Present and future of mobile marketing
In recent years, with the rapid development of the mobile Internet technologies and business models, mobile marketing is facing all sorts of innovation and change, with mobile advertising as core or as an important part of mobile marketing, its after the era of Push and Pull, is entering the era of two-way interaction, for advertisers, mobile media and agency companies, also means that opportunities and challenges.
Mobile advertising is based on wireless communication technology to mobile devices such as mobile phones, PSP, tablets and other mobile app or mobile Web page for carrier access application displays images, text, video, or download the form of advertising. Because of its accuracy, timeliness, interactions, diffusivity, conformity and testability, in the rapid development of mobile Internet, this environment is more and more important. Its form of display advertising with the development of technology is also varied. Including not only the pictures, text, advertising, video, HTML5, links, an accelerometer and advertisements. According to the charges, can be divided into CPM (on a CPM basis), and CPV (by watching the price), CPC (per-click pricing), CPI (according to the actual installation of valuation) and CPA (in price).
Three development stages of mobile advertising
Mobile advertising growth can be traced to the emergence of the first portable cell phone, and with the development of updated iteration of the mobile terminal and advertising innovation, mobile advertising has experienced three stages of development. 1992-2002 era of mobile advertising in a Push, the user passively receiving a variety of information. Advertisers not only promote high cost and poor user experience;
Since 2003, the era of mobile advertising in the Pull and user interest like active subscriptions advertising information, the user experience is not only respected, but lower promotion costs, however, evident in its promotional efforts and degree of coverage will be much lower. What kind of mobile advertising in order to strike a balance between the user experience at the same time precise and effective push?
And with mobile end of universal and mobile netizens of surge, mobile advertising of two-way interactive closed ring era is comes, in user license of situation Xia on user behavior data for collection, using big data technology on user of basic property, and social property, and consumption property for recognition, through line Shang, and line Xia of “cognitive → interest → search → decision → purchased → share” of consumption behavior closed ring, precision found potential user, achieved directed, and precision of pushed sent, upgrade user experience.
One-way interaction, wait until the attention, flocked to the streamlining
Now, although the mobile advertising industry has become a two-way interactive closed-loop era, but also Push and Pull that mobile advertising push continue lurking at this market. For users, passive recipients of advertising is a very bad thing. When you are playing the game, jumping table plaque or Banner ads, are not careful to also jump out of the game to be taken to another Web page or app store and even started downloading software, which forced “advertisement” feeling is understandable. But if ads based on user interests, appeared at the right time, while advertising design and creativity is also very good, user experience is not to become better all of the time. The mobile advertising market need which is more “learn” ad.
Now undergoing rapid development of mobile Internet, mobile has become an integral part of people’s lives. But there are still many lines and established businesses under a wait-and-see attitude on mobile advertising. Because in their opinion, consumers seem to spend more time watching TV and surfing on, bombarded paid high prices for commercials into the worries of these enterprises. Obviously, this type of marketing classic, but its market share in the mobile era of becoming part of the irreplaceable, is destined to slowly shrink.
Look at mobile marketing industry. In recent years with the development of the mobile Internet, batch after batch of mobile advertising companies have emerged, some have become VC hotspots, but also inevitable was mixed, after a series of competitions and after a reshuffle, some enterprises gradually marginalized and even pulled out of the market. And look who is still active in the mobile advertising business, all is active in technology and ideas to quickly update.
Grasp the pulse of the mobile Internet
Moving economic development and the rapid growth of mobile traffic network is the core driver of the mobile ad market to take off. As long as mobile Web development, mobile advertising market is not dead. Obviously, a shift to the Internet for a long time to come, of course, will become more and more a bout.
Future, mobile advertising of by all will with mobile end of mass universal and increasingly more, and increasingly diversification, from child with phone play game to elderly with flat computer chess, from farmers using app management farmland to technology workers using flat computer do technology development, mobile advertising of by all age layer and literacy will increasingly broad, how can according to user of needs precision to pushed sent advertising into has needed solution of a problem. After a user’s allowed access to the user’s habits, consumption habits, geographic location and so on, after the analysis of this information integration, optimum pushes the most suitable programmes. This requires enterprises merging research and development means more technology.
Undoubtedly, future mobile advertising will gradually raise the advertiser’s attention. With the accelerating pace of life, after all, people sitting in front of TVs and computers became less and less leisure, again, 4G network for mobile Internet are bringing unprecedented changes, then people will be increasingly reliant on mobile end devices. Not just Internet-based business, offline and traditional enterprises will come to believe that mobile advertising compared to traditional marketing methods will enhance not only its market share decline. Advertisers can choose to keep up with the development of the mobile Internet team, adjusting and changing the way marketing, mobile digital marketing can not be rushing streams flooded.
Mobile advertising because of its vast prospects for development and an increasingly great influence, and become as “flesh,” as everyone would like to bite. This is not, the Giants have to participate, Baidu launched Baidu mobile network Alliance promotion, Alibaba strategic investments and holding media, Tencent poly won wide and stop merging. Or participation, including these giants and drive, with larger amounts of financial and technical support, speed will promote the development of mobile advertising industry, its market will expand further.
Along with the enhancement of technology development and innovation consciousness, form and style of future mobile advertising will become increasingly abundant. Best Banner ads may be limited by the creative, table plaque, wall, full screen and video advertising advertising will grow and there will be some changes and innovation, and at the hot social media will become the future long-term foothold in mobile advertising.
Mobile Marketing will be more and more in the future, such as closed-loop online interactive marketing communication through the use of LBS by fusing various media and marketing services, multiple-screen interaction, enhanced interactive mobile advertising and social, thereby increasing user participation to enhance mobile advertising click-through rates.
Conclusion
Mobile marketing is in an era of change and innovation, the innovation of marketing patterns is constantly. Future development of the mobile Internet marketing what is full then reply is still flourishing, depending on the mobile advertising industry are able to firmly grasp the pulse of the times. Create bigger and stronger in the future of digital marketing and mobile Internet, Internet history, or from which dozens of mobile advertising company out of it.