Inventory 2014 Mobile Marketing Ten Key Words

1.

Since Li Mei Technology launched the first professional mobile DSP in China in August 2013, mobile DSP has been slowly mentioned by people from a small amount to frequent, and then the various cross screen DSP speeds up the process of mobile advertising programming.

According to mango statistics, there are only four or five mobile DSP at the beginning of the year, and now it has increased to forty or fifty in less than 1 years.

The mixed participation of the company has led to some confusion in the market.

The more obvious phenomenon is that there are so many concepts that the advertisers can not identify them. In other words, it also accelerates the development of mobile programming, and competition leads to the survival of the fittest.

From the perspective of advertisers, mobile

The first mobile DSP advertising, and then brand customers accelerated, this year many APP also began to promote through mobile DSP, get downloads, and has good results.

Take the DSP mobile advertising of Li Mei mobile as an example. In the early days, Gloria tried the double eleven early in 2013, then gradually had Honda, Ford and other auto categories, Unilever, Durex and other fast moving categories, Samsung Electronics and other IT categories, such as sugar and alcohol, HSBC and other financial categories such as the Yanghe River, and Sheraton Hotels, and many other category O2O advertisers.

We see that the advertising budget is slowly divided into the pool of mobile DSP, which makes mobile DSP occupy a larger market share.

The cake is bigger, and more and more enterprises are coming to divide the cake. In 2015, the mobile programming purchase will be mature, and the market competition will filter out some mobile DSP with insufficient internal strength.

In the settlement mode, mobile DSP is still guided by the effect of CPC and CPM, and there are CPA and CPS at the same time.

Take the promotion of mobile games as an example, most of them use the CPA mode to calculate billing according to the amount of installation and downloading.

2, mobile providers

This year, double eleven has become a typical symbol of mobile e-commerce, and the data of mobile terminals on major platforms are shocking.

Taobao Tmall mobile terminal paction volume reached 24 billion 300 million yuan, last year's double eleven mobile terminal paction volume 4.5 times, accounting for 42.6% of the total turnover, refresh the global mobile electricity supplier single day paction record.

In addition, it is understood that mogujie.com's eleven largest mobile terminals account for up to 78%, and mogujie.com's corresponding beauty says that the double eleven paction volume is over 570 million and the mobile terminal is over 80%.

Mobile orders for other platforms have also increased rapidly, exceeding 40%.

From the perspective of advertising delivery, mobile providers are putting more and more scale into mobile terminals.

Zhao Yingguang, chairman and CEO of the Korean home group, once said, "in 2015, we need to increase the advertising efforts of mobile terminals."

In addition, Luo Chen, general manager of Tencent effectiveness Platform Department, believes that "mobile providers are the advertisers with the most potential for advertising."

3. Globalization / overseas promotion

In 2014

There is a strong globalization in the field, and global overseas promotion is a blue ocean.

From the perspective of enterprise type, globalization is the most typical number of mobile games.

Many hand travel companies find that the domestic market is gradually developing into a bottleneck, and more and more enterprises are willing to travel with their own boutique to explore the new blue ocean market.

With AvazuHolding as the representative, from APP incubation, distribution to promotion, one-stop closed loop service, its target market is overseas.

Some companies focus on developing a certain area overseas, such as Madhouse in Southeast Asia. In addition, there is a similar globalization strategy that specializes in the domestic market, but also emphasizes the layout of the overseas market, such as Li Mei advertisement (Li Mei Technology) and product friend interaction. In 2014, the company launched the strategy of globalization.

4, Html 5

Html5, which frequently exploded the circle of friends, is the most popular mobile marketing stage this year.

Referring to the sorting out of Top Jun, the APP faction and Web faction have been fighting for a long time on the mobile Internet arena.

At first, App quickly captured the user's heart with good user experience.

Unwilling to lose the Web faction gradually abandoned the traditional Wap, launched a more convenient and fast Html5 technology, but in the face of the powerful App has been a long time, but until later WeChat and the rapid development of the circle of friends, H5 rely on the need to download, that is, the use of attributes quickly.

Xiaobian believes that Web has not yet achieved a real counterattack. The problem is that its life cycle is too short.

Of course, there must be a reason why Html5 is hot.

For example, an activity invitation letter is presented with Html5 and instantly becomes tall.

Html5 can effectively organize information on the Internet, provide better support for video, audio and other services, and reduce users' burden while allowing users to have a more consistent experience on different platforms.

5. Native advertising

Native ads began to be discussed in 2013, and became popular and used more and more in 2014.

Mobile terminal, the relatively mainstream form of native advertising is information flow advertising. What is information flow advertisement? Simply speaking, information flow advertising is based on the premise that users do not disturb user experience, and the promotional information is inserted in the view of users' information.

