Pointing the media Cao Tong: The essence of mobile marketing is the core of operating users

Source: Internet
Author: User

At the beginning of the May, Gmic Beijing 2013 (Global Mobile Internet Conference) was closed at the National Convention Center, and the Mobile Marketing Summit (MMS), as one of the major theme sessions of the Conference, was attended by nearly thousands of people. In the Mobile Marketing Summit (MMS) to discuss adnetwork innovation and development trends, Steering Media CEO Cao Tong said: "The current advertising marketing has become a product, more need to consider the user experience." Traditional advertising and marketing theory tells us that advertising is a line of communication (advertisers-advertising agencies-media-audiences), and now into the ring, this ring must revolve around the user experience, this is what I have been emphasizing the "advertising product" process, advertising must revolve around the user experience, the user's value acquisition and , such as advertising is a coupon, advertising is a form of play, this is a very important change, so, I think mobile marketing, mobile advertising is the essence of a business service.

(GMIC2013 Mobile Marketing Summit)

In the past two years, the mobile internet tide has penetrated the daily work and life of ordinary users, mobile marketing as one of the important profit models of mobile internet has been paid attention to by many advertisers. This is also the GMIC2013 set up Mobile Marketing Summit (MMS) of the important reasons, is committed to mobile internet solutions providers, advertising service providers, advertisers to build interactive bridges, about marketing trends, understanding the mobile marketing technology to the digital integration of the value of communication. It is understood that the summit participants include Reckitt, Procter and Gamble, Yili, Haier, Microsoft and other well-known advertisers, as well as pointing to the media, and many other mobile internet advertising companies representative. Some of these business leaders deserve our attention for their data-sharing and new interpretation of mobile marketing.

Liu Lifung, the Asia Pacific CEO from market research firm Ipsos, shared several sets of data: "75% of people view mobile phones as a major media, 26% use their mobile phones for 5-10 hours a day, and 60% of mobile internet users often use Instant messaging products." In addition, Liu Lifung also analyzes how marketers should take advantage of the characteristics of their mobile users to accomplish good marketing in terms of consumer habits.

As The Advertiser, Reckitt Group Asia Senior vice president and Regional director Aditya Sehgal expressed the mobile phone platform for advertising advocate marketing recommendations, he said: "Mobile phones and other mobile terminals to provide consumers with anytime, anywhere interaction, games, social, purchase and other functions, But marketers need to correctly understand and make full use of the characteristics of these mobile terminals, targeted marketing. Mobile marketing is still in the initial stage of development, marketing projects should focus on advertising creative and special attributes, social and interactive functions, effect monitoring and optimization. ”

While discussing the "adnetwork innovation, development trend", pointing the media CEO Cao Tong at the summit that the way: in the mobile internet era, rather than advertising is more than a product, rather than marketing as a service. The traditional theory of advertising and marketing tells us that advertising is a line of transmission or a bar-like spread, and now it has become a ring, the loop around the user. Advertising activity itself is a product, which is a very important shift in the trend of mobile marketing. Cao Tong Then use the "pleasure" hand travel through the practice of the platform to the guests for example: "If we will play on the ads designed to provide users with direct benefits of products, so that better results." For example, we implant an ad on a playground, the purpose is to help Guangdong's terrestrial communications recommended new models of mobile phones, users click to read ads, understand that as long as the land counter to buy mobile phones, you can receive a play platform to send some value-added revenue or IT products (game Activation code, SD card), and even enjoy the special services provided by the amusement , the effect will be better than the original platform display advertising effect of a lot better. At the same time, Cao Tong also introduced how the media can help the Japanese wild car to do a good job of "registration information to win the first pilot" success stories.

After the

meeting, the guests said that through the whole day multidimensional theme sharing and roundtable discussion model, the Summit successfully created an important platform for marketers, industry experts and various industry organizations to communicate and collaborate. All-round in-depth analysis and discussion, in the form of milestones to open a new chapter in mobile marketing, to promote mobile marketing into advertisers widely recognized, attention and in-depth application of the development stage.
Related Article

Contact Us

The content source of this page is from Internet, which doesn't represent Alibaba Cloud's opinion; products and services mentioned on that page don't have any relationship with Alibaba Cloud. If the content of the page makes you feel confusing, please write us an email, we will handle the problem within 5 days after receiving your email.

If you find any instances of plagiarism from the community, please send an email to: info-contact@alibabacloud.com and provide relevant evidence. A staff member will contact you within 5 working days.

A Free Trial That Lets You Build Big!

Start building with 50+ products and up to 12 months usage for Elastic Compute Service

  • Sales Support

    1 on 1 presale consultation

  • After-Sales Support

    24/7 Technical Support 6 Free Tickets per Quarter Faster Response

  • Alibaba Cloud offers highly flexible support services tailored to meet your exact needs.