Pointing Media CEO Cao Tong on the six trends of mobile marketing in the snake

The China Mobile Internet market was 54.97 billion yuan in 2012, an increase of 96.4%, and a rapid growth in the mobile internet market, according to the report. Among them, mobile marketing, mobile shopping, mobile games and other subdivision areas have been greatly increased, has become the mobile Internet rapid growth of the subdivision area. As a veteran of the mobile advertising industry and an explorer in mobile products, Cao Tong, the CEO of the media, told reporters in an interview after the Spring Festival holiday that he interpreted the prospects of the mobile marketing industry. Among them, Cao Tong talked about the six major trends in mobile marketing that he understood in the 2013, we might as well take a look at: Trend one: Cross-media mobile marketing in-depth development, social, entertainment is the mobile marketing brand of mobile terminals of the portable, interactive, giving the mobile media is different from the other four media unique precision and interactive value , but also let the mobile terminal's cross Media integration value from its birth will be given high attention. In 2012, we have seen a number of cross-media interaction cases, such as television media using two-dimensional code to interact with mobile terminals, mobile terminals to turn paper advertising into dynamic advertising, even with the help of audio recognition of the app and television media, broadcast media, etc. In particular, a TV interactive mobile social application--"hula" in Hunan Satellite TV, has set off a video-audio revolution on users and televisions, online and offline interactive entertainment, and a change in the way television is a one-way transmission. Steering Media CEO Cao Tong that moving into traditional media has brought the development of the "second Spring", in the future, the traditional media of all good marketing content may be with mobile, and social integration. As advertisers pay more attention to mobile marketing and investment, Cross-media mobile marketing will rely on its interactive attributes and multiple technology to get more extensive and in-depth application, bring users different experiences and surprises. "In the 2013, I believe that there is a proliferation of cross screen interactions between TV/video and mobile terminals based on sound and image recognition, and that entertainment and socializing are still the theme of mobile integrated marketing." "Trend two: from two-dimensional code to app customization, small and medium-sized enterprises will be more involved in mobile marketing with the development of mobile Internet and the popularity of smartphones, customized mobile applications gradually become a new means of enterprise marketing, data show that 2012 mobile phone client utilization rate reached 68%, Become the first mobile phone access to the Internet, mobile applications as the largest flow portal, but also for the vast number of small and medium-sized marketing brought the gospel. For a long time, influenced by many factors, such as capital and technology strength, small and medium-sized enterprises for high advertising costs are always "prohibitive", but relatively low-cost, efficient, can be realized based on positioning information push and precision positioning of the mobile phone client construction, they set up a convenient dialogue with the consumer platform, became the Enterprise external marketing "Second official website", the brand of small and medium-sized enterprises, customer relationship maintenance and two of precision sales to provide a new mobile marketing arena. Steering Media CEO Cao Tong also introduced, in addition to mobile phone client customization, aiming at the demand of small and medium-sized enterprises in mobile marketing, can also consider the use of two-dimensional code and other technical forms, the two-dimensional code in the traditional media, physical stores around, product packaging, the use of its "small area transfer Big message" The unique value of the user into the corporate mobile phone promotion page, offline promotional activities or micro-blog, Micro-credit and other social interaction platform, for the small and medium-sized enterprises marketing, customer relationship management significance equally not to be underestimated. "With the help of Tencent's powerful channel penetration, I believe that the brand of micro-credit marketing in 2013 will enter a large-scale test water phase, two-dimensional code into the line under the online marketing standard." "(Figure: Cao Tong in the direction of the media Guangzhou Office) trend Three: voice, photo and other mobile phone own function of the marketing" value "Voice, photography, LBS, gyroscopes and other mobile phone functions, in 2013, is expected to become a powerful interactive means/media to the mobile marketing to higher value. The combination of their own functions and marketing, a convenient user experience, such as voice technology in search, social software applications, and secondly, enrich the interactive form, such as image recognition technology, so that cross-screen marketing more expressive. Pointing to the media Cao Tong said, based on the mobile end of the marketing and application development, must revolve around the phone's own function to extend the cost of saving marketing while bringing the user experience to upgrade. Based on location-based