One mobile phone to conquer the world: mankind's last chance for gold nuggets

Chapter 35 How can a broken industry be reborn? (12)
Online advertising has maintained rapid growth, and the growth rate is significantly higher than that of traditional media.Due to the advantages of precision, interaction and real-time, Internet advertisements are more and more favored by advertisers. From 2011 to 2012, the growth rate of the online advertising market declined due to the impact of the macro economy. In 2011, the online advertising market scale was 512 billion, exceeding the 454 billion of newspaper advertising, with a year-on-year growth rate of 59%.

In terms of market share, the market share of search advertising in the third quarter of 2012 was 36%, still the highest; the proportion of brand graphic advertising dropped to 28%; the share of video advertising increased to 6.9%; vertical search advertising was driven by e-commerce shopping , the share increased to 20%.

With the popularization of smart phones and the popularity of mobile services, mobile advertising has been stimulated to grow at a very high rate.Although the growth rate slowed down due to the impact of the economic environment in 2010, the growth rate in 2011 was as high as 101.7%, which was nearly twice the growth rate of the entire online advertising market.

2006-2013 China's mobile network advertising market scale unit: [-] million yuan

Data source: China Industry Information Network
In the future, mobile phone advertising will be an active information service based on location, situation, and personal needs at this time and place. The mode of advertising delivery is mainly pull rather than push.

Push will still exist in the mobile phone era, but only one mode can be realized, that is, the super member mode, that is, CRM customer relationship management (Customer Relationship Management). Only when the user is a member of the enterprise, can the enterprise forcefully push to the user based on the location service Advertising, for example, Wanda Plaza has developed tens of millions of member users through the "Wanda Navigation Client", so the first thing for users to join the membership is "If you become a Wanda member, Wanda will reserve the right to distribute advertising and promotional information to you anytime and anywhere." In other words, if users cannot accept it, they will not be able to become Wanda members, and they will not be able to enjoy various discounts.This is the development model for member-oriented, precise and forced push services.

What is the second more important pattern?Not push but pull.When the user walks to a place, the user asks where to eat Sichuan cuisine. At this time, the mobile phone can immediately receive the information of the surrounding Sichuan cuisine restaurants. At the same time, it may also receive a map discount coupon to provide the user with food navigation, and the user arrives at the restaurant. , using electronic coupons can also be discounted.

The third type is that advertising is no longer pure advertising, advertising is sales, advertising is service, advertising is payment, and integrated services are completed through advertising.That is to say, seeing is knowing, knowing can experience, experiencing can buy, and buying after-sales service is an integrated advertising model.

The traditional advertising model is, first, users are forced to see advertisements on TV, whether they like it or not, they must accept it. Advertisements are widely spread, without precision, and the advertising effect is poor.Second, even if the user likes the advertisement after watching it, they cannot place an order at that time. If you want to buy the clothes in the advertisement, you have to go to the mall to try on the clothes, and then check out at the cash register. If you need after-sales service after purchase, you have to call separately .In the traditional marketing model, advertising is advertising, sales are sales, and services are services.In the era of mobile information, advertising, experience, sales, service, and experience are integrated.Take the purchase of clothing as an example. In the future, everyone will store their own three-dimensional size, height, weight and other data on the advertising platform. If they gain weight and height, these data will be updated on the advertising platform at any time.When you like the clothes in a clothing advertisement, you don’t need to go to the mall to try them on. You only need to click on the try-on function on the screen of your mobile phone, and a 3D rendering of you wearing the clothes will be generated based on your various body data. You can rotate the try-on image 360 ​​degrees on your mobile phone, and see how you are wearing the dress from all angles. If you think it looks good, you can pay for it immediately by mobile phone, and the final dress will be delivered in 30 minutes.In addition, consumers can refer to more opinions when shopping, how many pieces of this dress have been sold all over the world today, what are the evaluations of users, and how many people have negative reviews?what is the reason?These data will have a fatal impact on consumer purchases and merchant advertisements.This is the integrated model of future advertising.

The advertising industry in the mobile phone era is no longer a separate system like our current advertising industry. Advertising companies only specialize in advertising, not e-commerce, and do not do data analysis. Such enterprises will definitely be eliminated.The future of mobile advertising is integrated, and the biggest change in the advertising industry is the advertising model based on location, membership, active search, integration, and big data analysis.

