Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 1 New Thinking in Mobile Internet Marketing (1)
1.1 The Era of Mobile Marketing: Play it or it’s over
1.1.1 Mobile Changes the Future
Chuck Martin, CEO of the US Institute for the Future of Mobile, believes that the trend of mobility in the world is not limited to changes in technology and mobile devices, but is more reflected in changes in people's behavior.While the mobile Internet era has brought people more convenient, rich and smooth information experience, it has also accelerated people's work and life rhythms, and has virtually changed the way people are accustomed to information acquisition and decision-making.It is no exaggeration to say that the mobile Internet is changing everything, and this change is irreversible.

Car Pinjue, Vice President of the Business Intelligence Department and Chairman of the Data Committee of Ali Group, has an analysis of this change that we can learn from. He said: "If you pay attention to the changes around you, you will find that the advancement of mobile terminals is really implementing a never-seen-before The key to the explosive O2O (online to offline) concept is that the world is rapidly digitizing. This means that the Internet and daily life have been gradually integrated into a new world." He further pointed out that this change has brought great benefits to various industries. The dangers and opportunities to come: "This new world will allow countless disruptive innovations, and e-commerce will be the first to change because of the emergence of the mobile Internet." The value obtained by dividing the total value by the sum of various sales promotions by the merchant. For example, the conversion rate of Taobao, that is, the ratio of the sum of the number of people who arrive at the Taobao store and generate purchase behavior to the number of people who arrive at your store) will be seriously challenged , because the time consumers stay on the corporate website will become insignificant, and they will visit your corporate website in a more fragmented way through mobile terminals such as mobile phones.At the same time, with the popularization of mobile terminal payment, Che Pinjue boldly predicted: "The proportion of transactions brought by the mobile Internet will no longer be your part, but all of it!" Therefore, this irreversible change is worth all. Businessmen, and even all businesses pay attention.

In fact, smart companies should have noticed this change long ago and responded in time.As Chuck Martin warned people: "Either actively participate in shaping the future, or be forced to a future." When the Internet brought online shopping, consumer interaction has been greatly improved.Today, TV, newspapers, and magazines are no longer the main channels for consumers to receive information. Mobile terminals, as the largest and most convenient platform for distributing marketing information, now even take down the last step of consumption, "payment".It is conceivable that as retail revenue continues to concentrate on mobile terminals, the marketing investment of enterprises will also be greatly tilted towards mobile terminals.But as a brand-new marketing field, it is far from enough to just increase investment.Every enterprise that has just begun to explore mobile Internet marketing will find that they are completely ignorant in many aspects step by step.A new marketing platform plus a new consumption model equals a new marketing strategy.

1.1.2 New Perspective Brings New Strategies
The starting point of the marketing strategy is the marketing perspective.Today, we can deeply understand that the mobile Internet is constantly "occupying" our time and attention. People are using various mobile devices to browse the mobile Internet anytime, anywhere at get off work, at home, or on the way to and from work. Any social hot spot appears , will quickly spread widely on Weibo, and any interesting topic may cause a collective carnival among netizens.Under this background, the first thing companies need to solve is how to examine their traditional marketing ideas, and combine the rules of the new era to explore their own new marketing perspectives.Here are 3 suggestions for you:
Perspective [-] New Media Replaces Traditional Media

The living and functioning space of traditional media is constantly being compressed, and new media is constantly rising.Marketers need to rethink their media resource allocation.Although the media (newspapers, radio, television, etc.) that cost you expensive before have not lost their marketing value, their marketing performance has been greatly reduced.The ROI ratio of new media, especially mobile Internet, is far beyond your imagination.Especially in the area of ​​mobile APP, its excellent entertainment and interactivity have greatly strengthened the marketing capabilities of enterprises.

On August 2013, 8, the world-renowned coffee brand Costa Coffee and Netease News mobile client jointly launched an interactive coffee blending game activity of "Enjoy coffee slowly, read the world quickly".This event mainly promotes the novel experience of "making coffee on the mobile phone". Grinding coffee beans" to "adding hot water" to "mixing raw materials" to make coffee, and immediately get Costa coffee's "buy one get one free" or "free liter cup" electronic discount code according to the matching result.

In addition, in order to further deepen users' understanding and love for high-quality coffee, the client will also pop up some "coffee tips" during the coffee making process to help users understand coffee culture.

This strong cooperative marketing not only successfully made Costa Coffee's "coffee personalization" brand concept deeply rooted in the hearts of the people, but also attracted a large number of users to consume in its stores through discount codes, and further improved the popularity and influence of NetEase News mobile client, reaching Win-win result.

We have seen that traditional enterprises pay more and more attention to the power of new media and gradually increase their marketing investment on mobile terminals. Become the main position of new marketing.

