Mobile marketing is a kind of integrated marketing

In my opinion, mobile marketing is a kind of integrated marketing, it is the behavior that the mobile device is used as platform to integrate a variety of marketing means to transfer the brand/product and service information to the users/consumers of mobile devices in order to achieve the enterprise marketing target.

In this sense, mobile marketing is a larger range of integration, not just mobile app banner ads banner, pop-up ads, Full-screen ads, and not just app recommended wall, electric wall and the game embedded in the ads so simple, but all the combination of mobile devices using the scene, time and mobile equipment technology advantages, Implementing and creative ways to communicate with consumers, including audio, video, interaction, etc., should be the focus of mobile marketing.

So, to get rid of the common methods and tools mentioned above, what are the new trends and gameplay of mobile marketing now?

Television advertising and mobile phone dual-screen interaction. In one of our cross screen behavior studies, the trend is that 86.3% of netizens use smartphones as a cross screen when watching TV, while watching TV, the most common activities of people using mobile phones include chatting (using micro-letters or instant messaging), querying information, tweeting, Use social networking sites and so on.

If you are an advertiser, TV advertising should be in line with Weibo to achieve greater depth of dissemination of value, or let TV ads and mobile phones "move".

For example, Coca-Cola launched a mobile phone app called "Chock", users download this app to the mobile phone, in the designated "Coca-Cola" beach TV advertising on the launch of the app, when the advertising screen appeared "Coca-Cola" bottle cap, and mobile phone vibration, while waving mobile phones to grab the TV screen bottle caps, Can capture up to 3 each time, when the advertisement ends, can announce the prize result in the mobile phone app, the prizes are the heavyweight, like the automobile and so on, the attraction is very big. Axe ads in Belgium, when users see axe TV ads, advertising prompts users to open a mobile phone Shazam software, when Shazam "hear" TV ads, will be on the phone to trigger more information on the current TV ads, This kind of play breaks through the traditional television advertisement and the offline user interaction question.

The holographic of mobile marketing. Mobile marketing needs to consider not just the problem of exposure and click, but how to hologram the user interaction, such as the form of voice advertising.

China's first sound-media advertising technology and service provider of the Voice of the Alliance, is committed to creating a professional voice as the medium of the new media advertising platform, when users use mobile Internet applications or play the game just started playing the advertisers voice ads, so that users do not affect the use of the same time and effective for advertisers to do publicity, Just like the Internet audio ads, it's easy for users to remember what advertisers advertise.

Nuance is the core natural language recognition technology provider behind Apple Siri, it has launched a new product called Nuance Voice ads, where users can engage in (limited) conversations with ads and thus create more interactive, more interesting advertising experiences in ads offered by Voice ads. Voice ads offers new possibilities for advertisers struggling to think about how to advertise on limited screen space. Micro-letter from the media voice video push is also the mode of mobile marketing holography, even with the characteristics of mobile devices: Click, shake, photo, screen, voice search ads, etc. have great potential and space.

Put the mobile ad in the box. The small screens of mobile phones and tablets show that too much advertising can inevitably lead to consumer antipathy--to address this problem, LOOPME, London, has designed an "ad Inbox" button that incorporates mobile ads centrally in applications, incorporating multiple ads into a small box, and placing the small box in the corner of the application. The user clicks on the small box when using the application, can browse the rich advertisement inside.

LOOPME officially launched in August 2012, with more than 100 advertisers, including big companies like Honda, Amazon and Martha, and several mobile operators.

Data show that in applications with LOOPME inbox buttons, 5% to 10% of users will click into the Inbox to take a look, which is 10 times times the rate of banner ads and fairly stable. After the user points into the LOOPME inbox, you can see a lot of business discount information at once, and this kind of advertising display has shown a better effect than a single banner ad.

Pay for the real effect. What exactly is the effect of real mobile advertising? Google's YouTube video ad tries to "TrueView In-stream ads", giving viewers the option to decide whether to watch an ad or not, when a video ad appears on YouTube, and after 5 seconds for a branded video ad, viewers can opt to skip the ad. If the audience does not skip the ad, instead of watching the 30-second ad, advertisers will have to pay for it.

People and screen two-way communication. Kelly, a famous American science and Technology Observer, said that in the past, culture was rooted in words and books, but now it has turned to the screen, people have become "screen people", because the human eye and the distance between the screen is more and more close, now not only people looking at the screen, the screen is also

Samsung Galaxy S 4 has been able to capture human eye movements, their lab is still doing experiments that can capture human emotions and determine what you dislike, based on this two-way communication, future marketing can provide a set of adaptive content systems for different audiences to achieve the accuracy of the screen.

In-kind rewards. Pingcoo first attempt to "in-kind reward" mechanism into mobile advertising, to create "Users like ads", different from the traditional ads banner and plaque ads, you will be in the game of the tentative page, level page, Achievement Medal or props bar, inadvertently found many surprises-a free coupon, A line of experience, even some well-known brands of limited gifts. Users just click on the ads, you can save the "prize" to their own albums. Such a perfect graft, not for the app developers, not only will not lose users, but also increase the income, can be described as "fish and Bear Bear".

Leverage NFC (Near-field communications) marketing. NFC provides a simple, touch-type solution that allows consumers to easily and intuitively exchange information, access content and services, advertising company Razorfish launched a "Digital Chewing gum machine", the user simply into the inside of coins and NFC compatible devices to wave it, you can choose a variety of digital products, Includes song downloads, movies, e-books, and coupons for specific venues. For example, users can instantly get information about a product or service simply by waving an NFC phone in an NFC poster, ad, Billboard, or movie poster.

These new mobile marketing new play, in fact, is in the embodiment of the synergy between creativity and technology, mobile marketing must jump out of the mobile advertising thinking to have a better game.