Please introduce the pros and cons of mobile SMS marketing

CCTV 315 made everyone shout about "spam text messages", but "text messages", "spam text messages" and "mass text messages" have completely different meanings. China has just established the Ministry of "Industrial Information" to explain the information The informationization strategy is being deepened in China. Today, with the rapid development of China's informatization, mobile informatization is the most widely used, solving the "last mile" of China's information highway. In the process of mobile informatization, it performs the most What stands out is "text messages". China's unique "text message culture" has attracted the world's attention. It is urgent to control "junk text messages", but we must prevent overcorrection. This is a problem for the whole society. This article is conducted from the professional perspective of mobile information industry applications. Analyze why the outstanding technology of "bulk text messaging" has not been used correctly. From the business concept of wireless marketing, there are huge misunderstandings in the thinking of constructing business models in the current wireless value-added industry. To attract attention, the 315 incident may not be the same. A good thing, from a constructive perspective, China's wireless advertising market will really be opened up.

Spam text messages turn "precision marketing" into "precision harassment"

Many people mistakenly believe that mass text messaging is wireless marketing. This is completely wrong! Many current mass text messages are based on sending text messages to unfamiliar users. Many mass text messages have become a forced information promotion. Treating mass text messages directly as "precision marketing" is based on this business concept. The mobile phone number represents As long as each real consumer has a large number of mobile phone numbers, and then by classifying attributes such as gender, income, etc., it can be assumed that the "classified" consumers are the target users, and "precision marketing" can be achieved through mass messaging. There is no doubt that mass text messaging implemented with this kind of thinking is based on "harassment", because no matter how they are classified, these classified users are still "strange". 100% of group texting, if 50% The effect is 50% "precision marketing", but the other 50% is "precision harassment". If mass text messages are sent with 100% permission, it is true "precision marketing", but No one pays attention to the basic principle of "user consent". Therefore, although many current mass text messages are effective, they are based on harassment and are a profit model of "killing the goose to seize the eggs". They are even illegal. Let's not talk about personal information. From a business model perspective, why do a large number of companies in the wireless field still believe in this and are indifferent to the basic prerequisite of "user consent"? From the perspective of business thinking, it can be briefly analyzed from the following aspects. Bulk SMS is a good thing. If "users allow it", it is "precision marketing"; otherwise, it is "spam SMS". "Permit" or not "permit", this is a question, a question of life and death! It is not only a matter of life and death for the company, but also a matter of life and death for the industry!

"Who" owns the "database" is more important than "how many" "databases" there are!

Marketing in the 21st century is database marketing! Furthermore, marketing in the 21st century is mobile database marketing! However, "who" owns the database determines the vitality of the business model! Currently, many companies engaged in the wireless field regard owning databases as their biggest advantage. This is a huge misunderstanding! The problem of marketing is viewed from the subjective perspective of the enterprise and is a problem of the enterprise's own marketing framework. Only when the enterprise has its own database within its own marketing framework can the marketing achieved by the enterprise be truly meaningful! The wireless method represented by SMS is actually a powerful means to help enterprises build their own mobile marketing database! In the long run, the database owned by wireless enterprises should be a database management platform that provides "database hosting" services to enterprises.

In fact, "for the use of databases, only the databases collected by the enterprise according to its own market are meaningful databases. However, many current SPs believe that having a large number of databases can carry out wireless advertising and wireless marketing. It is incorrect. At the same time, It is difficult for wireless advertising products developed with this guiding ideology to achieve long-term success. Companies positioned as wireless advertising and wireless marketing services should take it as their own responsibility to assist companies in establishing their own databases and help companies analyze their audience targets in a down-to-earth manner. Only by proposing targeted solutions can we find a true profit model. The deeper we understand "who owns the database," the more successful and viable the wireless marketing business model will be."

"Simple! "The mass text messaging is based on the traditional advertising media delivery thinking

When it comes to media, advertising will come to mind. This is a kind of inertial thinking! The characteristic of mobile phones is that they are both media and not media! Bulk text messaging is widely used. In a sense, it is also a product of the "media placement" thinking. Rude and rude “spam text messages” are popular under this kind of thinking, and many companies have also been misled! "Spam text messages are a lot of unqualified people doing things that are not qualified."

