Viewing the marketing essence of wireless Internet from the application of "SMS URL"

"From the ' SMS URL ' application to see the marketing nature of wireless internet" should actually be "from the ' SMS URL ' to see Mobile marketing" or "from ' SMS URL ' to see Wireless marketing," a few can. The reason why this long title, is to use the big familiar "network marketing" concept to interpret.

Have a friend let me further explain the concept of SMS Web site, frankly speaking, SMS URL can be Chinese characters, is based on the development of SMS, is the Chinese people to develop their own intellectual property rights, its root server in China, not in the United States! In other words, its application standard is Chinese! I would like to explain the basic application of the SMS Web site based on wireless internet marketing methods, namely, wireless marketing or mobile marketing.

For example, in Shanghai Nanjing Road, there is a restaurant every day at noon to the office of the white-collar workers to send takeout, that is, to send lunch box, the owner of the shop every day at noon busy! There are six of telephones ringing, he is the traditional way to let these white-collar workers know his contacts and menus, such as it daily in the "Shanghai Daily" and "Xinmin evening" in the classified ads, and he also distributed leaflets in these offices, every day the phone rang non-stop, But for him to put classified ads and printed leaflets every day is a very small cost, the problem is that he does not know which media really played a role, with the fierce competition, his business good and bad, advertising effect is not satisfactory, the cost of pressure is also increasing, at this time, He learned that 560 million people in China have mobile phones, the Chinese sent text messages nearly 500 billion in 2006, Mobile Information era arrived, he thought of every day to him to order these white-collar workers must have a mobile phone! He decided to use the "SMS URL" to experience what wireless marketing is what Dongdong! He registered "takeaway" two words "SMS URL", he was in the computer backstage, according to his own dishes carefully planned the first and second pages. To spread his "takeaway" SMS address to white-collar customers, he still uses "Shanghai Daily" and "Shanghai Evening News" to play classified ads, but also distribute leaflets, only in each classified ads and leaflets in the lower right corner add a word "Send sms URL ' to buy ' to 50120 can be ordered, mobile, unicom users can", Some curious white-collar workers "active" to try to send "takeout" to 50120 will find a reply 10 message: 1 Fish fragrant shredded pork, 2 vinegar cabbage, 3 back pot meat, 4 ..., reply to any number, you can get confirmation order information.

Over time, suppose he used the SMS URL "takeaway" to accumulate 300 permanent fixed-collar customer databases in the background of the computer, as a result, he was reduced from the original six phone calls to a phone, because each received a "takeout" message URL to the meal, he locked a mobile phone number, if a long-term customer, He knew this number corresponds to the delivery address, if it is a new number, he will pick up the rest of the phone to confirm! His internal management cost is reduced! Efficiency improved! To improve competitiveness, he also launched a weekly 88 percent special dishes, still through the traditional newspaper classified ads, and he also to his 300 white-collar customers push SMS, in order to improve his brand reputation, he put such information into MMS format, every holiday, He will also send a pair of MMS coupons to target customers, with this MMS to eat in the shop can play 90 percent, through his new media application for a period of time, his service quality improved, distribution more timely, with the target customer relationship more closely, more competitive, more importantly, the cost is reduced, the income further improved.

Analysis 1: The fifth media is the public media

The 300 longtime client of this takeaway is his "niche", he "directs" to them every week to push specials, the process is "instant", and these customers will have "interactive" confirmation So the takeout owner uses the fifth media (mobile) to create a "one-to-one" interaction with the target audience through wireless advertising (SMS), a process that is wireless marketing (mobile marketing), the internet marketing of wireless (mobile internet).

Analysis 2: whose database

At the heart of the wireless marketing of this takeaway is the "database" he accumulates. He can further the 300-digit target data mining, identify who is Sichuan, Hunan people, northeast people, Shanghai people, etc., according to the tastes of different people targeted to improve his dishes. For the use of the database, can be seen, only the enterprise itself according to their own market collection of the database is a meaningful database, and many of the current SP believe that a large number of databases can be launched wireless advertising and wireless marketing is not correct, while the guiding ideology of the development of wireless advertising products are also difficult to achieve long-term success, Positioning for wireless advertising and wireless marketing services companies should help enterprises to establish their own database for the office, down-to-earth to help enterprises analyze their audience goals, targeted solutions to find the real meaning of the profit model, because the 21st century marketing is the database marketing!

Analysis 3: Fifth media is the integration tool: Optimizing Media Mix

When he adopted the wireless marketing method, the takeaway didn't give up the traditional advertising method, that is, the use of two newspapers classified ads and delivery leaflets, however, because he has placed in each media message URL information, so he can see in the background on the uplink of the user is to see which media to send SMS URL, which means that The media mix he used must have a weak, a strong, so he can spend more on the advertising cost of good media, such as he found that the "Shanghai Daily" text address to see more people, so that the effect of the media through his background message URL uplink can be "quantitative" to be judged, So he has optimized his media mix through the wireless marketing campaign on the fifth media (mobile), and at least he knows where his advertising costs are wasted, reducing marketing costs, and the fifth media (mobile) is the media's integration tool.

Analysis 4: Cell phones are not media

The takeaway was just after he had accumulated 300 loyal customers, will use the form of mass to their "accurate" to release special dishes of preferential information, that is, these long-term customers first "active" to send SMS Web site, and with the seller to confirm the "interaction", the process is a "to interact with the application "The process of communication, and not simply the" advertising process ", and this" interaction for the dissemination of applications, "the process is essentially a" solution "is an internet-based and mobile Internet application solutions, is wireless marketing! The mobile phone acts as a tool in this process! So simply to say that the bulk of the message is wireless advertising is wrong, simply to say that the bulk of the message is wireless marketing is wrong!

