The market significance of mobile marketing

First, collect target users’ mobile phone numbers to achieve precision marketing

my country has officially implemented a real-name registration system for mobile phone users since September 1, 2010. Mobile phone numbers correspond to specific mobile phone users. Moreover, mobile phone numbers generally have a long service life, so mobile phone numbers have great marketing value. Companies can effectively implement precision marketing by collecting target user information.

Second, assisting market sales analysis

Mobile marketing can assist market research, data collection and market analysis. For example, Cerato launched the “Name My Car, Prize Collection Campaign for Cerato’s Chinese Name” and conducted data collection and market promotion for potential customers through mobile media. Small and medium-sized enterprises should learn to learn from this to understand the actual situation of the company's product market.

Third, strengthen the advertising effect and conduct effective monitoring

Using traditional mass media to promote marketing projects is time-consuming and laborious, but mobile marketing can quickly improve the communication effect. A classic example of this is 2005's Supergirl. Among them, Mengniu Group attracted as many as 600,000 people to participate through the interactive method of mobile phone SMS voting with a naming fee of 14 million yuan and follow-up funds of 80 million yuan. So as to achieve the effect of advertising promotion. In the end, Mengniu's sales increased from 700 million yuan in 2004 to 2.5 billion yuan in 2005.

Fourth, increase consumer stickiness

Nestlé has launched a platform for consumers to send "points passwords" to mobile phone text messages to participate in the Nestlé flower heart tube point auction. The marketing campaign is cleverly designed, with clear promotion methods, making participants feel like the big prizes are just for them. The event applied mobile entertainment marketing, allowing participants to relax their vigilance about consumption and continue to pay attention to the brand during the confrontation, which increased consumer stickiness.

Fifth, focus and localization to the extreme

Localized mobile marketing communication can shorten the distance between enterprises and customers, allowing more users to participate. Different from previous activity forms, Ford adopts regional intelligent reply function to realize service localization. Directly interact with Yihu's national campaign "What you need is the nearest 4S store" platform numbers are directly imported into the CRM system to back up potential user data.