Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 2 New Thinking in Mobile Internet Marketing (2)
A Weibo post of "Global Fitness Center" promoting bedtime yoga attracted users suffering from insomnia with words such as "absolutely" and "insomnia smasher", and used short language and concise steps within 140 words Clearly introduce the practice of yoga before going to bed, accompanied by a detailed action flow chart, so that users can feel its professionalism.The Weibo received thousands of retweets in just one hour.

Difficulties often lead to qualitative changes.If you want to master the strange and ever-changing tastes of mobile Internet users, you need to completely update your marketing ideas and learn to use corresponding new technologies.Establish fragmented marketing thinking, use big data to collect and analyze mobile Internet user information and preferences, and use O2O interactive methods to connect their fragmented time together... Although the time of mobile Internet users is fragmented, their needs are still It is complete, what your company has to do is to use the above thinking and means to restore and develop their real needs, and even create an exclusive personal shelf for them.

[-]. User tastes are changeable, and the form of marketing is perfect
Secondly, fragmented time brings about changes in mobile Internet content.Blogs that were once all the rage are gradually being replaced by short, concise and interesting microblogs, and text messages that were originally informative have also been replaced by WeChat’s instant voice chat function. In the past, people learned professional knowledge from newspaper columns and expert blogs, but now People only need to open a wide variety of mobile APPs to obtain fresh and professional information from all walks of life.To sum it up in one sentence: The mainstream content in the mobile Internet era is characterized by being short and concise, fresh and interesting, and spreading rapidly.This requires companies to pay more attention to copywriting and creativity when conducting marketing planning.

Qunar.com's Weibo promotional information is not only full of attractive text, but also often equipped with exquisite pictures and travel videos, so that users can fully understand the content of the event.At the same time, in order to integrate the user's fragmented experience, Qunar.com not only conducts marketing and promotion on Weibo, but also promotes its WeChat public account, Baidu Post Bar, and official website simultaneously.This multi-form and multi-faceted marketing strategy prompts users to seriously consider whether they have relevant needs.

Take the picture below as an example. Qunar.com seized the "May [-]st" holiday, launched the "May [-]st Free House Festival" campaign, and used various forms to exaggerate the explosiveness of its interactive promotions. It quickly received tens of thousands of retweets, and many more A fan left a message: "Originally, I planned to stay at home on May [-]st, but seeing this event, I am a little ready to move!"

In the era of mobile Internet, it is not only the characteristics of the content itself, but also the content provider that spurs the enterprise on the content.The era of mobile Internet is an era of self-media, everyone has the opportunity to speak, and everyone can become a hotspot of communication, that is to say, everyone has the opportunity to become a provider of high-quality content.At this time, if a company wants to attract attention with content and then carry out marketing activities, it must not only compete with its peers for popularity, but even "grab fans" with its own potential customers.In order to break out of the general self-media, companies need to learn to upgrade their content formats, from text to pictures, from pictures to animations, from animations to videos... Give full play to their resource advantages and comprehensively improve the content you provide The level of content, so as to take the lead in the content battle for consumers' fragmented time.

[-]. Users are everywhere, marketing anytime and anywhere
Again, fragmented time eliminates the time and space constraints of traditional marketing.In terms of time, people are browsing the mobile Internet 24 hours a day; in terms of location, from home to work, from buses to restaurants, people are using mobile Internet in almost every place.This change makes the traditional marketing time and space laws no longer applicable, which is actually a huge opportunity, because it shows that your marketing activities can not only be launched at any time, but also can get instant response.In the past, marketing activities often required long-term preparations, popularization, manpower arrangements, and cost calculations...Most marketing activities in the mobile Internet era are carried out online. As long as a Weibo promotion is planned creatively and attractively, It can attract the attention of hundreds of thousands or even millions of people within a few hours of posting Weibo.In other words, the marketing threshold in the mobile Internet era has been greatly lowered, but the marketing effect has been greatly improved.Of course, this also means that the competition will become more intense.

In short, fragmented time has comprehensively and deeply affected mobile Internet marketing.It is not only one of the fundamental reasons for the emergence of mobile Internet marketing, but also an important foothold for mobile Internet marketing to play a role.Enterprises need to deeply consider the significance of time fragmentation to users in order to accurately grasp the marketing direction.

1.2.3 Fragmentation Defects Become New Marketing Opportunities

Finally, a case is used to introduce a new marketing idea based on time fragmentation.

In May 2013, Mengniu Zhenguoli launched an activity called "Looking for the True Self, Real Self-Travel" on Sina Weibo and Tencent WeChat.The rules of the event are simple, users only need to take and upload a photo related to the theme of "Show Yourself".Due to the very low threshold for participating in the event, the convenient way to participate, the theme close to the lives of users, and attractive prizes such as DSLRs and travel suits set up for the event, it soon attracted more than 5 million enthusiastic netizens to participate, including Sina Weibo alone. More than 150 retweets.

