The rapid development of mobile internet has penetrated into every aspect of our lives.

The rapid development of mobile internet has penetrated into all aspects of our lives and has had a tremendous impact. That for marketers, how to grasp this development trend for the brand advertisers to provide forward-looking mobile promotion strategy? We Business Insider published the Data Report "Mobile Internet Future", in-depth analysis, insights into the three major mobile internet trends, and explain how to play mobile internet marketing.

By the first half of 2014 China's mobile phone users have exceeded 600 million, China's smartphone users reach 556 million. The rapid development of mobile internet has penetrated into all aspects of our lives and has had a tremendous impact.

That for marketers, how to grasp this development trend for the brand advertisers to provide forward-looking mobile promotion strategy?

We have Business Insider released data Report "Mobile Internet Future", in-depth analysis, insights into the three trends in mobile internet, and explain how to play mobile internet marketing, so as to provide marketing personnel with reference.

Trend One: Mobile Internet is the "central nerve" of O2O

1, mobile Internet data analysis

Mobile operators are developing rapidly, and people are becoming more and more fond of shopping with mobile phones, smartphones and tablets are constantly influencing and penetrating consumer buying decisions, where smartphones have a 34% penetration rate for "shop location", which is higher than other decision-making processes, so it can be said that the smartphone is connected to the line (O2O) The most critical factor;

Compared with smartphones, tablets are the most influential of the three decisions of "research product characteristics", "Comparative Price" and "final online purchase", with a penetration rate of 39%, 39% and 38% per cent respectively.

2, why is the smartphone the most critical factor in connecting O2O?

First of all, the mobile phone has a message to receive the function, it can receive "coupons" and "Authentication Code" and other information; second, with the development of the 3G/4G network, smartphones in the "Find nearby Information" and "Shop location positioning" and so on more convenient. Therefore, compared to the tablet computer, the smartphone is connected to the "O2O" of the "central nervous".

3, how do we do mobile internet marketing for the retail industry?

1 lbs marketing. It is particularly suitable for the retail industry under the line shop, we can cooperate with the shop under the promotional activities, maximize user participation, that is, online activities, can be around the store 1.2-3 km of users, push the activities of the shop details, increase the number of online activities.

2) O2O Marketing. The most common mode of O2O marketing is group buying, we can work with some of the platform for cooperation, such as Baidu glutinous rice and the United States and so on, of course, can also with the public comments and 58 of the city such a local life service platform for cooperation, so that the use of these platforms user evaluation system to continuously enhance the brand's visibility and goodwill.

Trend two: app's "eyeball economic effect" is full of anticipation

1, mobile Internet data analysis

In most cases, people spend much more time on app apps than mobile web, while mobile web search advertising revenue is higher than the display advertising revenue in app apps. There is a great contradiction between "user's concern" and "actual economic benefit", but with the development of mobile Internet, IN-APPS display advertising revenue will explode.

2, why is there a contradiction between "user's concern" and "actual economic benefits"?

First of all, the current In-apps display type of advertising, the existence of a single form, poor interaction and more extensive delivery of the shortcomings, brand advertisers are more likely to put more accurate mobile web search ads;

Second, mobile internet marketing and PC Internet marketing, is still in the initial stage, low awareness, so the brand advertisers are still accustomed to the PC Internet advertising form-web search ads.

3, for FMCG industry, how do we do mobile internet marketing?

For the brand advertisers, the creative hard wide and interactive activities to promote the integration, can effectively attract users to participate, enhance user stickiness, enhance brand image.

1 development of interactive In-apps display type advertising forms

HTML5 technology can be used to develop more interactive display ads to enhance the user's attention, such as "drag", "Shake" or "Click to interact" and other forms of advertising.

2 The use of advanced technology to develop interactive activities

You can use HTML5 to develop touch-screen interactive activities, or AR augmented reality technology, to enhance user participation.

Trend three: The audience from "pure mobile users" to "take into account the mobile user" transformation

1, mobile Internet data analysis

The world has entered the "multi-screen" era of--pc computers, smartphones, tablets, smart TVs and wearable devices that fill the lives of consumers. At present, the market share of smartphone and PC is the highest, but we need to stand at a higher level to see the development potential of smart TV and wearable equipment in the future, therefore, we cannot do the individual "pure mobile" users, but should do the multi-dimensional users of "balancing the movement".

Of course, each device has a different "prime time", the flow of equipment is characterized by a significant structural characteristics:

A) 9 o'clock in the morning to 18 o'clock, working hours, pc>mobile>tablet, people are still accustomed to the PC to send and receive mail and other office;

B Night 18 o'clock to 24 o'clock in the morning, before going to bed after work, tablet>mobile>pc, people are used to watching video and playing games with their Tablet on WiFi;

c) 24 o'clock in the morning to the next 6 o'clock, sleep time, mobile=tablet=pc, almost no longer use PC, Mobile and Tablet, so this time period, the traffic is basically zero;

D The next day 6 o'clock to the next 9 o'clock, on the way to work, mobile=tablet>pc, people are accustomed to using Mobile and Tablet playing games, watching news and brush friends circle.

2, how do we do mobile internet marketing for the automotive industry?

For automotive brand advertising, the need for more scientific and technological interaction activities to enhance brand innovation and scientific and technological sense. "Dual-screen interaction" technology can effectively enhance the interactive activities of the "control experience", at present, "two-screen interaction" mainly refers to the PC and mobile phone "all-weather 24-hour dual-screen interaction", which is very unscientific, so we have to be more forward-looking and scientific, to carry out the development and launch of "dual-screen interactive activities", namely--

A) 9 o'clock in the morning to 18 o'clock, during the work, we recommend "PC and mobile dual-screen interactive activities";

(b) 18 o'clock to 24 o'clock in the morning at night, before going to bed after work, we recommend "two-screen interactive activity with tablet and mobile";

c) 24 o'clock in the morning to the next 6 o'clock, sleeping time, we do not recommend any "two-screen interactive activities";

D The next day from 6 o'clock to 9, on the way to work, we recommend the launch of "mobile and tablet dual-screen interactive activities."

The position of mobile marketing in the whole marketing environment is beyond doubt, advertisers are gearing up, looking forward to attack this important position, and for marketers, to seize the development trend of mobile marketing is one of the essential lessons, play the mobile internet marketing on the fingertips, for the brand advertisers to provide cutting-edge mobile promotion strategy.