Integration, platformization, and cross-border, "communication is advertising", advertising is sales, and sales is service.It is difficult for you to tell now what is advertising and what is marketing. This kind of boundary has disappeared.What kind of company is Alibaba?Logistics company?Finance company?E-commerce company?It is all.What kind of company is Tencent?Communications company?social company?game company?It is difficult to define them by traditional definitions, and these Big Macs have already crossed borders.What kind of company is Apple?In the final analysis, it is a comprehensive platform Internet company that provides mobile information services. This is the real definition of Apple.Sometimes you can’t tell who these informatization big data and big platform companies are. I will define them as information big data operation platform companies. Their core is a big data platform that operates data streams.With this, it can sell anything, and can enter any related field. Once it enters, the traditional boss has to be careful-you are going to die.

Case
New advertising paradigm of attention consumption: Let users earn "money" by watching advertisements to buy high-definition video content[71]
Many people may still feel uncomfortable about being forced to watch an advertisement before watching a video.But if we change this way of thinking and change it to watch advertisements and earn the opportunity to watch high-definition videos and film and television dramas, will users be more willing?

An interesting startup called HitBliss is doing exactly that.The principle is simple. After downloading the HitBliss earning client (HitBliss Earn), users can earn "money" by watching advertisements and interacting with advertisements. The "money" here can help you in the store ( HitBliss Store) to buy those video content you want to watch.The characteristic of this is that the advertisement is positive for the user. First, the advertisement can bring benefits to the user (high-definition video). In addition, the behavior of the user on the advertisement is voluntary, and you can only choose the channel you want to watch (yes, Ads also have classified channels) and favorite brands, and use their own attention as currency.At the same time, this voluntary behavior also brings advertisers interested users.

And the final result needs to be beautiful enough: users can choose the movies and TV shows they want, and instantly transfer them to laptops or desktops through the HitBliss store, or connect the computer to a high-definition TV through a cable. HitBliss fully supports Windows Media Center and Apple's remote database.And if you really don't want to watch commercials, you can also rent a movie or a show for a few real bucks on the HitBliss store.

HitBliss has some means to know if you are watching an ad or not.When watching an advertisement, it will pop up a small window asking if you are watching, and you need to respond to it in a short time.If you turn down the volume, mute the sound, or switch the window to another app, the ads will stop and you will be prompted: You can only earn money if you actually watch it.If you feel that this ad or this brand is really not your cup, and you can't stand it, you can tell HitBliss (equivalent to throwing it in the trash) and you will never see this ad again.

In fact, such information is also very valuable to advertisers, allowing them to know whether their advertisements are successful or not.

HitBliss also has a credit mechanism, and if you can earn more "trust points" on HitBliss, you'll have fewer interruptions while watching an ad asking if you're watching.

Current status and trends of mobile advertising platforms[72]
Founded in the United States in 2006, Admob was acquired by Google for $2009 million in 7.5, ushering in a new era of mobile advertising.

In China, local mobile advertising platforms represented by Wooboo began to appear in 2009. By 2010, a large number of advertising platforms had sprung up, and dozens of advertising platforms were launched within a year.

The mobile advertising platform enables many Apps to display advertisements by distributing SDKs.When the app is running on the mobile phone, the SDK is responsible for communicating with the platform, obtaining advertisement data, displaying advertisements, and recording display, click and other action information.These data are sent back to the platform together, and are managed and billed by the platform in a unified manner.

For each billing action, the platform will deduct the advertiser’s advertising fee and distribute a part to the developer (usually 50%) to form the developer’s income, and the remaining part will form the platform’s income.

The powerful processing power of smart phones and the function of being online anytime, anywhere are not available in traditional media, and the fifth media has been formed.Therefore, App has its living space and necessity on smartphones.But it will gradually diverge, and two camps will be formed in the future: portal-level apps and function-level apps.

Portal-level apps are represented by Sina Weibo and Tencent WeChat.Whether a product can be successful, the function is only a small factor and a necessary condition.The resources and profound experience accumulated by the operation team are the magic weapon for success.

Function-level apps refer to software of a tool nature, such as weather, alarm clocks, dictionaries, and QR code applications.These apps have a single function and a small development workload, which is suitable for small and medium-sized teams to develop.And these products are also what users need, but they are not used so frequently.It is also because of this that large portal-level companies will not pay attention to it, thus freeing up living space for small and medium teams.

The number of portal-level App users is generally on the order of 5000 million, and the minimum number of users should not be less than 100 million.For functional-level apps, the user scale is between 5000 million and [-] million.

(End of this chapter)