There are two things we can learn from this marketing campaign: one is to simplify the way of participating in the campaign to save users’ time to the greatest extent; the other is to cleverly set the theme of the campaign and use "finding the true self" to attract users who are gradually lost in the fragmented life At the same time, it also conforms to the selling point of Mengniu Zhenguolii's products: "true".This case also tells us that in addition to efficiency and convenience, time fragmentation brings regret and loss to mobile Internet users.Regardless of the former or the latter, it can be used as an important reference direction for enterprises to carry out marketing planning.

1.3 Targeted Targets: Precise Marketing Brings Maximum Value

1.3.1 Marketing Precision Determines Market Quota
Traditional marketing theory requires enterprises to formulate marketing strategies and carry out marketing activities around the "4P" of product, price, promotion and channel, which is often called "4P marketing".However, with the development of the economy, the marketing environment has also undergone great changes.On the one hand, the homogeneity of products is becoming more and more obvious; on the other hand, the personalized needs of consumers are constantly increasing.Therefore, the American marketing scholar Lautmin proposed a new "4C marketing", namely customer (consumer), cost (cost), convenience (convenience) and communication (communication). "4C Theory" believes that for modern enterprises, it is more important to pay attention to customers than products, and enterprises must start from the perspective of consumers and provide consumers with the best quality services.

Entering the mobile Internet era, precision marketing has become a major trend in the current marketing market.On the basis of the "4C theory" emphasizing customers, it not only requires precise positioning of customers, but also requires the establishment of good customer relationships and the ability to maturely use customer databases.High demands bring high returns, and precision marketing brings returns to enterprises: more valuable customers, lower marketing costs, testable marketing processes, measurable advertising values, and predictable corporate profits.

We have seen that the traditional marketing model is somewhat similar to indiscriminate bombing in war, while precision marketing is like the practice of using advanced positioning systems to effectively strike targets in modern warfare.When products are increasingly homogeneous and price wars make profit margins thinner, companies hold high service cards, cultural cards, and brands in order to show their differences in the competition.Faced with this situation, whoever can grasp the needs of customers, analyze trends, grasp trends, and accurately present personalized services to consumers will be able to do in-depth, detailed, and thorough marketing work and firmly occupy the market. more market share.

1.3.2 Use GPS to draw a consumption map
The development of marketing theory is all driven by technology. In the traditional marketing environment, without the support of mobile Internet and related technologies, marketers can only form a set of relatively vague fixed models: first analyze the major traditional media According to the characteristics of their own products, they can choose the media most favored by the corresponding audience for advertising, such as placing lifestyle shopping advertisements on TV, real estate and automobile advertisements in newspapers, and then waiting for the effect of the advertisements.It can be seen that the accuracy of this kind of marketing is doubtful, and many marketing resources are wasted in various links.

The rise of the mobile Internet has made smart phones, tablet computers, etc. new information dissemination channels, and they have powerful information recording functions that traditional media such as TV and newspapers do not have.Where we choose to connect to the mobile Internet, which webpages we mainly browse, how long we stay on each webpage, and which keywords we search for... All these information are quietly recorded.Ultimately, through this information database and positioning technology, companies can not only analyze your hobbies and consumption habits, but also infer the user's real-time status and predict the current potential needs of users, so as to timely launch their own related products and services.

GPS is almost an indispensable service in our life now. Don't underestimate GPS positioning technology. While it provides convenience for our travel, it also provides support for precise positioning of enterprises.Through positioning technology, enterprises can know that a user is near a commercial street at 2 p.m., and infer the user’s situation based on the information in the database combined with the current time and location, and then determine where the user is most likely to eat or go Shopping.With these results, nearby restaurants and shopping centers can push him deals on the foods and goods he is most interested in.Through positioning technology, companies can also track the user's movement trajectory: where have you been, where you often go, how long you stay in each place... In this way, it is equivalent to drawing a "consumption map" of users.With this map, companies can more accurately know how to provide different marketing plans for different groups of people when preparing for event promotion or promotion.

For example, if a shopping mall wants to hold promotional activities on weekends, first of all, it will classify different target groups according to their "consumption map": first, people who often visit the mall and are most likely to participate in the event; second, frequent shoppers Shopping malls, but people who do not come to the shopping mall many times, they may also participate in this event; third, people who often visit the shopping mall, but have never been to the shopping mall, their probability of participating in the event is relatively low.For the first type of people, the mall should mainly do a good job of interacting with the activity content and the scene, and do not need to deliberately emphasize the location of the mall during the promotion; for the second type of people, the mall should package the highlights of the promotion and give them enough reasons to come; The three types of people, in addition to optimizing the marketing information, also need to mark the specific location of the mall and a detailed traffic map.

The basis of precision marketing on the mobile Internet is "one person, one machine". The users of mobile devices are unique, so the analysis of their long-term data can form the basic information of one-to-one services.For example, when pushing information to them, personalized text messages can be set according to their characteristics. This precision greatly enhances the ability of direct marketing.

