Internet Gold Mine: Mobile Marketing

Mobile Internet is regarded as another gold mine after the traditional Internet, and mobile marketing is a popular item in mobile Internet, so mobile marketing is favored by many people.

There is a famous saying in the advertising industry: "I know half of the advertising cost is wasted, but I don't know half of what I wasted." Every marketer knows that the core of advertising is to be right. information Pass it on to the right people, but it is hard to do this in the age of mass advertising.

The degree of correlation between advertisements and consumers is directly proportional to the possibility of conversion. It is for this reason that the user's personal information, including behavior information, location information and time information, has great attraction for marketers. Mobile location services are able to provide this information to marketers.

　 Location immediate demand

In the traditional marketing environment, marketers can not clearly understand the immediate needs of objects. So they have a fixed pattern: they first analyze the audience of different media, and then choose media to advertise according to their needs, such as putting commercial ads into life in the evening TV series, putting sports products on sports radio stations, advertising real estate and cars in the financial version of newspapers. Then waiting for unfamiliar readers or viewers to read these useful commercial information.

Mobile marketing can make use of the information database and location technology behind it. By combining the three elements of "time, place, and character", we can infer the immediate state of users and further clarify their current consumption demand and potential potential demand. For example, through GPS positioning technology, you can know that a customer is near the mall at 12 noon. According to the database and time, place to analyze the user status, draw the possibility of customers to eat or want to go shopping behavior, then you can push the coupons and shopping coupons to the customers near the mall. By analyzing the time, place and information database, the user's existing state can be pushed to push information, which will make advertising more accurate. Moreover, this information is likely to be the information users need, which is easier for users to accept.

　 Location group demand

By locating the user's mobile trajectory, we can know where the users have been, and those places often go there. Through these trajectories, we can draw a very valuable "consumption map".

For example, when a bar is ready to engage in activities this weekend, the consumption map can clearly show different target groups. The first group: those who regularly visit the bar are most likely to participate in this activity. The second group: people who often go to bars, who have visited the bar, but who do not have many times. These people are also likely to take part in the event. The third group: often goes to bars, but never came to this bar, this group of people may also participate in this activity, but the probability is not large.

Merchants can make different promotional contents according to the groups shown on the consumption map, for example, the first group, so the businessman should pay attention to the content of the activity and interact with the target users, and can not take the place of the bar. But the third kinds of people should pay attention to the content of the activities and the benefits to users, and must attach the place of the bar, if necessary, attach a map.

"Consumption map" not only lets businessmen clearly know which target people are, but also sets up different publicity materials according to different groups of people. Such advertising targets are not only accurate but also very personalized, and meet different groups.

　　 Mobile marketing versus tradition Marketing It is more precise, real-time and interactive. But mobile marketing also has its own problems.

How to grasp the problem of quantity. If people have one or more advertising messages for every place they arrive, who can afford such frequent information? People's ability to accept information is limited, so how to grasp the problem of quantity?

Privacy. This is a problem that mobile marketing has to face. Are you willing to be "positioned"? I think most people do not want to be positioned or tracked. But the core of mobile marketing is user's information. In the process of collecting information, it may have intentionally or unintentionally offended the user's private space.

Although there are many such problems in mobile marketing, I believe there will be good ways to solve them in the future. Moreover, past technological innovations remind us that in the process of its diffusion, the commercial value of a new technology with universality is also highlighted.