Establishing the "Licensed number Library" is the key to realize the success of wireless marketing

New competitive Network marketing expert e-commerce Dr. Feng Yingjian in its "Network Marketing Foundation and Practice", wireless network Marketing in addition to legal and industry standards and other macro-factors, wireless network marketing applications are mainly faced with the specific problems include: Wireless network marketing in the user licensing problem, wireless network marketing method problems, Wireless Network Marketing quality of service issues, user personal information protection issues. The issue of licensing and personal information protection is the foundation of establishing the library of licensed numbers, and the licensed number library is the key to the success of wireless marketing.

The previous paragraph due to advertisers without user permission to forcibly send too many ads, so that personal information protection again crisis. Without the user's permission, the advertisement for push is a nuisance advertisement, which has become one of the hot topics of the media and mobile phone consumers. To this end, mobile advertising to give full attention to wireless marketing how to get the problem of mobile phone users license, the establishment of a licensed number of mobile phone ads has become the focus of advertisers. The establishment of a licensed number library also affects the interests of users, so, the establishment and implementation of the license number Library of mobile advertising is imminent.

According to information, the current number of domestic mobile phone users more than 550 million, wireless internet users over 170 million. And the domestic mobile advertising market from the embryonic stage into the right track development period, and show rapid development trend. According to the report, 08 domestic market size reached 1.24 billion yuan, 2010 will reach 2.3 billion yuan. In the future, the wireless marketing market stepped into a blue sea stage. However, the mode and mechanism of wireless marketing also have to change a certain way. For example, the previous push method is not workable, need to change the way of push. In addition, the establishment of the database mechanism will also change. In the past, a pot and a one-size-fits-all database will not work, because without a subdivision of the mobile phone users, the information sent to the user's mobile phone without permission, would incur cries. This approach, one is not the user in charge, the second is not responsible for advertisers, three is not responsible for themselves. Therefore, the database mechanism must be set up by the license number library. According to the survey, 1/3 of mobile phone users are willing to provide some of their personal information in order to obtain targeted advertising. But respondents were strongly opposed to sending advertising messages to their phones without user permission, and the extent of the opposition could be described as "hate".

Mobile advertisers must understand the real psychology and needs of mobile phone users, what information they want to receive, and what information is not accepted. Generally speaking, mobile phone users welcome two information: One is what he needs, the other is his favorite. For example, the weather forecast, mobile phone, mobile phone e-mail is the user needs, and mobile video media, such as users like. Advertising is the implementation of wireless marketing must fully understand what users need and like, with the user permission to push ads. At the same time, we should always pay attention to the user experience. If you have a "Licensed number Library", you will know what kind of ads users need, what form of wireless marketing, and understand the user's feelings in a timely manner.

According to some foreign experience, wireless marketing needs to run in a very strict licensing mechanism. Users to achieve a certain license, subscribe to targeted advertising content, and then obtain a certain benefit compensation. Japan's NTT DoCoMo, for example, uses the form of a telephone bill to compensate users who receive ads in order to attract more users to participate in wireless marketing. Some operators in the United States have also used the benefits of compensating goods, phone calls, and other means to provide mobile advertising services for licensed users. In addition, Japan's regulatory authorities also actively guide the development of wireless marketing. For example, the introduction of specific provisions and penalties to ensure that the mobile phone ads must be sent on the basis of the user license. Advertisers and mobile phone users swap mutually beneficial circumstances, driving the advertising industry on the right track. At the same time, it also led to the rapid development of other regions of wireless marketing.

Therefore, to send users wireless marketing information, you need to get the user's permission beforehand. The development of wireless marketing under the reciprocal conditions through the exchange of benefits. For example, Unicom first push mobile phone advertising is, through the method of compensation to attract users. This approach is also an upgrade to the wireless marketing model. If a licensed number library is established, the user's requirements can be divided in detail. Allow users to actively choose customized advertising content, through the benefit of swaps, so that users actively participate in. Under such conditions, not only can achieve precision marketing, and achieve successful marketing.

Now the domestic wireless marketing market has just been on the right track, very need to have a good engine to promote the good development of the market. The establishment of a licensed number library can well meet the needs of the market, because the current market needs such a mechanism to appear. This period is also the best time to build the library, because it allows wireless marketing to achieve new results. With this golden key, you can open the door to successful wireless marketing.