2014 China Internet Marketing Trend White Paper

< p > < strong > 1. The feast of King 4G, mobile Internet < /strong > /p >

< p > 2014 4G night banquet was held. 4G stands for speed, more energy! E=mv2, speed is power! 4G has the largest data pmission rate over 100mbit/s, which is 10 thousand times the data pmission rate of mobile phones.

The image says that 2G is a country road that can connect people. 3G is a cement road that can take a car. 4G is a tar road that can be used at high speed.

4G will trigger a big data revolution.

The advent of 4G will change the mobile Internet, big data marketing and video marketing.

At the same time, we should pay attention to the fact that mobile marketing is not the marketing of mobile phones, but the marketing of all mobile screens.

4G ignites the wearable device market, wearable devices invade the human body.

The matrix of marketing is the media, the media is strong, and marketing is strong. It can be predicted that mobile internet marketing will be the first in command of D.

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There is a popular saying in P digital marketing circle: digital business creates dollars, and mobile business brings only pennies.

In 2013, the time spent by Chinese consumers in mobile terminals was as high as 22%, but advertisers put less than 3% of the cost. The industry predicted the first year of mobile advertising not only did not appear, but a number of poorly mixed mobile advertising platforms were also broken due to the fragmentation of capital chain.

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P, is winter still coming? Can spring be far behind? The traditional mobile advertising platform has always taken banner advertisement as the core form, but it is constrained by graphic expression, advertising size and interaction mode, and its value space has been restricted for a long time.

Therefore, with the nuclear fission of mobile internet marketing value brought by the 4G industry, stronger video advertising has become the focus of competition in the whole industry.

At the same time, the content of mobile platform friendly will be essential. Whether it is to create mobile version of the website, or to use responsive web design, it is very important for users to provide positive experience when browsing the website through mobile devices.

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< p > < strong > two, big data marketing, science men's marketing spring < /strong > < /p >

< p > marketing is diffuse art, far from rigid science male, but with the advent of big data, marketing has become a three wheel drive of technology, commerce and art.

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< p > 4G will make great changes in the collection, pmission and application of big data.

Advertising driven by data and technology is becoming more and more important.

The development of information technology, including the Internet mobile WeChat technology, has brought us into the era of big data.

Seeking new insights from customers in big data, analyzing new markets and developing new marketing models have become powerful means for enterprises to establish their own competitive advantages in the market.

Therefore, in the new year, the marketing industry will greatly improve its ability to analyze big data to meet the needs of precision marketing, and initially show the fruits of combining science and marketing.

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For nearly half a century, the work flow of Madison Avenue has been almost invariable: the advertiser tells the brand image or product appeal, and the creative team and executive team turn the story into a copycat or TV advertising film. Then, the media company calculates how to put the budget in order to achieve the best goal and monitor it.

Now, the traditional mode of operation of advertising agencies is being subverted by data.

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Wei Tong Meng, President of Ogilvy advertising Asia Pacific, said that after issuing the Whiskey Brand Johnnie Walker's "language path plan", they created a new idea every few days according to the hot topics of consumers in social media. "In the past, we may spend three months to make a poster, but now it may take two days to make it. Then, according to the performance of this project in social media, and constantly making new ideas, the project team will be more streamlined."

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< p > this is the change brought about by big data. Based on real-time data mining technology, advertising companies can continuously change their creativity according to their performance, and even when hundreds of different creative advertisements are needed, they can deliver targeted ads to separate audiences.

With the emergence of new rules and the birth of new possibilities, the traditional mode of production has come to a time of change. Not only is it familiar with the characteristics of network media, but also understands technology and data mining, and on this basis, content creation will be the pformation direction of traditional advertising companies.

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< p > who will be the next NOKIA in the industry trend of rapid shift from desktop to mobile?

As early as 4G has not yet arrived 3G tail, due to "NOKIA like" panic of the major video sites in the mobile terminal made a lot of strategic layout and investment.

On the one hand, the video website will migrate the PPC resources, such as movies and TV shows and variety shows, which have been used at the PC end, to further enhance the liquidity of mobile placement advertisements.

