"Mobile Marketing Network" has broad prospects but a lot of problems

When you walk into a business district, some of the application of the banner will show this shopping area of the merchant discount information, when you are in a rich zone, banner see is the Audi test drive activities, in the end who is the control of such a precise delivery?

Careful observation, booking hotels, weather and other location-based services mobile Internet applications are becoming the "necessities" of life. Life Service software is calling you my location, the weather in the call location, the news class application in the call location, social class applications are also in the call location, in fact, the popularity of the smart machine let us all the day and the outside.

Obviously, wireless marketing companies are benefiting from advertising with tens of thousands of applications developers, by embedding the SDK in the developer app, the software package kit, to sync with the developer to get the user's precise location. and the user attribute and behavior analysis by the location scene increase the accuracy of the advertisement.

"Positioning is the core attributes of mobile Internet, by positioning to create scene-type marketing, and then use data to reshape the user image, the enterprise near and understand should give him what kind of advertising, become mobile internet era of unlimited marketing key." "Wireless marketing company targeted Network Technology Co., Ltd. CEO Wu Yuhong told the China Business newspaper reporter."

The location of the advertisers has undoubtedly found the user's distinct coordinates, and how to let users pay attention to and participate in the different marketing model is the difference.

Street side: precise positioning + social interaction

Street side as the first batch of Foursquare model, since its inception in 2010, through the accumulated data, launched with the industry's brand cooperation, it through fixed-point placement ads, the brand appeal into the user may be interested in the information, pushed to the brand hope to communicate the target audience.

Street-side Network senior project manager Yang Jifang told reporters that they will be based on the user's long-term in the street check-in behavior, users will be classified. Then according to the brand for the target audience definition, help the brand accurate positioning target audience group of activities, time, etc., so as to take more accurate, effective delivery.

Take the recent Starbucks launch of the 2012 Starbucks Magic Star is willing to find Christmas partner activities as an example. The street side net first locates from 4 million users, and then according to the street user characteristic custom activity plan. There are more than 70% users around the street aged 25-35 years, there is a certain consumption capacity, more importantly, the average user is bound to 3 or more social platforms.

So the street for Starbucks (Jiangsu, Zhejiang and Shanghai) Christmas activities planning activities for: precision positioning plus social interaction. First the street will be user positioning in the region of Jiangsu and Zhejiang CBD People, such users are usually Starbucks consumer groups. Through the check-in activities, send out "magic Star willing" to buy a badge, during the Christmas period users can go to the Starbucks store for use, the badge can be used the first day. On the day of the event, more than 500 users went to the store to buy coffee, which brought a lot of passengers to the Starbucks store.

At the same time, those who sign in at Starbucks stores, Starbucks will receive a push for Christmas cards, users can edit their own Christmas greetings, and directly @ Micro Bo friends, send Christmas greetings to Weibo. Yang Jifang told reporters, on average, 3000 people receive Christmas cards every day, the card utilization rate reached 24.93%.

The use of Christmas users like to send blessing of the behavior demand, combined with the visual design of Starbucks brand, to the user's own behavior to help Starbucks generate a large number of online content, promote the communication between the brand and users, enhance the brand goodwill. By positioning the precise crowd, and then through social sharing to reach the spread of the virus spread, location and social close integration, leading to the realization of brand communication purposes.

Yang Jifang said that the street believes that "advertising is information", we choose brand partners when the content of the relationship is very fancy, in order to provide users with their consumption, style of information, this is the position of sustainable development of services necessary factors.

Mobile Marketing Solutions

"Mobile marketing uses location-based services to make marketing more accurate, and for those with a price-sensitive business, mobile marketing needs more than just a banner marketing, but a whole range of mobile marketing solutions." "Li Mei Cable advertising company CEO Shuyi told reporters.

For small and medium Enterprises mobile marketing, the United States has designed a set of mobile phone from the station to the two Victoria to banner advertising tracking program. First help the enterprise to build a mobile Web site page, and then the site to generate easily propagated two-dimensional information. When the traditional channels of advertising in the two-dimensional code information to write, users regardless of line offline as long as the mobile phone scan can be access to the site.

Shuyi introduced, the user sweeps once the beauty collects 1~2 yuan money, shows the conversion rate about 1%. namely the user spends 10,000 yuan, can obtain at least 10 billion people to see the advertisement, compared with the traditional advertisement conversion rate and the effect is more obvious and the economy.

Shuyi revealed that at present more localization customers such as automotive 4S stores and real estate companies adopt this way of marketing, four months of attempts to attract more than 200 local marketing advertisers, in the future this will be an important marketing channel for traditional SMEs.

Although this position driven by the precise positioning of the small business to stimulate the mobile marketing enthusiasm, but opened the network CEO Murong said, the advertising value of how big, offline business or more difficult to judge. LBS is generally the service close to the merchant, the service radius is limited, the investment lbs Basic is the local shop, the consumption is very small, the effect is not very obvious. Ensure that the advertising effect must have a certain amount of traffic to the line. There are already many alliances based on app ads. The number of users is limited, the screen is also relatively small. Mobile ad display ability is limited, mobile phone screen area is small, user experience is deficient. These are the problems that position marketing needs to face.