Easy Media mobile platform general manager Shanga: grasp Mobile marketing, win brilliant future

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"Communications Industry Network" November 26 news, by the media advisory Group and Tencent Application Center jointly sponsored the "2011 China's first mobile advertising marketing Conference" held in Guangzhou today, the main significance of this conference is to set up the top advertising agents and brand advertisers the most direct communication between the bridge, For the global brand advertisers 2012 years of advertising budget to provide decision-making reference to promote the entire wireless advertising industry chain to the right track steady and rapid development. The following is easy Media mobile platform General Manager Shanga speech, the topic is "grasps the mobile marketing, wins the splendid future".

The following is the full text of the speech:

Shanga: Hello! We started the Internet, in the past few years has built a China's largest data platform, on the Internet, we and four hundred or five hundred of media cooperation, on the mobile internet, we started last year, we are a newcomer, we serve more than 100 advertisers. Today, I would like to share with you some of the experiences we have made in the past year or so.

Today, a lot of experts talk about the trend of the development of the industry, I also said that today why mobile phone access is very important, because it is very convenient, the consumption of mobile phones, television, computer three media on the distribution of time between the obvious, mobile Internet fully integrated consumer fragmentation time. Mobile applications have penetrated into the daily lives of netizens, and the number of people using mobile phones to surf the internet is increasing every day.

Mobile advertising market has sprung up, the future growth potential is huge, China Mobile advertising market scale is increasing, is expected to reach 5.52 billion yuan in 2012, advertisers have been in the mobile Internet advertisers to increase the budget. You can see in 2009 when the brand mobile advertising budget grew only 4%, to last year is 1%, this year is 3%, which is a very significant number.

In effect, the effect of mobile advertising more prominent, from the United States, the number of mobile advertising conversion rate and effect, than the traditional Web site ads more than 5.3 times times, mobile phone users of mobile advertising memory rate as high as 89%. Yi Media will do some research every year, at the beginning of this year, Chinese mobile phone users for mobile ad acceptance is very high, 65% of mobile phone users will click on mobile ads, in other words, the mobile advertising is not very exclusive, and even sometimes very interested.

Mobile phone as the fifth media provides a very good marketing environment, we are commuting, want to pass the time, so we use mobile phone Internet. PCs are used more often after work or at rest. Frankly speaking, mobile Internet is closely related to everyone's daily life, more times you will send boring time, so you will go online to see, everyone will see Sina every day, Sina's home page more than 200 ads, this means what? On the PT screen is full of ad bit, In the last more than 10 years, we have turned a blind eye to the plane ads, now click on the online ads have more than 70% clicks, whether it is the visual occupy, including its impact on users is very large, but also for users no more aesthetic fatigue, which is why in the United States or in China, The effect of mobile ad has a certain advantage compared with traditional advertisement.

China Mobile advertising has entered the era of app-oriented platform, Sina, Sohu when the listing of 90% of the business is to rely on wireless value-added services, is relying on the way on the phone to achieve, from 01 onwards, mobile Internet, many companies have sprung up, until 2010, Last year, or another year or two, is China's first internet advertising, why say so? All the hardware, broadband devices will make this year's mobile phone mobile internet applications, this is the mobile internet marketing era, in the process of a very good company.

We today on the mobile platform to serve more than 100 advertisers, we found a effective way to communicate with consumers, including WAP sites, compatible with all mobile phones, extensive coverage of ordinary mobile internet users, to train consumers to contact the brand with the habit of mobile phones. The second piece is the mobile app, which occupies the mobile desktop, covers the future mainstream smartphone crowd, and establishes long-term communication channels with consumers. Before QQ and 360 to occupy the client's desktop, and now mobile phone app occupies the mobile desktop. The third is the LBS marketing, link line, based on geographic location to inform marketing information will be on line to the line of people. For advertisers, the acceptance of this form is also slowly increasing.

