Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 3 New Thinking in Mobile Internet Marketing (3)
"Revenge society late at night" is a very popular keyword on Weibo. Many "foodies" will participate in the discussion of this topic after 10 pm. Some post pictures to show off, and some go to the pictures to complain.This has attracted the attention of many catering companies.The following is one example of using this topic to promote your own brand.

[-]. Choose the best channel and implement content delivery
With the promotional content, the next step is to choose the right channel for delivery.There are three major entrances to the mobile Internet: mobile browsers, mobile APP applications (QR codes also fall into this category) and mobile search.How to seize these three entrances and select the most suitable channel for in-depth promotion according to the characteristics of their own products is the third step that enterprises need to consider.

Mobile search bidding is one of the most important mobile Internet advertising channels. One of the main characteristics of mobile Internet users is to search for things they like anytime, anywhere.Take the picture below as an example. When a mobile Internet user wants to drink coffee, the first step he needs to do is probably to search for "the best coffee brand", and then search for this coffee shop nearby on the mobile phone map based on the results. .Therefore, far-sighted coffee companies will bid on the mobile search end so that their brands can appear as high as possible.

[-]. Carry out effect tracking and optimize results in time
After the content is released, enterprises need to follow up the feedback from the entire market in a timely manner, which has a huge impact on consumers' two purchase steps of "evaluating the preliminary plan" and "confirming the purchase plan".With the advent of the era of big data, enterprises have the ability to evaluate the effect of their content in a very short period of time and make strategic adjustments in a timely manner.

The above 4 steps are the process that most enterprises have to go through when conducting Internet word-of-mouth marketing.It should be pointed out that after making a purchase decision, consumers do not necessarily make purchase behaviors. For example, some unexpected mutations and the attitudes of others who can influence their decision-making can affect their purchases. the realization of the behavior.After the purchase behavior, the after-sales service of the product or service, and user experience and other factors affect the next purchase decision of the consumer. If there is a negative situation, it may even lead to adverse consequences such as returns or complaints.These are also important components of IWOM.

1.4.3 Special Case of Word of Mouth Marketing: Hunger Marketing
The buying process begins when a consumer realizes that there is a need for a product, which can be triggered by internal factors such as hunger and thirst, or by some external factors, such as suggestions from others, being attracted by a certain feature of the product Wait.After the purchase demand is aroused, most consumers will look for some relevant information about the product or service. At this time, factors such as word-of-mouth from relatives and friends and advertisements become information sources.On the basis of obtaining sufficient information, consumers will systematically compare and evaluate those candidate products, services or solutions. At this time, the functional attributes, quality, brand and other factors of the product or service play a key role, and then the purchase behavior is carried out. up.

From this, we found that how to arouse consumers' purchase needs is also the key to word-of-mouth marketing.On this basis, many companies imitated Apple and implemented hunger marketing: your product may not be the best, but it must be the rarest.Looking at various marketing methods, hunger marketing is the most topical and heated method in the mobile Internet era.As the "originator" of hunger marketing, Apple is very good at making fans feel "hungry", and thus generating attention and word of mouth.

Before each new product goes on the market, Apple will wait for the opportunity to release a lot of specious and tantalizing information: all kinds of "spy photos", insider information, and of course, beautifully crafted advertisements that point to the content of the product.Therefore, Apple products have received high attention and discussions throughout the entire release process, and have maintained a high search rate on the mobile Internet.At this time, Apple only needs to launch activities such as #queuing to buy Apple# on the Internet, and it will be able to attract a large number of fans to follow suit.

Taking the iPhone 4S as an example, due to the previous hype and pre-order mode, the sales volume reached 3 million units within 400 days of its launch.Not long after its listing in China, Apple immediately announced that many of its stores were out of stock.At this time, its price has also soared. In many domestic cities, Apple's authorized channels are selling iPhone4S at a price increase of 500 yuan to 1500 yuan.Even so, there are many people who have money and can't buy it.In fact, the public is very clear that the improvement of iPhone 4S is not obvious compared with iPhone 4S, but it is precisely because of Apple's early hype, Jobs' sudden death, and the use of hunger marketing after its listing that people are flocking to iPhone 4S, so the iPhone 4S was created. Sales miracle.

We can’t say for sure whether Apple has deliberately carried out hunger marketing, but what is certain is that every time Apple releases a new product, there are indeed many fans who go to various Apple stores to wait in line all night to buy.Their "crazy" behavior, coupled with the eagerness to show off after purchasing, is a huge attraction to potential Apple users.

Indeed, more people are searching for and waiting for your product, which will definitely lead to more topics and word-of-mouth communication.Therefore, smart companies know how to prevent their products from flooding, and grasp the rhythm of product launch and the entire marketing process, so that every time node is full of temptation.

