It's not just mobile interconnection that needs to think about mobile internet.

Companies want to enter the mobile internet industry, not to do an app, or to post a few ads through mobile terminals, or to open a micro-credit public account, can simply as is already into the mobile internet. What the mobile Internet brings us is a new ecological, communication logic and path change.

From 2013 to 2014, the controversy over internet thinking, the rapid popularization of micro-credit, the rise of media and the huge war of mobile payment have all brought about the reform of the original commercial and marketing ecology. Today, almost all enterprises have been standing on the threshold of the mobile internet era, the mobile internet is also quietly changing the path of transmission.

Not only mobile internet companies need to think about mobile Internet, today, all enterprises need to think about mobile internet. I think that companies thinking about mobile Internet, not simply to do an app, or use mobile terminals to display ads, or to operate a micro-letter public account, is considered to be connected with the mobile Internet. Mobile Internet brings a new ecological and communication logic and path change.

First, the mobile Internet brings about changes in the relationship between brands and consumers.

In the traditional media and PC internet age, people rely on work, learning, social interaction places and space, virtual community to establish social relations, brand and consumers rely on a strong medium to communicate, depending on exposure, coverage, flow, time and frequency to affect consumers.

However, the mobile Internet let all this change, consumers can rely on geographical location to establish relationships, but also rely on the interests of the establishment of relationships, brand and consumer communication is naturally changing, mobile terminals can be linked to the terminal position of the enterprise, brand can be through mobile internet and consumers to interact in real time.

This change in the shape of the relationship is changing the pattern of the brand's inherent transmission, mobile Internet becomes a new service interface, the brand needs to think how to take the user as the center, through interacts with the user, builds up the new consumer circle layer based on the user's interest atlas, through with the position correlation, lets the marketing and localization and the scene unifies, To meet consumer demand for instant improvisation, establish real-time marketing channels.

Secondly, the mobile internet has broken the spread of the border, enterprises to enter the brand is the dissemination of advertising is content, content is the era of advertising.

The brand today is no longer a simple advertising coverage of how many people, how many frequency, but think how to let the ads become people willing to share and spread the content, let everyone see your brand, willing to actively through the mobile Internet to share with others, to achieve such a result, The content originality of the advertisement and the adaptability of the media scene become important.

For example, advertising on social media, the need to consider the user's social behavior, the data behind the interest, through the human interest and behavior and content analysis, so that social ads in the information flow of the seamless, and the introduction of real friends in the ads chain, can help social media advertising to create a " Friend's recommendation is the best advertising "scenario."

Now the emergence of foreign advertising, its important feature is to provide value content, so that the audience to accept and like, willing to see, and to integrate into the media environment, the media used to communicate the context or the way of speaking to consumers, rather than the way to communicate with advertisers.

The same content the original scene is also changing the advertising content and form in many places, for example, consumers in office buildings and other elevators, the brand in the building media advertising, you need to consider how to let the office crowd in a short period of time can trigger the immediate sharing and action, in the cinema, your patch ads, Should be related to the subject of the film.

For example, the advertising of Wrigley Gum in the cinema is "you can get close enough, you can get a green arrow and you get closer" and so on. In the fitness club ads, you need to consider the match with the fitness crowd, such as Subaru's advertising is "for your insistence", and fitness scene is very match.

When the consumer feels that the content is related to the scene he's in, consumers are willing to carry out the subsequent spread of proliferation, advertising for consumers is not interference, and become what you want to see, then the spread of the mobile internet may earn more consumers on the "sharing" "Praise" and "forwarding."

Again, the mobile Internet is changing the propagation path.

All the media need to think about how to relate to the mobile Internet, the technology of two-dimensional code, AR, location-based Wireless WiFi and community broadcasting is ripe, while mobile payment and NFC are also exploding, so the future enterprise needs to think about how to build a relationship with the mobile phone through the new technology docking, And the mobile phone and other media to connect, so that the media through the mobile phone to achieve seamless links.

Mobile phone is a terminal with emotional and emotional, mobile Internet itself is based on the consumer life scene and geographical location, and therefore, the brand needs to consider how to interact with mobile phone marketing, through the mobile phone to crawl the interests of users, while, in the media used by the brand, To think about how people can create real-life content or branding stories that are fermented by mobile social media, and in the mobile Internet application, also need to think how to the mobile Internet and some in people's living space of the scene, space and living in the media synergy, the brand's potential energy landed into sales force and brand impression.

More and more fragments of information, the increasingly dispersed media era, content, entertainment, experience, social, interactive, ethnic groups to become the dissemination of new concerns, consumer sentiment guidance and empathy will become a new marketing target, mobile internet will reshape the brand and consumers, media and consumers, consumers and consumers, is also changing the pattern, logic and patterns of communication.