The Principle Of Interaction: Correct Your Position.

The technology is there, but most of the consumers are there. Marketing People are not there.

Consider the following scenarios:

In the early morning, your cell phone rings, and a video is received. A sexy woman on the screen says to you in a sweet voice, "dear, get up. What a beautiful day, don't forget to spray your attractive perfume. "

For most young men, this video has all the attractive factors: beauty, sweet voice and intimate hints. Why is it so beautiful? Even more beautiful is that it reminds you of the relevant product information - perfume.

This is the marketing campaign of "MorningCal L" launched by AXE in Japan. Pick up your favorite girl, set the time to wake up, and then you will receive the video. In the two weeks after the start of the activity, more than 20000 people registered for morning call service, and the website received 1 million visits. Its success stems from several important factors: attracting eyeballs, information related, and personalized experience.

Content " cost "Higher"

AXE product It involves bath liquid, body fragrance spray, after shave water, and so on. The main characteristic of the product is that the fragrance in the fragrance contains women's special taste and induces irresistible male charm. Its propaganda has always been bold and fanatical, for example, in Europe, its position is: "spray AXE, engage in bed." Such appeals do attract many young people, and sales of similar products in the United States are also rising.

Such a personality brand is also bold and radical in media selection. It regards mobile phones and social interaction as the core of AXE marketing media combination. For most brands, these two blocks may be only part of its digital media marketing, while figures account for a small number of enterprises' overall marketing budgets.

As Unilever's media leader in the Asia Pacific region, Rahul Welde is constantly seeking and trying new carriers and technologies to supplement and improve the media mix of its brands according to the changing needs of consumers. Unilever has begun to invest in mobile Internet, which has made many marketing people fearful of strangers, and has been increasing since 10 years ago.

What is the most important factor in the success of mobile platforms? Rahul Welde summarized to the successful marketing reporter: "simple and customized". As we all know, to really achieve these two points is not simple at all.

In the Asia Pacific region, the mobile environment in different countries has different stages of development. Take AXE's "morning call" marketing activities in Japan as an example. If the same idea is to fall in the India market, it will have to change its form. In India, the popularity rate of smart phones is very low, and less than 20 million of the 470 million mobile phone users are smart phone users. Therefore, Unilever team chose IVRS (Integrated Voice Recording System, voice interaction system). In the preheated TV commercials, beautiful women tease AXE perfume men and leave the phone number 09987333333. Consumers dial this phone number and the voice of AXE angel Tanya comes from the phone. She will gently ask you some questions and decide if you have "AXE Effect". At the same time, you can set the early morning call for the next five days, and let Tanya call you to get up. AXE

The cost of these two cases is not high. From the point of view of production cost, digital media, including mobile, is lower than traditional media, but this does not mean "cheaper". Because this is an interactive media, "the cost of making and executing may be low, but the content" cost "is definitely not low, instead, it needs to pay more attention to content. Andrew Knott, Asia Pacific chief digital officer of Lingzhi integrated marketing group, said.

A perfect match

For marketers like Rahul Welde, mobile phones and social networking are a perfect match. The combination of both can highlight and strengthen the advantages of both sides to achieve the effect of 1+1 > 2. "Mobile terminals greatly drive the use time of social media. In view of this platform's ability to start and login at any time, mobile phones become the best medium for consumers to keep in touch with their online communities. The combination of cell phones and social networking encourages people to spend more time in the media. He explained to reporters.

According to data from MobileMarketing Association, one of the most important uses of mobile terminals is social networking. Michael Becker, North American executive director of Mobile Marketing Association, said: "many people are starting to contact social media through mobile phones. This proportion is rising at a very fast rate. In the future, people will spend nearly half of their time accessing social media through mobile phones." Take Facebook as an example. 50% of its users in Britain are registered by mobile terminals.

