Mobile phone has become an indispensable part of digital marketing strategy

Mobile advertising has grown more than 75% globally in 2013, and mobile phones have become an integral part of digital marketing strategies. In China, 2013 is also a rapid change in mobile internet marketing a year, this year, Baidu, Ali, Tencent in the mobile internet investment is huge, began to intervene in mobile advertising platform, to provide a home screen and other mobile display ads; Large brand advertisers, especially in the automotive industry, attach greater importance to mobile internet marketing, For example, Shanghai General Motors specializes in bidding for mobile advertising agents. The mobile internet era will change more traditional industries, advertising, mobile payments, local life services, mobile games These new applications will have greater commercial value.

2013 Mobile internet Marketing Review

1. The aggregation of the user's eyeball to the moving end.

A survey by the city of China's mobile marketing agency, a group of cities, said 66.7% of the 18-55-year-old Chinese urban respondents used smartphones, with 33% of smartphone users owning tablets. China's brightly-lit and multi-League "smartphone app advertising marketing value" report shows that the average visibility, scanning and attention of Chinese consumers ' mobile app ads is higher than that of general PC banner ads, with a ratio of more than 40%, twice times that of PCs, and an average stare of app ads that is nearly 1 seconds long and 6 times times that of PCs. Mobile internet has changed the way media contact habits and contacts.

2. Mobile social.

The 2013 micro-letter reached 600 million users, and has launched 5.0 and 5.1 versions, the new version began to distinguish between service number and public number, and recently opened the function of micro-credit payment. And internet companies are looking to subvert the micro-credit of the social model, such as social applications based on the fate of the meeting, voice social applications, strangers, such as the use of friends, and so on, but also the internet giant NetEase, Ali, Sina launched separately Ishin, contacts, microns and so on. Mobile networking is becoming a new portal for integrated applications on mobile Internet.

3. Transformation from tools to marketing and services.

Tool-type applications are the most popular applications for mobile phone users, and even many applications have hundreds of millions of users, but how the application is commercialized is also a problem. In 2013, several tools began to change the situation, Baidu Navigation, the gold map announced on the same day free, steering tool free, as a portal, integrated to provide services to users of the commercialization model. The Youdao dictionary with 380 million users revolves around the translation center, introduce content and function, take mobile end information waterfall Flow way, provide content that meet the needs of the customers, integrate the Wall Street Journal, the New York Times, Wealth Chinese network, "China Times" and other international authoritative news media on the fine content, Let tools become information and content learning platform, Youdao dictionary on this basis also introduced the original content marketing and interactive marketing and other advertising models.

4. Localization of mobile marketing.

2013 years of traditional internet giants in the enclosure, focus on the value of mobile advertising exploration and mining, bringing the brand enterprise budget to move transfer. However, in addition to these big brands, many localized enterprises are also beginning to pay attention to mobile Internet, the global agencies predict that by 2015, nearly 70% of mobile advertising spending will be localized advertising, and small and medium-sized digital advertising spending will shift from traditional network advertising to mobile ads. The mobile internet itself has the advantages of personalization and location, and localization marketing has brought a long tail market for mobile internet marketing.

5. Multi-screen integration and interaction.

From Tencent will win mobile advertising platform business access to a wide range of communication, to the introduction of the Precision Marketing system Sohu "," Sohu's PC resources, clients, including the app resources, mobile phone Sohu, including the full integration of WAP resources, as well as Youku potatoes, Archie Arts vigorously the beginning of the mobile end of the video patch ads and so on, The contention of mobile advertising is the most important of traditional internet companies. At the same time, the use of mobile phones and television interaction has become a lot of brands to try the field, such as television media use two-dimensional code to interact with mobile terminals, mobile terminals turn paper advertising into dynamic advertising, even with the help of audio recognition of the app and television media, broadcast media, such as, for example, Hunan TV's "I Am a Singer" And the annual party, based on its introduction of interactive mobile social application "hula", creating a mobile phone and TV, online and offline interactive entertainment mode, changing the TV one-way transmission defects.

6. Development of mobile electrical business.

With the popularization of intelligent terminals, users are more and more accustomed to mobile phone shopping, which also brought the development of mobile electric business opportunities, micro-letter payment, pay treasure Wallet brought by the mobile payment changes, so that the development of mobile E-commerce has been helped push the mobile end of the advertising conversion rate will be further improved. 2013 "Double 11", the mobile phone Taobao completed a turnover of 5.3 billion yuan, Alibaba is full to the central layout of mobile Internet. At the same time, a number of vertical segments of the mobile Shangdou access to financing, such as shopping guide platform star Wardrobe, wipe tea beauty makeup, women dress with fashion community dressing assistants and so on. Consumers begin to develop the shopping habits of the mobile end, and the electric business mobile marketing which combines the consumer life form becomes the hotspot.

