Internet for consumer mobile marketing

Mobile Internet is seen as another gold mine after the traditional Internet, popular mobile marketing is optimistic about many people.

"I know half of the advertising costs have been wasted, but I do not know which half was wasted," in the advertising world famous saying that the mass advertising age flawed. At the heart of advertising is delivering the right information to the right people, as marketers know, but it's hard to do in mass advertising.

The relevance of advertising to consumers is often directly proportional to the likelihood of conversion. For this reason, the user's personal information, including behavioral information, location information, time information, etc., are very attractive to marketers. The mobile location service is precisely for marketers to provide these information.

Positioning for immediate needs

In a traditional marketing environment, marketers can not clearly understand the immediate needs of an object. So they have a set of fixed patterns that first analyze the audience of different media, and then select the media according to their needs to advertise, such as: in the financial version of the newspaper real estate, car advertising; sports in sports radio stations Advertising supplies; in the evening TV series life commercials . Then wait for strange readers or viewers to read these potentially useful business information.

By combining the three elements of "time, place and person", mobile marketing uses the information database and positioning technology established behind to deduce the user's instant status and further clarify its current consumption demand and potential demand. Such as: GPS positioning technology, that a user at 12 noon near the mall. According to the database and time and place to analyze the user's status, the user is likely to go to eat or want to go shopping behavior, then you can push the coupons and shopping coupons to the user near the mall. The user's current status is pushed through the analysis of time, place, and information databases for more accurate ad serving. Information needed by users can be more easily accepted.

Target group needs

Where the user has been to, where to go often, we can know by locating the user's trajectory . These tracks portrayed a very valuable "consumer map."

For example: a bar ready to engage in activities this weekend, then the "consumer map" can clearly show the different target groups. The first group: those who frequented the bar, these people are the most promising to participate in this event. The second group: people who regularly go to the bar and who have visited the pub but did not attend. These people are also very likely to participate in this event. The third group: often go to the bar, but never came to this bar, these people may also participate in this event, but the probability is not.

Businesses can create different promotions based on the groups presented on the Maps of Consumers, such as the first group, so businesses should focus on the content of the event as well as the interaction with the target user, and may not have a bar. But the third person should focus on activities and offers to users, and must be attached to the location of the bar, if necessary, attach a map.

Not only does "consume map" let businesses know exactly which ones are the target groups, but also create different promotions based on different groups of people. This advertising goal is not only accurate, but also very personal, in line with different groups.

Mobile marketing relative to the traditional marketing is more accurate, real-time, interactive. But mobile marketing also has its own problems.

~ ~ How to grasp the amount of questions. If people have one or several pieces of advertisement information each time they reach a place, who can withstand such frequent information. People accept the ability to accept information is limited, then how to grasp the amount of problems?

~ ~ Privacy issues. This is the mobile marketing has to face the problem, you are willing to be "positioned"? I think most people are not willing to be positioned or tracked. But the core of mobile marketing is the user's information, which may have inadvertently or unintentionally offended the user's private space in the process of collecting information.

Although there are many such or some problems with mobile marketing, I believe there will be good ways to solve these problems in the future. Moreover, the technological innovations of the past have prompted us to highlight the commercial value of a universal new technology in the diffusion process.

Mobile marketing, worth the wait.