Marketing communication Mode in mobile internet age

As we all know, the scale of mobile Internet at home and abroad is developing rapidly Relevant data show that in China, mobile phone users have reached 464 million, the figure is close to 4 Japan's total population, and Japan has been the world's second-largest economy for a long time until it is overtaken by China, which means that China's mobile internet market has the advantage of a user base that other developed countries have no access to, and the number is soaring. In foreign countries, mobile internet has brought significant tangible results for many businesses, J.P.Morgan predicts that social media boss Facebook will have more than 60% of its advertising revenue in 2014. There may be some doubt that China's mobile internet users are not as good as the developed world. So I use another number--53.3亿来 dispel everyone's doubts, 5.35 billion is this year's double 11 mobile phone Taobao daily turnover, this number is more than Wal-Mart in China all stores one months of total sales.

Behind these huge numbers, it appears that the vast majority of people rely on the mobile internet, and the human motivation for innovation is the rigid demand caused by laziness. When it comes to the development of mobile Internet, many people think that iphone,iphone is more expensive than most functional handsets, but it provides a completely different way of handling, the smooth capacitive touch screen experience frees up the user's fingers, and caters to people's lazy demands, and causes most smartphones to emulate, Finally let Rage's stylus and keyboard function phone become a "stale" symbol. At the same time, Apple's App Store model offers users the option to download or remove apps based on demand, which stimulates developers ' enthusiasm for creating apps that users like. It is this open intelligence model that created today for everyone to bring a lot of convenient mobile internet, more and more people through mobile terminals into the Internet, more and more people believe that through micro-letters and corporate public accounts to communicate with the 400 more convenient, mobile phones, tablets, car connectivity and other mobile terminals almost meet the people reading, Information sharing, socializing, shopping and all the needs of life. The vast majority of people's reliance on mobile internet has also generated huge potential business opportunities. Technology is the core driving force behind these business opportunities. The issuance of 4G licences in China, a new wave of mobile internet, 10 times times the speed of 3G will allow more applications to be achieved, such as in public video is no longer restricted to WiFi, the subway can easily play hand; in Singapore, scientists have invented a scent simulator, This means Pizza Hut if there is a new pizza, the user can smell the scent directly through the phone and decide to buy a variety.

Some people call mobile Internet The fifth media, mobile Internet let some media content move up. The marketing environment has been changing as the media changes, in line with the current user mainstream life experience Media is always the leader of marketing media, it is gratifying that we have seen a similar success story today, "The First financial weekly" 2012 app advertising costs more than 2 million yuan; Hunan TV App "Hula "More than 6 million registered users; Cool Mobile end daily VV over 300 million, Youku app is among the TOP10 applications; it is these media mobile clients that enrich our lives and aggressively seize our fragmentation time, the mobile Internet is undoubtedly the future of the main marketing communications positions.

In view of the above environmental analysis of mobile internet marketing communication, what is the value of mobile internet marketing communication?

Ying Zhongguo as the first professional service provider involved in digital marketing, we have already established a set of marketing communication system based on mobile Internet, this system is characterized by the implementation of closed-loop management, from the initial market research to transaction transformation to achieve the full digital management, at the same time to achieve sales transformation, Also dug out a large number of users of the real positive word-of-mouth two times spread, for advertisers to achieve a double harvest of sales and brands. We establish such a set of mobile marketing communication system, is in the mobile Internet marketing environment constantly evolving conditions of positive innovation. First move the internet to make time more fragmented, the individualized will of the audience is further respected; Secondly, the space is further microscopic, which makes the marketing communication more focused and the transmission cost more optimized; third, the role of the human being more prominent, so that the dissemination of content more authentic, more credible; the fourth mobile internet has achieved the spread of decentralization, So that the role of communication in all aspects of a more equal status; The fifth mobile Internet makes the information terminal more meta, realizes the seamless coverage of the information. Under the guidance of this marketing system, we summarize the four values of mobile internet marketing communication.

Value one: more extensive functions

Traditional marketing communication mode is the enterprise through the media to inform the audience, but in the social media and mobile internet era, enterprises can also through new products for the user derivative services, so that users create information and spontaneous transmission. For example, Nike running shoes communicate with the ipod via the wireless Nike ipod movement component, and the ipod can store and display movement dates, time, distance, calorie consumption and total movement times, exercise time, total distance and total calories to facilitate consumer quantitative exercise, Of course, many consumers in the enjoyment of this service at the same time will be the movement of information to share the microblogging and QQ, every time the sharing process is a Nike brand information dissemination. In addition, mobile Internet marketing communication can also directly produce transformation, such as the Beijing-East in the subway station, "Wall supermarket", users work on the road can complete the transaction process, which is the channel of communication is also sales channels. The broader marketing and communication functions give the mobile internet a more vivid life than other media channels;

Value Two: The environment is fairer

In the PC Internet age content is the basic unit of the Internet, although users have the right to produce content, but more restrictions. But in the mobile internet age, people replace content, become the basic unit of the Internet, as a network node users, each person is a communication center. Each node has the information to publish and the information obtains the dual function, the interpersonal network becomes the two-way information dissemination channel. While this feature is reflected in the PC Internet social media era, mobile internet-era apps have replaced the Web, users can choose to install their favorite apps, or they can remove their annoying apps, plus the supervision of Third-party app stores, which are more just and fair in marketing communications. It is also the mobile Internet that has contributed to the further fairness of the communication marketing environment.