Although the mobile phone is a real super media, a universal terminal! But its biggest feature is "interaction". The fifth media is a mass media that "uses interactive communication as its application". If it uses "interactive communication as its application", it is not a media that uses "distribution as its application", but The essence of "interactive application" is a wireless marketing solution, and simple mass text messaging can only be a step and a link in the solution. Therefore, "almost all traditional and new media can use the interactivity of fifth media to create new communication value. Fifth media is the super engine of media integration! What is even more eye-catching is that the interactivity of fifth media , stimulates the interactivity of all traditional media, making the original advantages of traditional media stronger! Rather than weakening it, let alone replacing it! ”

The idea of ??mobile media replacing traditional media is that Ignorant and dangerous!

I once attended a product launch conference of a wireless advertising company. At the beginning of the meeting, the speaker started with the remarks of the president of an international 4A advertising group, "Mobile TV will replace TV." Traditional advertising agencies are indifferent and expressionless. Just imagine how these agencies, which hold tens of millions of media investment funds and rely on media commissions, can easily believe such sensational remarks, even if it is true. Standing behind them The angle will not easily allow it to be realized. It is not surprising that such remarks appear. What is strange is that many companies engaged in wireless advertising actually believe it! In fact, for a long time, many wireless advertising companies have included a comparison of the communication value of mobile media and traditional media in their product introductions. The subtext is that the advantages of mobile media are unparalleled, and the advantages of this advantage are The core is the database obtained through various methods! Among many companies in the wireless industry, the subconscious assumption is that mobile phone media will replace traditional media. Within China Mobile, they are not convinced that mobile phones are the fifth media. They believe that mobile phones should be the first media. This is a disapproval of the role of traditional media in traditional media. A manifestation of cognitive ignorance.

Indeed, in the past two years, new media represented by the Fourth Media Internet has indeed diverted the advertising volume of traditional media, but this is temporary! Because when traditional media uses new technologies, traditional media will also transform into new media! It will also have the characteristics of new media. After the integration of the three networks, network technology will bring about earth-shaking changes in the content and viewing experience of traditional third media television. Another example is the extension of traditional media to online media on the Internet. The extension of forms such as mobile value-added mobile newspapers is a trend. Although mobile media can have all the characteristics of traditional media in terms of expression, it cannot completely replace the reading experience of traditional media!

On the other hand, for enterprises, traditional media is a must-use marketing tool. In China, from the perspective of advertisers, we will never give up the use of traditional media. If wireless media continues to Intentionally or unintentionally, appeals to companies can replace other media, which is extremely dangerous! Because the company will not believe it at all, but will abandon you first! For advertisers, no one can replace anyone, only what is suitable or inappropriate. Each media has its own characteristics. It is impossible for one media to completely replace another media easily, and this is exactly the case.

The current wireless advertising companies “underestimate the media awareness of the advertising and marketing community as well as their marketing theory level.” This will make the industry application and promotion of mobile phone value-added services cost a lot of money. time cost.

Finally, mobile phones are not media at all! How to replace it? !

The "push" and "pull" of wireless marketing are indispensable

Wireless marketing is implemented on the basis of formulating an effective target consumer group database. Wireless marketing has legality constraints. This means that wireless marketing activities are carried out based on the principle of user access, that is, any form of mobile phone advertising information is implemented with the first premise of user permission. User permission means the user's own active participation, rather than passive participation. of! This is not only through "push", but also through "pull" to achieve the real needs and consumption behavior of target consumers, and carry out targeted "one-to-one" communication.

In traditional marketing theory, "PUSH" and "PULL" are two marketing concepts with rich connotations. The earliest 4P theory is "push" with the enterprise as the core. theory, the concept of "push" is also a "sales concept". The concept of "push" believes that promoting sales means dealers and terminals promote products for you and actively sell them to consumers. "Pull" is the "marketing concept". The marketing concept believes that the key to achieving various corporate goals is to correctly determine the needs and desires of the target market, and to deliver the goods or services expected by the target market more effectively than competitors, and then Satisfy the needs and wants of your target market more effectively than your competitors. The difference between the "push" sales concept and the "pull" marketing concept is that the push concept focuses on the seller's needs; the marketing concept focuses on the buyer's needs. The "push" concept starts from the seller's needs and considers how to turn products into cash; while the "pull" marketing concept considers how to satisfy customer needs by attracting consumers. "Pull" means to make consumers aware through advertising and promotion, and attract consumers to take the initiative to purchase.

