Innovative Digital Marketing: change that last meter experience

The main battlefield of innovation is migrating from line to line, brand marketing is bound to happen many changes.　　For advertisers, it is important to understand the entire behavior and mentality of consumers in the mobile age before embracing dazzling innovations.　　Tony | The article for the brand, this is a full of changes in the era, new technologies emerge endlessly, then which technology is the brand owners should be urgent concern? From the perspective of "experiential marketing", the progress of technology for marketing should be more excellent user experience. In all new technologies, the most valuable to marketing is undoubtedly the development of terminal technology, because these technologies directly change the interface of human-computer interaction, change the marketing contact the last meter of experience.　　For marketing, this is tantamount to a revolution. Three terminal technologies help digital marketing 1.AR technology--and magic wizards around the terminal the first noteworthy key technology is AR technology (augmented reality).　　Fortunately, some advertisers through the use of AR technology in the past two years has also created a lot of classic cases, which can not but mention is Unilever's young men's Day of the brand Ling "Angel drop the World" breaking-style experience marketing. 2011, the Ling perfume in London, England, Victoria Station Hall has been the first time in the history of the integration of AR technology marketing activities. In the station hall, the planners set up a square area with the design of the Ling perfume, a special camera to shoot the area and display it on the electronic screen of the station. When the passenger is standing in the area, a virtual "Angel of the Angels", which is realized through AR technology, will fall from the sky and the passengers can interact with the Angels on the big screen.　　The event's video was uploaded to YouTube and soon gained more than 800,000 clicks, and the success of the marketing was not only the cool that AR technology can bring, but also the deeper interaction between the clients and the customers. Also use AR technology to improve their marketing experience and Ikea. As early as 2010, IKEA launched its own fusion of the AR Technology mobile app, so that users can choose from the catalogue of IKEA furniture and directly "placed" in the real bedroom space, and the actual space of other furniture in a whole.　　This is also true and magic experience to solve the customer purchase furniture can not see the effect of its placement, nature of the customer's desire to buy.　　2. Speech control technology--bare "secret" if the main value of AR technology for marketing is to enhance the effect of brand communication, then the voice control technology in the business will bring a greater image of the brand space. When it comes to speech control, one might think about Siri right away, and in Apple's new IOS6, Siri will support Chinese, and people are becoming more and more interested in "flirting" with Siri, but technology is just the beginning.　　The important thing for the brand owner is how to apply it. I saw at CES earlier this year that a lot of auto makersHas started to combine voice control with Bluetooth technology to do some good try. For example, many people will be in the car when the phone and text messages, with a voice control system, all text messages can be done through the voice, improve the driving safety.　　At the same time, all the entertainment system in the car can be controlled by the voice, greatly freeing the hands. If this voice control technology is combined with search, the location-based local consumer market will be activated.　　For example, when you drive to a place after work, and your wife calls to bring pizza back in the evening, you can combine search and positioning to find the nearest pizzeria, and even call the pizzeria directly, which means marketing opportunities for these local merchant brands. The combination of voice technology and search will bring about great changes in marketing. The so-called innovation marketing is no longer the purchase of Web keywords so simple.　　Brands need to think about a new form of shopping or new search requests, and how the entire advertising product is properly implanted, which is something marketers have to think about. 3.nfc--to get through localization marketing. The third technology that deserves attention is NFC (short-range wireless communication technology). For many local businesses, NFC is a good application for bringing people into the store. It is connected to the payment link on the line and offline, with the O2O of the entire business chain gradually improved, NFC will be a crucial link, and has a greater play space.　　This is also a huge opportunity for brands, as consumer habits are beginning to change, and previous shopping processes are being reconstructed.　　Including advertising is the same trend, today's ads are more and more than just the display of ads on the web, such as today you drive to see an outdoor advertising, NFC mobile phone users will soon be in the geo-strong business district and outdoor advertising to communicate, merchants through such a localized way to more easily access to users. The premise of innovation Marketing: Read the phone if you look at these 3 technologies that are noteworthy, we find a common denominator: they all reflect the trend of the traditional internet economy migrating from line to line, which can change a lot in marketing. The most reflective of this trend is mobile media.　　About 38% of smartphone users spend 5 hours a day on smartphones, and marketing must be big on the move, but the key is to be clear about what the phone has to do.　　First of all, the mobile phone is undoubtedly the most close to the user body of the media, his biggest feature is almost 24 hours on the boot, users at any time Chavibo, at any time to see some of the latest information, such media features and the original PC is very different.　　Second, one-on-one, a computer in the past may be more than a person, the mobile phone will not appear these circumstances, such a one-to-one media if you can grasp the user's behavior data, there is a lot of rich data to dig. Again, is positioned to function. This brings many opportunities to local businesses. To the merchant, youLearn more about the characteristics of the media such as mobile phones. For example, a car manufacturer has a huge database, brand in the new car when the launch of the car ads, to encourage potential consumers to 4S shop to look for a test, then the brand as long as in the vicinity of the 4S shop to select accurate crowd targeted ads can be launched. This is a reversal of the previous must buy a big sign of the form of advertising.　　In order to grasp such a new business opportunity, advertisers need to deeply study the new media brought about by new user behavior. Finally, the mobility of social media.　　Social media Open the opportunity to interact with the user, can directly accept feedback, but also give advertisers a problem, is how to apply the social media in mobile media to embrace users, so that users participate in the brand to be able to long-term ownership of these customers. Google (Weibo) Chairman Schmidt once said that there is no mobile strategy, there will be no future.　　So as marketers must see more than the consumer before a step, mobile is the trend we see, more crucial is to find the good in this big market in their own positioning, how to use new technology to make you closer to consumers. Brand App Marketing: System thinking must be preceded by the rapid development of mobile Internet and intelligent mobile terminals, brand advertisers have been or are considering using app marketing. This is certainly the right direction, but the first thing to consider is the positioning of the brand app. When you decide to develop an app, does the owner want it to be used to play games or do you want users to learn more about your product or as a new product promotion tool? Are you positioning it as a tool for CRM (Customer relationship Management) between you and your customers, or as a way to present discounts,　　Or is it just a matter of coping with the Boss? I've taken a big step on the move side, this position must be clear. Second, the right approach is when the brand app developed, must have a person to maintain, brand app should be a long-term CRM tool, for example, for a car manufacturer, the past CRM is usually sent through the mail, such as summer maintenance promotions,　　Compared to this, the brand app is closer to the user than the mail, and it is also a good platform for product presentation. However, there are many enterprises for the brand app is still in the blind amateurs stage: Spend 3 months to develop an app, spend money to promote, the next time the brand needs publicity, do one, continue to spend money to promote, that became for development and development, wasted enterprise marketing budget.　　So all advertisers should think about how to integrate apps with social media and the entire digital media strategy. In addition, it is necessary to deeply analyze consumers ' consumption patterns in the era of smartphone, so as to integrate brand app development into the whole brand communication strategy. A company that studies mobile phones in the United States once reported that the whole process of a person watching a movie is almost 10 moves: First he will go online to find movie information, find the nearest cinema, booking website, and then drive to nearby to find a restaurant to eat, this time may also go to the public commentsNetwork (micro Bo) look at the comments, after dinner after the film may also go to the nearby KTV, only to see the film this thing there are so many moves, and these actions are more and more difficult and mobile phone separation.　　For advertisers, it is necessary to understand the entire consumer's behavior patterns and mental process, your app in which link can be properly involved, and the brand app in the user's entire decision-making process can bring value, so that brand app can really use good. (The author is a group of Chinese interactive Marketing president, responsible for the group of Chinese digital media business strategy and operations.) )