1.3.3 Let consumers take the initiative to "talk"

We know that in the traditional marketing market, it is difficult for consumers to tell you their needs. In addition to the problem of communication channels, there is also the problem of consumers' ambiguity about their own needs.The mobile Internet not only provides rich communication channels, but also further enhances consumers' desire to discover their own needs.Therefore, through Weibo, WeChat, APP and other tools that contain various user information, the marketing choices of enterprises will be more targeted.

In 2011, the world’s retail giant Wal-Mart acquired a social media site called Kosmix for US$3 million. Wal-Mart is interested in Kosmix because it has a powerful ability to classify, filter and optimize search information on social networks. .After being merged, the company has now become Wal-Mart's Wal-Mart Lab, responsible for analyzing the information publicly released by Internet users on Twitter and Facebook, so as to optimize Wal-Mart's products and promotion strategies.

Ravi Raj, vice president of product at Walmart Labs, said: "In social media, there is a huge amount of information created every day. Our company uses this data to decide which products to deliver to which stores."

In fact, the purpose of precision marketing is still to increase marketing efficiency, but the method is more effective.On the one hand, marketing has begun to pay more attention to technology, such as marketing automation. On the other hand, the marketing process not only involves innovation, but also must take financial factors into account to calculate return on investment.And precision means higher efficiency, that is, doing more specific things at a lower cost.In the modern market that pursues high efficiency and has many needs, precision marketing will undoubtedly give enterprises a huge advantage.It can be seen that a targeted strategy can win the "race" for you.

1.4 Third-rate companies sell products, while first-rate companies sell word-of-mouth
1.4.1 Find out the principles of consumer behavior

In general, the consumer purchase decision-making process consists of five stages: need generation, information collection, program evaluation, purchase decision, and post-purchase behavior.Clearly, the buying process often begins before the purchase and continues long after the purchase.For marketers, the decision to purchase is the key to purchase behavior, but the first three stages can affect the purchase decision stage, that is, the stages of the entire purchase decision process are interlocking, so marketers need to pay attention to The entire buying process, not just the buying decision.

In the qualitative survey, we found that there are usually four sources for consumers to obtain information: friend recommendation, online word of mouth, advertisement and mass media publicity, and salesman's explanation.Internet word-of-mouth occupies an important position in the decision-making process of most consumers.For most consumers, the source of information they refer to is firstly the recommendation of their friends, and the second is to check the consumer reviews of brands or products on the Internet. Advertising and mass media promotion mainly increase brand awareness and popularize product knowledge. The importance of the salesperson's explanation is the least, and it is often at this time that consumers have already made their own purchase decisions.

According to the traditional marketing theory, combined with the characteristics of the mobile Internet market, we divide the purchase decision of mobile Internet consumers into six links: arousing demand, knowing the brand, forming a preliminary plan, evaluating the preliminary plan, confirming the purchase plan, and post-purchase behavior.

Then, how does the Internet word-of-mouth that enterprises care most about affect all links in the purchase decision-making process?Through investigation and statistics, we can see that Internet word-of-mouth has the most significant impact on the two steps of "knowing the brand" and "confirming the purchase plan" for consumers. 56.3% of the respondents learned about brand information through Internet word-of-mouth, 58.7% of respondents make purchasing decisions by referring to IWOM.Interestingly, after purchasing, consumers are still interested in IWOM, and 47.5% of the respondents still check IWOM online after purchasing.

In qualitative research, we found that in the post-purchase stage, consumers mainly share and exchange experience through the Internet. If brands can interact with consumers in a timely manner and guide them to share their post-purchase experience and express new derived needs, it will be beneficial to consumers. The company's new product development and brand marketing communication have brought many benefits.This is also an important part of building online word-of-mouth.

1.4.2 Steps of IWOM Marketing
Through various cases, we can know that Internet word-of-mouth is an important factor that can affect the whole process of purchasing decisions of mobile Internet consumers.So in the process of building a good IWOM, what steps do companies usually take?

[-]. Carry out product analysis and keyword positioning

The basis of mobile Internet word-of-mouth is search popularity, and the basis of search popularity is search keywords.In order to find the most suitable product keywords for promotion, companies first need to analyze their product attributes, functions, positioning, and features, etc., and summarize the selling points that can most cause word-of-mouth effects.On this basis, combined with the current popularity and dissemination of keywords, select the most effective promotion keywords.

In Europe, Mini has long been a label for compact cars.But in the United States, where Italy has a large displacement, few people care about this little Mini.Therefore, in order to establish a brand in the United States and open up the market, Mini positioned its selling points on "fuel-efficient" and "cheap", and deliberately did not mention its "smallness".This kind of positioning grasped the affordable psychology of ordinary Americans, and quickly opened up the situation. The sales volume of Mini in the United States even surpassed that in the United Kingdom.

[-]. Copywriting upgrade, fully optimize keywords

With keywords, the next step is to optimize the content elements of word of mouth, such as keyword matching degree, keyword density, even the text placement of keywords and brand words, the length, paragraphs and narrative structure of soft articles, etc., so that your copywriting The content is more readable, which will further increase your product impression.

(End of this chapter)