The trend of mobile internet marketing

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"If you mention mobile internet marketing before, it is estimated that many people will only think of" SMS Marketing "in the first time. Although this method is more mature and can bring some effect, but excessive use also let the consumer begin to tire. With the continuous improvement of mobile terminal performance, LBS (location-based service) and AR (virtual reality) technology, it brings infinite possibility for mobile internet marketing and brings new surprises to advertisers. The potential of mobile internet advertising can not be underestimated.

The advantages of mobile internet advertising

CNNIC data show that as of the end of December 2011, China's mobile phone users reached 356 million, smartphone internet users reached 190 million, the penetration rate reached 53.4%. Such a wide audience will make mobile marketing one of the most important marketing tools.

The essence of marketing communication is the "preemption" of the consumer's time, the mobile ad happens in the eyes of the debris time, these fragments time together, constitute the whole time, the value of the mobile Internet marketing is fully reflected in the fragmentation time.

For mobile marketing, a mobile phone only represents an audience, mobile device "uniqueness" is the premise of precision marketing. Through user behavior analysis and data mining, advertisers and consumers can achieve a one-to-one communication effect.

Mobile devices with other advertising carriers do not have the interaction, users can use mobile phone ads to watch video, call, send text messages, browsing Web pages, download programs and other behavior.

The relatively small screen of a mobile device makes it easier for the audience to focus on advertising information and better marketing results.

Mobile app becomes an important channel of brand advertising communication

With the development of the Smart Machine, mobile app (ie, mobile phone client, including mobile phone software or mobile game) has become a new channel for brand advertisers to spread. In foreign countries, hundreds of brand advertising has developed its own app, and the promotion of operations. For example, Durex Baby Plan app, install apps, you will realize how strenuous it is to take care of a baby, and he will tell you that your Facebook friend-you are a father/mother; the only way to stop baby is to buy a box of Durex products and scan the above two-dimensional code; This highly creative application is a good illustration of the value of the product.

At home, Volkswagen, agricultural and commercial banks, and other partners with the help of their own mobile phone clients. In the domestic brand mobile marketing service agencies, there are meters with product design and creative team, will disseminate information and user preferences, for advertisers to customize the Professional brand app, to help advertisers Occupy mobile desktop, and consumers to establish long-term communication. In the case of agricultural and commercial banks, there has been a joint advertising company, for Canton Agricultural Bank to order a "smiling face" application, users can use this mobile phone application to shoot a smile expression, through face recognition technology, application can automatically give the "Happiness index" score. The more lovable the user laughs, the higher the score the app gives; In addition, users can share the micro-blog, space to compare happiness index. The app is fully interactive with consumers, allowing consumers to experience the brand idea of the "shopping happiness" of the main advertising product – The Sun credit card, where consumers share happiness with advertisers, collecting happiness and receiving good results.

The trend of mobile marketing communication in 3G era

Solomo is one of the hottest words today, the six-letter Solomo concept of Social (social), local (localized) and mobile (mobile) integration is popular worldwide and is considered the future trend of the Internet. Similarly, the general direction of mobile marketing is also moving towards "interaction" and "integration with geographical position".

"Interaction" refers to the process by which the consumer accepts the message conveyed by The Advertiser and makes feedback, which is a one-to-one communication with The advertiser, in addition to the previous mention of dialing the phone, sending text messages, as well as achieving a task, playing games and other means.

It is important for regional advertisers, such as customers who need to buy and sell in the city, to help them find regional target audiences and targeted delivery. From the traditional IP positioning to the operator base station positioning and GPS positioning, the accuracy of advertising from thousands of meters to dozens of meters, greatly enhance the marketing effect.

How advertisers conduct more effective mobile marketing

Based on our accumulated marketing experience, we suggest that advertising should be strengthened from several aspects to more effective mobile marketing:

Create creative apps. One of the most effective ways to communicate with consumers is to enter the user's desktop, enterprises can produce innovative mobile phone clients, through the advertising platform and other channels for exposure, so that users download and continue to use. For those enterprises that do not want to develop the application separately, use the app customization platform of Mai Hui to create the enterprise application at low cost, so that it can connect with the advertisement platform seamlessly and achieve the effective mobile marketing effect.

Give full play to the mobile device interaction, sharing function. One of the features of mobile devices is that they can interact and share at any time, and consumers will actively share it with their friends once they have recognized the advertising scheme. Advertisers reach the goal of viral marketing and Word-of-mouth marketing.

Let users get real benefits. In the process of participating in marketing to get real benefits, it will better stimulate the user interaction, sharing desire. For example, the sky-wing hospital line, the user to use the hospital to order movie tickets, not only to buy tickets at a favorable price, but also to avoid the trouble of queuing to buy tickets, and even to use the app to choose seats.

At present, more and more advertisers affirm the value of mobile marketing, put the budget on mobile marketing. Rice as a service platform, will be in the construction of a more comprehensive advertising database, user behavior analysis, data mining to do more in-depth, to help advertisers more accurate, more effective advertising.

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