fundamentally different, but has its characteristics.

1. Portable mobile devices extend two important times. The proportion of Internet use of mobile devices is more than the proportion of PC Internet use since morning 7-9 and after 10 o'clock.

2, mobile terminals to break the internet use of the scene restrictions. It includes large scene transitions outside the home and small scene transitions in different spaces in the home.

3, the scene transformation appears the cross screen behavior. 96.6% of users use other terminal devices while watching TV. 86.3% of users who watch TV use their mobile phones as a cross screen match for television. Computer + mobile phone is the most common cross screen collocation.

4, chat, watch video and query information through the network life of many terminals.

5, mobile phone pc across the screen to assist more frequently.

6, on the mobile phone more personalized, rather than convergence. The explosive products on the PC are not necessarily sold on the phone. 7, the use of mobile devices have more desire to buy. It's easier for people to make decisions with tablets.

8, online shopping around the original mobile applications began to emerge. Users skilled use of the original mobile end of the application of Taobao-related applications, found that quality and access to concessions are the most important use of such applications of the main motivation. For example, fruit Library, pocket shopping, handy offers and so on.

What is mobile marketing?

86.2% of users have been exposed to mobile ads and have clicked on ads. There are three main reasons to click on ads: First, advertising is useful to him. Second, interested in the content of the advertisement. Third, the advertisement form is novel. It shows that valuable information and innovative forms are more popular. Mobile Internet marketing is not only mobile internet advertising, the current mobile internet marketing three-dimensional or do not enough. Most of the marketing cases are buying traffic and doing promotions. But such as the Orange, the Mann 11 marketing case also let us see, they have begun to think, how to do some brand of creative and brand marketing, rather than simply buy traffic, buy resources, Chang form of marketing. Mobile Internet marketing is a mobile-centric, integrated marketing.

The future trend of mobile marketing

1, more emphasis on interaction, participation and experience

For example, a pet food company in Germany, in order to promote the brand, in Berlin and Munich installed 10 outdoor billboards, when users sign on the Billboard, dog food will automatically jump out. With the role of classical conditioning, whenever the dog walked to the billboard near the board, in order to eat dog food, will pull the owner to the advertising board.

2, the interactive process to give incentives, concessions.

The survey found that 76% of mobile users are interested in coupon rewards. For example, there is a game-"stubborn motorcycle", each time you ride the motorcycle difficulty coefficient is higher, you get a larger discount. As a result, there was a time when the people in the race line were holding their phones because he had coupons.

3, with the precise combination of consumer scene

For different time, place, scene, show the same advertiser different advertising content. such as Google Smart search ads. You use your cell phone to search for "pizza" in the city at 7:30, when he told you the ad is: 3 dollars a piece of takeout dinner only need 10 dollars. If you search for "pizza" at your home pc at 11 o'clock noon, he will tell you that the Internet is scheduled for 15 minutes.

4, output content, depth involved

Now consumers want to see something creative and content. The survey found that 70% of consumers prefer to know a company through an article rather than an advertisement. The cost of content marketing is equivalent to 62% of traditional marketing. For example, Philips made a app-"air monitoring Station". Able to measure the air quality in the room, people according to the air quality, to understand his air purifier. He actually turned the content into a marketing method.

5. Cross-screen interaction

Outdoor and mobile combination, such as the 1th shop in the subway advertising, according to the subway station people to determine what kind of products you like to buy, when you go up and down the subway, sweep code to complete the purchase, and so you get home, maybe things have been sent home.

6, O2O and localization marketing

In fact, in the longer term, one trend in mobility is localization. Finding local information has become a common smartphone activity, and deep localization will be an important direction in the future. McDonald's, for example, has done a marketing campaign in Sweden. As long as consumers use their mobile phone to connect to the active site, first choose their favorite McDonald's snacks, and then can be in the street and advertising kanban play ball games. In the game, the McDonald's advertising kanban into the game screen, smoothly through the challenge can go to nearby McDonald's store for free to get their own choice of snacks.

7, do some reverse thinking

Pay for the real effect of mobile end ads, for example, I put all the ads in a box, there is a small mark on the apps, you want to see to open look, play 5 seconds after you can choose to skip ads, if the audience did not skip the ad, but the 30 seconds of the ad read, advertisers pay. It turns out that the scale of the view is still large. This in turn proves that consumers do not hate advertising, but consumers hate the form of advertising and the time of appearance. (oral/Shoming; finishing/World Network business Cheng)