On the new media marketing of mobile internet

The new opportunity for mobile Internet is to master four entrances. And the purpose of mastering the entrance is to obtain traffic, the purpose of obtaining traffic is that your platform has the value of advertising.

1, new ads

Most Internet companies make money by advertising, such as Facebook, such as Alibaba's electric-business advertising system, such as Baidu's bidding rankings. A small number of internet companies rely on value-added and other Internet services to make money, such as game currency recharge.

So the study of mobile internet era of new advertising methods, to study the new opportunities for mobile Internet is very helpful.

Recently in China's international 4A advertising companies, because of new advertising new marketing methods, the impact of declining performance, including the representative of Ogilvy ads, staff continue to resign, and even in Austria and the United States for 20 years, the Austrian-American Greater China Region President Taure before the time also submitted his resignation. 4 A advertising company despite the establishment of interactive departments, new Media marketing department, the effect has been not obvious, only through mergers and acquisitions to buy some new digital marketing companies to make up for their own weaknesses.

The same is the case with internet companies. "TABLE" in the more far-sighted company has Qihoo 360. May 14, 2014 Qihoo 360 announced strategic investment in digital marketing advertising company Mediav and became Mediav's controlling shareholder. Another visionary has 3G portal of the parent company Long Bang Digital, in early 2014 to acquire mobile ad network Getjar.

In the future, the traditional 4A advertising companies will inevitably decline, replaced by the new digital marketing advertising companies, new mobile marketing network companies.

The chance for new ads on the internet is that people who can master better mobile marketing models and technologies will be able to make more and more profit from mobile internet.

2, New Media

The first media was a newspaper, and then there was television. After the television has the computer, therefore has the portal website. In the past few years, the main way we get news and information is the portal, so we have 4 big portals. Until one day out of a Sina Weibo, with Weibo, after the concept of a media. People access to information is not limited to the portal site, on Weibo, everyone is a journalist. Then came the media people. Then enter the mobile internet outbreak year, micro-letter launched a public platform. Since public platforms can be read more conveniently on mobile phones, many media outlets have moved to the micro-credit public number.

With the media platform and from media people, and then derived from the media ecology. Since the media in Sina Weibo to their own publicity, and then the user to Taobao payment, and finally the user focus on the media from the public platform, since the media to specific users to send their own text, images, video. The representative people have the thought of Luo, Chen. It can be seen that the media eco-circle is based on Sina Weibo, Taobao, micro-trust the public platform to achieve the three.

Micro-trust public platform in order to build a more perfect from the media ecosystem, so with Sogou launched micro-letter search, as well as the upcoming micro-letter public number advertising platform. Sina Weibo found itself in the media eco-circle of the three rings, so they only accounted for a link, so on July 6, 2013 to apply for a payment license, and to the media to add a blue V, as well as from media people's articles can be directly letters push.

After making these changes, June 14, 2014, Sina Weibo users (rumor is Sina Weibo CEO Wang Gaofei Vest) on Sina Weibo published an article "Micro X from the media in the end how to do", the article can only see a part, read the complete article need to pay. Although this is only a test phase, it has not been opened to the outside. But that means that since the media entered the pay era. In terms of professional points, the media entered the era of "cultural E-commerce".

What is cultural e-business? In the past, Taobao in the east, you can buy real items, including books, clothes, inflatable dolls, mobile phones, as well as some payment services. Cultural e-commerce means that the media can use E-commerce in the media platform to sell their own text, voice, pictures, video and other cultural products.

So at present, the micro-trust platform on the mobile side has a comparative advantage, and Sina Weibo completed from the media culture of all aspects of E-commerce. The struggle for the future lies in the fact that who can first achieve "mobile culture e-business".

In fact, early in Saipan era, 3G portal Ggbook Mobile software, has already realized the "mobile culture e-commerce" embryonic form. The author of the novel (from the media) signed a contract with the 3G Bookstore, published his work (cultural products) in Ggbook (Mobile media platform), readers (users) can only see a part of the novel, read the book Need to pay (cultural power).

Suppose Sina Weibo joint 3G portal launches new mobile-end media software, the first to achieve "mobile culture e-commerce." Then the micro-letter is likely to become a mere communication tool, and lose the opportunity to split the next 5 billion market of new media. Similarly, from E-commerce derived from the "balance treasure" and other Internet financial products, "mobile culture E-commerce" will also be derived from the "Internet cultural finance" and other trans-era financial products.

Therefore, the future of the new media struggle lies in the media struggle, since the media's opportunity lies in who can first realize the "mobile culture E-commerce platform."

3, New Marketing

Enterprises must carry out marketing activities in order to realize brand construction, enlarge influence and obtain more potential customers. Commonly used marketing methods are telephone marketing, search engine marketing, micro-credit marketing, micro-blog marketing, viral marketing, e-mail marketing, forum marketing, membership marketing and so on. Marketing means including advertising, public relations and so on.

For a long time, users have been passive, forced to accept marketing ads, no 4 a advertising company, internet giants, digital marketing companies can solve the problem. So, 4 a advertising company set up an interactive department, but the practice effect is very little. Internet giant Data Marketing company launched a large data marketing program, that is, accurate advertising to accurate marketing, based on large data analysis, to the appropriate ads to the right people. However, no matter how accurate, or will cause interruption to users, can not from the source to allow users from passive to actively accept marketing ads.

The root cause of this problem is that advertisers put advertising costs to advertising agencies, advertising agencies to find the right media in the appropriate platform to release, and then users to accept ads. In this process, the user did not get any value, received only passively accepted the marketing advertisement. Especially in the mobile internet age, in the limited screen, fragmented time, the precision of marketing, user experience, users in the marketing of the value of a higher demand.

Therefore, the future mobile internet new marketing opportunities lie in how to let the advertising audience from passive to accept ads to actively accept advertising, how the interests of advertising marketing and the user to make the entire marketing process more interactive. This is the future of the entire industry need to think about the problem, but also the entire mobile internet marketing network beyond the desktop Internet Marketing Network opportunities.

Wen/Chen Youbin