Counting Mobile Marketing 10 keywords in 2014

Guide: 2015 approaching, 2014 is about to end. People are accustomed to summing up the past in the turning point, and then greet the new beginning with a better posture. 2014 is the rapid development of mobile advertising for a year, more and more participants, app promotion still occupies the lead, the mobile electricity trader appears the point of explosion.

1. Mobile DSP

Since August 2013, the U.S. technology launched China's first professional mobile DSP, "Mobile DSP" slowly by people, from a small number to frequent, and then the home across the screen DSP speed up the process of mobile advertising procedures. According to the Mango data statistics, the beginning of the year really has the amount of mobile DSP only four or five, and now, 1 years less than the time, has increased to forty or fifty. Participation in the company's mixed, leading to some confusion in the market. The more obvious phenomenon is a variety of concepts, so that advertisers can not identify, but in turn, this also prompted the development of mobile programming process faster, competition to promote the fittest.

From the point of view of the advertisers, the mobile is the first to carry out the mobile DSP advertising; Then, the brand customers to accelerate in, this year many apps also began to promote through mobile DSP, download, and have a good result. With the U.S. mobile DSP advertising as an example, early, the song Leah 2013 Double 11 first try, and then there are Honda, Ford and other automotive, Unilever, Durex, such as FMCG, Samsung Electronics and other IT categories, yanghe and other sugar liquor, HSBC and other financial categories such as Sheraton and other hotels O2O category of many categories of advertisers to enter. We see that the advertising budget is slowly divided into the mobile DSP pool, making mobile DSP occupy more and more market share. Cake big, come in to split the cake enterprise more and more, 2015, mobile program purchase will be mature, market competition will filter out some of the weak internal mobile DSP. In the settlement mode, the mobile DSP is still the CPC, CPM effect-oriented, while the existence of CPA, CPS. For example, by hand travel promotion, most of the use of CPA mode, according to the installation amount, download volume and other behavioral effects of billing.

2. Mobile Electric Business

This year's double 11, the typical sign of a small mobile-commerce outbreak, is staggering on the mobile-end trading data of each platform. Taobao Cat Mobile end of the transaction reached 24.3 billion yuan, is the last year, 11 mobile end of 4.5 times times the turnover, accounting for the total turnover of 42.6%, refreshing the global mobile electric business record. In addition, it is understood that Mushroom street double a big promotion of mobile end accounted for up to 78%, and the beauty of the Mushroom Street, double 11 turnover over 570 million, moving the end of 80%. Mobile orders for other platforms also grew at a high rate of more than 40%.

From the point of view of advertising, mobile operators on the mobile end of the larger scale. Han Chong Group chairman and CEO, said, "2015, to increase the mobile end of advertising efforts." In addition, Tencent Effect Platform department general manager Rozheng also believes that "mobile electric business is the most advertising potential advertising owners." ”

3. Globalization/Overseas Promotion

In the 2014 Mobile Internet field has a strong global (globalization) upsurge, the world overseas promotion presents a blue ocean. Looking from the enterprise type, globalization is the most typical when the number of hand tour. Many hand tour companies found that the domestic market is gradually moving towards development bottlenecks, and more and more enterprises are willing to take their own boutique tour to Sea Gold, to expand the new blue sea market.

With Avazuholding as the representative, from the app incubation, distribution to promotion, one-stop closed-loop service, the target market is overseas. There are also companies focused on the development of a certain region overseas, such as the Madhouse of South-East Asia and so on; In addition, there are similar to specialize in the domestic market but to tighten the layout of overseas markets, the U.S. advertising (force US Science and Technology), friends, etc., 2014 officially opened the globalization strategy

4, Html 5

Frequent Html5 of Friends Circle this year in the mobile marketing stage out of the limelight. The app and the Web have struggled for a long time, citing top gentleman's collation and mobile internet. At first the app quickly captured the hearts of users with a good user experience. Unwilling to lose the web faction gradually abandoned the traditional WAP, introduced a more convenient and efficient HTML5 technology, but in front of the powerful app has long been tepid, until later the micro-letter and the rapid development of friends, H5 rely on the need to download, that is the point of the use of the property quickly superior. The problem is that the web has not yet achieved a real reverse attack, because its life cycle is too short.

Of course, there must be a reason for HTML5. such as an event invitation letter, with HTML5 present, instantly become tall. HTML5 can more effectively organize the information in the Internet, so that video, audio and other services to better support, and to reduce the burden on developers, while the user on different platforms have a more consistent experience.

5. Original Advertisement

The 2013 original advertisement was started to be discussed and used in 2014 and was advocated more and more. Mobile end, the current relative mainstream of the original form of advertising for information flow advertising, what is the information flow advertising? Simply put, information flow advertising is to not disturb the user experience as a prerequisite, in the user to see the information in the Friends of the promotional information. In fact, information flow advertising and social media have a natural match, the research institute Bia/kelsey predicted that the 2017 U.S. social advertising market size of 11 billion U.S. dollars, 40% will be the original ads. In the U.S. market, Twitter pioneered the launch of native advertising products, and acquired MoPub, Namomedia and other mobile-side native advertising technology companies. Facebook has also been taking primary advertising as a core revenue model. Throughout the industry, the leaders of true native advertising are social giants, and Tencent, a social giant with two domestic social platforms, QQ and micro-letters, apparently has an unmatched resource advantage in promoting primary advertising.

