Easy Integral Zhang Yi: The future of mobile marketing will grow in scale

News and Information May 7-8th, the fifth session of the Global Mobile Internet Conference (gmic 2013) held in Beijing, the theme of "Redefining Mobile Interconnection", gmic 2013 will lead the world to think about the real value of mobile internet, and give a new understanding. At the meeting, easy integral deputy general manager Zhang Yi was invited to receive the news and technology interview.

Zhang Yi said that mobile marketing in the future will be towards large-scale development. From the 2011 data, it was estimated to be around 1 billion, mainly based on smartphones. By 2012 at least twice times the growth rate, that is to say, reached nearly 3 billion. The data will be amplified further by 2013.

[VIDEO] Zhang Yi: The mobile ad market has increased twice times this year

The following is a transcript of the interview:

News and science and technology: everyone dispatch friends good! In the 2013 Global mobile Internet conference scene, we are very honored to invite the Vice general manager Zhang Yi accept the news and technology interview, first of all, please Zhang sum of friends to say hello!

Zhang Yi: Hello, dispatch friends!

News and Technology: Zhang, first of all, please introduce this product of easy integration.

Zhang Yi: We do it as a business, so it's a little too narrow from the product point of view. Easy integration is a mobile advertising platform, its main task is an intermediary agency, on the one hand to help the vast number of developers to achieve profitability and value-added, on the other hand to meet the current huge mobile internet advertising needs.

News technology: Now everyone is talking about mobile advertising, but many people are not optimistic about its prospects, how do you see this phenomenon?

Zhang Yi: Actually, the pace of development is not up to expectations. For example, this year gmic to redefine the mobile internet, we feel that mobile marketing is also a redefinition process. In 2009, mobile marketing list from advertising, it accounted for the most important advertisers, that is, brand advertisers, accounting for the entire digital 1% of the Internet. But by 2011 years still less than 1%, the pace of development must make people feel too slow. Because the entire marketing industry whether they develop is an industry of the Pai Army, they come in will bring a large number of small and medium-sized enterprises and other industry customers come in. But this year I've been talking to a lot of people and they say they've reached a 5% percentage, so it's already up.

From the point of view of easy integration, we have always thought that mobile marketing, especially on the mobile phone advertising, more results-oriented platform, whether it is mobile app, Web, the future of HTML5 content is also a personalized basis, to meet each user's information needs of a push-type marketing services. Since it is personalized, it must not be forced to show the main, it should be a very embedded, effect-oriented approach.

News technology: Do you think its future direction of development in which direction?

Zhang Yi: The first is the scale, we have done a data research, found on the internet about the average of about eight ads per page, on the mobile Internet you feel a few?

News technology: I think there are one or two.

Zhang Yi: This is not, some pages are not advertising, and some have only one ad, so on average down about 0.2 of the advertising, so this gap is huge, about 30 times times the gap.

Yesterday, the vice president of the Internet said that we now have 817 million mobile internet users, but only about 200 million of the use of smart phones to quickly access the Internet, 200 million people if the provision of so-called traffic, compared to the Internet that this gap is 40 times times. Therefore, we hope that this individual volume can be further improved, on the basis of this volume, it is possible to do brand marketing, effect marketing.