Bulk text messaging is only "push" without "pull". The concept of wireless products "WAP PUSH" is a typical "push". Why do wireless advertisers only focus on "push" and ignore "pull"? There is an important reason why "pull" must be combined with traditional media, because the process of "pull" is a process of integrated communication and media integration, but the wireless industry's "replacement of traditional media" The subconscious mind artificially blocks efforts in this direction. In addition, advertisers attach the most importance to “pull” marketing activities through media combinations. Since mass text messaging only has “push” and no “pull”, it is a “lame” in the advertiser’s marketing framework. This is a problem that many wireless advertisers have. In the process of contacting advertisers, one of the reasons why I was dismissed as "wireless marketing is just mass text messaging".

The real situation is that mobile media is the most effective weapon for "pull" marketing, because "interaction" is "pull". Super Girl is a typical example of Mengniu Milk! The interactivity of mobile phones should be fully utilized, not just the group sending function.

Wireless Internet is an extension of the Internet on mobile phones: Wrong!

“Wireless Internet is the extension of the Internet on mobile phones” is the common sense of many wireless industry companies! But this is a wrong understanding! Wireless advertising products developed based on this understanding are basically lifeless! There is an essential difference between the wireless Internet and the Internet. The Internet operates on content, while the wireless Internet operates on people. Some outstanding domestic wireless Internet companies understand the essence of this and have foresighted to reject all wireless advertising forms based on "PUSH" and respect consumers. Privacy embodies the "people-oriented" business philosophy, which not only reflects the insight into the nature of the industry, but also reflects the business wisdom of looking at the overall situation.

There is no advanced theory in marketing, only a deep understanding

Wireless marketing is not all of corporate marketing, it is just a means within the corporate marketing framework. It is taken for granted that through wireless It is naive and unrealistic that means can solve all market problems of enterprises. In the past two years, I have been introducing the changes brought by wireless marketing to traditional marketing means through theoretical forms to traditional industries and enterprises, calling on traditional media to learn from new media. , accepting new wireless marketing methods. In the process, I discovered that the new wireless media field actually has a lot to learn from the traditional media and marketing fields. The information I convey is mainly for advertisers and enterprises. However, it has reverberated in the wireless field, which shows that the wireless field is developing too fast and is too new. The application status of adapting to this development requires appropriate business theory to examine the development of the industry. One of the biggest features of the wireless industry is the integration of industries. It is the integration of knowledge, experience, and theory. There is a lot of new knowledge to learn. However, some basic principles of marketing will not change. , is always the same. There is no profound theory in marketing, only a deep understanding.

Any profit model must follow the correct business philosophy

Essentially speaking, the marketing concept is a philosophy oriented by customer needs and desires, and is the basis of the theory of consumer sovereignty. Reflected in corporate marketing management, "the customer is God" is the business wisdom and truth gained by the enterprise with blood and sweat. The core and cornerstone of all marketing theories is "respect" for consumers and not the other way around. Countless "corporate martyrs" "This "truth" has been proven in marketing activities, and the field of wireless marketing will be no exception!

Group SMS is here to stay! Spam text messages should be gone forever!

Bulk SMS is an excellent technology, and it will exist forever. Since the beginning of the rise of value-added services, as an effective means of promoting value-added mobile phone services, bulk SMS has played a role in its fast speed, wide audience, and The advantage of low price allows SPs to do whatever they can to obtain and make full use of mass sending resources, which eventually leads to over-exploitation and over-abuse of this technical resource. Since many bulk text messages are forcibly pushed to the user end, users are very disgusted and have negative and abnormal changes in effectiveness. Spam text messages have harmed the process of mobile informatization. To control spam text messages, we must not only use an "iron hand" but also use "Steel wrist", spam text messages should disappear forever!

A "zero tolerance" mechanism should be established to eliminate spam text messages

With the implementation of various regulatory measures in the wireless field, a "zero tolerance" mechanism for spam text messages should be established to eliminate spam messages. SMS, industry applications without value-added services will develop healthily. This can be done because Fifth Media is a "monopoly" media led by operators!

Current thinking and current problems: Integration between industries starts with understanding

Current thinking cannot solve current problems, because current problems are the result of current thinking. The wireless value-added industry must change from "communication" thinking to "information" thinking, from "technology" thinking to "application" thinking, from providing entertainment to providing value, and from "information" thinking to "media" thinking. These changes in thinking are the reality of current communication applications and are the marketing changes and advertising changes brought about by the fifth media. In the application of wireless advertising, as practice continues to deepen, people's experience will become deeper and deeper. The transformation is difficult, but the idea determines the way out!