Marketing workers should adapt to the new era of mobile marketing

January 16, 2015, in the Iworld Interactive marketing world, hosted by Dcci, *d star 20 annual gathering, NetEase company marketing general manager Shinfoyu in an interview with the Speed road network, in the mobile internet era, marketing must find ways to enter the user's Public opinion field, Instead of emphasizing what you can offer, focus on what users are interested in.
NetEase Shinfoyu: Mobile Marketing To enter the user opinion field  
Walk the heart: Enter the user opinion field
from the "Wumei legend" to Liu and tea sister break up rumors, from "Rich wayward" to "rough", from the Red envelopes to H5 page production, every entertainment event, There is a public interest behind popular language or popular practice, and marketers are also keen to use such hot-spot events or popular means to develop marketing. The reason, marketing people are all hope to take this into the user's opinion field, and finally realize the purpose of marketing.
Whether the use of popular topics, or using popular means, marketing in the mobile internet era has become more "gentle", all enterprises are trying to do without disturbing to the user's premise to achieve marketing purposes. In comparison, past marketing has been too hard, and the barrage of advertising bombing, passionate and inflammatory preaching has become increasingly inappropriate for the new era of mobile internet.
precisely because of this, Shinfoyu stressed that the real intentions from the user's point of view to build the marketing will be recognized, or say to fully consider the needs of users and to do this more extreme. "In the future, we will continue to do more in the direction of the heart, and create more activities beyond the expectations of users, and provide them with the appropriate platform, so that users can get emotional recognition here, and thus inspire them to spread and spread outside."
Now the user's attitude has been more vivid and direct, so in mobile marketing, NetEase more and more is back to the product backstage, to provide more ways to motivate the interaction between users and expression, this is NetEase has been insisting on the product of the faith, in the final analysis, or attitude marketing.
Change is starting to feel more important
now, more and more companies are starting to respond to user preferences and try mobile marketing, does that mean that traditional marketing models no longer apply? What are the key points of today's mobile marketing?
In this regard, Shinfoyu that "small and beautiful" Marketing in the mobile internet era more applicable, but the past enterprise marketing strategy and brand direction has not changed. She said the "small but beautiful" marketing is more in the specific operational level, this real-time, fragmented marketing more appropriate, enterprises need to adapt to this trend to make real heart marketing planning to really impress users. But in addition to the rapid reaction speed, grasp the user exciting point, the traditional marketing strategy direction, brand proposition and other aspects of the content in the mobile marketing era andWithout big changes, companies should also clearly define their own direction and develop an overall strategy for achieving their goals.
and even at the operational level, because the mobile terminal screen is much smaller than the PC, and the user's stay time is greatly shortened, so how to make suitable for the mobile terminal marketing is more important. "The trend of mobile marketing is to become more and more fool, let the user participate in the way of interaction is more and more simple, this need some new technology to support, such as H5; second, mobile marketing needs to give users the most direct help, such as the appointment of some services or the provision of takeout services. Shinfoyu said, "Because of this, for marketers, must face a change is how to use new technology to achieve the landing of marketing."
all along, whether traditional network marketing or today's mobile marketing, in the evaluation of marketing effectiveness is a problem. But with the mobile interconnection, large data and other new technology applications, there is a trend has become more and more clear, that is the marketing effect of the data.
In fact, for enterprises, advertisers focus on the marketing effect of the data more focused on each marketing action in the current effect of transformation, but compared to these "short-sighted" quantitative indicators of assessment, Shinfoyu that marketing behavior to win the customer identification and emotional identity is more important, This is especially true in the context of a longer period of marketing, but it will take some time for the company to improve its understanding and recognition of marketing effectiveness.