Replacing mass-spread coverage with interaction and experience is the biggest change in mobile internet age marketing

Media circles in recent years, there is a particularly fashionable thing, is that many of my old peers, old friends, have a high profile away from the traditional media, or simply change careers, or to do new media, from the media. Traditional media do have a big problem, this is not only reading habits, reading environment changes, there is also an important reason is the media business model of the key link-marketing is also changing dramatically.

In essence, marketing does two things-one is to deliver the right message and the other is to get the information to the right person.

Before the golden age of traditional media, is a big brand, the era of big marketing, from the brand to the customer's process, than is whose voice is big, who's communication channel thick, this is similar to the use of artillery, bombers to bombing, as long as the coverage is large enough, always achieve the desired effect. But this kind of extensive marketing, not only caused a lot of waste of marketing resources, but also bring a lot of interference to consumers.

In the mobile internet era, the biggest change in marketing is in the process from brand to customer, you can use more sophisticated, more passive means, instead of simple, active large-scale transmission. The alternative is interaction and experience.

This "brand-interaction-experience" of the new marketing model, is a marketing funnel, through the continuous upgrading of the exchange intensity, gradually screened out the willingness to purchase a strong customer base, and then put more marketing resources to them, improve the efficiency of marketing. The various means of enhancing brand cognition are all the skillful routines in the traditional media era, still valid in the mobile internet age. Brand High awareness does not directly generate buying behavior, but can greatly increase the likelihood of users to participate in interaction. The willingness to interact is a strong signal of user interest in the brand, and effective interaction can not only convey more information to users, but also create more content and wider dissemination.

and experience is the interaction of higher communication intensity, especially in the current enterprise-level programs more and more complex, consumer-grade products more and more similar appearance, the traditional way of marketing information is far from enough to complete the brand differentiation. Only in the process of interaction, to attract interested customers experience trial, can greatly improve the bandwidth of information delivery, more likely to affect potential customers.

In the past, the cost of full communication with customers was high, but in the mobile internet era, this was no longer a problem. However, how to trigger the interaction from the brand, how to find the right Exchange content, communication methods and even the opportunity to generate full interaction, and then from the interactive process to screen out further potential customer participation experience, has become a new challenge. This huge gap is also a new opportunity for the media.

Traditional media to adapt to such changes, they have to make a huge change, in addition to continuing to improve the quality of content and credibility, but also to continuously digital, data and service.

The magazine "Business value" has just passed its 4 birthday, and for 4 years, we have been developing and operating clients at the same time for 3 years, with downloads now exceeding 1.2 million. We regard this process as the process of digitalization of traditional media and the process of translating readers into users. The advantage of digital intuition is the improvement of interactivity (all content is easily commented and graded), everything becomes measurable (both the browsing and feedback of articles and advertisements are reflected in numbers), and the production of large amounts of data-for example, I now know not only the geographical distribution of the reader, but also the value of business Of the more than 800,000 Android phone users in the client, 31% are using Samsung's NOTEII, 22% are using Samsung SIII, and 17% of Millet and 7% of Huawei handsets.

But after doing this, more questions emerge. Including：

★ How to use these multi-dimensional data? including how to use user feedback on the article to improve the quality of the article and the direction of the topic? How to better understand the user's preferences and needs, to give them better service and experience?

★ What is the marketing model based on mobile digital reading experience? In addition to brand display, how to combine the user's positioning, the digital channel to play the precise interaction characteristics, to guide users to participate more in the interaction and experience, design new suitable for mobile reading marketing model out?

These questions are still being explored and hope to have more experience and lessons to share with you this time next year.