Liu Chengmin Mobile Internet driving effect the marketing industry realizes the leap-forward growth

If in the traditional Internet domain, domestic practitioners are still more than C to C (Copy to China) mode of survival, but in the emerging mobile internet, especially in mobile search marketing, a relatively original, fair competition is on the stage.

Tencent architecture changes to grab mobile marketing Portal

May 18, Tencent announced organizational restructuring, the formation of six business groups, and focus on the development of "cohesion training search business", "exerting force mobile internet." 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, a leading internet commentator, told reporters, "China's mobile internet industry needs such as Tencent in the service and innovation capabilities have a strong accumulation of companies to lead the industry to develop and grow together." ”

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 to complete the search commercialization of the core force." Chen Devu Bare.

Tencent effect promotion to 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. The Chinese line to "effect win sales opportunities Unlimited" as the theme, footprints will be in Beijing, Shanghai, Guangzhou, Shenzhen and other national 16 core cities, a total of 19 sites.

At the meeting, "We have witnessed the rise of social networking platforms such as Weibo and SNS, and seen the mobile Internet terminals represented by smart phones and tablets subverting people's inherent lifestyles," said Liu Chengmin, president of Tencent's mobile internet business Group and senior executive vice president of the group. 2012, Tencent effect promotion in the product , services, channels and other aspects have achieved a new leap, and thus become the leading digital marketing transformation of the important force. ”

According to the 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. Mobile search advertising spending in the Asia-Pacific region is far higher than the North American market of 570 million dollars.

The reporter learned that Tencent's positioning of the effect of Tencent is not limited to the traditional search marketing, but plans to use Tencent one-stop online life platform, especially in the field of mobile Internet layout leading advantage, Tencent effect to promote a diversified product pedigree, marketing methods, systematic, Service experience one-stop efficient marketing 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

When it comes to the challenges of search commercialization, Liu Chengmin: "How to protect the good experience of every user, how to avoid threatening the interests of users because of excessive commercialization, and how to find a balance between commercialization and user value is worth pondering." "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 accumulation of technology, Tencent effect to promote the platform data mining precision marketing to provide a 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 also in the past not long for advertisers and agents Open, will also provide more soil for the search commercialization.

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 advantages, so that the effect of marketing is not only the traditional "keyword" 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."