Services (LBS) marketing behavior, but also for advertisers to bring a breakthrough in precision marketing, there are reports that, compared to those who do not integrate geographical elements of the ads, based on geographical positioning of the ads twice times higher than the click rate. Pointing to the media Cao Tong told reporters that the retail and catering industry in the geographical location of mobile advertising in a leading position, especially the geographical fence technology and location recognition technology mature, so that based on geographical location marketing services to a new height. This kind of marketing, I believe will be welcomed by tourism-related areas of the brand, such as hotels, restaurants, tourism agencies, etc., because marketers are gradually aware of location-based advertising and information services in the promotion of user interaction, pull the purchase decision on the significant value. Trend four: Mobile video advertising is popular, mobile video commercialization Explore the advent of the mobile internet era, mobile terminal mobility also let the status of network video media quietly changed, from the third screen rose to the first screen (personal screen) status, around the mobile video marketing and advertising for the industry optimistic. Following the 2012 Archie, Sohu, Youku and other video sites have launched for different systems of clients and access to a large number of users, mobile end of the test water monetization, explore a reasonable business model has become the focus of the 2013 video site. Cao Tong said that video sites can be the main "cross-screen integration concept", to the mobile terminal interaction, interactive features to attract advertisers to extend the mobile end, so as to enhance the overall sales price of video ads; In addition, mobile screen users relative to PC video is less coincidence, it will be advertisers choose to put mobile video ads reasons. "I am more optimistic about mobile video ads, but the premise is the user volume and experience to do up, avoid disturbingTo the user experience, in fact, the user in the entertainment process more disgusted by the ads disturbed. "Trend five: Brand advertisers continue to increase the mobile end of investment, technology breakthrough is the key with the popularity of mobile terminals, the number of mobile Internet users over 400 million, and mobile phones over the desktop to become the first large network terminal status quo, so once known as the" mirrors "of mobile advertising in the past two years by more and more advertisers pay attention to, The advertising costs to the mobile end of the tilt has become a consensus of the brand advertisers. Steering Media CEO Cao Tong explained that the brand advertisers now prefer to do interactive marketing on the internet, but smart mobile terminals in this regard, in fact, the advantages of more prominent, such as the intimate companionship of any time, such as a diverse interactive technology, such as HTML5, AR, QR and so on. "Where are the users?" Where is The advertiser? So there is no doubt that the increased cost of brand advertising to the mobile end is a trend around the mobile end of high-quality, innovative marketing case will continue to increase in 2013, "but Cao Tong said, if the lack of breakthrough and mature application of key technologies, brand advertising major large-scale mobile advertising days will not come quickly, big screen, Excellent experience of high-quality mobile devices (such as pad, large screen mobile phone) is still the main advertising mobile advertising terminal preferred. Trend Six: Mobile marketing into the three or four line, the seizure of regional users to become the application of new themes after the Spring Festival, the people concerned about mobile Internet will find that the third line and the sinking market mobile internet use of the report quickly increased, and such as flying regular, Camera 360, sing it, Public comments and 360 mobile phone assistants and other well-known apps, but also frequent appearances of the major local TV entertainment programs, what is the goal? There is no doubt that the regional market is a gradual outbreak of users and traffic. Data show that mobile Internet 2012 in the three or four-line market using mobile devices to access the internet ratio of 32%, of which the proportion of smart-phone internet access has reached 20%, an increase of 300%. Such a huge market space and growth rate, in fact, as early as the early 2012, has been the mobile media solutions Leader-guidance Media insight. In order to better meet the new mobile Internet sink regional market network of Internet users, cater to its app acquisition and download habits, pointing to the media in the 2012 strategic layout made a very big adjustment, launched the integration of multidimensional offline channels (operators 3G Business Hall, mobile phone stores, etc.) app distribution platform-one meter, Really will be applied to the promotion of people around, from the guidance of the media and Hubei Telecom practice results found that "one-meter" monthly service capacity of 200,000 units, the equivalent of the application of 1.2 million, the effect is satisfactory. At the same time, "pointing the media around the sinking area users use habits and behavior analysis of the game class application products, will also be in the near future to meet you, welcome to experience download." Cao Tong at last.