1.5 User Experience Marketing: Everyone Wants to Be a VIP
1.5.1 Starbucks’ “Coffee Religion”

Whether in the past or in the era of mobile Internet, the first principle of marketing is still to meet the needs of customers to the greatest extent and give users the best consumption experience.Take Starbucks, a representative of experiential marketing, as an example.

Howard Schultz, chairman and CEO of Starbucks, believes that Starbucks' products are not only coffee, but also the experience of coffee shops.Schultz promoted a new "coffee life" in the United States: "Starbucks is the third place for people. The first is home, the second is office, and Starbucks is in between. Stay here It makes people feel comfortable, safe and at home.”

In order to create comfort, safety and the warmth of home, Starbucks chose the method of "small store + large scale" and multi-point coverage.Every small store of Starbucks has a fashionable and elegant environment, which is luxurious but friendly.Starbucks stores often play some jazz, American country music and piano solo, which just caters to the fashionable, trendy and tasteful white-collar workers.They are faced with huge survival pressure every day and urgently need spiritual comfort. This kind of music just plays a role in relieving stress.

In addition to auditory enjoyment, Starbucks also provides customers with olfactory enjoyment.Re-roasted gourmet coffee beans are the source of Starbucks’ taste, coupled with the "four bans" policy (no smoking, no perfume for employees, no chemical flavored coffee beans, no other food and soup) to ensure that the store is full of natural and mellow coffee Strong fragrance.In terms of visual enjoyment, Starbucks mainly focuses on the four major stages of coffee production: "planting" mainly in green; "roasting" mainly in dark red and dark brown; "filtering" in which blue is water and brown is coffee. "Froth"; interpret the "aroma" of coffee with light yellow, white and green.In addition, the colors of lamps, walls, and tables range from green to shades of coffee, and try to imitate the color of coffee as much as possible.With the different seasons, Starbucks will also design different posters and flags to decorate the storefront...

In an era when the focus of consumer demand shifts from product to service, and then from service to experience, Starbucks has successfully created a "coffee religion" characterized by creating "Starbucks experience".People come to Starbucks to take a break from busy work or relax on a date.People can get spiritual relaxation or emotional pleasure every time they visit a coffee shop. Quite a few customers visit Starbucks more than ten times in one month, which is the best proof of the success of Starbucks experiential marketing.

1.5.2 Press yourself and release users

How to strengthen the interaction with consumers, optimize consumer experience, and impress consumers' hearts is also a key factor for corporate marketing success in the mobile Internet era.Mobile marketing based on mobile terminals such as smart phones has features such as instant interaction and location that Internet marketing does not have, which will be a new way of experiential marketing.

Mobile Internet enables users to obtain massive content in a mobile way.When unlimited content is presented in front of mobile Internet users in a limited and fragmented manner, users must make choices, which can only be distinguished by differentiated experience results.Mobile Internet users will only choose the highest quality content and the best service experience.For this reason, product producers need to constantly force themselves to do their best in details, so as to release the user's experience pleasure to the greatest extent.

Ma Huateng emphasized to his employees in the internal lecture on "Product Design and User Experience" of Tencent R&D Department: "We must treat ourselves as a discerning user. Our energy for making products is limited, and there are many interactive contents, so we must grasp the most common ones. One piece. The place with the largest flow and usage must be considered, and standardized to make the user comfortable to use. It is necessary to think about the feeling and touch, and to think of improvement when there is confusion. For example, the mouse moves less, can be clicked quickly, etc. Like Where to put the "Back" button of the mailbox, right or left, everyone should think about how to put it better, and then go online for testing after thinking about it. How to send a letter to the same user when the user has multiple mailboxes? The most recently used account is selected by default. These requirements are small, but if you actually make it, the user will say yes, although he may not be able to tell what is good."

Indeed, mobile Internet users only care about their own user experience, not how good this experience is and how much effort you have put in.Therefore, this requires enterprises to spend enough thought while investing sufficient resource costs in order to complete a product and improve a service.

1.5.3 Grasp the user's demand type

If we want to provide the best experience for mobile Internet users, it is not enough to just think about it, we also need to understand the user's experience needs in detail.In the book "True Trust in the Virtual World Interpretation of Netizen Behaviors and Attitudes of Internet Users in Tier 1-4 Cities in China" published by Tencent Wisdom, through detailed research, it was found that there are 5 different types of users among netizens, and they have distinct personalities need.

[-]. Communication-dependent
The users are relatively young, mainly distributed in the fourth-tier cities in my country, and their occupations are mainly students, freelancers and ordinary corporate employees.For them, the main role of the Internet is to communicate and satisfy emotional connections, but also to further understand the world, broaden their horizons, and add new opportunities for their career progress.In terms of life values, they have the mentality of enriching themselves and working hard for their dreams, and put them into action.The web application they use most frequently is instant messenger.

(End of this chapter)