Scene demand: Marketing needs "to change the scene"

China Mobile's Internet market reached 44.49 billion yuan in the second quarter of 2014, up 104.1% per cent Year-on-year, the consultancy data showed. Mobile Internet is changing our life, for marketing, in the mobile internet era, the route of advertising and the traditional internet era has been different. "Synch on" (Always online) features, mobile end "one-on-one" unique information transmission, and mobile internet users of the explosion of growth ... These have become an important label for mobile Internet, and also provide a more binding point for the innovation of mobile marketing. So how should advertisers keep up with the pace of making mobile marketing more efficient?

Scene demand: Marketing needs "to change the scene"

Different interest users of the internet scene is differentiated, the same user's internet scene is also constantly changing, the development of mobile Internet has particularly exacerbated the user's access to the Internet scene-in the office, at home, in school, in the outdoors, and so can access to the Internet anytime, this also makes the scene of the transformation in mobile marketing has been given more meaning. How to make marketing more appropriate for advertisers to meet the user's scene, has become an important marketing topic.

At this year's Tencent Wisdom Summit, Tencent Network Media business group Planning delivery assistant general manager Onssija when talking about the upgrade of the MIND4.0 marketing methodology, especially pointed out that "scene" will be the mobile era to do the important elements of marketing. According to Tencent Platform's user data show, when the scene is set more in line with the user's life form, the brand advertising effect is better. Master the value of the user scenario, and then grasp the opportunity to communicate with different consumers.

Tencent in November will launch a series of innovative mobile advertising products in the "Move to change the scene" is targeted at the consumer mobile scenario and launched. Based on the user lbs geographical location, use time and historical behavior and other data, you can analyze and judge the scene of the user, advertisers use Tencent "move to change the scene" can achieve more targeted scene marketing-not only different industry customers can choose the most favorable marketing scene, The same brand can be changed in different scenarios with the user to communicate the content of the ads, in the consumer day in different forms of life "give", enhance the relevance of marketing content and hit effect. The future "mobile change scene" How with micro-letter, O2O do a better combination, there are a lot of space to dig.

Precision Orientation Requirements: Lock the most needed mobile target groups

In the mobile internet era, advertisers have made higher demands on the accuracy of mobile marketing, such as the mobile users who want to be directed to certain areas or those who are in a rush hour, or even the users who are directed to use a large-screen terminal. In short, they want the target group on the mobile end to be more fragmented, giving better guidance on the precise placement of mobile marketing. In these needs, Tencent has developed a "bomber", "satellite", "big screen Horizon", "Pan Ta Launch" series of mobile advertising products, through the time, region, terminal, crowd characteristics, such as multidimensional orientation to achieve the mobile end of the precision marketing.

On the impact of regional differences on marketing accuracy, the McKinsey Group of Cities (Clustermap) Research methods made a detailed interpretation, China's different urban income levels, geographical location, economic and trade and other aspects will have differences and differences, according to the similarity can be divided into a number of urban agglomerations, and in the same city groups, Often found that consumers have a common consumption attitude and preferences, their consumption capacity and user portrait is similar. Tencent's "Satellite City" is based on this principle, through the "urban agglomeration" of the joint venture to help advertisers cover more potential target crowd.

Mobile end users of the common product use habits, creating a period of active peak, Tencent based on the time dimension of the "Bomber" products can seize the golden period of user use, video patches in the form of intensive delivery, to achieve a short period of high efficiency exposure. The use of large screen equipment users are considered to be more high-quality and sophisticated high-end groups, Tencent "big screen horizon" can focus on the use of "big screen smartphone + tablet" user base to help advertisers track more accurate and sophisticated quality of the audience. According to the interest of the label marketing "Pan ta" advertising products can restore the user multidimensional interest, help the brand to find historical users, to meet the expansion of the potential target group needs.

Brand exposure and cognitive needs: mobile End-to-end platform linkage to achieve maximum coverage

With the development of mobile marketing and in-depth, the purpose of advertising owners become further differentiated and clear, rapid reach, mass exposure has become the main advertisers many marketing appeals focus. On the mobile side, how to achieve the maximum coverage of the target users in the shortest time and realize the touch exposure?

In the favored micro-letter platform, as early as December 2013, Mercedes-Benz first tried the micro-letter Tencent News plugin below the picture display ads, based on the number of micro-letter users of the impact of the largest reach of marketing. Since then, Audi, Changan Mazda, Microsoft X and other industries brand advertisers have tried the form of advertising, and achieved satisfactory marketing results. In addition, Tencent also integrated the Tencent news in the mobile end, Tencent video, micro-letter, Tencent Weibo, QQ space, QQ music, optional shares, watch the game 8 big app "Billion touch Tatsu" products, advertisers can be free combination of cross product integration joint venture, since the launch has been Cadillac, GUCCI, Nike and other brand advertisers of all ages.

With the brand advertising the main force mobile marketing at the same time, targeted delivery, multi-screen delivery, Cross-platform delivery will also be more touched, which will be the effect of mobile marketing monitoring put forward higher requirements. In the domestic mobile marketing platform, Tencent supports the MMA organization to draft the mobile advertising monitoring standards, open mobile ad third-party monitoring, and the United Nelson, to promote the establishment of brand advertising monitoring industry standards, for advertising main mobile marketing effect monitoring provides more choices, but also to promote the industry more healthy development has made a strong push. It is not difficult to see that in the process of insight into the demand for mobile marketing and provide targeted mobile marketing solutions, Tencent has focused on the construction of the entire mobile ecosystem, helping advertisers to extend to various links, forming a marketing closed loop that connects consumers, connects and communicates, connects terminals, and connects businesses to business forms.