Take Stock Of The Ten Major Trends Of Mobile Marketing In The Era Of Big Data

With the popularity of smart phones and tablets,

The amount of visits has increased dramatically, and users spend more and more time on smartphones and tablet computers. China Mobile's advertising market is growing rapidly.

According to the statistics report of the thirty-fourth China Internet Development released by CNNIC, as of June 2014, the number of Internet users in China reached 632 million, the number of mobile Internet users reached 527 million, the proportion of Internet users was 83.4%, and the proportion of mobile Internet surpassed the proportion of traditional PC Internet (80.9%).

According to the latest report released by eMarketer, the global digital advertising market will reach 1460 billion US dollars in 2014, while the mobile advertising market will reach 40 billion 200 million US dollars, which accounts for more than 1/4 of the scale of the digital advertising market. The mobile advertising market share represented by Alibaba and Baidu accounts for 11.3%.

In 2014, China Mobile's advertising market was developing rapidly, increasing by nearly 6 times to 6 billion 400 million dollars, surpassing the UK and Japan becoming the second largest mobile advertising market in the world. The mobile advertising expenditure of the future Chinese advertising market will play a leading role in all digital advertising boards.

Smart terminals will become the main battleground of digital marketing. Advertisers need to adjust their marketing strategies in time, rationally allocate marketing budgets, and actively integrate mobile marketing areas with their own characteristics.

Two, the application of big data makes mobile marketing more precise.

Relying on big data as the driving force will make mobile marketing more precise and higher return on investment.

Big data mobile marketing is not only quantitative, but also the perception of users behind data.

Mobile marketing companies use data mining technology to analyze the audience's personal characteristics, media contacts, consumer behavior, and even lifestyle, so as to help advertisers identify target audiences, and then accurately match advertising information, media and users, so as to achieve the purpose of improving marketing effectiveness.

The application of big data makes mobile marketing more accurately embodied in three aspects: first, precise customization products, through the analysis of large data of mobile users, enterprises can understand user needs, and then customize personalized products; two, accurate information push, avoid sending unrelated information to users, cause user resentment; three, precise recommendation service, through the analysis of users' existing browsing and search behavior data, predict their immediate and subsequent needs, and thus carry out more accurate and real-time marketing promotion.

If e-commerce is a great challenge to the existence of physical stores, mobile e-commerce is changing the whole marketing ecosystem.

The popularity of smart phones and tablet computers, the reduction of Internet traffic charges, and the creation of a large number of mobile e-commerce platforms provide consumers with more convenient shopping options.

The good consumer experience of mobile e-commerce shopping, such as lower prices than physical stores, abundant product selection, simple shopping process, secure payment system, and fast logistics distribution, have created conditions for the expansion of the mobile e-commerce market.

In November 11, 2014, in the 57 billion 100 million yuan turnover of Tmall, the mobile terminal paction volume reached 24 billion 300 million yuan, accounting for 42.6% of the total turnover, which was 4.5 times the "double 11" mobile terminal paction volume in the previous year.

This not only makes Ali the world's largest mobile e-commerce platform, but also indicates that the profound changes in the era of mobile e-commerce have arrived.

Four, new towns and rural areas are becoming new mobile blue seas.

With the implementation of the new urbanization strategy and the popularization of the mobile terminal network, the three or four line cities, the new towns and the rural market have become the new blue sea of the mobile electricity providers.

In fact, Alibaba, Jingdong, shop 1, Su Ningyun and other electricity providers in recent years have stepped forward into the three or four line of urban and rural markets.

CNNIC data show that as of June last year, the proportion of rural population in China's rural population was 28.2%, and the scale was 178 million.

Rural online shopping market contains huge potential for development.

According to the prediction of the scale of the rural online shopping market by Ali Research Institute, in 2014, the scale of China's rural online shopping market will reach 180 billion yuan, and the total market volume is expected to exceed 460 billion yuan in 2016.

The acceptance rate of online shopping by rural residents reached 84.41%, and the annual online shopping consumption was about 500-2000 yuan, mainly concentrated in commodities, clothing, household appliances and other categories.

With the steady increase of the popularity of smart phones and Internet in new towns and rural areas, there is a huge space for the consumer market of mobile electricity providers.

At present, the mobile Internet traffic is mainly generated by various App. The traffic generated by App accounts for more than 70%, and the number of App is more than one million in IOS and Android. Undoubtedly, App has become the main form of mobile marketing.

The huge number of App and advertising form two huge long tail market. Through big data analysis, users can see suitable advertising information at suitable time, suitable place and suitable scene.

The monitoring data of Analysys think tank showed that the proportion of mobile App advertising increased year by year, accounting for 22.4% in 2013. The proportion of mobile App advertising will reach 28.6% in 2014, and 30.8% in 2016, second only to mobile search.