At the same time, UGC sharing video, once regarded as "industrial waste water", will usher in development opportunities again.

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< p > Tencent mobile video social network product was officially launched at the end of 2013; after the issuance of 4G licences at the end of 2013, Gu Ku Qiang Gu Gu Gu, the CEO of Youku group, went to South Korea to investigate the development of the local mobile video industry for the first time, and indicated that mobile video would be an important part of Youku potato 2014's "four screens".

In the past 9 months, the average daily volume of Youku mobile terminal increased by 200%, the first breakthrough of 300 million yuan; music network also said that in 2014 will focus on the layout of mobile terminals.

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In addition to the above companies, Iqiyi announced the recent cooperation with Hubei Unicom to issue Iqiyi Unicom's walker; Sohu video also said that one of the key supporting directions in 2014 was mobile video; Baidu video also announced that the number of active users of its mobile client exceeded 20 million, and Baidu will continue to exert power in the mobile video field in the future.

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< p > except for video websites and Internet companies, the three telecom operators are also very optimistic about mobile video.

Reporters learned that China Telecom's Tianyi video, China Mobile's I vision, China Unicom's Yue TV and other mobile video business have completed the layout, and will focus on the development of 4G business in 2014.

But the future of mobile video industry will still depend on the future 4G tariff level. High tariffs will become a huge obstacle to the development of the industry.

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< p > with the optimization of the tariff, the 4G network will change the "half mobile state" of mobile users only in the WiFi environment, and truly realize the full touch interaction between anytime and anywhere.

The increase of contact time and the deepening of involvement will further enhance the media value of mobile video. Patch advertising, native advertising and interactive advertising will create far more revenue than the PC video era.

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< p > strong > three, micro economy, small age < /strong > /p >

< p > < strong > 1, users: the masses are broken, and the masses are rising. < /strong > < /p >

There are many criticisms in the < p > "little time". Many people say that after 90, watching the "little time" brain damage.

After 90, he said, "look at Jin Yong, he is mentally disabled."

In fact, many people look at the "little time" is to see Guo Jingming, "small time" phenomenon fully demonstrates the value of fans economy.

Many of our sixth generation directors did not sell more than 200 million of the box office. A non professional player came in to stir up the Chinese film market.

In fact, the core of the movie is "China's first genre film", and its main target group is sold to the post-90s generation.

He only looked after 90, so the others were right.

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< p > strong > 2, micro individual blooming, fan economics upper level < /strong > /p >

< p > brand is not living on billboards, but living in fans.

Micro marketing is no longer simply referring to WeChat, micro-blog, micro video, but the return of individual concerns and the release of human nature.

It is the category of micro marketing to pay attention to micro individuals, to see micro individuals, to satisfy micro individuals, to stimulate micro individuals, and to blot out micro individuals.

Correspondingly, consumers are fully releasing the word of mouth and experience through micro channels, weakening and fragmented brands, and the fans economy is more important.

Therefore, product, experiential marketing and word of mouth marketing are becoming more and more important. After-sales service will become more or less important than pre sale and sale service.

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< p > < strong > 3, micro marketing, nuclear fission < /strong > < /p >

< p > whoever controls the micro screen will occupy the future.

Teacher Liu Dongming, an expert in Effie training camp, believes that the following 7 micro marketing trends will emerge in 2014.

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< p > < strong > 1. intelligent service platform, kill call system < /strong > /p >

< p > WeChat is not a marketing tool, but a service tool.

Ma Huateng's vision is admirable.

In order to truly become intelligent, China Merchants Bank Credit Card Center introduced the "small I robot".

The biggest feature of this robot is to provide natural semantic questions and answers such as Siri, and self learning.

"When the system was launched, the hit rate of the system knowledge base answered only 70%, and now it has reached 98%."

Fan Yu, vice general manager of customer service department of China Merchants Bank Credit Card Center, said.

Its service items are updated every month, from the initial consumer reminders to today's online shop inquiries, voice recognition and other functions based on LBS functions.

The head is set up as a fresh and lively young woman image, drawing close to the distance between users.

