Modern enterprise marketing channels “on the move ” Upgrade

Removable media from information -based development to life form , personalized push, combined with an endless stream of marketing O2O
Today, the mainstream of Chinese Internet users behavior tend mobile, the user’s media consumption patterns are gradually transferred to the mobile terminal .
According to the China Internet Network Information Center (CNNIC) ” The 32nd China Internet Development Survey Report” shows that as of the end of June 2013 , China’s Internet users reached 591 million , mobile phone users reached 464 million Internet users in the use of mobile Internet population proportion increased to 78.5% .
Smart phone mobile media as a carrier has no distinction between online and offline , users are willing to share their ideas , brands also tap the user based on the individual needs of the mobile Internet .
In micro-channel, information App and other mobile Internet products developed as a real-time data based on user responses “smart media ” ; With the expansion of the Internet scene , mobile media to life from the information -based development model , personalized push, combined with O2O marketing way after another.
Micro-channel, information on the value of App and other mobile products not only personal communications , for the enterprise customer relationship management, database direct investment , also has strategic significance , and more importantly, to the marketing industry with a new mobile Internet marketers to consider ways of thinking . Then the target consumer groups shift to the mobile terminal case of insight into how the brand needs of mobile users , mobile marketing innovations and how to effectively extend ? Micro letter from the media can provide advertisers, agencies , media platform which brings new opportunities for icing on the cake ?
Wireless cake
” ‘ Innovation DNA’ is accelerating mobile applications .” Intel ( China ) Co., Ltd. Marketing Operations Director Sun Yanbin that in the past decade, China entire media market compound annual growth rate of over 20%. Media dish grew faster , but the number of popular high-quality media resources does not follow rapidly. When the media environment becomes increasingly complex , the advertiser sound volume is submerged in a large number of advertising environment , it is difficult to stand out . Therefore , in addition to the target population commonly used media , the advertisers do not have much to open up into a new marketing platform , such as mobile terminal , such as micro-channel, it will highlight its own sound volume, potentially marketing.
According to iResearch statistics show that the first quarter of 2013 China’s mobile Internet market reached 20.42 billion yuan , an increase of 75.4% . This year will also be in profit mode mobile Internet , industry structure and other aspects crucial year .
Mobile and instant messaging, and consumer information through interactive marketing communications to achieve the goal , it is also known as cell phone or wireless marketing, interactive marketing , including not only the mobile terminal based on SMS, ring tones ( mobile newspaper, mobile magazine ), 3G applications , LBS , also includes a Web-based platform or via Wifi mode directly connected to the Internet and other means.
At present, with the extensive application of mobile intelligent terminals , mobile Internet has been gradually replacing the traditional PC network . Guo Xiaoxiang that the face of increasingly fierce market competition, the opportunity to quickly cut the use of 3G mobile Internet for mobile marketing , with the help of information technology tools to ride out the storm and get sustainable development of enterprises , enterprises in the new round of competition in the lower operational costs and lead profitable , become new industries , especially SMEs opportunities.
During the Olympic Games in London in 2012 , Intel and micro-channel to create a ” super star podcast” micro-channel super radio to first file star rating spicy micro Olympic Voice 17 days , creating a new mode of transmission of the Olympic Games . This is also the micro-channel open business cooperation since the “first .”
Early adopters because Intel has been focusing on mobile trends , micro-channel was already very popular , but positive during the Olympic Games , Intel and Tencent crash out of Olympic marketing programs such occasion , the effect than expected. The team is now Sun Yanbin sustained attention micro letter, hoping brand communication work is not only advertisers, media side , program providers are able to highly complex , exploring sell consumer shines a good idea.
As an industry adventurous , Intel is early to enter one of the pioneers of Internet advertising , mobile Internet is also very concerned about their fields.
In fact, as early as three years ago, Intel began in Mobile Marketing aspects of various attempts , and constantly challenge themselves and expand space for innovation , and promote real materials produced good ideas , such as the combination of mobile phone game “Need for Speed ​​” to promote Intel Core processor and so on. Intel is also 2012 Mobile Marketing as a separate media plan , launch efforts in increasing .