In fact, there is a natural match between information flow advertising and social media. BIA/Kelsey, a research institution, predicts that in 2017, the scale of social advertising in the United States will be 11 billion dollars, and 40% will be native advertising.

In the US market, Twitter pioneered the original advertising product, and bought Mopub, NamoMedia and other mobile terminal native advertising technology companies.

Facebook has always regarded native advertising as the core revenue model.

Throughout the industry, the leaders of genuine native advertising are social giants. In the Chinese market, Tencent, the social giant Tencent, which has two domestic social platforms, QQ and WeChat, obviously has an incomparable resource advantage in promoting native advertising.

According to volume and data, the native advertising of Guang Tong Tong is based on QQ space, with large user base and high activity. It lays a good foundation for advertising exposure.

"Information flow advertising is the future trend of mobile marketing," Luo said.

Of course, in addition to Guang Dian Tong, InMobi launched a native advertising trading platform in May this year, integrating the visualization design of the website and App itself.

6, mobile video advertising

With the advent of the 4G era, the network process continues to accelerate, video mobile client downloads soar, and mobile video advertising hopes.

There is no doubt that mobile video is the best choice, whether it is APP traffic realisation or brand story telling.

The latest data show that mobile video advertising is attracting a large number of advertisers' eyeballs.

The BI Intelligence report predicts that by 2018, mobile video advertising revenue in the US market will exceed $4 billion 400 million, compared with 2013, and the five year compound annual growth rate will be as high as 73%.

At home, there are In-app frequency controlled video ads, which are dominated by thousands of mobile media. In addition, several video APP, led by Youku, potatoes and Iqiyi, have their ad length from 15 seconds to 45 seconds.

There are spectators who can't stand the 45 seconds long front post, which reveals the shortage of high-quality resources in mobile video advertising, and the user experience needs to be improved.

7. Integral wall

In 2014, the integral wall was controversial.

But it is undeniable that the mainstream mobile advertising platform business is mainly focused on the promotion of mobile applications, of which the integral wall business accounts for a larger proportion.

From the perspective of mobile advertising market at home and abroad, integral wall advertising is still the most important form of mobile advertising. Its attraction to developers and advertisers is far greater than that of the whole market.

It is understood that the integral wall in overseas markets is the mainstream of apps promotion channels, the reason is to get more natural users through the list change brought by low cost cost.

Although the number of direct users brought by the integration wall is not large, the number of indirect users brought by the change in the list is far more than that of the direct users.

Related professionals said: "integral wall advertising future potential is unlimited, especially the hand travel industry in the ascendant, integral wall advertising still has much room for development.

For the whole industry, the mobile Internet is in a period of rapid development, and has not yet entered the maturity stage. The key is how to balance the needs of advertisers and users.

8, O2O marketing

The rapid development of mobile Internet has not only spawned a large number of new types of industries (mobile shopping, mobile search, mobile location, etc.), but also by integrating with traditional industries, a large number of traditional industries have entered a fast track of industrial upgrading and development.

At the same time, the mobile Internet has given the O2O industry vigorous vitality, giving it a more powerful function.

Mobile location, mobile application market, mobile payment and other mobile technologies are all O2O industry's "right arm".

The upgrading of O2O industry has made the marketing demand of O2O online and offline more intense, and mobile phones and outdoor media have been opened up, or LBS, business circle oriented ads have made O2O marketing available.

The industry's advantages in the major circulation sectors, including the comprehensiveness of users' information and the diversity of publicity and promotion channels, are innate.

9, cross screen marketing

Today, we are increasingly pursuing the advertising effect and the maximization of advertising value.

The ultimate goal of cross screen marketing is to truly achieve precise individual audience purchase.

Therefore, cross screen marketing based on "mobile" is one of the ten key issues.

To achieve cross screen, there are 2 ways: first, precise matching, to achieve multiple screen terminals, the precise identification of a single audience, that is, to see the PC computer's A, and to play pad's B, and to use mobile phone's C, through cross screen tracking, we can learn that the user behind this is actually a person.

At present, only BAT, which owns the account system, and 360 have such strong cross screen technology, it is difficult for other enterprises to turn around; two, prediction matching, that is, identifying the audience behind different screens, it may be the same person or very similar person.

Mainly through technology, algorithm means to achieve prediction.

Vizury, a redirection company, suggests that a screen can be accurately arrived before crossing the screen.

All marketing in the future will start from "mobile".

10, big data

Nowadays, any marketing is based on data analysis and mining.

In mobile terminals, the accumulation of data has greater space and market potential.

Take mobile DSP's backing power to move DMP, for example, DMP has enough large databases. Mining data based on these data is particularly important for mobile DSP delivery.

By using 700 million data mining, Li Mei DSP has built up a database for every user who has appeared in the advertisement request, so that we can clearly understand when users use cell phones frequently, where to use cell phones, whether to use WiFi or what applications are frequently used, and so on.