Blue WAP Viewpoint: Wireless WAP advertising marketing red and black

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No age is as dependent on communication tools as it is today. Although the distance between people in pull far, but we can not endure isolation and loneliness, so the mobile phone has become virtually an indispensable tool in life, people are becoming increasingly inseparable from mobile phones. Today, China's mobile phone users have more than 508 million, the number is also expanding with the development of the vast rural market. Mobile internet users are growing at a rate of 50% a year, leaving the growth of the traditional internet far behind. Mobile phone has become a veritable "handheld computer", it is the most important mobile communication tools, but also the quickest means of information acquisition. It is no exaggeration to say that a mobile (wireless) era has arrived.

The term "fifth media" is more and more recognized by more people, everything seems to be thriving, wireless marketing based on mobile phones has become a recognized gold mine to be developed. Any industry is moving from chaos to order, as is the wireless marketing industry. At the same time how to enjoy the wealth brought about by digging gold, it is necessary to constantly follow the emergence of new technologies, as well as the rules of the game in order to really laugh to the end.

In the last South China wireless marketing salon, whether the industry or Eric, are more optimistic that the 2008 will be the entire wireless marketing growth period, 2010 will enter a mature stage. I will be relatively pessimistic and extend the growth period of wireless marketing to 2010, which mainly takes into account several issues: who leads the value chain, who makes the rules, and how the benefits are distributed. The passage is China Mobile, but from the 07 mobile in 06, the movement of the Chinese, they are unwilling to degenerate into a simple channel provider, and free WAP growth, mass mass spam message has affected the normal development of the business, they will do what action? And what is the point of view of the Ministry of Information industry? Radio and television, press and publication Department, administration of Industry and commerce what's going to happen to them?

The chaos in the wireless marketing industry a large number of companies can obtain through informal access to a large number of accurate user mobile phone numbers, due to the lack of rules, mass SMS proliferation, leading to the current mass of wireless marketing is the first awareness of mass (bulk SMS, MMS Mass, WAP Group), and this awareness because of the existence of a large number , the reputation of the decline. Of course, because the group has accurate positioning (mainly rely on mobile phone number of precision), or from the big brand advertisers to the SP's pro-Lai. It is said that the focus of wireless to BMW to do the precise WAP PUSH, because the group of precision (BMW 3 Series target group), the effect of the BMW's highly recognized, of course, the value of the expensive. And on a certain grade of WAP site ads, and because the early free WAP to survive, reduced to the SP's promotion approach, contaminated with a large number of pornographic information, from a point of view, for the brand advertisers, the user's gold content is lower than the precise mass, so from the 06 WAP brand advertising amount to see, Several big brand advertisers are just trying to launch.

Wireless marketing is a gold mine, this point even China Mobile can not help but plug in a foot, in 2006, the introduction of unlimited as its interactive marketing partners, responsible for the main mobile dream network based advertising sales. From the performance of more than a year is not a special ideal, but the formation of an industrial chain and future prospects will not let China Mobile easily give up this piece of fat. One side is the big crocodile, one side is the wolf under the sheepskin, that future competition how? We can only wait and strengthen the wolf's growth.

Wireless marketing to truly grow into a giant with the four major media, but also experienced many pains and baptism, the road is still very long. This is a brand new industry, we must use technology and innovation to promote development, abide by the rules and gain a reputation. From mobile phone MSN, QQ, gglive start, based on mobile phone client innovation Wireless marketing is gradually recognized, when the traditional magazine distribution, positioning as an advertising platform for the emergence of the handheld client, strengthening the technology innovation to promote the development of wireless marketing process.

When wireless marketing get rid of the negative cognition now, become a huge industry, obtain the standardized management, that is really entered into the mature stage.