How to achieve precision marketing in the media

Five Media---http://www.aliyun.com/zixun/aggregation/32077.html "> The future of Mobile media, as the more speculation in recent years, the new media is well received by all circles of concern. Everyone is convinced that the mobile media to lead the future of the fifth media, in the next few years, mobile media will be blowout, because it is a big to be excavated gold. Accurate and interactive mobile phone media is not used in the Internet and traditional media advertising the biggest feature, in addition to SMS and WAP, MMS, ringtones, IVR, mobile software, Java games can become the carrier of marketing.

However, the current domestic affected by a wide range of mobile media, the main business or mobile phone message ads. The user base is huge, the audience crowd advertisement and so on the merit, all walks of life all saw this waits for the development gold mine, has tried the water handset advertisement business. Along with it, all over the phone-in, all kinds of SMS advertising content is endless, and the whole mobile phone advertising industry can say a mixed bag. In this case, it is difficult to achieve precision marketing, because a variety of advertising content mixed together, making it difficult for users to priorities. Even some "provide guns and ammunition ...." and other ads, the sleep of the mobile phone users scared to sleep. In this situation, the user's alienation of mobile advertising, resulting in the failure of precision marketing.

How to achieve precision marketing, and then become the focus of discussion. I think that the realization of accurate marketing is and the user's initiative is inseparable. Just like some time ago, the answer to the Olympic Games to get McDonald's electronic cash coupons an advertising campaign, I believe many users are involved in this event. Anyway, I was involved in this interaction, and before I answered the question, several of my friends had sent me the answer. From this I found that this activity, I was surrounded by a lot of people involved. Carefully think about the reason, so that users actively participate in the driving force lies in the 12 Yuan McDonald's cash coupons above. So, everyone is there to take the trouble to choose the answer. This activity, can be said to be very successful. The user obtains the cash coupon, goes to the McDonald's to consume, then certainly not only buys 12 yuan the thing, thus, McDonald's precision marketing also succeeds.

Through the mobile media to achieve precision marketing is also the goal of each session. Because of the accuracy and interactivity of the mobile phone is very high, receive unlimited time, users use the longest time and other advantages. Accurate marketing is easy, but for some reason, precision marketing is like the moon in the water, the flower in the mirror. How to achieve precision marketing, and quickly lead the market development is also a matter of concern. The author believes that the key to solve the problem is to allow users to participate actively, so that the interests of balance, to better achieve precision marketing. This requires experiential marketing and emotional marketing to cooperate with each other, and ultimately achieve precision marketing. According to data shows that the United States at present to take the user to participate in advertising, to win cash, phone calls, gifts and other means to achieve precision marketing. At the same time, in Japan also continued to appear click Ads, access to free music, gifts and other means to enable users to obtain a certain benefit, but also achieved a good publicity effect.

At present, the main domestic mobile media or short-term advertising, because SMS and MMS do not have Internet link function, so, SMS content is still the main force of advertising. The middle need to solve is to establish a "Licensed number Database", through detailed data analysis and classification, for different users to bring different content. Because the user in this database has permission, agreed to receive targeted advertising content, and will take the initiative to read advertising content, if conditions permit, but also the initiative to buy merchandise. The result is a precision marketing. The key to solve the problem is to achieve a balance of interests, precision marketing behind a detailed data analysis results and structural framework. Through the connection of different industrial chains, good balance of interests in order to achieve precision marketing.

"Licensed number Database" Can break the ice of the current situation, but also to achieve precision marketing shortcuts. Because the user has already told us beforehand, what they need is what kind of advertisement content. So, with such a channel, in the mobile media, you can easily and freely to achieve precision marketing.

(Welcome to explore the establishment of a "Licensed number database", on precision marketing How you see, please leave your handwriting)