Brand Marketing: Putting the marketing front on the customer's phone

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Introduction: Enterprises to the marketing front to the customer's mobile phone on the good use of mobile internet brand manufacturers, through the mobile phone application, the marketing battlefield directly to the customer's mobile phone, as if Wang Yung-ching stood at the door of the customer's home, interception of customer consumption motives. Many mobile apps are actually downloaded for free, but ...

The business has pulled the marketing front onto the customer's phone.

Good use of mobile internet brand manufacturers, through mobile phone applications, the marketing battlefield directly to the customer's mobile phone, as if Wang Yung-ching stood at the door of customers, interception of consumer motives. Many mobile apps are actually downloaded for free, but the underlying business model is to earn revenue from internal consumption of the application, to provide information about brand-related products, services, store locations and activities, to construct brand communities, to provide interactive space for brand fans, to strengthen customer loyalty, to deliver brand knowledge, Expand the brand's visibility, and then navigate the line to the offline consumption, enhance customer participation in marketing activities, directly create online or offline performance, through game application to stimulate the desire to consume, collect and mining customer behavior information.

For example, retail brand Jingdong Mall mobile application is the standard "internal consumption-driven" application, the main purpose is to encourage customers to directly use mobile phones for consumption. Beijing East Mobile Phone application in addition to the common catalogue, product search, buy countdown seconds and so on with the traditional shopping cart function, there are "bar code purchase", "Photo purchase" This can be on the spot parity, direct orders, door-to-door design, so the physical store of competitors in fact became the Beijing-East exhibition stores, Let consumers in the on-site inspection of products, through mobile phone application to the next single, this is the real killer application (Killer creator). It is said that a domestic giant household appliance chain system of a store, once for Jingdong this mobile phone application, ordered to rip off all product barcode. Similar to this mobile phone applications are Taobao, palm one store and so on. This type of application can indeed subvert the retail world we are familiar with today. The CEO of Best Buy, the world's largest consumer electronics chain, recently announced his resignation and unveiled a massive layoff plan that is clearly a masterpiece by some of the world's most-rated electric operators, such as Apple, Netflix and Amazon, through the mobile internet. In this respect, Gome, suning if feel thorn also not surprising.

Entity Commodity Brands also enjoy

In fact, not only retail brands like "internal consumption-driven" mobile phone applications, physical goods brands also enjoy, after all, this is the most direct mobile phone application profit model, Zara is a well-known example. Because they own a lot of offline stores, these brands have a high incentive to lead online traffic to the offline store. For example, H&m, in addition to providing catalogues, also provides store maps through location-based services (lbs:location based service) to facilitate customers ' arrival at the offline store. At the same time, these entities are also more willing than retail brands to build their own brand community (brand community), so most of them also provide information docking with Facebook and Twitter. Of course, Facebook and Twitter are still out of China, and for similar purposes, Starbucks China simply constructs its own social network for its customers in its mobile apps.

Some brands may feel that such as the front of the phone directly in the store has lost brand dignity, so to adopt a more tactful means of twists and turns, trying to achieve the implied marketing purposes. Nike and Adidas, for example, both are sporting goods brand, they are more inclined to through the application of sports, to guide consumer fitness exercise, on the one hand to strengthen their own brand professional image, to win the goodwill of customers to the brand, and actually improve the use of products, on the other hand, these applications are also included in the function of social network Link Facebook, for example, can more effectively build the brand community, expand the brand communication effect, unite the consumers in the brand community. At the same time, they are also very good at using sports game applications, so that consumers will be their brand products and related sports or sports in the field of Uranus to link up to strengthen the brand awareness of customers, improve brand loyalty. For example, Nike's AJ2012 game and the Jordan post-up game with Jordan. Coca-Cola's LiveCycle game, Volkswagen's Blue Drive (a racing game), also has a similar style.

In addition, there are some brands to provide mobile phone applications, purely to induce impulsive consumption desire. For example, Coke drink games, so that consumers in the hot summer, looking at the mobile phone in the ice-filled cold cola dynamic image, I can't wait to pick up the phone immediately a brain poured into his mouth, immediately eliminate the fire burned the body of the heat.

What's the actual effect?

In fact, in Interbrand's TOP100 Enterprise, 90% of the brand enterprises have their own mobile phone applications, but the production level of these applications and the actual effect is uneven, mostly just products and brand display only, estimated by the user is not high probability of downloading. First of all, visual design is naturally important, because it is the fundamental factor to attract consumers, and secondly, the fluency of the operation determines whether consumers have the patience to continue to use the application, so the screen should not be overly complex, the use of the process must be reasonable intuition, and database access speed needs to be efficient; What determines the real value of mobile phone application is not in the fancy function, but in whether it can achieve the strategic purpose. Brand operators should be very clear about the purpose of providing mobile phone applications. As mentioned above, these aims are to promote trade, provide brand information, construct brand community, carry out O2O diversion, improve customer participation, induce consumption desire and collect customer behavior information. From the point of view of marketing, the same application, the goal is not too much, the design as simple as possible. But to "construct the brand community" and "Collect Customer behavior information" may consider more. The former is a shortcut to expand customer Size, while the latter creates a long and long information base for brand development.

The consumption behavior data collected through mobile phone application has the value which cannot be substituted by other means. The main value is: The combination of time and space data; it also contains data about the results of individual and individual interactions with others, individuals and groups, all of which are xinxirufa data, which may be recorded as a result of the consumer's thoughts and temporary choices, and are both chronological and spatial jumps. can also contain consumer rational choice and irrational conversion or impulsive behavior after the results. Through this data, we can not only accurately depict customer preferences, the change trend of prediction preference, the reason of explaining preference change, the opportunity of searching for cross-selling, can also construct consumer's decision path, perceptual map, explore information communication mode, community interaction mechanism, so as to carry out dynamic cluster analysis based on consumption choice, Through the full mastery of consumer real behavior, to identify the type of consumers, hit customer psychology, to achieve precision marketing, so that customers rely on us from now on, can not be separated.