Mobile marketing remains to be broken: standardization can bring about scale

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The latest Nielsen report shows that smartphones have become a mainstream choice for users in China, with penetration exceeding 66% per cent in markets such as the US. Data from Baidu in the same period indicated that, in the fourth quarter of last year, the number of mobile internet people online for the first time exceeded the traditional PC Internet. The development of mobile Internet is still eye-catching.

Meanwhile, mobile marketing is still waiting for the spring to come true.

Avoid getting bogged down in effect

"This is the year of moving," Greg Stuart, chief executive of the MMA (Wireless Marketing Alliance), told Sina technology that discussions on mobile marketing have been going on for the past decade, and that the mobile terminals now in reach are bringing more profound change and consolidation, and that advertisers and consumers have a chance to forge closer ties.

However, this vision has been questioned, for example, that mobile phone screen advertising value is low. Stuart does not agree with this, in his view the mobile phone screen is more likely to attract users more attention.

According to AdChina, CEO of Easy Media, the Chinese advertising market, which is at least 300 billion in size, can be classified into the Internet (including mobile internet) share of about more than 50 billion, of which the proportion of mobile internet may be less than 1.5%. In three or four years, he thinks, the ratio will grow fast to 3%~5%.

From an optimistic perspective, mobile advertising is infinitely possible. The increasing popularity of intelligent mobile terminals, more and more accurate description of the user identity of the information is captured by various sensors, if again with the consumption of such information such as fragmentation of large data integration, is obviously a more accurate than the traditional internet described the precision of a more accurate model.

This is both an advantage and a trap that mobile internet advertising tries to avoid.

Because too much propaganda precision, advertisers to mobile internet advertising effect is expected to be more and more high, and then no longer recognize the platform brought about by the brand value. "In the end it will be as sad as internet advertising," said Tony, president of China Interactive marketing at the group, that mobile advertising cannot be measured solely by the CPC (Pay-per-click) model.

But there are not many cards to play at this stage. Existing mobile ads are simpler to show, and Greg Stuart admits it is not easy to think of a new way to explore.

Standardization to scale

2010, the easy media has dozens of mobile internet advertising customers, 2011 This number hundred, mobile ads this year, the number of customers reached more than 200. Last year, the revenue of mobile advertising business accounted for 11% of the total revenue of Yi Media. The biggest advertiser is the app itself, where more than half of the revenue comes from users.

And in the traditional industry, the more important effect of insurance, education, and lbs and other related cars and other customers also have a certain amount of, international and domestic customers are basically flat.

"The industry is still very early, the main thing to do is not very clear," AdChina pointed out that the current mobile advertising industry lacks the necessary standards to effectively evaluate the effectiveness of advertising, which will restrict the development of the entire industry speed and scale. AdChina stressed that only standardization can bring scale.

In this standardized category, such as the size and form of the standard ads on a mobile phone screen, how to measure the effect, the impact on the brand, the conversion rate, the size of the file, and so on. As an industry organization, MMA, with the help of its members, is beginning to try to develop appropriate rules for the standardization of Mobile Internet.

It is worth noting, however, that there is data showing that in the more developed Japanese market, mobile advertising accounts for about 2% of the overall share, and has not been growing fast with the mobile internet. The Japanese mobile advertising is also the CPC model. Let the domestic industry is somewhat relieved that the domestic PC and mobile internet advertising, the CPC model prices are basically between 0.5-1 yuan.

And China still has three or four line cities waiting to explore.

In addition to standardization, Tony also advises advertisers to join in the improvement of mobile advertising while studying the proportion of budget inputs. "Advertising may not be the main battleground of mobile marketing this year," said Dcci founder Yanping.