Value three: Spread more comprehensively

Data show that 45% of smartphone users in the United States will be shopping during the trip, 51% will be shopping on the road, 59% will be shopping while watching TV, and 79% will be shopping at home. The mobile internet effectively makes up for the time gap caused by time fragmentation, meanwhile, various Mobile information terminals cover all the information receiving scenes of people's daily life, and excavate the communication means of adapting to these marketing situations, which can make the communication more comprehensive. And the advent of mobile internet is a good reversal of the PC Internet age information dissemination of a wide range, but the spread of the limited strength of the situation.

Value four: more accurate information

LBS and other technology to achieve a large space to the transformation of the micro-space, so that mobile internet users more explicit behavior, 70% of mobile search users will call the search results displayed by the phone. If we change the media form of communication from time to space, to users as the core, analysis of user needs, to provide enterprises with a clear outline of the consumer sketch portrait, so as to help enterprises quickly find the key to interactive communication and precision marketing, the actual interests of consumers is that the information obtained more accurate, more personalized service For the advocates, the cost of transmission is more optimized, the effect is more direct.

Mobile Internet Marketing Communication, for many enterprises are very necessary, but also more valuable mining space. How to do a good job of marketing communication of mobile Internet, what are the specific implementation points?

Point one: Clear positioning

Like traditional marketing, mobile internet marketing needs to be clearly positioned, which is the action guiding program of the relevant marketing action strategy, execution means, communication content and platform selection after clear goal. After the goal is clear, we need to determine the choice of mobile terminal screen, then the marketing communication strategy, the interactive form and the implementation steps in each stage, the whole marketing task carries on the scientific resource match, the task decomposes, these are the Strategy foundation that uses the mobile internet to reach the marketing target.

Point two: people-oriented

The marketing communication of mobile Internet can be based on Maslow's demand level theory, and the corresponding marketing communication strategy is deduced. The essence of this is to "people-oriented", we need to consider and respect the user's behavior habits, care about the needs of users, not over marketing, should be a friend of consumers, in order to truly bring convenience to the user as the original intention. There's a negative case where many of our phones have a few or dozens of spam messages a day, SMS itself should be a very accurate marketing channel, once by these spam message pollution, its value with a great discount or even disappear trend, the behind the spam message is the marketing of the decision-makers, We need to think more about how to better care for users, how to accurately combine user needs, to serve the user as the starting point to help and facilitate the user for the purpose of marketing promotion. Holiday to send a greeting and blessings, weather changes to a reminder, so that the target user groups to brand goodwill, at least not annoying, to have the possibility of marketing success.

Point three: Integrating resources

To do a good job of mobile internet marketing communication, we need to make all available resources reasonable deployment to ensure the realization of the target. Not only to integrate mobile Internet resources, but also to integrate the traditional media, social media, CRM and offline terminal resources, so as to achieve the marketing cost minimization and marketing benefits maximization Synergy, but also let the brand marketing communication cost into brand equity.

Point IV: Scientific assessment

Marketing evaluation is like the brain of an organic organism, which interprets the role of judgment and decision making. The traditional index of digital marketing evaluation is clue, sales turnover, conversion rate and so on. The target we put forward is to extend the goal of sales, use the mobile Internet to achieve the comprehensive promotion of Word-of-mouth and traditional evaluation index, so as to achieve continuous communication, optimize marketing and actual combat marketing methods. Ying Zhongguo summed up the "three-force evaluation" criteria, that is, from the impact, mutual motivation, transformation of three aspects of mobile Internet marketing communication effect evaluation, enterprises can according to their marketing objectives, from these three aspects of the formulation of specific evaluation indicators and corresponding weights. Influence can analyze the radiation crowd, track the change of brand value, understand the audience cognition; The mutual power can track the user's brand, analyze the propagation path, analyze the user's behavior habits for the next marketing campaign and the contribution decision of the communication, and the transformation is the most direct assessment of the sales target. The three-force construction closed-loop evaluation model provides a quantifiable scientific evaluation standard for the final marketing effect, and provides reliable data support for dynamic strategy adjustment in the process of implementation.