The promotion of mobile phones to social interaction can be seen from the development of eBud d y. In 2010, one of the ten major mobile terminal applications -- instant messaging application eBu d d y, integrated Fa cebook, AOL, YAHOO, MSN, MySpace, Gtalk and ICQ, with more than 30 million independent users per month. According to eBuddy's chief business officer, Rogier van den Heuvel, 49% of people mainly use cell phones to socialize, and eBuddy handles 17 billion chat messages per month. Moreover, the user group is getting younger and younger. Taking eBuddy's current users as an example, 13~24 users account for 70%.

"In order to further utilize and develop the potential of social media, mobile platforms must be integrated into the media mix of marketing people. The "opinion leaders" are already on this platform, which is one of the most important target groups for marketers. Once you turn them into your brand ambassadors, other consumers will follow. Rogier van den Heuvel told the successful marketing reporter.

Straighten out your position

Now the mobile platform, consumers there, technology is also there, but most of the marketing people are not. Mobile is regarded as a branch of digital media. In the Asia Pacific region, Internet penetration in mainstream groups is almost 100%, except for young and elderly groups, but investment in the digital field accounts for only 3.5%~4% of the marketing budget. In China, even though the Internet usage rate is developing rapidly every year, "we find that digital marketing is still a single digit proportion, not to mention mobile platforms." Only if we invest a certain amount of money and create a consumer experience, we will not be able to accomplish anything. AndrewKnott, who has been engaged in digital marketing for many years, has his own observation.

Even if they are willing to try, few people know exactly what to do and fail to put their position right. "Although technology can revolutionize the way marketing people use mobile platforms, the reality is that successful mobile marketing has nothing to do with technology, but why interaction and interactive thinking." Andrew Knott concluded. This is like the brand's practice on SNS. Marketers put brand information on similar Facebook brand homepage, hoping users will like and spread it, but the reality is that unless the content is wonderful and interactive, people will often ignore it. Because mobile phones are extremely personal tools, the information that brands convey to consumers on this platform must be relevant. "Noticeable, interrelated and interactive with users, these principles are more apparent on mobile platforms."

Mobile is relatively cheap media, but it is not a medium of wide contact. Suppose that an enterprise obtains 1 million phone numbers, but marketers can not deliver information to each other in a unified way like traditional TV advertising. How many brands really realize that cell phones are a very personal tool? How many companies are pushing SMS as their own information release platform to push unrelated information to consumers? When asked about the secret of success on mobile platforms, Andrew Knot t emphasized: "marketers can't use mobile media as a traditional medium and send messages in a unified way. They must understand your customers and know their needs, so that they can create relevant information and make good use of this" extremely private "platform.

Like NOKIA's famous slogan "ConnectingPeople", its purpose is to connect with the public. In the final analysis, the essence of mobile terminals is to connect all people, whether they are traditional telephone calls, or the new mobile phone login social networking sites focus on friends, update status, sign in, knit their neck, etc., are all meeting people's communication needs. Marketers need to realize that they are involved in a very private medium, to talk to consumers, "it's like being on both sides of the scale, rather than one-way spanmission of information, which is very different." Rahul Welde said.

Say- they said

Rahul Welde, vice president of media in Asia Pacific region, Unilever

Simple and customized. Simplicity means that we must ensure that consumers can participate in interaction conveniently. Customization is the goal of experience, which is interesting to consumers. Cell phone is a personal tool, so the more personal experience we create, the easier it is to succeed. The key is entertainment and interaction.

Mobile Marketing Association, North American CEO Michael Becker

? communication with consumers should be spanparent.

Consumers should have control rights. For example, consumers should agree with each other before they interact, and they have the right to say no.

Lingzhi integrated marketing group, Asia Pacific chief digital officer Andrew Knott

Create information related to consumers and establish relationships between brands and consumers.

Establish a recovery mechanism. Marketers must realize that whether they are mobile or SNS, consumers are talking to brands, and marketers should make full use of this opportunity to listen to their needs and complaints.

If you don't do well, consumers may know and respond immediately. Marketers must respond positively instead of choosing to avoid.