The marketing model of the combination of Internet and SMS

Marketing Model: The combination of internet and mobile phone text

From last year we put forward the concept of accurate database, from precision marketing to the Internet, based on database and keyword precision Marketing, similar to the traditional advertising field of direct marketing.

The business model is to combine the Internet with SMS, and build a larger text message and Alliance platform. is the development of a variety of small and medium sites as a coalition, so that users through the platform to send free text messages, in the process of sending text messages, mixed with some advertisers ads, the appearance of this advertisement is not casual, but based on the keyword to do accurate matching ads.

(1) The degree of recognition generated during the chat

Specifically, that is, relying on the internet, based on keyword matching ads. People send free text messages via the Internet, but they are displayed via mobile phones. If we have a product called Q Sue. In fact, the ads generated during the chat process, so the degree of acceptance is still relatively high. To chat the process of keyword search and matching, so the degree of adhesion is also very high.

(2) Advertising words are matched out to pay

Our payment method is to match out to pay, is the effect-oriented. For advertisers, he even bought may not have to spend money, only his advertising words have been matched out to pay, which is also relatively innovative in the model. Unlike the general advertising, as long as the show to pay.

Our slogan is to build based on matching keywords, called "Baidu on the phone", and Baidu's precision marketing concept similar, but we transition to the phone above.

How to achieve precision marketing

The database is full of relevant needs of the audience, such as eating is a restaurant, not only potential users, but immediately have the purchase of users, and then we design for customer requirements. The content source has the Internet platform, also has our own classification platform website, itself is provides the public the free information Service. Platform is a mobile client and a huge alliance platform. In this way, audiences, customers, content and platform four ways to achieve a common purpose.

Service-oriented advertisers more recognition

Industry is different, the current advertisers to service-oriented customers, such as fast sales, catering, entertainment and other industries better. Big brand customers are relatively conservative in the field of unlimited marketing, but need a gradual training process, now do a lot better. To do more successful is the Great power video game City activities.

Mining of user properties takes time

The mobile database has 150 million database users, but the core user is 30 million. The so-called core users are high-end, active, capable. Because the mining of attributes during the establishment process takes time. In terms of precision, including advertisers their needs are many, sometimes need to cover, sometimes need to be accurate, if the coverage we give you 30 million core people to cover, if accurate I give you the most when you need to appear the most suitable advertising, this is precision and coverage.

The cognitive barriers of brand advertisers

From last year to this year about a year or more than six months time, advertisers have about 2 million of the output value. Because everyone is a trial of the delivery, not suddenly spend a lot of money on it. In addition, even if I received a lot of money, I may have to return a little, because there is no match out. Like Melody singing, fitness field more, the brand is currently only a trial period. It's difficult to take him down, it's a cognitive barrier.

The benefits and downside of advertising are like "Taiji"

We do is free SMS, our advertising revenue and the downside is to have a proportion, if the downside is too large, customer benefits did not come up, the cost of pressure; Conversely, if not large enough down, advertising money will not spend. So it's like Tai Chi. If at this stage, there is a good investment people fancy this mode, all of a sudden into, then, we build this platform is equal to first planted Indus tree and then introduced Phoenix.

Leverage alliances to expand user base

We will develop a number of alliance sites, such as a network of friends, their sites themselves have some good links to users, he once with us as a union, these users may be a part of the text Messaging Alliance platform users, which can expand a base. So far we have not deliberately to do promotional and promotional, but some of the better alliance sites to bring us some members, and our relationship with the site mutually beneficial, such as each send a message they have divided. For them to increase the user's viscosity, users get benefits and bring benefits to the site.

Industry only allows eldest brother second survival difficulties

We are a pure entrepreneurial company, the development process has a good model after the need for a good support, so in the channel development will have rapid expansion. Namely "Head Start" or occupy the market first, this industry only allows eldest brother, second will be very difficult. So our biggest puzzle is looking forward to an explosive growth, which now belongs to both want to do and keep some.

Not the technology leader but the application of the leading

The biggest advantage is that there is a huge sales team, about 30 people around the direct sales force, all over the office. There are some channels to expand. At the core can not be said to be a technology-leading, but is definitely the application of the leading. This is also based on over the years to the advertisers grasp, the accumulation of customers, as well as the control of all aspects of marketing. This advantage is also a competitor in a short period of time can not be exceeded. With the internet because we have a classified information platform, we also develop a large number of Internet alliances. Because their users are also some consumer-capable users, including industry users.

(Excerpt from: June 20, 2007 Precision Marketing series interview content)