Mobile Internet improves marketing accuracy

Does mobile internet mean accurate marketing? Not necessarily, precision marketing is accurate to the needs of users, know who users are not necessarily able to achieve precision marketing results, precision marketing is not the precision of the user's rigid characteristics, but the user's immediate needs of accurate grasp, and match the direct demand for products or services. Real accurate communication to be able to achieve with the user 0 distance communication, that is, to the user's heart to understand their resilience characteristics, understand their consumption trends and real ideas, can accurately pass the product to the user. In other words, precision marketing is an insight into the needs of users in the next period of time, the future may be a minute, one hours, a day or longer. Know the user's age, sex, location, income and sales are not directly related to, have users and can guide them docking brand or product is the ultimate goal of marketing. The user's rigid data does not guarantee that the goal will be achieved, but only increases the likelihood. But the popularity of mobile internet has raised this possibility to a new level.

Mobile Internet lets the life be fragmented, but lets the user three-dimensional. Fragmentation of attention and life is not today's user behavior characteristics, from the day the network was born, the user brought this change. A big impact of the network for personal life is the distraction of attention, users face a huge amount of network information and a variety of application services, it is difficult to long time to focus on a content, a service. This is not only the user's network behavior characteristics, but also an irreversible life state. As the mobile Internet is involved in life, even part of life, the more fragmented it is, the more it can piece together a three-dimensional individual. This decided that mobile internet advertising must be with the image of the individual as the communication core.

The traditional advertising thinking is, eyeball effect, need to use information to occupy the user's eyeball, or can be said to occupy the user's time and space, whether it is paper media, television, radio, outdoor or internet advertising is the case. Propagate information by occupying the user's time and space. For example, the TV dramas in the advertising spots, is a typical user time occupy, mandatory occupancy of the user's time to achieve the purpose of communication. Similar also include building advertising, Subway TV, film Front patch, video media before the broadcast of advertising and so on. Space-occupied advertising, including the network of banner ads, scene ads, and users with a space, so that users can be consciously or unconsciously always see. All of these ads are hard to advertise, and they all have a certain degree of compulsion, although some of them appear when the user is bored.

Users use mobile internet mainly in chatting, listening to music, playing games, browsing the web, electronic reading, photography, micro-blog, micro-letter, most of them are operational functions, people and machines in continuous interaction, continuous interaction between people. The simple transfer of website banner ads to mobile applications will make users more disgusted, the conversion rate will be much lower. This is the smart mobile terminal, consumers will not give hard to have "time" space.

Users constantly interact, in fact, is also continuously express their needs, the expression of the possibility of consumption. But the user is not very directly appealing to what I want, expression is very diverse, or even very covert, such as a new mobile phone launch, the official micro-blog posted a message, a micro-blog users forwarded this new information and @ to a friend, it is probably not the user's interest in this phone, It is his friend who is willing to buy a similar phone. This is what precision marketing is all about, and the long-term data tracking of mobile internet users can be analyzed.