Great misunderstanding: Talking about the mass message and precision marketing

Note: CCTV 315 makes "junk sms" smack, but "SMS", "Junk Short Message", "mass message" has a completely different meaning, China has just set up the "Industrial information" department, indicating that the informatization strategy in China is being deepened, in the rapid development of China's information technology today, Mobile information is the most widely used, To solve the "last kilometer" of China's information superhighway, and in the Mobile information process, the most outstanding performance is "SMS", China's unique "SMS culture" to the world attention, governance "spam message" urgent, but to prevent overkill, this is a social problem, This article from the Mobile Information industry application Professional angle analysis, why the "mass message" This outstanding technology has not been properly used, from the wireless marketing business philosophy to see the current wireless value-added industry in the construction of business model thinking of the great misunderstanding, the 315 event is not necessarily not a good thing, In a constructive light, China's wireless advertising market will be truly open.

Spam message makes "precision marketing" into "accurate harassment"

Many people mistakenly believe that mass messaging is wireless marketing, which is completely wrong! Many of the current mass message is based on the message sent to unfamiliar users under the front dike operation, many of the bulk of the message into a forced-type information referral, the bulk of the message as a direct "precision marketing" is based on this business philosophy, mobile phone numbers represent every real consumer, as long as there are a large number of mobile phone numbers, and then through the classification, Divide the attributes of sex and income, can imagine that the "classification" of the consumer is the target users, can be achieved through mass "precision marketing", no doubt, to this kind of thinking to achieve the mass message is based on "harassment", because no matter how the classification, these classified users are still "unfamiliar", Absolute Mass, if there is a 50% effect, the realization of the 50% "precision marketing", but the other 50% is "precision harassment", if the bulk of the message is in 100% of the allowed before the embankment, is the real "precision marketing", but the "user permission" the basic principle, no one to ignore, So many of the current mass messaging although the effect, is based on harassment, is a "golden goose" profit model, or even illegal, not to talk about the infringement of personal information and regulatory deficiencies, from the business model point of view, why a large number of wireless enterprises still believe it, and "user permission" Is this basic front dike indifferent? From the perspective of business thinking can be briefly analyzed from the following aspects. Mass messaging is a good thing, if "user permission" is "precision marketing", on the contrary, "spam message." "Permission" or "no permission" is a problem that is a matter of life and death! Not only related to the life and death of enterprises, but also related to the life and death of the industry!

"Who" has "database" is more important than "How many" "Database"!

21st Century Marketing is the database marketing! Further said, 21st century marketing is mobile database marketing! However, "who" owns the database determines the vitality of the business model! At present, many enterprises engaged in wireless domain to own the database as one of the biggest advantages, this is a huge misunderstanding! The problem of marketing is to look at the enterprise as a subjective point of view, is the enterprise's own marketing framework, only enterprises in their own marketing framework has its own database, the enterprise to achieve marketing is really meaningful! The wireless way that the message is represented is actually a powerful means to help the enterprise to establish its own mobile marketing database. In the long run, the database owned by the wireless enterprise should be the database management platform that provides the database hosting service for the enterprise. is actually "the use of the database, only the database that the enterprise collects according to its own market is a meaningful database, and many SPS now think that having a large number of databases can launch wireless advertising and wireless marketing is not correct, at the same time, the development of wireless advertising products with this guiding ideology is difficult to achieve long-term success, Positioning for wireless advertising and wireless marketing services companies should help enterprises to establish their own database for the office, down-to-earth to help enterprises analyze their audience goals, targeted solutions to find a real profit model, for "who owns the database" the more profound understanding, Wireless marketing business model will be more successful and vitality! ”

"Simple" mass message is based on the traditional advertising media to put thinking

Mention the media, will think of advertising, this is a kind of inertia thinking! The characteristics of the mobile phone is that it is the media, not the media! Mass messaging is widely used, in a sense, is also the "media delivery" under the thinking of the product. The rude "spam message" is in this way of thinking, many enterprises have been misled! "Spam message is a lot of quality people do not have the quality of things."

