How can mobile products make money?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The mobile internet era is also coming, how to use the traditional mainstream profit model of advertising, so that the huge flow of mobile apps can be realized, produce more business value, more and more worthy of study. Our "Mobile Advertising research" Group has made a dragnet study of various mobile applications. As a member of the subject, the current mobile apps mainstream advertising model has been combed.

Advertising is a polarized product. Advertisers and the media love it because they can make money and do well to make a lot of money; So it's challenging to make ads that are not annoying, even to people like them. Compared to mobile ads and PC ads, there are two different points:

One, more attention to the audience experience

Most users use mobile products to kill the fragmentation of time, resulting in lower user viscosity, product replacement is more likely. So mobile ads need to be more flattering, more covert, more fun.

Second, more accurate reach the user

The user base of the mobile product is more and more subdivided and perpendicular, so the advertisement can locate the target audience more accurately. With more refined advertising effect tracking means, the use of data analysis to adjust creativity, improve advertising effectiveness.

Mobile products in the form of advertising can be divided into: brand activities, implanted ads, apps recommendations, points Mall, situational shopping guide, interactive games and other categories, in this separate examples.

1, Brand activities

This is the traditional PC advertising form of the continuation of traditional banner ads. It is also the most important form of advertising for mobile products. Users tend to filter this type of advertising, but choose the app audience like the brand cooperation, the effect may be good. Example: Big aunt and only products will be a high degree of overlap of users, fashion beauty of young women is the advertising audience, Pat Li is also likely to be the group of people like a solid product.

2, implanted advertising

Implantable advertising is an innovative form of advertising that is deeply customized and moderately exposed by external brands and mobile apps. Because its advertising attributes are not obvious, users are not easy to resent, easy to bring word-of-mouth spread. Ink weather and Adidas have similar cooperation, the effect is very good. Weather Assistant cartoon characters are carefully designed for Adidas. In the cold winter, where users often pay attention to the weather, advocating that everyone go outdoors to move, told a good story.

The following German map of Lin Chi-ling voice navigation is also a classic implant marketing case.

3, Apps recommended

When a apps accumulates a huge amount of user and viscosity, you can try to apply the business model of distribution. Select the user community of the same or similar to other apps, recommended to their users. Like my aunt in the recommendation of the preparation of pregnancy Community products-mother and Tienne doctor, it is appropriate. Users will think of this as apps developers to their own benefits, and will not be used as an ad.

4, Points Mall

Integral is the main marketing tool to promote users ' active and improve their viscosity. Integral Mall has become an important advertising model for apps. This model is suitable for mobile products with account system and high frequency of user login. To provide benefits to members through the redemption of points, to enhance customer brand loyalty. A quick taxi. Internal employees have revealed that points mall is the product of the two ways of profit (the other is commercial vehicles), many brands queued to their points on the mall.

5. Situation Guide

A form of advertising designed for real-world use of an app. This kind of advertisement form accepts the degree to be high, in the appropriate scene lets the user naturally pay attention to the advertisement information, and transforms into the purchase behavior.

For example, the map of gold, in view of the surrounding attractions, accidentally see a interest in a scenic spot has tickets buy, and then bought, stroll tired navigation to find a restaurant, found that there are group buying, by the way also group a movie ticket.

In the health community type app Spring Rain doctor popularize some parenting knowledge, incidentally recommend some have the quality of childcare products, this is a very fitting shopping guide scene.

5. Interactive Games

Some big brands will develop their own app, in the form of games, the user-mobile apps-environment to interact to achieve the purpose of brand communication. The key words of this kind of advertisement: fun.

"Ibutterfly" is an interesting butterfly application, using AR (Augmented reality), using motion sensors and GPS functions to capture virtual butterflies with your iphone. In Japan, you can catch different kinds of virtual butterflies in different regions, catch butterflies while also accidentally get discount coupons, collect butterflies not only collected more coupons, but also obtained a wide range of business information and content. Ibutterfly is a perfect publicity platform for the tourism industry and the catering industry. Successfully combined app with business marketing through coupons.

There are some classic similar cases: Durexbaby, Toyota backseat, Coca-Cola chock, Starbucks alarm clock, etc., it is worth to enjoy.