Perspective [-] Precise delivery replaces net marketing
Precise marketing will replace the traditional cast-net marketing, and the delivery of mobile Internet advertisements will be more precise. This precision is not only reflected in the accuracy of delivery, but also in the personalization of the delivery content, so the stimulating effect on consumers is more obvious.First of all, the information of users who use the mobile Internet can be tracked, collected and analyzed, and the interests and needs of consumers can be judged.Secondly, through various new technologies, especially big data, companies can link customer relationship management databases with personality marketing, design different marketing and communication plans for groups with different personalities and preferences, and ensure that the marketing process does not disgust users.

In May 2006, Adidas, a world-renowned sports brand, carried out precise advertising on China Unicom's mobile phone platform. It chose WAP PUSH (also called service information or push information) and "interactive vision" text link two advertising forms. Compared with the traditional random advertisement pop-up window, the effect of this precise delivery is very ideal: the click-through rate of text links is 5%, the click-through rate of WAP PUSH is 4.25%, the registration rate is also 4.38%, and the user complaint rate is 4.32.From these data, we can see that the average click-through rate of more than 0% achieved by the precise placement of mobile advertising is far greater than the click-through rate of a few thousandths of the pop-up window of random online advertisements, and the purchase conversion rate is even more surprising to enterprises.

In the era of mobile Internet, if you want to make money with mobile phones, you cannot let go of the huge value of precise placement of mobile advertising, because this kind of precise placement and subsequent marketing have absolute advantages that other media do not have.

Perspective Three Interaction Strategy Replaces One-way Selling
The biggest advantage of the mobile Internet is that it has richer interactivity than the one-way marketing of traditional media.Consumers have become more active, they will use the mobile Internet to search for the information they want anytime, anywhere, and at the same time, they will actively ignore or block those marketing advertisements they do not like.This change requires enterprises to follow up in a timely manner, to conduct frequent and in-depth interactions with mobile Internet users through APP, WeChat, Weibo and many other channels, to break their original cold corporate image, and to create a people-friendly "people" on the mobile Internet. Transformation" image.

Dove, a brand of Unilever, has continued to promote the "True Beauty Movement" in recent years, which has greatly increased popularity and sales through in-depth interaction.Dove not only emphasizes the interaction between users and brands, but also the interaction between users.

First, Dove launched the official website of the "True Beauty Movement", proposed an interactive topic "What is real beauty" and set up a discussion area for users to interact and discuss.Soon, the site became a global community for women discussing beauty topics.At the same time, Dove also sets up an expert area on the website, and provides various surveys, white papers, reports, etc. related to beauty.

Secondly, Dove carried out the interactive activity of "selecting the real beautiful women". The selection is decided by public vote. opportunity for opinion.

After the series of interactions gained wide attention, Dove released interactive online short videos in time.This one-minute short film uses real footage to record how an ordinary-looking girl became a supermodel through makeup, PS, etc. The subtitle at the end of the video reads: "There is no doubt that our aesthetics has been distorted." This conveys Dove's concept of "natural beauty" to the public.The video's click-through rate and forwarding volume on the Internet are astonishing, and it has aroused widespread controversy.

This series of interactive marketing activities was launched in just two months, and Dove's sales in the United States increased by 600%; half a year later, its sales in Europe also increased by 700%.

Mobile Internet consumers do not like to accept advertisements one-way and compulsively. They hope to experience, discover, and feel by themselves.At the same time, they are eager to share this first-hand feeling with others.Therefore, enterprises must not only learn to actively interact with users, but also help users build a communication platform between users.

Perspective four fan economy becomes the mainstream
Among the many mobile Internet marketing ideas that have just emerged, the most eye-catching one is the "fan economy".Most people who use the mobile Internet have their own social networking site accounts: Renren, Weibo, WeChat... Network social life has become an inevitable trend. Therefore, the basis of social networking sites - friends, also known as Fans have become an important marketing foothold.In the era of the mobile Internet, there are at least two interpretations of the fan economy: one is to attract a group of loyal customers who agree with the corporate values ​​through shaping the corporate brand. The second is to accumulate a large number of followers through the long-term operation and promotion of enterprises on mobile Internet social portals, and carry out various marketing activities based on this, and use the popularity of public opinion to improve marketing effects.For businesses, neither should be ignored.

The domestic knowledge-based talk show column and self-media rookie "Luo Ji Siwei" has won countless fans since its launch, and its online hit rate of each issue is as high as more than one million.But how do you turn fans into revenue?Luo Ji, the main creator and host of this column, made people's eyes shine.

In early August 2013, the WeChat public account of "Luo Ji Siwei" launched the "most unreasonable" paid membership system in history: 8 ordinary members + 5000 hardcore members, the membership fees are 500 yuan and 200 yuan respectively, for a period of two years.This "money-grabbing" membership system has achieved surprising success: within half a day, all 1200 members were sold, and 5500 million yuan was credited.The loyalty of its fans is evident.

Some people may ask, what benefits can these members get by showing their support to Luo Ji with real money?Luo Ji quickly gave the answer: he offered member benefits several times: the members who replied to the member information in the first time will get a LeTV Super TV worth 6999 yuan—this is really a big profit compared to the 200 yuan membership fee they paid up!And the super TVs worth 7 yuan that Luo Ji gave away did not require Luo Ji to pay a penny—it was sponsored by LeTV for free.

