Mobile Internet brewing Advertising revolution

"The next online advertising revolution will be on the mobile internet. "In the field of Internet advertising for many years, Tencent search advertising platform general manager Gen Weipeng in 2012 Tencent effect marketing China Nanjing Station said."

CNNIC data show that by the end of December 2011, China's mobile phone users have reached 356 million, the total number of users in the penetration rate reached 69.4%, compared to the last June 2009, the number of Chinese mobile phone users increased by more than one times.

The future of the Internet at the mobile end

The behavior data of Netizen is the place that the network advertisement starts, any kind of advertising form can not be separated from the relationship between business information and network user needs, the richer the behavioral data, the greater the value of marketing, with the popularization of intelligent mobile devices, mobile Internet began to have the ability to carry a large number of user behavior data. Gen Weipeng that the future of the internet on the mobile side, marketing platform must be ready for the outbreak of mobile end information. He said: "As search becomes an infrastructure that is integrated into various platforms, the source of search requests will become more complex, and the user's search intentions will be more elusive, so that the accuracy of the ads that are targeted solely by keywords is impaired." ”

Facing the mobile trend of the Internet, Tencent effect promotion has already started the action, and has introduced the wireless search advertisement, the situation advertisement, the Wireless app downloading advertisement and so on has the mobile Internet attribute marketing product. From the advantages and characteristics of these products, wireless advertising products more emphasis on the accuracy of delivery and the integration of debris flow.

"Integration" to crack the bottleneck of marketing

In Gen Weipeng's view, "integration" will be an effective means to enhance the accuracy of advertising, debris flow needs to be integrated into large-scale traffic, decentralized search portals and search requests need to be combed through the background, resulting in a more substantial marketing value. Tencent's own mobile phone search, mobile QQ, mobile phone Q zone, QQ browser, mobile phone Tencent Network, Tencent Weibo and many other mobile platform portal, Cross-platform integration will make wireless advertising more diverse orientation, more refined flow distribution, so as to achieve more accurate delivery.

Precision advertising is the eternal pursuit of marketing platform, improve the accuracy of advertising can meet the platform, users, advertisers common interests. Gen Weipeng said, "inaccurate advertising can hurt the user experience, so that users are disgusted with advertising and platform, and a very accurate advertising is valuable information."

Tencent effect promotion is to focus on the mobile Internet information fragmentation, diversification, three-dimensional characteristics into advantages, so that marketing products become more accurate advantages, but also more integrated marketing advantages. At present, Tencent effect promotion has been through the "Digital marketing integration Package" to take the first step of integrated marketing, this product combines Tencent effect to promote the four major advertising product lines, and provide including map labeling, corporate mail, corporate micro-blog value-added services.

The gradual integration of value-added services

As a marketing platform with national influence in brand, product, channel and service, Tencent effect promotion is trying to meet the differentiated marketing needs of different enterprises in different regions.

The example of a wireless E-commerce site can illustrate the huge marketing value of wireless advertising to the enterprise, which was founded in 2006 in Wuxi, Jiangsu Province in 2011 sales growth of 300%, reached 500 million yuan. This leap-forward development has benefited from Tencent's marketing platform advantage in the mobile Internet field. Gen Weipeng said: "The sale of treasure is only the industry to mature and orderly a microcosm, there are more and more enterprises have recognized the value of wireless advertising, start in the germination of mobile marketing to occupy the market opportunities." ”

According to the disclosure, Tencent effect promotion in Jiangsu's advertising customers have been as many as tens of thousands of, only Nanjing has thousands of advertisers. These customers are mainly distributed in the electric business community, education and training, machinery and equipment, tourism ticketing and other industries. Gen Weipeng said: "I believe that with the continuous development and expansion of business, there will be more and more entrepreneurs choose Tencent Effect promotion platform, we want to achieve a doubling of the number of advertisers." ”

Although the development of Tencent effect promotion has been getting better in recent years, Tencent effect promotion still has a huge space to improve, the future can also be integrated into more mobile internet characteristics of the marketing value-added services, to integrate the advantages of promoting network marketing results. For example, mobile social recommendation, mobile timely communication services, LBS marketing and so on, the integration of various marketing tools can help enterprises cover more people, grasp more market opportunities.

Business newspaper reporter Li Hui