Although the phone is a real super media, Universal terminal! But its biggest characteristic is "the interaction" sex, the fifth media is "the interactive dissemination is the application" the mass media, if it is "interactive communication for the application", it is not "put for application" media, and "interactive application" is the essence of wireless marketing solutions, simple message mass can only be a step in the solution, A link. Therefore, "almost all traditional and new media can use the fifth media interactivity to create new dissemination value, the fifth media is the media integration of the Super engine!" More remarkable is, the fifth media interactivity, has stimulated all traditional media's interaction, causes the traditional media original superiority to be stronger! Instead of weakening it, not to mention replacing it! ”

The thinking of mobile media instead of traditional media is ignorance and danger!

Attended a product launch of a wireless advertising company, at the beginning of the meeting, the Speaker of an international 4A advertising group president of the speech "mobile TV will replace TV" as the beginning, sitting in the following traditional advertising agency indifferent, expressionless, imagine, these hands tens of millions of media to put money, The agents who rely on the commission of the media, how can easily believe that such sensational remarks, even if it is true, standing in their perspective will not be easy to achieve. This kind of speech is not strange, strange is that many companies engaged in wireless advertising incredibly! In fact, for quite a long time, many wireless advertising companies in their own product introduction, there will be a mobile phone media and traditional media to disseminate the value of comparison, the subtext is that the advantages of mobile phone media is unparalleled, and the core of this advantage is through a variety of ways to obtain the database! In many wireless industry enterprises, its subconscious is the mobile phone media will replace the idea of traditional media, within China Mobile, the mobile phone as the fifth media is very dismissive, that the mobile phone should be the first media, which is the traditional media in the ignorance of the performance of the understanding.

Indeed, in the last two years, the new media, represented by the Internet of the four, has indeed diverted the amount of advertising published by traditional media, but this is temporary! Because when traditional media use new technology, traditional media will become new media! will also have the characteristics of new media, three nets in one, the network technology will make the traditional third media TV in the content and the experience of the change, such as the traditional media in the online media on the extension of mobile value-added mobile phone newspaper and other forms of extension is the trend, Although the mobile media in the form of performance can have all the characteristics of traditional media, but can not completely replace the traditional media reading experience way!

On the other hand, for enterprises, traditional media is a must use of marketing means, in China, standing in the advertiser's perspective, will never give up the use of traditional media, if the wireless media constantly intentionally or unintentionally to corporate demand can replace other media, this is extremely dangerous! Because the enterprise simply will not believe, but will abandon you first! For advertisers, no one who replaces who, only the right unsuitable, all kinds of media have their own characteristics, a medium to easily replace another medium is impossible, the fact is so.

The current wireless advertising companies "underestimate the advertising industry's awareness of the media, but also underestimated their marketing theory level", which will make the mobile phone value-added services industry application and promotion to pay a lot of time costs.

Finally, the cell phone is not the media at all! Talk about what to replace it?!

The "Push" and "pull" of wireless marketing are indispensable

Wireless marketing is implemented on the basis of establishing an effective target consumer group database, wireless marketing has legitimacy constraints, this refers to the activities of wireless marketing is based on the principle of user access, that is, any form of mobile advertising information is in the user's permission before the first dike implementation, user permission means that the user's own active participation, Not passive! This is not only through the "push", but also through "pull" to achieve the target consumer real needs and consumption behavior, targeted to carry out "one-on-one" communication.

In the traditional marketing theory, "push" and "Pull (PULL)" are two rich connotation of the marketing concept, the first 4P theory is the enterprise as the core of the "push" theory, "push" concept is also "sales concept." "Push" the concept that the promotion of sales is distributors, terminals for you to promote products, the initiative to sell to consumers. "Pull" is "marketing concept", the concept of marketing believes that the key to achieve the objectives of the enterprise is to correctly determine the needs and desires of the target market, and more effectively than competitors to transfer the target market expected goods or services, and thus more effective than competitors to meet the needs and desires of the target market. "Push" sales concept and "pull" marketing concept is different from: Push the concept of focus on the needs of sellers; The concept of "push" is based on the needs of the seller, considering how to turn the product into cash, while the "pull" marketing concept considers how to satisfy the customer's needs by attracting consumers. "Pull" is, through advertising, promotional to allow consumers to understand, to attract consumers to take the initiative to buy.

