Mobile marketing "tide" in fashion retailing

In the past two years, the traditional retail industry has experienced a cold winter, under the impact of E-commerce, retail sales are dismal. In the end, the retail industry has paid a painful price for the transition to "late". When the electronic commerce is no longer unfamiliar, the outbreak of Apple brought us to the mobile internet era, with smartphones, apps, rocking, and a variety of terminology, not only attracting the attention of tens of thousands of of mobile internet followers, but also allowing traditional retail bosses to "addict" to mobile marketing.

Today, mobile marketing has begun to be accepted by the retail industry, the case is endless, the reason is nothing more than the forefront of retail marketing awareness, bolder, more love innovation. "Intimate contact" with consumers all the times, so that they know clearly what consumers need. The most prominent advantage of mobile marketing is to meet the needs of people's interaction and personalized experience, which is also the starting point for retail industry to choose mobile marketing, pointing to the media Cao Tong said that, ultimately, the ultimate goal is to enhance the retail sales, otherwise all meaningless.

The following sharing of mobile marketing cases, each has its own characteristics, let's look at how foreign traditional retail industry is how to "play" mobile Marketing:

The two-dimensional code in the eyes of the retailer is not just a "mobile internet portal" but a "cloak of mystery Gifts".

As the world's lowest mobile internet traffic continent, South America to inspire users to recognize the mobile Internet, the choice of two-dimensional code this mobile Internet portal is a good idea. South American clothing retail brand Americanino with "Outdoor two-dimensional code scan has a surprise" gimmick won the attention of passers-by, scanning two-dimensional code of the opportunity to show the participants if the call to clean up the phone, it will be pleasantly surprised. As participants dial out the mysterious phone, the outside activists will tell them: "Please don't leave the billboard, then describe the size of the dress you're wearing, and take off (if he or she wants to)." In the end, when a "courageous" participant completes the request of the organizer as directed by the telephone, the staff members immediately run over and present a suit of matching coats and trousers to the interactive.

("The Passion" before the two-dimensional Code display card)

There is always a surprise behind the mystery. With two-dimensional code to uncover the secret behind the clothes, such an attempt in fact as early as two years ago, Victoria brand underwear has appeared, but the South American clothing retail brand Americanino The idea is clearly bolder, more able to stimulate the enthusiasm of user participation. Pointing to media Cao Tong pointed out that scanning two-dimensional code function is a mobile phone standard, gently sweep, the two-dimensional code behind the "mysterious" message can be presented, the process of simple, bearer of the interactive form of the multiple, it is easy to be mobile internet has not yet become popular in the region of potential consumers, especially the young people with strong curiosity to accept and use.

"Easy" mobile marketing in traditional retailing

US department store Target has launched a HTML5 mobile phone game during the 2013 Super Bowl, using mobile devices to access customized URLs to experience. The game design is very simple, the fingers slide up, put the food below the page "throw" to the above athletes can (one of the rules of the Super Bowl is passing ball). As the score increases, the speed of the athlete becomes faster and quicker. Users can share their scores through Facebook and invite friends to join the challenge. (HTML5 game effect)

Speaking of 2012 years of mobile marketing theme, perhaps more enterprises have their own mobile communication tools, a tailored custom app, but it also has difficulty in accurately capturing target users, customization and promotion of high costs, stimulate users to download the lack of the attraction of many practical problems. Based on HTML5 technology customization of the page game, not only can avoid these uncertainties, to simplify the acquisition of information transmitted by advertisers, but also a good control of costs, and experience as much as the custom app. The current HTML5 is already very common, the traditional retail industry bosses do not blindly think that app customization is mobile marketing preferred or the best policy. Try the increasingly mature new technology, simplify the mobile marketing process, give consumers a relaxed experience is the essence. It is understood that when pointing the media in 2011, has begun to the gravity induction technology, HTML5 technology into the mobile phone station, in order to promote a skin care brand whitening products, shaking, become more white; while seizing the floating virtual products on the page, there is a chance to win the real brand gift, set promotions, interactive, Experience in a body, achieved excellent publicity effect, but also let skin care products of the concept of whitening deeply.

"Entertainment + social" app marketing becomes the trend

the pressure on men in society now tends to make them lose confidence, and a woman's word of encouragement can make a man confident. It's absolutely true that men are used to boast. Korean Star Skin Care brand Innisfree invited South Korea's popular idol to participate in a production of app filming, filming more than 10 to allow children to say encouraging words of video, and then develop an app. Users use this app to record a virtual and realistic combination of video, while using the app to share Facebook and other social media, can be in the virtual world by the beauty of a boast, taste is quite good oh. (interacting with the idol with AR)

Pointing to the media CEO Cao Tong that the new technologies such as AR can be fully utilized in mobile marketing, benefiting from the entertainment features of mobile marketing. Whether from the entertainment of interactive mode or to the entertainment actress, mobile marketing and entertainment are always inseparable. And if mobile marketing is less social media, it will be less attractive. Through social media authorization, advertisers can accurately grasp the user's basic information and characteristics of the hobby, and even for the future development of consumer groups to play a vital role, of course, users from the media to share the spread, is also a good way for advertisers to do free advertising.

The retail industry with the innate fashion gene and the spark that the mobile intelligent terminals rub, has made it more intuitive to see the value of mobile marketing, pointing to the media CEO Cao Tong said that with mobile marketing practitioners in the creative strengthening of mobile terminals in the field of sensor technology breakthroughs, mobile marketing is expected to be associated with more industries, Of course, this requires advertisers to have more courage and energy to try mobile marketing. As a mobile advertising company, how to "interactive" to be fresh, exciting, convenient, need planners continue to grope, need new technology, but also need advertisers to try the wrong mentality, in 2013, I believe there will be more about mobile marketing stunning to meet with you.