According to volume and data, a wide-point of the original ads based on QQ space, the user base is large, active degree of high, for advertising exposure laid a good foundation. Rozheng said: "Information flow advertising is the future trend of mobile marketing." "Of course, in addition to wide access, InMobi in May this year also launched a raw advertising trading platform, the integration of the Web site, the app itself visual design."

6, mobile video ads

With the advent of the 4G era, the network process continues to accelerate, video mobile client downloads soared, mobile video advertising has raised hopes. Understandable, whether it is the app flow, or to tell the brand story, mobile video is the choice of two.

The latest data show that mobile video ads are attracting a lot of advertisers ' eyeballs. The BI FDI report predicts that by 2018, mobile video advertising revenues in the US market will exceed $4.4 billion trillion, compared with 2013, with a five-year compound annual growth rate of 73%. In the domestic area, there are in-app frequency-controlled video ads based on the curtain of thousands of dynamic media; In addition, to Youku, potatoes, Archie art, led by a few major video app, its patch ad long from 15 seconds to 45 seconds. Some viewers said they couldn't stand the 45-second front, which revealed the shortage of high-quality resources for mobile video advertising and the need to improve the user experience.

7. Integral wall

2014 points Wall is controversial, this side sings bad, there is hot. However, it is undeniable that the current domestic mainstream mobile advertising platform business mainly focused on mobile application promotion, of which the integration wall business accounted for relatively large. From the domestic and foreign mobile advertising market situation, the integration wall advertising is still the most important business form of mobile advertising, its developers and advertisers bring more attractive than the whole market query sound. It is understood that the integration wall in the overseas market is the mainstream of apps promotion channels, the reason is that through the low cost of the list brought to the table changes to obtain more natural users. Although the integration wall brings a few direct users, the number of indirect users through the change of position is far more than that of direct users.

Relevant professionals said: "The future of the integration wall advertising potential is unlimited, especially in the ascendant of the hand travel industry, the integration wall advertising still contains a large space for development." For the whole industry, the mobile Internet in the high-speed development period, has not yet entered the mature stage, the key is how to meet the needs of advertisers and users balance. ”

8, O2O Marketing

The rapid development of mobile internet not only gives birth to a large number of new types of industries (mobile purchase, mobile search, mobile positioning, etc.), but also through the integration with traditional industries, let a lot of traditional industries into the industrial upgrading and development of rapid access. At the same time, mobile Internet gives the O2O industry exuberant vitality, give it more powerful function. Mobile positioning, mobile application market, mobile payment and other mobile technology, no one is not the "right-hand" O2O industry.

O2O Industry Development Upgrade makes the O2O line under the online marketing demand more intense, mobile phone and outdoor media to get through, or lbs, the business to advertising and so let O2O marketing to implement. Innate access to the line under the various major circulation links of the industry advantages, inclusive of user information comprehensiveness, publicity and promotion of the diversity of channels.

9. Cross-screen marketing

In the increasingly pursuit of advertising effectiveness, advertising value maximization today. The ultimate goal of cross-screen marketing is to truly achieve accurate individual audiences to buy. Therefore, the "mobile" as the core of the spread of the screen marketing, when is one of the ten key. To achieve a cross screen, there are 2 ways: one, accurate matching, to achieve a number of screen terminals, a single audience of precision recognition, that is, looking at PC computer A, and playing pad B, as well as using the mobile phone C, through the screen tracking, you can learn that the user behind this is actually a person. At present, only the bat with the account system and 360 have such a powerful cross-platform technology, other enterprises are difficult to play; second, the estimate match, that is, to identify the audience behind the different screen, may be the same person or very close to similar people. Mainly through the technology, algorithmic means to achieve the forecast.

REDIRECT company Vizury put forward, do a good job of crossing the screen before the precise arrival of a screen. The future of all marketing, from "mobile" unfold.

10. Large Data

Today, any marketing is based on a variety of data analysis and mining. At the mobile end, the accumulation of data has greater space and market potential. With the support of mobile DSP mobile DMP As an example, DMP has a large enough database, mining based on these data is particularly important for the launch of Mobile DSP. Limei DSP through 700 million data mining, for each user in the ad request has established a database, so that you can clearly understand when users often use the mobile phone, in which areas to use mobile phones, whether there is WiFi, often use what applications such as basic information, Through this information can outline the user's interest and life habits, so as to achieve complex crowd orientation.

In addition, there are previous discussions on first-party data and third-party data. Small part of the view that the development of large data will revolve around the flow of data, which has many problems need to accumulate experience and explore solutions, this process will inevitably take some detours. The development of large data is obvious to all, it is the general trend, especially the future Internet will have new tools and applications, there are various possibilities.