We are in a time of need for change today.

We are in a time of urgent need for change, when the traditional industry has not done deep, the internet thinking came; when we were still studying what the Internet thought was, the mobile internet came again. We have been in the confrontation between tradition and modernity, facing the end of the great marketing era and the rise of the micro-marketing world.

So how do you define mobile internet marketing? I think that in the mobile internet era, not to rape consumers, but to give consumers "empowerment", equal participation and interaction is more important. Mobile Internet marketing is not to "publish information" to consumers through mobile terminals, but to link marketing with mobile consumers.

What are the new elements of mobile marketing? I summarize the following 10 keywords:

1. Personality and Precision

Mobile device size and PC screen is too small, users of irrelevant content and advertising tolerance is very low, so, through the analysis of mobile user behavior analysis and data mining for mobile marketing personalization is very important, according to user location information, user interests, terminal categories, And the time period to provide accurate mobile internet marketing, one-on-one more accurate communication will become a reality. At the same time, mobile marketing needs to respect the personalization of consumers. For example, the Japanese fast fashion brand Uniqlo Uniqlo launched an application utme! Through this application users can make their own UT, users download the application can be graffiti, using mobile phone photos or letter patterns to make their own DIY T-shirt, which is the mobile Internet brings personalized opportunities.

2. Mood and scene

Mobile phone is a terminal with emotion and emotion, at the same time, people's moving trajectory has the feature of transfer of scene. Therefore, mobile marketing first need to consider how to mobilize consumer sentiment, for example, recently Durex launched a new product app on the phone, couples can take some photos before making out, can be beautified, decorated and so on. And a lot of mobile app itself is closely related to scenes, such as ink weather, calendar, and so on, Jeep and record the time of the Chinese calendar combined, in the Chinese calendar on the launch of the four historic jeepday,6 month 6th to commemorate the day of Normandy, launched the Jeep's big-cut models, July 23 for the full Road experience day, launched the Jeep's free light model, August, September will also have two Jeepday, which allows users to integrate into the calendar scene, the Jeep brand history and products have a deeper understanding.

3. Entertainment and Fun

All industries are entertainment, mobile internet age, need to think about how to embed ads in entertainment, fun becomes very important. For example, the famous lingerie brand Victoria made a very stylish outdoor advertising, in the model chest covered with two-dimensional code, advertising copy is completely full of temptation-"reveallily ' Ssecret" (Lily's real secret), so you desperately can not wait to pick up the phone to shoot two-dimensional code, The original two-dimensional code behind is Victoria's Secret underwear, really as the slogan said, "More sexy than skin." During the World Cup, NetEase News client launched a large set of card activities---World Cup "star Card", as long as you gather up a team's star card, you can get lottery opportunities, you can also use the Star Card group and friends play the game, "star card" interactive activities attracted 1500多万名 users to participate in the cumulative card over billion , Haier through this interesting activity, tailor-made "universal Star Card", also get a lot of consumer participation.

4. Holographic and Interactive

Mobile phone is also a holographic media, companies can combine the characteristics of smartphones to explore new advertising patterns, such as location-based advertising push, shake, blow a blow of advertising, using LBS function ads can also tell consumers where the nearest store, mobile phones can be integrated use of text, images, audio, Video and other types of information transmission terminal. For example, during the World Cup, NetEase news clients also use voice-activated interactive technology, for Guilin three gold to create a "World Cup roar" interactive activities, using the Super bright page, three gold watermelon frost products personification, convenient interaction settings, stimulate users to actively participate and share to personal social circle.

5. Benefits and Rewards

According to the survey, 76.6% of the respondents are interested in the offer/reward, emarketer data shows that 2014 every 4 smartphone users have a convertible coupon, mobile marketing also need to give consumers return, enterprises can be the membership card and smartphone applications or micro-letters, such as binding, Thus driving consumers into the mobile electric platform or the collection of concessions to create physical stores of the action.