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< p > according to the statistics made by China Merchants Bank, users who are familiar with the telephone bank menu need 60 to 80 seconds from dialing to inquiring information, while WeChat is 3 seconds, which greatly improves the efficiency of user service.

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< p > the early cost of intelligent service platform is relatively high. There are 10 people in the China Merchants Bank credit card center dedicated to maintaining knowledge base. In addition, there are project teams and development teams that can load 200 thousand interactions per day and about 600000 paction reminders.

"This investment is not very high compared to the call center system.

This completes a set of backstage, the future mobile phone QQ even easy to believe is very easy thing. "

In addition to China Merchants Bank, there are also Southern Airlines, Eastern Airlines (WeChat search flight number, online boarding pass, etc.), Shanghai Volkswagen (WeChat can make an appointment to test drive) and so on.

For consumers who are surrounded by brands of advertising information, the reason to use your convenience is to enable them to add a business account on a private social platform.

But a premise that is often overlooked is that such services must be "intelligent enough" and "do not disturb", otherwise people will not hesitate to delete them.

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< p > < strong > 2. mobile providers, WeChat buying car is not a dream < /strong > < /p >

An important function of < p > WeChat 5 update is secure payment. Users can bind the bank card to pay in WeChat application.

McDonald's has launched a 3 yuan WeChat exclusive version of the tea card.

Users can purchase their own gifts or give them to WeChat friends.

After the successful payment of WeChat security, the user will receive a two-dimensional code, and within a certain period of time, shop the store to brush the two-dimensional code to enjoy the buy one get one discount.

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< p > but AKQA Executive Creative Director johanvakidis thinks that payment doesn't have to be small: "I think WeChat's future is that you can customize a car on your own and share it with friends. We leave messages to you, and then you can buy them directly on WeChat, search for nearby 4S stores, and make an appointment to pick up the car."

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< p > < strong > 3. from the media, content marketing wins the sword > /strong > /p >

The most scarce thing in the era of P WeChat is content. What is most valuable is the eyeballs and screams of fans.

When WeChat's public account is popularized in 2013, the content will become the sword of victory.

From the media, such as the traditional media pirate Plo Michel J, using high quality content of the bullet reverse counterattack.

In 2014, WeChat marketing will enter the stage of content marketing and creativity.

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< p > < strong > 4. Mini station or application alternative > /strong > /p >

< p > the new menu function of WeChat 5 enables the enterprise public account to become a small official website or application program.

This is especially useful for some small and medium enterprises or start-up companies.

Compared with rigid push information, embedding information and functions into menus is a more gentle and effective way for users to explore themselves.

Many brands now have menu functions at the bottom.

Even with subscription numbers, you can launch some simple activities using WeChat's existing API, including topic discussion, online research, LBS based services, online booking and so on.

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< p > < strong > 5, visual marketing, triggering viral marketing < /strong > /p >

Liu Dongming P, an expert in the teaching of effective training camp of the Effie awards, believes that the content of reading in mobile, socialized and fragmented state emphasizes image and vision.

Who will make use of carefully designed pictures to enhance the attractiveness of content? Who can use beautiful, simple and clear information charts to explain the statistical information or data of investigation and study, and who is more likely to catch users.

Traditional textual content is not completely outdated, but it is obvious that the combination of images is more conducive to WeChat's viral pmission.

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< p > < strong > 6. customer data management, Tencent database vs enterprise database < /strong > /p >

< p > WeChat's use of databases on both sides for enterprise customer management is the direction for all brands to talk about in the future.

The basic is to use WeChat and even Tencent's user data, combined with the brand's own database, to classify users, precise marketing, and provide specific services to specific users.

Facebook also has a similar system.

And after WeChat has joined the payment function, their data has become more valuable, not only on cable, but also on cable.

And for small and medium enterprises, the cost of building their own membership platforms is too high. They can directly use WeChat as a member platform.

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< p > strong > 7, micro vision, dream monster growth in adolescence < /strong > < /p >

At the end of P, by the end of 2013, Tencent quietly launched a product called micro vision. In short, it was a 8 seconds short video sharing mobile phone application.