There are two kinds of App for smart phones and tablets, one is offline installation, the other two is active downloading.

Both offline installation and App downloaded by users need to enhance user experience, provide incentives and incentives, encourage users to participate, and create situational consumer associations.

Localization mobile marketing is human, location,

The combination of the three.

Because advertisers and digital advertising agencies are constantly seeking a way to deliver goods with highly localized and highly relevant information, localized mobile marketing is developing rapidly.

The core development of localized mobile marketing is mainly reflected in the following three areas: one is augmented reality, the two is mobile payment, the three is game oriented.

For example, Baidu maps and McDonald's jointly launched Cherry Blossom Parkour Parkour activities.

Open the Baidu map, or use the function of "proximity" and "search" to see a logo on the map floating on the map.

This is Baidu map combined with LBS big data analysis and intelligent push technology, matching the McDonald's dessert station three km around the user, select some users to push the "Cherry Blossom Parkour Parkour 0 yuan grab" preferential information.

Users can run to McDonald's dessert station within a specified time, and they can receive cherry juice free of charge.

The activities promoted by these two enterprises combined with their own advantages soon brought about the "Cherry Blossom storm" and achieved a win-win situation.

The mobile O2O marketing mode makes full use of the advantages of mobile Internet's cross region, boundless, massive information and massive users, and fully excavate the resources under the line, thus facilitating the paction between online and offline Commodity services.

In the era of mobile Internet, enterprises need to think about how to integrate online and offline effectively and pform online promotional activities into actual sales.

For example, Starbucks has launched a "good morning alarm clock" App to communicate with target consumers in depth. When users download Starbucks's "good morning alarm clock" App, set up the alarm to wake up and go into any Starbucks store within 1 hours after the alarm goes off, so that they can enjoy half price new breakfast products.

For example, Durex and iPhone launched the "baby project".

This is a child raising App. After the two phones are rubbed together, they can enter the program of simulating child raising. If consumers want to terminate the game, they must buy a packet of Durex and scan the two-dimensional code on it.

Starbucks and Durex's O2O mobile marketing new mode not only mobilized the enthusiasm of mobile users, but also greatly enhanced the sales volume of enterprises.

RTB (Real Time Bidding) real-time bidding is a technology that uses third party technology to evaluate and bid for each user's behavior on millions of websites.

Different from the frequency of mass purchase, real-time bidding avoids the arrival of ineffective audiences and purchases for meaningful users.

According to research firm eMarketer, in the US, programmed advertising will continue to be the largest share of the relevant display advertising, while RTB advertising will account for the largest share of the program.

In 2014, the US RTB accounted for 34% of advertising, while non RTB advertising accounted for 29% of the total.

But by 2017, RTB will account for 52% of advertising, not 31% of RTB, and non programmed advertising will be more stable.

China Mobile's advertising market RTB has increasingly become the dominant mode of advertising. Many domestic mobile advertising companies such as multi League, rice, mango and papaya mobile have launched the Ad Exchange and DSP.

Nine, integration of multi screen into mobile marketing inevitable trend

The latest report released by Millward Brown shows that the frequency of multi screen media such as smart phones and tablet computers is higher than that of any other region in the world.

Multi screen integration will become the leading direction of mobile marketing.

The multi screen integration here contains two meanings: first, multi screen integration of big data analysis.

Users can use mobile phone screen, iPad screen, computer screen, TV screen and outdoor screen at the same time. Digital advertising platform needs to know users' information and behavior patterns on multi screen, so as to modify and improve the cognition of consumers through cross screen, and make mobile advertising more precise and effective.

In fact, Internet giants such as Baidu, Alibaba and Tencent have begun to do data analysis across screens.

The two is multi screen integrated marketing.

Smart phones and PC computers, television, outdoor advertising and other related contacts and interaction, to achieve online and offline integration and promotion.

For example, shop No. 1 makes outdoor advertisements at the subway station, judging what kind of products you like to buy according to the flow of subway stations. When you go up and down the subway, you use your mobile phone to scan the two-dimensional code and complete the purchase. When you get home, things may have been sent to your home.

Ten, establishing strategic alliance is the direction of mobile marketing platform.

In the era of big data, big data, technology and creativity will be the core competitive advantage of mobile digital marketing company.

Establishing strategic alliance is the inevitable choice for the development of mobile marketing platform. Digital marketing companies can establish strategic alliances through the following ways: first, strategic alliances among large Internet companies.

For example, in October 30, 2014, Alibaba group and Youku potato group held a joint strategic conference in Beijing. The two sides announced a comprehensive cooperation to jointly promote the DT Data process in China's marketing field (Technology).

Youku potatoes and Ali mother also released the "Star Wars Program" and the open data management platform "Alimama DMP" based on the big data precision marketing program.

The two is the strategic alliance between digital advertising platform and mobile media.