SMS mass only "push" did not "pull", the concept of wireless products "WAP Push" is a typical "push", why wireless advertisers only pay attention to "push" and ignore "pull"? One important reason, "pull" is to be combined with the traditional media, because the "pull" process is an integrated process of communication, is a media integration process, but the wireless industry of the kind of "replace the traditional media" subconscious thinking artificially hindered efforts in this area. In addition, advertisers are the most important to the media through the combination of "pull" marketing activities, SMS mass because only "push" did not "pull", in the advertiser's marketing framework is a "lame", this is a lot of wireless advertisers in the process of contact with the main advertising is Chi's nose to be identified as "wireless marketing is a message mass" just one of the reasons.

The real situation is that the mobile media is the "pull" marketing the most effective weapon, because "interactive" sex is "pull" sex, super Girl in Mengniu milk is typical! Should make full use of mobile phone interaction, not just mass function.

Wireless Internet is the extension of the Internet on the phone: wrong!

"Wireless internet is the internet in the extension of the mobile phone" is the consensus of many wireless industry enterprises! But this is the wrong understanding! Based on this understanding of the development of wireless advertising products, basically no vitality! The wireless internet is fundamentally different from the Internet, Internet business is the content, wireless internet operators are people, some excellent wireless internet companies in the essence of the deep, foresight to reject all based on "PUSH" wireless advertising, respect for the privacy of consumers, embodies the "people-oriented" business philosophy, This not only embodies the essence of the industry insight, but also reflects the overall business acumen.

Marketing has no advanced theory, only profound understanding

Wireless marketing is not the whole of enterprise marketing, is just a tool within the framework of enterprise marketing, take it for granted that through wireless means to solve all the market problems of enterprises is naïve and unrealistic, in the past two years, I have been through the form of the theory to traditional industries and enterprises to introduce wireless marketing to traditional marketing methods brought about by the changes, Call on traditional media to learn from new media and accept new wireless marketing tools in this process, I found that in fact, wireless new media field to the traditional media and marketing areas to learn the content is also very much, I sent the message is mainly oriented to advertisers and enterprises, but in the wireless field to generate echoes, that the wireless field development too fast, Tainu , it needs appropriate business theory to review the development of the industry in order to adapt to the development. One of the biggest features of the wireless industry is the convergence between industries, is the integration of knowledge, experience fusion, theoretical integration, to learn the new knowledge is very much, although so, some of the basic principles of marketing will not change, is ça, marketing no advanced theory, only a profound understanding.

Any profit model must follow the right business philosophy

In essence, the idea of marketing is a philosophy oriented by customer needs and desires, it is the embodiment of consumer sovereignty theory in enterprise marketing management, "Customer is God" is the business wisdom and the true meaning that the enterprise uses blood and sweat, all marketing theory core and Cornerstone is to the consumer "respect" rather than the contrary, countless " Enterprise Martyrs "has proved in the market operation of this" truth ", wireless marketing is no exception!

Mass message will always exist! Junk text messages should disappear forever!

Mass messaging is an excellent technique, mass message will always exist, from the beginning of the rise of value-added services, as a mobile phone value-added services to promote an effective means, the bulk of the message to play a fast, the audience wide, low-cost advantages, which let SP in how to obtain and fully utilize the mass resources of the resort, At last, this technology resource has been excessively exploited and abused. Because many SMS mass is strongly pushed to the client side, so that users are very disgusted with the effectiveness of the negative, deformed changes, spam messages have endangered the process of Mobile information, the management of spam messages not only to use the "iron Fist", but also to use "steel wrist", junk text messages should disappear forever!

With the implementation of various monitoring means in the wireless field, the establishment of the "0 tolerance" mechanism of spam messages, the elimination of spam messages, no value-added services industry applications will be healthy development. This can be done, because the fifth media is the operator-led "Monopoly" Media!

Current thinking and current problems: the integration of industry from the beginning of understanding

Current thinking does not solve the current problem, because the current problem is the result of the current thinking. The wireless value-added industry should change from "communication" thinking to "information" thinking, from "technology" thinking to "application" thinking, from providing entertainment to providing value transformation, from "information" thinking to "media" thinking. The transformation of these thoughts is the reality of current communication application, and the marketing change and advertising reform brought by the fifth media. In the application of wireless advertising, with the continuous deepening of practice, people's experience will be more and more deep, change is difficult, but the idea of the way to decide!