Analysis 5: The fifth media is characterized by interactivity

This take-away shop owner through the form of SMS Web site to attract white-collar reservations, interaction with him, the process of interaction is his target consumer groups to test his services and products of the process, interaction is participation, is experience. Interaction between consumers and traditional media, traditional media and new media, interaction between consumers and consumers (word of mouth), take-away shop owner and consumer interaction between consumer and product interaction, with the fifth media (mobile), through the appropriate wireless advertising performance form (SMS URL), can play the most vividly, This can also be 2.0 marketing in the broad sense of the wireless internet.

Analysis 6: Immediacy is also timed

The take-away shop owner in his backstage found that the daily uplink of the SMS URL at around 11:30, so he "timed" every day around 11, to his "audience" goal "directional" to push the day's specials, that is, in his target consumer groups are making decisions in which to "pull" a moment, This is the use of the fifth media "real-time" sex and the application of "timing", any business if the target customers are making a purchase decision to give him a discount, this is "accurate" marketing targeted, this is the essence of wireless marketing!

Analysis 7: Personalization is Human

When the seller through his accumulated database, not only identified his target consumer group is male and female, but also know where they are, like what kind of taste, his product personalized features can be highlighted! He pushed the form of information can fully display personalized, MMS color, message tone can be tailored to different objects for the planning and design, Mobile information means can let this meticulous work instantaneous completion! This personalized product, highlighting his humanistic service, his competitiveness is bound to be strong, at least not weak.

Analysis 8: One-to-one interaction

After a long period of data mining and accumulation, this takeout shop owner master a large number of target groups of parameters, such as family name, the company is which, position, or even birthday, he completed can make full use of these parameters for "a pair" of communication, in a consumer birthday for its preferential packages, to create surprises, The result is that his audience is loyal to his takeaway.

Analysis 9: Fifth media is promotional media

When the takeaway was directing his dishes to his target audience, mainly based on preferential information, although the fifth media can be loaded so traditional media advertising role, such as product information, brand information, and so on, but the most prominent role is to promote the role of sales, this is the characteristics of mobile phone media features given the function, The emergence of the media is not to replace the other media as the incumbent, just the opposite, the fifth media will strengthen the advantages of other media, reduce the weakness of other media, the fifth media is people!

Analysis 10: three great benefits

Apparently, the takeaway has benefited from the wireless marketing format. Summed up there are three points, the first from the operational level, he lowered the operating costs, many small and medium-sized enterprises are the means of production cost is low, but high marketing costs, and many enterprises in the cost of marketing in the media, so the use of Mobile information technology can optimize the media mix, virtually make the operating costs down; the second from management, Management focus on the process, management focus on results. This takeaway owner effectively controls the cost, in the internal operation process (six calls to a telephone), human resources (less one to answer the phone, one more out of the delivery) and so on; third, the quality of the target customer's database, established a "loyalty to repeat customers guarantee system", It means a steady stream of business.

In fact, almost all mobile information products in the industry application process can bring these three benefits!

Analysis 11: analogy, ça

Although this example we talk about is a fast food restaurant, in fact, the application of SMS URL is suitable for all industries, and so on, logistics industry, manufacturing, large circulation of marketing, SMS Web site can be extended to the security of merchandise, data collection and so on functions (there have been successful cases).

This example of a takeout shop is an application for an industry. At the same time, SMS Web site can become a popular tool for personal application, many business owners of their own name registration as a short message URL is an example. Like some stars pushing their albums, can also be through the message Web site publicity, such as "Super Girl" two words to register into a short message URL, sent to 50120, still can get 10 reply information, can be set to the first, is the singer's ringtone, the second is the singer's latest modeling MMS, The third can be the singer's wireless internet site, a WAP PUSH, the third is the main song audition, IVR, and so on, and so on, personal SMS URL application will also be quickly launched!

In addition to the SMS URL, the fifth media on any mobile value-added services products have a short message URL this application conditions, by extension, analogy, ça.

Analysis 12: Internet + wireless internet = Network Marketing

The owner of this takeaway shop is based on the Internet, the interactive application of SMS URL is based on wireless internet, he tried to the sweetness, so began to open a blog, so that his target customers to evaluate his dishes, he also launched a WEB2.0 marketing, over time, he gave up the traditional media ...

Analysis 13: Informatization is the survival mode of enterprise

Media is information, communication is marketing. Business activities can not be separated from marketing, without media, it is inseparable from information. Without information there is no world of ours.

Analysis 14: Conclusion A lot, you can go on to analyze ...

Analysis 15: Traditional marketing idea, modern marketing means, media application thinking

Wireless marketing is the application of traditional marketing means in new media. The key is the extent to which the characteristics of the new media are understood. For enterprises, whether it is network marketing or not, or wireless marketing, these are the means to achieve marketing goals, is in the integrated marketing framework of the application, as long as they see the essence of these new media, it is the true nature of the enterprise market Service tools, which requires enterprises to understand the characteristics of new media, At the same time, new media developers must also understand the needs of enterprises, at the same time to understand the enterprise's market thinking is how, the so-called wireless marketing theory is the enterprise's thinking and perspective to explain the wireless Internet network Marketing applications, no theory of the fact is vague, no fact of the theory is also empty, the theory is not advanced, The key to see how deep understanding, the new media era is the era of industry integration, different industries should be open-minded to learn and exchange, this process is really not easy, a long way.

(See also "Fifth media", "Wireless Marketing", "Wireless advertising" Haisong)