Liu Chengmin: Mobile Internet drive effect marketing development

According to CNNIC data, up to now the total number of Chinese netizens is 513 million, of which 356 million of mobile phone users, only use mobile phone internet users are up to 117 million. By the end of December 2011, the size of smartphone users reached 190 million, accounting for the proportion of mobile internet users in the country reached 53.4%. China's smartphone users, Symbian, Android and iOS occupy more than 95% of the market share, the market concentration is high, which search is the second largest use of Internet users mobile phone.

The change of Tencent architecture

Grab a mobile Marketing portal

May 18, Tencent announced the restructuring of the Organization, the formation of six business groups, and focus on the "Cohesion Training search Business", "Mobile internet Power", which is the industry as Tencent's full layout and exerting force mobile Internet, enhance the search commercial value of a signal. Mr Ma once said on Weibo: "Search will be built as a foundational capability to support the various business groups in Tencent's core technology platform, which is commercialized through mobile internet hosting including PCs." ”

Chen Devu, an internet industry renowned commentator, told the author, "China's mobile internet is still in its infancy, the industry needs such as Tencent in the service and innovation capacity of the company to lead the industry to open up and grow together, with the establishment of Tencent Mobile Internet business Group, a new" growth story "has just begun. ”

To this end, through the future in the mobile and PC terminals of the dual layout, exerting force, Tencent company is to build enterprise-level users to provide effect marketing services of new brand Tencent effect promotion. "Tencent effect promotion is the core force to complete the search commercialization," Chen Devu bare.

Tencent effect Promotion

Create platform-level marketing Service

July 18, the launch ceremony of "2012 Tencent effect marketing China line" launched by Tencent Effect Promotion and Beijing Railway station Roadshow opening.

At the meeting, Tencent Mobile Internet business Group President, Group senior executive vice President Liu Chengmin pointed out: "2012 China's internet has undergone great changes, we have experienced the microblogging, SNS and other social network platform, witnessed the rise of smartphones, The mobile Internet terminals represented by the tablet computer have subverted the inherent lifestyle of the people, the change and transformation of Chinese Internet has also driven the traditional network marketing to change with the tide; in 2012, Tencent effect promotion in products, services, channels and other aspects have achieved a new leap, and thus become the leading digital marketing transformation of the important force. ”

According to IAB Mobile Marketing Center, IAB Europe and his screens digest research results show that the Asia-Pacific region's Internet eye economy is moving towards the mobile internet, the 2011 Global Mobile Advertising market value of more than 5.3 billion U.S. dollars, the Asia-Pacific region, the largest mobile advertising spending, More than 1.9 billion dollars over 2011 years, almost 36% of the market. Mobile search advertising spending in the Asia-Pacific region is far higher than the North American market of $570 million trillion, more than 480 million dollars higher than the European market.

At present, Tencent effect promotion has launched a wireless search advertising, situational advertising, integrated packages, wireless app download ads and many other products, services, and the major cities in the country has set up a sound agent system, the launch of the regular staff training, service level certification initiatives, improve the continued service to advertisers.

Liu Chengmin that Tencent in the search market share of the continuous promotion, will attract more advertisers into Tencent effect promotion platform. At present, Tencent ranks among the first in the field of wireless search, along with the further improvement of product layout, the share will continue to improve; Tencent's ability to promote integration and optimize Tencent's one-stop online life platform will also be strengthened, taking the "Marketing service integration Package" as an example, Do not rule out the future will join include mobile Internet product Marketing services, including more value-added services, mobile phone microblogging, mobile phone butler, mobile phone QQ browser, such as the number of users of mobile products, Tencent's wireless traffic will also significantly improve, in this field will promote the effect of Tencent to provide more available resources, Wireless app Download advertising is the first mobile device app search Marketing products, but also to Tencent wireless traffic resources refined use of the beginning.

Respect the user experience and shape the industry products

Talking about the challenges of search commercialization, Liu Chengmin admits: "How to protect the good experience of each user, how to avoid the excessive commercialization of the user's interests, how to seek a balance between commercialization and user value is worth pondering." "and stressed that" Tencent believes that the premise of all commercialization is to ensure that the interests of users will not be harmed, because we advocate fine, only products, services to achieve quality, can obtain Word-of-mouth, access to users and market recognition.

At the tactical level, Tencent's search commercialization will focus on three levels of mobile data mining, mobile application platform openness and enhanced mobile social networking in the big Data age.

With the help of Tencent in the field of network media for many years, especially in large data collection, data mining and analysis, cloud computing and other aspects of the technology accumulation, Tencent effect to promote the platform data mining after the precision marketing to provide the foundation , the application of all platforms to download channel Unified planning to the Tencent Application Center for mobile application developers open platform, while the Tencent effect promotion platform API was not long ago for advertisers and agents Open, will also provide more soil for search commercialization; mobile social networks will enhance the marketing value of search, Search users with social attributes are more conducive to collecting and releasing marketing data that businesses and brands need. Of course, the premise of all this is based on the Tencent effect promotion for the representative of the commercial institutions with social data mining and the use of the ability of advertising customer refinement operations.

"The value of Tencent effect marketing will be widely recognized by advertisers, and we are confident." On the one hand, the trend of mobile internet makes the search portal occupied by mobile Internet applications and applications become the main channel for advertisers to carry out effect marketing. On the other hand, Tencent effect to promote the integration of cross-platform resources, so that the effect of marketing is not only the traditional "keyword delivery" so simple, But to form a product pedigree diversification, marketing methods systematization, service model one-stop efficient marketing platform. "For the future, Liu Chengmin is full of confidence." (Greenie)