Wireless marketing is not a mass message!

Wireless marketing is not a mass message! Wireless marketing is based on quantitative market research, in-depth research target consumers, the overall formulation of marketing strategy, the use and integration of a variety of marketing tools to achieve enterprise products in the market marketing goals, wireless marketing is the overall solution. And SMS Mass is just one of many wireless marketing means, is a wireless marketing overall solution of a link. Many people mistakenly believe that mass messaging is wireless marketing, which is completely wrong! Many of the current mass message is based on the message sent to unfamiliar users under the previous operation, many of the bulk of the message into a forced-type information referral, mass damage to the market is very large, why now many people do not believe that text messages, not easy to reply to text messages, are caused by mass.

1, the abuse of mass message

Mass messaging is an excellent technique, from the beginning of the rise of value-added services, as a mobile phone value-added services to promote an effective means, SMS group played a fast, the audience wide, low-cost advantages, which let SP in how to obtain and fully utilize the mass resources of the resort, and finally make this technology resources over the development, Excessive abuse. Because many SMS mass is strongly pushed to the client side, so that users are very disgusted with the effect of negative, abnormal changes: users because of the frequent receipt of advertising information and strongly disgusted; user shielding, complaints to make mass publicity weakened; users because of business traps information and do not understand the consumption of mass information loss of integrity, The user muddled back to the results. Custom Success (information content is not clear and some are deceptive, told the user customized the service issued XXX cancel the custom, actually issued a XXX to really set up the service, began to deduct fees, and then the complaint, refund, compensation; The user receives some unhealthy, or information that is unclear, and the impact of normal work and life, so afraid to receive information, the use of extreme "delete", so that the mass message failure; The user is deceived and complained, to the media explosion, gradually formed on the entire SP industry adverse market environment and negative social impact. Users are increasingly sensitive to text messages, message to the feelings of the people have no credibility, based on the increasing number of complaints from consumers, caused by the authorities concerned, from 2004 to 2005, the Ministry of Public Security, Mii, CBRC and other government departments have issued a series of documents required subordinate departments to combat illegal text messages and spam messages : China Mobile, China Unicom, and even several major operators of China Telecom and Netcom have taken the corresponding action, issued a variety of convenient for consumers to cancel the custom service channel, with the country's demand for the text of the market management strength, the SMS market more standardized.

2, wireless marketing and the difference between the mass message

Wireless marketing has the legitimacy constraint, this refers to the activities of wireless marketing is based on the principle of user access, that is, any form of mobile advertising information is in the user's permission before the first dike implementation, while wireless marketing is more important to enable users to actively participate, rather than passive! Wireless marketing is based on the actual needs of the target consumers, that is, wireless marketing first of all to study the real needs of consumers and consumer behavior, targeted to carry out "one-on-one" communication. Wireless marketing is targeted rather than blind, is in the development of effective target consumer database based on the implementation, through the design of effective wireless marketing methods, personalized information delivered in real time to the people in need. The wireless marketing is the enterprise based on the market competition to launch the marketing activity, the short message mass is only one method in the wireless marketing, but also has the various wireless marketing forms based on the MMS, the color ring, the streaming media and so on. Wireless marketing is a long-term business market behavior, not short and blind.

In short, the industry application should be the future of the main direction of SMS development, wireless marketing will be the most common industry applications, SMS mass must be combined with the Enterprise wireless marketing to have a reasonable living space. Should look more to the media, as well as with the industry, enterprise users to work together. The form of cooperation will be the operator to use their own network and technical advantages, for the industry and enterprises to build a direct communication with users of the bridge, and their own more backstage support work.