Technology shackles and breakthrough in app marketing

Our correspondent

Bean Rising

Now mobile applications are all about positioning, using smart phones to achieve personal location, based on geographical provision of services. This is indeed one of the advantages of mobile apps. However, in addition to lbs, there is a technology, so that the three-dimensional app, more image, vivid, more interactive to achieve the needs of users to reach the goal of communication. This is the AR (Augmented reality) technology.

If the eye is a window of the mind, then app is a portal to mobile marketing. How to get ads to target users more accurately has been one of the problems that has plagued advertisers and advertisers. With the advent of the mobile internet era, smart phones become a new advertising platform, the app becomes a new marketing "sharp weapon."

The advantages of the app are obvious. For the simplest example, in the past we wanted to know about the weather, we need to subscribe to the relevant SMS service and pay for it. And now just download the ink Weather application can be completely free, and the information you can know is not only the weather overcast or wind size, but also the humidity value of the weather and the next four days weather profile. In addition, there are additional services, such as birthdays, anniversaries, repayment days and other important date reminders, the Beijing area of tail restrictions.

In the second quarter of this year, China has become the second-largest region to download App Store applications, accounting for 18% of the total application downloads and growing, according to data. The explosive growth of apps has brought huge "nuggets" potential.

In order to control the business value of the app, the marketing function of app must be realized first. For the Chinese Internet economy, which is accustomed to charging charges (for advertisers), only advertisers have recognized that app marketing is valuable. At present, including Google, Apple, BMW, Coca-Cola, Kraft and other multinational companies have dabbled in mobile marketing, launched app spread. However, app marketing still faces many problems, such as singleness of form, inflexible performance and lack of flexibility. To successfully break through, can not leave the technology.

AR technology: Let marketing three-dimensional

Now mobile applications are all about positioning, using smart phones to achieve personal location, based on geographical provision of services. This is indeed one of the advantages of mobile apps. However, in addition to lbs, there is a technology, so that the three-dimensional app, more image, vivid, more interactive to achieve the needs of users to reach the goal of communication. This is the AR (Augmented reality) technology.

BMW, a well-known car company, uses AR technology to launch a unique marketing strategy for apps. The company has a virtual mini car set up somewhere in Stockholm, Sweden, where participants download the app and then view the location of the virtual car and rob it. The virtual car is one that anyone can grab, and the last one to grab and keep it will get a real car. This activity not only applies lbs technology in app, but also displays virtual vehicles through AR technology, and gathers audiences by means of "Rob", which is very new and interesting.

AR technology can make use of computer to generate a realistic visual, listening, force, touch and motion of the virtual environment, through a variety of sensing equipment users "immersed" into the environment, the user and the environment to achieve direct natural interaction. Today, the application of AR technology to smartphones is increasing. Imagine an app that allows you to enter a virtual world, and the highlights are self-evident. Like 3D online games, all kinds of props, scenes can bring extraordinary experience, and marketing means can naturally integrate into them.

In addition to BMW, there are many companies also have to expand the AR technology to try, so that the format of the app marketing more colorful. Vodafone, for example, launched its campaign in Germany, in order to let the people wandering in the street not boring, developed a app game, through the application can capture the monster scattered in every corner of the city, of course, the monster is also virtual, through the AR technology to see, catch the corresponding number of monsters can get points, Points are used to redeem prizes or virtual capture items at various entities ' stores, and exchange methods need to be implemented using mobile phone scanning QR codes.

Now a lot of app ads are in the app plane content to open up a column, above the advertising message. The form is dull, and it destroys the user experience. AR technology not only will not affect the user experience, but also to allow users more interest, participation is higher, used in marketing, the effect will naturally be better.

Two-dimensional code: line under the combination of online

A game type app, the user is immersed in the process of playing, after finished also soon forgot. The business value of the game will be greatly compromised. Using two-dimensional code technology, can explore more commercial potential.

Bayer China has launched a "white Bomb" app, which is online at the App Store. Game itself to play novel, but also in the game with a unique creative use of two-dimensional code scanning technology, allowing the player to scan White plus black-and cartridge on the two-dimensional code to get the game props, virtually increased the product exposure, and enhance the player's goodwill to the product.

In the game, players in order to get high score must first buy white plus black-and, and then use the Ipad/iphone camera scanning the drug box on the two-dimensional code tag, so as to obtain the target, and through the props to enhance the accuracy of the ejection. The game play is quite interesting, players will be white and black-and ejection to the cold patients can instantly play the role of medicine, to cure the characters in the game cold. After the introduction of the game has been welcomed by many users.

And marketing does not stop in the game, but also through the offline activities to assist. Bayer has launched a six-month campaign to support the overall marketing of the game, and in particular, the company is based on the scores of players in the "White Pinball" Game Center, sending the iphone to one of the top players each month. In addition, every month there are cute and interesting mascots: Sleepy sheep doll, to the top players.

The combination of app and two-dimensional code has become a popular trend. China Mobile has also launched a mobile phone two-dimensional code app engine, to solve the problem of complex input of smartphones, and through two-dimensional code and enterprise products, activities docking up, rich app marketing form. Mobile phone users can use the engine, their own search for the target brand, or about a product of consumer satisfaction and other information, from a variety of perspectives to understand the information, cognitive-related brands and products. Brand operators can use two-dimensional Code app engine, timely release of products related to the market activity information, build and consumer communication between the bridge, thereby enhancing brand awareness and product sales.

In fact, before the app, the use of two-dimensional code to expand mobile Marketing has been recognized by advertisers. However, limited by the mobile Internet at that time, the development of industrial maturity, two-dimensional code has not been developed. And after the app Big Bang, two-dimensional code through the combination with the app, has a new arena.

Combined with app, two-dimensional code no longer appears monotonous, such as in the game embedded two-dimensional code, than simply print out two-dimensional code posted, the effect is much better.

Compared with the general banner ads, two-dimensional code ads contain more information, and relatively speaking, users have a greater choice of space: You can choose to scan, you can choose not to scan. Autonomy in the hands of users, so that the effect of the resistance will be lower.