Micro-Netcom Joint CEO Zhang Fu Mobile Marketing needs "one-stop" integration platform

In the wave of mobile interconnection, along with people's lifestyles, consumption habits and consumption patterns have changed dramatically, only relying on traditional marketing methods to promote marketing can not meet the marketing demands of enterprises, and the use of mobile marketing promotion, has developed into an irreversible trend of enterprise marketing. So for enterprises, especially small and medium enterprises, mobile marketing for the value of small and medium-sized electric enterprises, small and medium enterprises how to quickly layout mobile marketing mobile operators ... In response to these problems, micro-netcom joint CEO Zhang Fulian was invited to visit the Wei Ya Network Business Club online live, and the club thousands of members and the vast number of netizens online interaction, and around mobile marketing needs a one-stop integration platform for the focus of interpretation. The following is based on club members and netizens to interact, by the host Shanghai Wei Ya Summary questions, organized online interactive content. Moderator: Zhang, Hello! As a senior expert in mobile marketing, tell us about the development of mobile marketing. Zhang: The rapid popularity of smartphone mobile payment of the increasingly mature, prompting the PC-side of the electric business enterprises on the mobile side will face a decisive shuffle. From the current form of electricity quotient, business-to-business: The market has become the past; the business of the cat is over half; Consumer-to-consumer: Taobao is an absolute share. At PC end Alibaba occupies the first throne of electric power with absolute advantage. But in the future mobile end, the next electric business King, will be in the mobile marketing success of the electric business enterprises. That is to say who first layout mobile marketing, who can occupy the commanding heights of the market. In the mobile internet era, mobile marketing will become the key to success or failure of enterprises. Moderator: There is a lot of netizens always "mobile marketing" and "mobile power quotient" confused, then whether there is a difference between the two. Zhang: Mobile marketing is not the same as mobile business, mobile marketing includes mobile electric business. Mobile marketing refers to actively acquiring and accurately grasping the marketing demand of electric business enterprises, and integrating various means of communication based on mobile Internet to provide personalized mobile marketing service for Electric enterprises. Including mobile marketing strategy planning, O2O Creative design, media planning, based on WAP/HTML5 website construction, app development and operation optimization, SMS/MMS application and affiliate marketing, based on mobile end of social media marketing micro-credit management and maintenance, micro-blog marketing, QR, AR, LBS and other mobile technology applications, app promotion (Inapps, Inwap, L-push, and many other media forms). Mobile electric business refers to the use of mobile phones and other mobile terminals for business-to-business, business or Consumer-to-consumer E-commerce. The perfect combination of PC Internet, mobile communication technology, short distance communication technology and other information processing technology enables consumers to use the time of fragmentation to realize online inquiry, order, payment, offline experience and consumer business activities in any place. Moderator: At present, everyone is more concerned about the "mobile" problem, then mobile marketing for the real value of electric business enterprises. Zhang: Mobile marketing for the value of the electric business is: First, expand the size of users and revenue scale is the electricity quotientMobile, and to seize the first priority of the incremental market; second, the app line under the promotion, to meet the power of commodity licensing sinks, covering the incremental market crowd; third, to help the electricity commodity licensing activities; Iv. use of mobile technology to increase creativity, enhance interaction and facilitate orders. Moderator: At present, the mobile marketing of the electric business is combining social media such as micro-letter, micro-Bo launched, this combination will produce what value. Zhang: The development of e-commerce and social media development are based on internet thinking, genes are the same. Flow and conversion rate is the eternal proposition of the electric business enterprise, in the high flow cost, capital cooling, internet advertising costs rising today, through the lowest cost input to obtain the best quality new customers, has become the top priority of the electric business enterprises. Social media to the evaluation of the display of people's purchase decisions have more and more influence, people are more willing to believe that the circle of friends evaluation and recommendation, social marketing done well, is to improve the conversion rate of the important weight. By studying the psychology of user behavior decision, mastering the essence of the future marketing, using social media to cut into social electronic commerce has become the common strategy of electric business enterprises. Moderator: Through your introduction, we have a new understanding of mobile marketing. At present, many netizens have been eager to know how to quickly and easily carry out mobile marketing. For example, I am a seller, how should I do it. Zhang: The biggest difference between the mobile end and the PC side is that the PC side is competing for traffic, while the mobile end who grasps a portal succeeds in mastering a future. At present, with the rapid development of mobile Internet, many mobile marketing applications have sprung up in the market, such as app, micro-credit, micro-blog, two-dimensional code ..., these portals have become an integral part of enterprise marketing. So in the face of such a fragmented and wide range of mobile marketing application portal, mobile marketing needs a "one-stop" integration platform, the seller only need to use such a platform can quickly realize mobile marketing. and the micro-net we are launching is such a platform. Micro-network is based on network and mobile