If the main point of mobile social networking is, if QQ is mainly a tool for word social interaction, WeChat is mainly a voice and social tool, then the positioning of micro vision is a video social tool.

Micro vision allows short video to become the next generation of social language! 8 seconds, short video shooting, application of micro vision is ready to fight a hard battle.

In 2014, there are two major backgrounds behind the micro vision, one of which is the introduction of 4G network.

Two of the background is the intense competition in the application of social phones.

Text messages are 70 Chinese characters, micro-blog is 140 Chinese characters, WeChat's average voice is not more than 60 seconds, and micro vision is 8 seconds.

Seemingly different social tools are different in content constraints, but in fact, their starting point is the same: that is the amount of information that human brain can receive and process instantaneously, which limits users' attention to the core content.

In 2014, this dream monster will usher in adolescent growth. < /p >

< p > < strong > four, Internet finance, barbarians outside the door < /strong > /p >

< p > 1, affected by the impact of electronic payment, the channel shrinks, causing the youth we will die away. < /p >

P will become more flat, and the share of online and mobile shopping will further increase. The physical retail stores will be further affected by the electricity supplier. Using digital technology to help shoppers improve their store shopping experience will be a competitive strategy that retailers will have to consider and improve in the future. < /p >

< p > 2, Internet finance is not a shift to the Internet of the financial industry, but a subversion of the financial industry from top to bottom.

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< p > 3, the traditional financial institutions will enter the Internet finance more and more quickly. < /p >

< p > 4, the Internet to steal more steps to cut into finance: bat, there are more.

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< p > 5, investment and acquisition in the Internet financial field will continue to emerge.

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< p > strong > five, more and more local tyrants, let the flow fly for a while < /strong > /p >

< p > traffic will become more and more expensive, network marketing < /p >

< p > the trend of cost approaching traditional advertising costs is obvious.

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This trend will only intensify but not ease in P 2014.

As the most fundamental "commodity" on the Internet, traffic is the basic economic law that determines commodity prices according to supply and demand.

Whether it's an electric business or a non electricity supplier, whether it's Taobao or Taobao, only the websites operated have basic daily IP or daily UV traffic, so that they have the basic commercial value.

The growth of the number of Internet users is the growth of the overall traffic supply, while the growth of the electricity supplier group is a manifestation of the growth of traffic demand. Obviously, the absolute growth of Internet users has slowed down, and the absolute number of electricity providers is increasing. The situation of the shortage of demand for traffic will only aggravate, and the traffic cost can not be reduced.

This determines that the rising trend of online advertising costs will not change.

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< p > < strong > six, full channel sales sounded "global marketing assembly" < /strong > /p >

< p > with the entry of mobile terminals including mobile phones and tablets into every aspect of people's lives, the trend of online shopping penetration to mobile terminals is becoming more and more irresistible.

A wave of "all channel consumers" is approaching! Ground marketing + traditional marketing + Internet + Mobile Internet < /p >

P > global marketing will also blow the cluster number.

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"P", the process of pforming traditional retail and e-commerce to full channel retail is the process of responding to the demand of all channels, and the process of their respective disadvantages.

Online and offline integration of full channel retailing will take some tentative form in 2014. However, it will take a long time to explore in full scale, and it is only a matter of time before the shopping demand from the mobile terminal takes the lead.

When shopping, consumers will use mobile devices to query relevant information, such as store location, product information, price comparison, discount and promotional activities.

In the mobile Internet with huge and accurate data support, through crowd orientation, website orientation, keyword orientation, behavior orientation and other ways, we can accurately find the target customers.

While avoiding unnecessary advertising problems for consumers, it also improves the overall operational efficiency of the business.

Through mobile Internet, real-time communication between online and offline information can be realized, and consumers can also freely realize the online and offline conversion of buying behavior.

Therefore, in the era of full channel retail facing the future, the role of mobile Internet is likely to be critical.

Mobile Internet + product design + data mining + cloud computing platform will greatly expand our perception of user experience.

Whoever can creatively apply the power of mobile will be able to master the "password" to win the next revolution.

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