6. Instant Response and Action acceleration

All marketing purposes are to achieve action, therefore, so that consumers from the view of advertising to achieve the purchase of a transaction to complete the closure of the marketing. and based on specific living space and scene and mobile marketing combination, can also accelerate the action, for example, in office buildings advertising, many brands have introduced two-dimensional code to obtain coupons of the interaction, this kind of second-kill way, can be in the interception of consumers, let consumers produce action. And China Merchants Bank launched the micro-letter bank, then further realize real-time interaction, can help users to transfer payment, micro-letter backstage staff, but also with the user real-time communication to meet the needs of users at a certain moment.

7. Cross-screen and cross-media

Mobile technology becomes the glue that organically integrates consumer contact point, can combine all other marketing contact point and screen, include TV, outdoor LCD TV, movie theater screen, print media and store medium etc. Therefore, across the screen, across the terminal to become mobile marketing must pay attention to, for example, in the TV ads should be in line with micro-bo, micro-letter, etc. to achieve greater depth of dissemination of value, or let TV ads and mobile phone interaction, for example, Coca-Cola has launched a "chock" mobile phone app, the user in the designated " Coca-Cola "beach TV ads on the launch of the app, when the ads appear in the" Coca-Cola "bottle cap, and mobile phone vibration at the same time, waving a mobile phone to grab the TV screen bottle caps, each can be caught up to 3, the end of the ad, can be found in mobile phone app

8. Tools, content and services

There are many mobile-end apps, itself is a tool to meet the specific needs of consumers, but when the content of this tool, consumers will increase the stickiness, if you can provide services based on such a app, then its marketing value will be further amplified, and become targeted for the segmentation of precision marketing tool. For example, NetEase's Youdao dictionary, Mobile end already has 200 million users, its beginning is only an English word search tool, but through with the FT Chinese, Wall Street Journal and other cooperation to provide users with content, quickly established and these have translation needs of the "international people" tight stickiness, now, Youdao Dictionary has become a high value of primary marketing and precision marketing platform, attracted a lot of cars, education, mobile phone companies of all ages.

9. Ethnic groups and communities

The ethnic group is the mobile marketing distinguishes the crowd needs to study, but constructs based on the common topic or the common consumer characteristic mobile community, also becomes a new marketing trend. For example, women's Menstrual health management tool "Aunt", initially just a gadget, but less than a year later, "Aunt" but gradually developed into a "full anonymity" community, as of March 2014, aunt? App registered user breakthrough 40 million, user daily activity has increased to 2.5 million, in this community, Female users can talk about a variety of intimate topics around women's health, with independent users staying for 20 minutes, a mobile community that has great value and potential in marketing and service to target women.

10. Localization and O2O

For many enterprises, through the transfer of marketing through the consumer's last kilometer, is the most important goal, and the user localization scene diversification has spawned the local marketing demand, for example, when the user searches "the hotel", "The fast food" one kind of keyword, generally will choose from oneself nearer, and directly carries on the consumption behavior. Many media outlets are also actively exploring localization integration, for example, in 2013, when Facebook first achieved a big profit in the second quarter, the biggest contributor was Facebook's localized mobile advertising business, which grew to 41% of its total advertising revenue The media outlets have already installed Wi-Fi hotspots in some of the advertisements of the buildings, and the advertisements of the buildings can be connected to the consumer, and they can interact with the consumers and collect their consumption and living habits to integrate the mobile interconnection with the local service. China's first proposed and practice localization mobile advertising platform--dot Media lomark, then focus on the exploration of local advertising customer resources, and mobile advertising regional market "long tail" value aggregation and advertising flow resource value promotion, has been real estate, finance, FMCG and other enterprises of concern.

Finally, mobile marketing is not an independent individual, it can be combined with all of our communications. We are now in a time of change, how to use mobile Internet is all brands need to consider the issue, how in the micro-marketing era, the mobile end of the initiative to help advertisers to spread, but also another issue to consider.

Wen/Shoming (Business trend Observer, digital marketing specialist)