Chinese users currently spend 22% of their time on mobile internet

Chinese users currently spend 22% of their time on the mobile internet, a figure far exceeding 12% of the United States. This year is actually a turning point for the mobile Internet, and China overtook the US and other countries in 2013 to become the world's largest smartphone market. Then we also see that the mobile client is the current user access to the Internet, the main way, 78% of users through the mobile end of the access.

Now everyone is from the media, everyone can tell the content, in such a so-called social and mobile era, what is the key point of marketing? Today to share with you, we summed up the 5 points.

First of all, marketing needs to focus on sharing is kingly, need to be able to create users willing to take the initiative to share content.

You may often see some signs in a micro-letter or the Tibetan Bodhisattva's notes must be forwarded within 24 hours. But what kind of content do you create to make the user feel obligated or willing to share? The data from the daily tell us that within 4 hours of gold, a message is the highest number of forwarding or comments. I believe you also have experience, you send a micro-letter with Weibo, if no one within 4 hours of comments you basically do not have to hope, because no one will be interested in your breakfast yesterday.

I'll share a few more cases with you. The first is that Coca-Cola makes full use of his media, through the concept of social marketing, to do a huge Coca-Cola vending machine marketing. The height of the vending machine makes a person basically out of reach, only two people to get a drink, no matter what way, if the user has the means to reach will enjoy another bottle of free. Coca-Cola is such an interesting activity photographed, people with a variety of strange movements, to find ways to reach such a large vending machine process, on micro-blog, micro-letter, on Twitter, Facebook, and constantly share, users actively share.

The second example is Coca-Cola launched a machine called hug, as long as you hold the vending machine, hug will give you the second bottle of Free Cola. Let's take a look at these groups of photos, when the user is holding the machine, what his friends are doing, taking pictures, sharing.

All of these interactions, in fact, from interaction to experience, this is a good experience of marketing, let users to actively share the brand wants to pass content.

The second element of marketing that needs attention is speed.

The speed is really critical, no one will be interested in yesterday's Super Bowl game, and no one will be interested in making any comments about outdated things. How to seize the first time point, combined with the so-called can detonate such a topic, to do marketing, time is critical.

The case is one of the winners in Cannes. This is the 100 anniversary of this year, this case is about how a 100-Year-old brand in the social marketing to make some breakthroughs, so that their brand to regain new life, so that more consumers accept it is a relatively fashionable brand rather than an outdated brand.

They created a "dailytwist" project to extract hot events from Twitter every day and create them with Oreo. In the 100-day period, each day around the day's hot topic for fans to create Oreo, fans can share the discussion, and then sift out the best ideas. Turn marketing itself into a news event.

The third focus of marketing is big data, everyone is making big data, mobile internet age data is really a lot of, but how to interpret this data, how to use data to make marketing more effective influence is more difficult than to get the data challenge.

Let's take a look at Obama's example. If Mr Obama was first elected because he makes good use of social media, his second election could be said to be because he makes good use of big data.

The figures show that George Clooney is attractive to 40~49岁, an age-group voter who has found the lowest support for Obama through data mining in the Obama campaign, so his campaign has devised a way for him to join George in a dinner party, With a donation of 30,000 or 40,000 dollars, you can have dinner with George, and later this dinner for the precise crowd not only helped Obama raise 15 million dollars in campaign money, but more importantly he solved the issue of Obama's vote in 40~49岁 the female constituency.

The lower end is more important than the high-end. How do you say that? I want to explain in two cases.

We all use two-dimensional code bar, I mentioned last year, LBS, now technology has more technology-driven marketing solutions, but once it is not readily available, in fact, it is difficult to cause big repercussions.

In marketing, low-end technology is sometimes more useful than high-end technology, now all the ads have a two-dimensional code, if you see the roadside poles on the top of a single rental above all have a two-dimensional code, you know how common two-dimensional code. The economic value of two-dimensional codes erupted in the 2013-year period, and it has been a very wide and widespread application compared to the 2012. In addition, we also see that the two-dimensional code has become a O2O link, in 2013 around the O2O about 62 billion yuan such an economic value.

The lower end than the high-end important another meaning is that marketing must focus on so-called low-end users. We see a data, three or four line city inside, each person spends 5600 yuan each year, the first-tier city each person spends 4700 yuan each year. Of course, some well-known brands or brands in the first tier of the city to buy a variety of businesses will be more convenient, we see second-tier cities, the relatively low-end market there is a huge potential, any marketing people should not ignore such a market opportunity.

The last thing to be concerned about is that mobile internet age experiential marketing is more effective. Just now I mentioned forwarding, automatic forwarding, the ultimate goal is marketing, many times you directly tell the user, he does not believe that you let him experience or participate, he is more willing to share.

We can see a record company case. A record company out of a new record, the general practice is to send records in the past, but the result is no one to listen to, some did not disassemble the packaging directly into the trash can, they think of a way? You don't listen, but I let you do the recording, and you're probably going to want to listen.

The record company sent a film to the user, but now no one uses the film. The so-called player, the user needs to assemble their own hand, assembled, he needs to download an app, only to hear music, survey data show that 71% of people will assemble, to listen to this music.

McDonald's also has a classic case of experiential marketing. There was a crisis of food security all over the world last year, McDonald's Australia has launched an app, scanning two-dimensional code, users can see all the raw materials used in McDonald's products, including the production of farms and the production of farmers information, not only to see where the hamburger is produced, users can also with the pig, Farmers who raise cattle have direct conversations. McDonald's used to talk on TV about my food safety, but how to say that users will not fully believe that if the user can experience, willing to spend a little time to download the app, participate in the game will be more sensitive to McDonald's identity. The event, which was downloaded 45,000 times in the first month, was downloaded 660 million times, and the event itself also received a large number of two exposure opportunities in other media.