applications, connecting merchants and merchants members (including potential members) between the channel, is a mobile store, micro-letter shops, mobile business cards, two-dimensional code, short/MMS and other functions and one-stop integration platform. Through the micro-net sellers can easily achieve member management, online direct booking, brand display, online promotions and so on. I think sellers need such a platform reason: the Internet enables consumers to understand business information through the Internet, replacing the past acquaintances between traditional word-of-mouth transmission and DM, traditional media advertising and other means, more and more consumers through the Internet to buy and book. The development of mobile Internet provides consumers with the convenience of buying and booking online via mobile app, including micro-letter. In the past consumers buy products or services, businesses and users are no way to connect, mobile Internet can be convenient for businesses to connect users. Once the merchant establishes the connection with the member, moves the offline relation to the line, facilitates the management and the operation, moreover may produce the online transaction, even many frequency repeat consumption. Micro NET GuestFlow management becomes closed loop: Store posted two-dimensional code posters, etc.--attract new users to scan focus on micro-letters or install Mobile Store (APP)--Merchant "Connect users and keep users regularly visiting mobile stores in promotional campaigns--Direct selling prices attract users to shop or buy--users to consume again. In addition to the offline user through two-dimensional code into its own mobile shop online users, is typical from the line down to the line, is a reverse O2O mode, to help online sales. Moderator: Mobile marketing needs a "one-stop" integration platform, I personally agree with this view. Just now you mentioned the micro-net, I can understand that micro-network is the current popular mobile technology is all concentrated on a platform, then these mobile application module features can give us a brief introduction. Zhang: OK. Let me introduce the micro-trust mall first. Micro-letter mall is based on micro-letter and research and development of a social e-commerce system, consumers as long as through the micro-trust platform, you can realize the commodity inquiries, purchase, experience, interaction, ordering and payment of online integration service mode. But the micro-faith mall is different and app, in the micro-net we call mobile shops, can be understood as a merchant in the mobile end of the "store", which is the second largest application of micro-network module. Micro-letter is based on a kind of central platform, the future of mobile marketing must be to center, to the class central platform, I think the small and medium-sized electric business in the mobile end want to go farther, must consider the app. So we combine micro-letters and apps to meet the different needs of different businesses, and they can complement each other. The third mobile application module of the micro-network is a two-dimensional code. Two-dimensional code is mobile marketing, especially from the line down to the main entrance, the micro-network has been set up two-dimensional code generated templates and application scenarios, very convenient. The fourth application module of the micro-net--SMS/MMS based on the three operators. Micro-network set up a variety of industry templates, variable SMS templates, direct calls or custom merchants, this is the current electronic industry information to identify the most commonly used most effective and mature mobile applications. The most commonly used is to send members emotional maintenance information, holiday promotional information, birthday blessings information, integration inquiries and other information. The last one is the most characteristic of the micro-network application module mobile business card, it is the latest mobile internet top-level domain in the world. Tel based on the development of innovative applications, the advantage lies in the enterprise all communication methods are concentrated in a dynamic business card, to obtain a strong and efficient mobile site, synchronous support PC and mobile phone-side dual platform browsing, Multi-terminal access, with two-dimensional code can also be easily opened. Search engine natural and friendly, enhance the enterprise mobile search rankings, at any time update, convenient and quick. Mobile business card to display, video and graphics, one-button direct dialing, map query, two-dimensional code coupons, enterprise app download links, micro-blog, micro-credit and other social marketing portals, such as information, so that customers easily search and quickly understand the enterprise. Everyone one, each enterprise one, as long as registered is exclusive, global integration. You may wish to use the mobile phone search directly (Www.frad.tel) to personally experience. MainHolder: Through your introduction, we have a preliminary understanding of the micro-network. In the end, I would like to make a summary of the current period of interaction. Zhang: I think the future of business and user interaction must be point-to-point mainstream model, you can directly access information to complete the transaction. In this way, the search disappears, advertising disappears, advertising costs can be added to the price as a cost, commodity prices may be lower. In this model, the user and the merchant have benefited, they do not need to cross in the middle of a bar (such as Taobao/cat), and need to be a permanent link, convenient interaction or depth experience of the channel. This channel is service-oriented and the platform is dominant. The central platform is a bit like government regulation, and the channel is the hub of supply and demand. Micro-NET is not "platform", but "channel". Micro-network from the integration of mobile marketing tools is a "platform", and from the business use of the "platform" and user interaction of the application scenario, is the channel. I hope that the small and medium-sized electric enterprises can through such a one-stop integration channel, can quickly layout mobile marketing, open the road of mobile electric business.