“Of course , the mobile technology has brought more challenges for advertisers, the era of multi-screen advertising more difficult to have a measure of figurative , not yet complete, sophisticated data models can reach consumers understand complex multi-screen frequency and arrival rate for advertisers analyze advertising and service effectiveness . ” Sun Yanbin said wireless marketing faces many problems , but Intel is optimistic about the development of mobile marketing , 78.5% of Internet users use the mobile client access, the mobile terminal can also there are more regionally innovation , the future prospects are promising .
In fact , the mobile device as an information receiving terminal , bringing media experience changes: First, the screen is smaller, information integration enhanced version of the original bit is logic to the content + forms of advertising being challenged ; second is to strengthen individual , each access to personal information terminal device , whether it is the content , form, or mode of transmission , are not all the same ; third is to enhance the responsiveness of the content , the user’s location information, the user actively request more relevant .
Integrative Thinking
“App and micro- letters and other mobile Internet media and products to meet the user moves the reading , personal communications, and a small range of communication needs , but by the users social circle size of the impact that even micro-channel now prevalence of coverage is not and QQ in the PC times as high . ” Ogilvy century northern Region Managing Director Wang Hongpeng that letter is more suitable for micro enterprise CRM management , databases, direct investment , customer service and other functions, especially manufacturing companies that have been purchased by customers using micro-channel public account for advertising to inform , to meet customer complaints and suggestions received by such acts , micro-channel marketing more reflected in the value of the back-end .
According to Wang Hongpeng introduced the era of traditional media marketing is the ” trunk -type marketing” , media has a huge level of audience ; portal marketing Internet era is ” arm -based marketing “, the brand can maintain the same punch as the play louder volume ; while now the era of mobile Internet marketing is “finger -based marketing ,” not only search, video , mobile client marketing types need to be subdivided , advertisers in the practical operation level also need to spend more and more energy , lack of confidence in advertising , television era covering more than 90% of users have been difficult to accomplish . Internet traffic like a black hole , so that advertisers caught in traffic with where I do not know , whether running effect, but the effect is not put in even less entangled state , the mobile Internet era, this tangle continues to deepen.
In the mobile era , he suggested that advertisers in various media, ” master ” type of integrated marketing ideas for brand building. Specifically: one , to establish integrated data monitoring platform to global data mining insight into their marketing and interpret results. Second, corporate executives involved in mobile marketing , in-depth marketing backend. Third, choose a clear marketing vendor integration program in different suppliers , professional services, channels , and other areas where , so these suppliers cooperate effectively avoid resource , technology, art duplication and failure.
” Advertisers can Content, Context, Channel three dimensions to look at new mobile trend . Firstly, marketing should be ContentMarketing, the brand is not from their own, but from the user ‘s point of view , they are in a certain time demand for the product , user experience, preferences and reviews decisions of the brand reputation ; Secondly, from the Context perspective, thinking requires marketers to have mobile internet users under different scenarios of demand for rapid and immediate feedback ; while Channel is a smart move the popularity of the terminal , a variety of real-time information to consumer behavior intervention becomes nonlinear and marketing decisions based on changing . ” Tencent network media advertising platform products business group , Assistant general Manager Liu Yao said that the mobility trend, mobile media brings fragmentation of communication, is changing media landscape , marketing environment is more severe than ever . But no matter how the media environment changes , the user does not resist consumer and business information , marketing people need is to upgrade methodology, using mobile Internet thinking more and more “intelligent” marketing rules to make decisions .
The future there will be a lot of open platform for third-party applications developed tool, not only to strengthen the consumer’s own analysis capabilities , but also become the future advertisers, agencies and marketing services agencies evaluate mobile, multi-screen technology , integrated marketing era of fragmentation effects effective basis .
Liu Yao believes that mobile technology brand marketing thinking requires information must be to “service content ” upgrade ; marketing rhythm required to ” real-time response mode ” Upgrade , focusing more on building ” consumer-centric ” marketing systems ; marketing channels should to ” move ” of the upgrade , shorten sales cycles is the solution.