What can the advertising standards of mobile Internet produce for digital marketing

March 15, the first domestic "mobile internet Advertising Standards" officially implemented. This by Tencent, Baidu, Beijing East, Millet, easy media, China Telecom, China Mobile, song Hua cable, hundred-vision and so on to participate in the development of industry standards, is expected to gradually standardize the development of the digital marketing industry, which has been involved in the digital marketing industry a A-share company, is undoubtedly an important policy positive. Industry veteran in the interview that the industry standard landing, gave the industry a "game rules", with the rule to a lasting healthy development.

Status quo: Industry mergers and acquisitions are hot

In the "Internet +" tide, a traditional industry is facing restructuring, advertising marketing industry is one of them, they were born after the combination of "digital marketing" this new industries. Spring Festival before and after all kinds of enterprises set off the "red envelope war" is the essence of digital marketing.

In a shares, the concept of digital marketing since the second half of last year's rapid popularity. Ming home Technology, because of mergers and acquisitions of digital marketing companies, the stock price even pull 9 trading board; Teng Xin shares, last year, the most authentic digital marketing companies, listing two months rose up to 470%; These two industry benchmarks detonated the tide of digital marketing mergers and acquisitions. According to statistics, the beginning of 2015 so far, there have been 8 listed companies have issued a digital marketing plan, and the acquisition of higher prices.

In early January 2015, Alibaba to "cash + data" Innovative mode of holding easy media, launched this year's digital marketing mergers and acquisitions first gun.

January 20, Wu Tong Newsletter issued a notice to "fixed increase + cash" way, the 1.35 billion yuan to buy a merger and acquisition of less than two years of mutual advertising.

January 21, Branch Tatsu shares issued a notice, proposed total price of 2.943 billion yuan to acquire 5 digital marketing company.

Since then, the Guangdong Media, Annie shares, joint create energy-saving, Hengxin Mobile and other listed companies have entered the digital marketing industry. The frequency of fast, high valuations, has been far more than last year's level, the industry shows.

To make the new industry more exciting is that the micro-trust Circle ads January 25 night officially online, BMW, VIVO, Coca-Cola became the first three major customers, with more than 400 million months of active users Tencent also excavation micro-credit digital marketing gold.

According to the authoritative data statistics, 2014 China's digital marketing scale of about 150 billion yuan, an increase of 34.8%, is expected to 2017 digital marketing market scale up to 286.2 billion yuan, the annual composite growth rate of 24%.

Core: Big Data makes delivery more accurate

Digital marketing is so hot, and the Internet and large data "magic" inseparable. "The core of digital marketing is the middle link, called ' Programmed purchase '." "This is the Shanghai newspaper recently visited a number of digital marketing companies to come to the industry consensus."

In simple terms, advertising will no longer pass the artificial pair of a model, and a single advertising media to the bargaining, but through the programmatic purchase platform, to find the most suitable for their company positioning needs of the crowd, according to "people" to buy. These large data will be labeled with numerous subdivisions, and advertisers choose labels based on their own needs. The more accurate the positioning, the higher the success rate, The advertiser's satisfaction will also increase.

In the traditional mode of advertising, advertisers never know the exact whereabouts of advertising fees, their own pay advertising costs have not been fully used? What's the effect of the advertisement? Is this advertising position right for you? These problems, digital marketing can be solved-through the programmatic platform for advertising, advertisers can view the background, Even their own battle to launch operations. After the launch of the data generated will also be feedback to advertisers, so that it can analyze the effect of advertising, find the most suitable people, and then improve their own advertising and products.

For the audience, digital marketing is very personalized and interesting. Different users in the same site, the same time, see the ads are different, very consistent with the diverse needs of the audience and now people do not want to be similar to others mentality, will not feel the same as the same, irrelevant advertising hard push caused by the sharp sense of harassment. Only by the user's popular marketing practices, can long-term and lasting survival.

A senior person with decades of experience says the transition to a senior advertising agency is the most advantageous comparison to start-ups. Over the years, the resource accumulation of advertisers, relying on data capture the user data and cooperation for many years of media customers, are unmatched by other emerging companies. Large data marketing core such as programmatic purchase platform, the strength of the company such as easy media, good yes and so will spend a lot of their own design to prevent data leakage. Most companies are buying a prototype of a near-complete platform and rebuilding it.

People who have worked in easy media for many years have disclosed that the company attaches great importance to the construction and perfection of the programmed purchase platform, and nearly two-thirds of the employees are technicians.

Trends: regulation-driven mobile-end marketing

The brutal growth of the digital marketing industry clearly has many problems, especially after the mobile internet era.

Mobile advertising is far more complex than the launch of PC-side internet, hardware devices vary widely, applications are endless, user privacy protection issues more prominent, the lack of standards has become a bottleneck in the development of the market.

The development of Internet advertising market, we must unify the interface, unified detection standard, unified effect evaluation system. The introduction of the first industry standards include the "Internet digital advertising basic standards", "mobile internet advertising Monitoring standards", "Mobile system docking standards" three parts, the relevant terminology, definitions and abbreviations, advertising and scheduling, advertising display, advertising monitoring and calculation methods and abnormal flow exclusion, etc. are unified norms, This paper puts forward the unified interface standard of the whole network, and unifies the access channel to improve the user information security and the Internet advertisement supervision. It is reported that the standard of the study in the process of extensive reference to the more mature international standards, to ensure practical and forward-looking.

Senior industry experts say the standard formulation gives the fast-growing industry a "game rule" that helps unify the understanding of previous chaotic standards and the measure of effectiveness. For customers, it will also help to identify some long-term clear investment and return of the criteria, to help the mobile advertising industry as a whole scale. With the clear standard, the promotion of industry transparency, will also attract more customers and increase mobile advertising investment, to form a better virtuous circle.

Analysts also say that mobile products and services are changing very quickly, and that families will certainly be able to put forward the most favorable standards for themselves, and how standards can be improved and measured.

In the research also found that the current full-time responsible for the delivery of the practitioners also have an unprofessional phenomenon, and did not specifically to learn and understand the new way to put, and did not follow the new trend of change accustomed to thinking, still in accordance with the old ads to help customers to launch. Technologically advanced Program purchase platform is not fully utilized, resulting in a certain amount of waste of resources. So in the process of continuous improvement at the same time, the release of personnel updates also need to keep pace.

Although there are many problems in mobile advertising, industry veteran analysts say that mobile end will be the main development direction of large data marketing. Although the home computer is a three-port behavioral data, its accuracy has been applauded by advertisers. Mobile phone has a richer personal data, and are clear individuals, close to one of the market capacity for large data to open a greater space for imagination, the vast mobile internet market has a limitless future.