Mobile Marketing: Activating the traditional commercial war value gene and helping brand whole marketing

With the rapid development of 3G era and the rapid popularization of mobile intelligent terminals, the mobile Internet, which was restricted by the network environment and the terminal holding capacity, finally got rid of the shackles in the tenth year of 21st century, and burst out the inestimable marketing potential. AR, LBS, QR technology in the field of marketing, the gradual application of mobile terminals based on the "Time Machine", "Interactive fitting room", "No car auto Show" and other innovative marketing forms, so that still in the "ineffective but expensive" marketing quagmire of the business elite suddenly awakened, Mobile marketing has begun to penetrate into the brand building, product promotion and activities of the implementation of the various processes, in the precision and interaction to show an unprecedented strong advantage, around the mobile internet interest chain of the Nuggets hot, entrepreneurial tide also quickly developed. Some people even said that, marketers should be grateful to be born in such a great and full of wisdom and passion of the times, mobile marketing, has said farewell to the short MMS for the leading 1.0 times, head into the solomo trend of the "total Marketing" 2.0 times.

Mobile Marketing: How to enhance the brand new experience?

Football and beer are born like twins, for most men, they seem to be willing to become a loyal captive of the brothers, ice-cold beer seems to be the tool for men to greet each other, rolling football is their passion to ignite the topic, so, for decades, beer marketing can not be separated from the men's beloved football sports. However, in the numerous competitions, the beer marketing relying on football is also inseparable from the elements of innovation and interaction, in 2011, at the annual Cannes Advertising Festival, the Dutch Heineken Beer company for the European Champions League customized app, picked "Cannes Advertising Festival Gold Award" honor. It can be said that the birth of the award, is not only the marketing industry to Heineken company adhere to the affirmation of innovative marketing, but also the industry for the value of mobile marketing recognition and praise. According to the introduction, in the UEFA Champions League, users will be able to develop the app through Heineken, which can be used to predict whether a goal is scored or not, and to win a real reward in the event of a penalty, a shot, a corner, etc. If there is a corner on the pitch, the app will show four options: The goal/Keeper catches/misses/is blocked, and when the user chooses to finish, the real time result on the TV corner will be confirmed by the remote worker. If that's what you expect, then you can score. It can be said that this is a carefully built for the fans of the app, one can test the professional level of the fans, and secondly can also see the joy of the ball to share to more friends, to increase their sense of honor as fans.

Video link: v.youku.com/v_show/id_xmjc5nja3ntg0.html

Perhaps, you wonder, how does this app actually help brand marketing? In fact, when you open this app, you'll see it's all over the marketing element of Heineken, a well-designed app interface, a ubiquitous brand logo, and a combination of ingenious, interactive, creative game forms, Not only effectively pulling the actual sales, but also the minds of consumers, the Heineken brand and football, the Champions League closely linked together, deepening the brand endorsement. So they are more likely to buy a whole dozen Heineken beers from supermarkets to watch the game, because other brands are not using the app in the phone.

Mobile marketing expert hundred points, mobile marketing has a precise, interactive core value, a variety of new technical means to be characterized by creative and integrated, can maximize the advertiser to meet the changes in the user's behavior and change the demand for the user in the acquisition of extraordinary experience at the same time, brand marketing to create new points, The success of the marketing of Heineken is that it solves a key problem: the process of "watching football" by the fans has evolved into a competitive competition, and thus the social attribute of the participation of the whole people.

Mobile Marketing: How to enhance product image promotion?

Samsung Galaxy SII smartphone, as the key mobile product of Samsung's annual promotion, has become a dazzling star in the high-end smartphone market with its Android2.3 system, high-speed dual-core processor and High-definition mobile display--super AMOLED Plus. In order to effectively intercept the market rivals iphone iphone, convey the connotation of product fashion technology, Samsung Galaxy SII launched its first domestic excavation film in early September-"The Age of Change", and worked together with the leading mobile marketing service agency in China to develop a "time capsule" for the film. Apps. According to the introduction, the apps has three major modules: Time code, time Tunnel and time medal. Through the "Time password", users can identify the characters in the play face, two-dimensional code, etc. to get the hidden plot, advertising and protagonist activity information, pioneering face recognition technology for product marketing; Time Tunnel, which provides a platform for young consumers to travel through time and space, choose the age you want to travel through, write and share the story, get the wallpaper of your age, and have the opportunity to capture the story you're telling, and the time medal module, by integrating the most popular lbs and AR Technologies, Virtual grab mobile props and participate in the process of lucky draw, so also the success of the ground on the video interactive marketing and offline interactive game perfect combination of creative and scientific inspiration in the form of the transfer of the event, echoed the product fashion, technology style.

(Cool app apps also need strong outreach and operational power to maximize their potential)

Hundred points of communications that the idea of bringing results, permeate a full range of user behavior, through the consumer from product concerns, interest promotion, to the final purchase of the whole process, this is a very clear marketing ideas. But it should be seen that the single mobile internet technology, a single marketing approach to promote the application of the product can not be fully added to the image, mobile marketing, the same call for the strength of integration. Samsung Galaxy SII Marketing case is also by virtue of its media resources, promotional means and the trinity of the latest technology integration, won the 2011 Network Marketing Conference "Integrated Mobile Marketing Case Award" honor.

Mobile Marketing: How to inspire creative activities to explode points?

When people are in the museum, always want to know more about the art behind the story, there are murders, crime, history and love stories, however, how can they be vividly displayed, bring visitors more intuitive, stereoscopic, dynamic view of the exhibition experience? Take a look at the marketing ideas of the National Museum in Krakow, Poland. First, the museum invited a group of actors to perform the story behind the painting in front of each painting and then made an app for apps. When the visitor installs and enables the app, then with the iphone on the two-dimensional code on the painting, you can see that the story behind the painting is alive in the mobile phone screen, in order to allow young people to further increase interest in art, museum staff also specially set up outside the museum outdoor advertising, To increase interaction with young people, they can send text messages, phone calls, and even on Facebook. As a result, the whole event was widely reported by the media, and the number of people in the museum increased by 20%, and the numbers continued to grow.

(through the two-dimensional code, the iphone can see the story behind the artwork)

Video link: v.youku.com/v_show/id_xmjk3mjizote2.html

Hundred points of communications that the various technologies of mobile marketing, often bring to consumers can not imagine subversive experience, which also narrowed the distance between the main marketing and consumers, so that they in the noisy activities of marketing, can also profoundly feel the brand culture, chewing the theme of the campaign. Moreover, this kind of characteristic experience often also extremely easy for the brand activity marketing accumulates the word of mouth, and through the microblogging and so on social media spreads out in time, thus enhances the activity participation degree, enhances the activity influence.

Through the above cases, it is not difficult to find, from the creative to the implementation of the way, from the effect to the marketing experience, from integration to interactive marketing, mobile marketing does have a shocking advantage. "Mr. Zhang Fulian, CEO of the Division Communications company, said:" The value of mobile marketing embodies in the marketing value, platform value, user value three dimensions, take into account ' precision ', ' interaction ', ' integration ', ' measure, ' ' close to ', ' attention ' six aspects, and successfully activate the traditional marketing way is tired and confusing value gene. For professional mobile marketing advertising companies, the test is how the new technology, new ideas and various industries advertising the main marketing needs of the ingenious combination of real precision, interactive marketing results to the majority of advertisers. ”