7. Wearable smart devices rise.

From smart watch to hand ring to health smart wearable equipment, 2013 can wear the market rapid rise, such as 360 smart bracelet, Shanda's Shell smart watch, 37 mobile health based on mobile Terminal Sphygmomanometer hardware, innovative workshop investment and provide for diabetes patients with sugar protection technology, etc. The market for quantifying self will bring new advertising and marketing opportunities, wearable market not only can solve the demand of consumers ' self quantification, but also the base of database and personalized precision marketing.

8. Mobile advertising platform began to differentiate competition.

The emergence of new advertising forms such as primary advertising, plaque advertising, through-screen advertising, each advertising platform is also trying new forms of advertising and technology to form differentiation, such as the first in the industry to introduce plaque, open screen, integral wall and rich media advertising; mobile advertising platform is also favored by investors, Road Youdao, TalkingData , there are rice media, billion mobile advertising media have been new investment, which also shows that more and more enterprises began to understand and pay attention to the effect of the movement of marketing.

The prospect of mobile internet marketing in the 2014

The launch of 1.4G accelerates mobile internet marketing.

China Mobile said at the global developer conference that by the end of 2014, consumers in more than 340 cities nationwide would be expected to use China Mobile's 4G service. 4G will usher in the change of the entire mobile internet, 4G to the user to bring a better consumer experience, will effectively stimulate user demand, change users in mobile internet use behavior habits, anytime, anywhere download app, use mobile phone to watch video, play online games, mobile shopping, such as high flow consumption of the threshold will continue to decline. Some new advertising forms and technologies based on 4G will be the next wave of mobile internet marketing.

2. Mobile video advertising will occupy the leading position of mobile advertising.

As technology progresses, most smartphones can record high-definition video, and the cost of creating video continues to decline, providing a very good condition for the development of video advertising. Youku potatoes, Archie has more than 30% of the flow of traffic from mobile clients; Sina video at the end of 2013 announced the launch of a 10-second short video strategy, for advertisers to provide a more comprehensive video marketing solutions, together to create more efficient network video business model; Tencent in 2014 will vigorously promote 8 seconds of " Micro-View "business, these signals will promote the development of mobile video advertising.

3. Mobile real-time advertising promotion.

In the desktop ads, real-time auction advertising has been around for some time, from the global data, it is expected that by 2014, mobile real-time advertising will account for 45% of the total number of mobile advertising purchases, after the acquisition of MoPub (MoPub is the early mobile real-time bidding technology leader), Mobile real-time bidding has become the mainstream Adexchanger in the 2013. On the mobile side, advertisers view real-time auction advertisements as the best way to achieve scale effects.

4. The rise of raw mobile content marketing.

Mobile end because of small screen, so advertising needs to focus on how to have a good user experience, so content marketing will rise, and mobile internet related applications matching content, may be extended to the original marketing services. Branding is about creating content that can be browsed anytime, and that means using mobile-friendly formats, shorter and more workable articles, and considering what devices your audience will use to access your content.

The deepening of the 5.O2O.

2013 "Double 11", the application of O2O map and Yintai cooperation, set off a new wave, O2O will no longer stay in the concept and test water level, but into the depth of the development stage. All brands that rely on offline channels location and mobile Internet links will be more fully, and outdoor advertising, promotions, terminal experience will also be changed by mobile Internet, retailers will start to build a variety of automated mobile service applications, and mobile marketing companies to provide O2O solutions will be the brand value.

6. Mobile large data and precision marketing.

In the new year, how to cut more segmented data become the focus of mobile marketing, from the public to the refined mobile internet marketing will become a trend, relying on mobile internet platform for mobile computing and large data analysis, based on mobile large data precision marketing will be popular, and mobile large data business intelligence mining become brand will focus on the field.

7. Mobile-centric integrated marketing will be more and more.

Mobile marketing is no longer isolated, all businesses will think about how to incorporate mobility into the entire marketing system, as GM's initiative in 2013 has illustrated, and digital marketing also needs new systems and theories to support accurate identity and feature recognition, instant conversations with consumers, personalized needs, Interactive communication with consumers becomes the key word in mobile marketing, and mobile customer relationship management becomes a new topic.

8. Advertising companies will strengthen mobile marketing planning services.

Several domestic internet giants (such as Tencent wide-point, Baidu) will vigorously develop mobile advertising, not only with mobile advertising platform (such as UNITA, there are meters) to rob the market, but also will affect the 4 a. Therefore, mobile integration marketing creative and strategic companies will become a path to advertising companies, good at internet marketing digital marketing companies such as good Yes, Huayang and so on, has begun to provide mobile marketing planning. 4 A company will also strengthen the mobile marketing department, and the current advertisers to integrate the marketing system to meet customer needs. Mobile technology, creativity and media will also move towards convergence.

2014, mobile Internet marketing will be in 2013 on the basis of further deepening, and gradually become a regular marketing channels, like 2013 the entire marketing pattern, "no digital, not marketing", mobile marketing will usher in new development opportunities, the future "no mobile, not marketing."