Mobile Terminal advertising: Extensive coverage with precision directional implementation of information efficient arrival. From WAP website, WAP page is rich and interactive, and deep communication with consumers. On the website to carry out a promotional campaign or a brand theme promotion, these are low-cost forms to achieve.

And then we'll share a few examples, this is our cooperation with BMW, BMW 120i mobile phone registration car, the promotion of the background and the goal is, BMW 120i after the sports debut sedan, the introduction of strong car purchase concessions, the target audience 25-45 years old, male, high income white-collar business people, promotion purposes, Promote the popularity of the car, so they find us to cooperate.

App marketing helps advertisers develop consumer loyalty and preferences over the long term. Need to combine brand characteristics, targeted development of the app, for different brands, for different products you need some app portfolio, in the process, many companies adopt this model. App Marketing relies on the program's own attractiveness and effective promotion can be deeply rooted in the people, to today there are a lot of differentiation channels how to do? There needs to be a very strong channel to integrate, so as to help the brand to promote.

We help Casio G-shock app development, carried out the Dunlop for the talent of the app development, we set the game and tools in a, to carry out the brand publicity. Including us to uno the necessary app development and promotion, it is characterized by entertainment and friends in a tool-type app, the function is to see the latest UNO promotions, a key concern, UNO official Weibo and so on.

LBS marketing, the global scraping check in marketing whirlwind, much attention, the case is the United States Starbucks, sign in stores that enjoy concessions, a week cumulative attendance 150,000 times. LBS application field, in order to provide location-based information services, can link online information and offline information. The domestic LBS application quantity is numerous, the user is dispersed, the integration marketing is the trend.

This is the case we have just won, motorcycle in the rabbit to catch the rabbit, lbs interactive promotion. The target audience for the motorcycle's mobile phone is the tech boom. Entertainment Tatsu people, business elite, we want to see what these people haunt the most places, we have different geographical location to make a distinction, in different places to sign in, users can get some kind of return after registration, but also very interesting, In one weeks, there are a hundred thousand of people to sign in, so we have achieved the effect of brand promotion. This is the case that we have done for Zhengda.

What is the future trend of marketing for tomorrow? We feel that HTML5 technology accelerates the pace of mobile rich media advertising, with the help of HTML5 interactive and so on, to create more gorgeous mobile phone advertising display effect. HTML can make a qualitative leap in the experience on the mobile terminal, and its cost is very low, I believe that HTML for the next mobile internet marketing will play a very big role.

The second trend is LBS+AR+QR combination to create a new advertising experience. For some examples, New balance is the integration of app+ar+lbs and so on. The third trend is that O20 and NFC constantly shorten the distance between brands and consumers. O2O can achieve online ordering, offline consumption, group purchase is only the tip of the iceberg, the future mobile electric business Jinshan. In addition, NFC is a very important strategy for Google, and NFC has been widely used abroad, whether it is a bookstore or a library. 2012 National NFC payment market will reach 50 billion U.S. dollars, convenient mobile marketing. Trend four, television, mobile phones, computer three-screen integration has become a general trend.

Coca-Cola interacts with the TV TVC through brand app, for Cola, it puts the most advertising budget on the TVC, it is not only TV advertisement, but also can make good interaction with the user. You can download the Coca Cola Delicious Chok Award event exclusive app, when the TV appeared cola Delicious beach advertising, open app, when the advertisement appeared cola delicious bottle caps, hand opportunity shaking, waving mobile phone cover, can catch up to 3 each time, the end of the ad can be found in mobile phone app results. Honda has a strong sense of innovation, Honda based on voice recognition to achieve mobile + TV + computer Innovation interaction, Honda produced a theme TV ads in Japan, and the development of mobile phone app to cooperate with the wonderful interaction.

In short, there have been some changes in the way methods of marketing today that will profoundly affect every advertiser in the next year or two. This is my own Sina Weibo account number and my mailbox, if you have any questions, you can communicate with me, thank you!