From the case of Luo Ji’s fan marketing, we can see that he first brings together communities with the same value needs through his high-quality content products, and collects membership fees to earn income and further increase fan stickiness. sex.Then, based on this highly loyal group, he provides cooperation opportunities to brands that need precise marketing, and he acts as a link between the community and the brand to form his own stable source of income.

Perspective [-] Online shopping channels are popular
The development of mobile Internet has also promoted the further development of online shopping. Although many people still worry about the safety of mobile payment, this convenient consumption method will inevitably become the future development trend.Therefore, while conducting mobile Internet marketing, enterprises also need to carry out relevant channel construction. If they only hope to attract customers to their offline stores for consumption through mobile Internet marketing, it is really a huge waste of mobile Internet resources.

According to a report released by the China Electronic Commerce Research Center, the online retail transaction volume in the first half of 2013 alone reached 7542 billion yuan, a year-on-year increase of 47.3%, which is equivalent to 1.7 retail sales in Shaanxi in 2012.Along with online shopping is the rapid development of express delivery business. In the first half of 2013, the cumulative business volume of express service enterprises above designated size in the country was 38.4 billion, a year-on-year increase of 60.6%, and their business income reached 629.8 billion yuan, a year-on-year increase of 34.5%.Among them, the online shopping business accounts for more than half of the express delivery business.

With a new marketing perspective, the next step is to explore and improve its own mobile Internet marketing methods and channels on this basis.The era of mobile Internet has arrived, and mobile Internet marketing is also in the ascendant.No matter in terms of brand communication, product promotion or channel construction, enterprises are facing comprehensive changes.Therefore, either take the initiative to participate in this torrent of change and become a pioneer, or be quickly swallowed by the torrent while hesitating.

1.2 Time Fragmentation: Every Minute Is Invaluable

1.2.1 The era of fragmented experience is coming

First look at a set of data.

According to a report on Internet use released by Tencent covering Internet users in major cities in China, about 73% of Internet users use their mobile phones to surf the Internet while waiting for someone, and about 68% of Internet users use their mobile phones in buses or subways. When surfing the Internet, about 57% of Internet users use mobile phones or PADs to surf the Internet before going to bed at night.

It can be seen that the mobile Internet is pervasively filling the fragmented time in our lives.Originally, using mobile terminals such as smart phones to surf the Internet is only a supplement to the PC-side Internet, and it is a pastime on the way to and from get off work. However, as the fragmented Internet time continues to increase, we are becoming more and more accustomed to surfing the Internet from mobile terminals.Changes in surfing habits have fundamentally created the particularities of the mobile Internet era.

Maybe you have found that you are becoming more and more impatient: I am impatient to finish a book, and always lose it after reading a few pages; I am impatient to finish a whole movie, and always have to press the fast forward button... with this Correspondingly, we always involuntarily pick up the mobile phone, pick up the Pad, open Weibo to see what's new, open WeChat to browse Moments, and then use the Pad to read news and play games... just like that, one night passed.

This change is exactly the "fragmented" life experience brought to us by the mobile Internet era: time fragmentation, information fragmentation, and experience fragmentation.Of course, the marketing ideas of enterprises should also adapt to this fragmentation.

With the development of various mobile terminals and the mobile Internet, people's reading and entertainment habits have already shifted from one screen to multiple screens.Gone are the days when you could spend a night just by watching the TV.According to survey data, only about 10% of Internet users never check their mobile phones while watching TV, and most people use two, three or even four screens at the same time.

This habit of multi-screen interaction makes them spend fragmented time and attention on each screen. Therefore, mobile Internet marketing should also emphasize precision and segmentation, and communicate with consumers at various fragmented marketing touch points. Efficient communication, only in this way will not be abandoned by the new generation of mobile Internet consumers.

1.2.2 Integrate fragmented time to create a complete experience

We know that the essence of marketing communication is to "seize" consumers' time. Whoever can seize more time can achieve better marketing results.When consumers' time becomes fragmented, enterprises must learn to change their thinking, use various methods to efficiently use these fragmented time, and splicing these fragmented time together through different marketing channels and means to give users a The complete marketing experience.

[-]. User time is limited, marketing highlights
First of all, mobile Internet users have limited fragmentation time, and they stay on your marketing page for a very short time. If the products, services and display methods you provide cannot catch their hearts as quickly as possible, then they will definitely be in the first place. Time to move your eyes away.Moreover, although the time of mobile Internet users has become fragmented, their memory has a strong continuity. If they find that they don’t like the same advertisement after viewing it for the first time, when it appears again—even if With a few adjustments, they all quickly recalled the outcome of their last choice and believed in their choice, ignoring it again.This rule makes it more difficult for companies to do mobile Internet marketing.

In order to quickly grab users, your marketing content must highlight the highlights.

(End of this chapter)