What are the marketing methods of mobile Internet? It would be better if there are some cases, thank you!

Now, with the improvement of China's economic level, almost everyone has a mobile phone. With the advent of 3G era, smart phones have also come into our sight, and the mobile Internet advertising industry has become the focus of our attention.

Relevant statistical reports show that by the end of June 20 10, among the 420 million netizens in China, the number of mobile phone users reached 277 million, with a penetration rate of 65.9% among all netizens. 62% of the new netizens in China came from mobile phones, with 43.34 million new mobile phone users in half a year. These figures are enough to show how fast the number of users in cmnet is growing.

The most promising things in this "cake" are mobile Internet advertising, mobile operation value-added services and mobile phone software application services. With the popularity of 3G, the latter two concepts are no longer unfamiliar to many people, and mobile Internet advertising has quietly begun to subvert the traditional marketing model and consumption model.

According to the prediction of relevant institutions, with the rapid popularization of smart phones, the global mobile advertising scale is expected to be 433 million US dollars this year, and it will reach1800 million US dollars in 20 14 years. According to IDC analyst caston? KarstonWeide said: "There is no doubt that mobile advertising is the most popular form of online advertising." Analysys predicts that in 2065.438+00, the overall market scale of wireless marketing in China will grow to 654.38+27.7 million yuan.

But what exactly is mobile advertising? What is the value of mobile advertising? How to apply mobile advertising? Next, we share several application cases to unveil its still slightly mysterious veil:

(A) mobile Internet advertising, detonating a new round of automobile "experience marketing" revolution.

As we all know, as a typical complex decision-making product, the success or failure of automobile marketing depends not only on the precise management of brand and product image, but also on the deep experience and word-of-mouth interaction of consumers. The traditional experience mode is only embodied in visual experience (auto show mode), consumer experience (service environment), interactive experience (word-of-mouth management) and use experience (test drive). When Audi A5 went public recently, it launched a brand-new experience mode, namely mobile Internet advertising. This is a mobile advertisement based on Iphone platform. In addition to watching the exquisite advertising video of Audi A5, consulting all vehicle models and inquiring about dealer information, users can also watch every detail of Audi A5 in 360 degrees with their mobile phones, and even DIY colors, wheels and other real optional items according to their own preferences.

The emergence of Audi A5' s innovative marketing communication mode has set off a wave of attention and imitation of global automobile manufacturers. At present, Wang Yu, executive vice president of China's leading mobile advertising service provider, Percent Communication Media Technology Co., Ltd., commented on this: Audi A5's mobile Internet advertising not only fully reflects the noble, fashionable and excellent product positioning of Audi A5, but also fully caters to A5's largest potential consumer groups-fashionable upstarts and young white-collar workers, creating a new model of car experience marketing, so that all potential customers can realize the consumption experience no less than the Internet by using mobile terminals. With its incomparable mobility, timeliness and interactivity, mobile Internet advertising can easily and effectively influence consumers' purchase decision-making process.

Mobile Internet advertising, from "widely advertised" to "private customer service"

As the homogenization competition environment of most domestic fast-moving consumer goods becomes worse and worse, most manufacturers either enter the paradise of "brand consumption" or the hell of "price competition". In order to complete their transformation from hell to heaven, everyone has made great efforts in marketing strategy and marketing model. Tide, as one of the most famous brands of washing powder in China, also took the lead in launching a refreshing mobile Internet advertisement in China. Different from the experience marketing of Audi A5 and other complex decision-making products, Tide chose the strategy of "intimate customer service", emphasizing the interactivity and practicality of advertising. For example, in this advertisement, Tide no longer takes brand image as the theme, but takes humanized "customer service" as the core content. For example, you can use your mobile phone to check the graphic descriptions of stains classification provided by Tide, understand the cleaning scheme and precautions of each stain, and share your own cleaning experience with others, which not only shows the elite image of Tide as a giant in the domestic washing powder industry in a professional, warm and vivid innovative way, but also allows every consumer and potential consumer to experience from Tide.

The evaluation shows that the usage rules and user characteristics of mobile Internet determine the accuracy of mobile Internet advertising and the high quality of advertisers, and it has incomparable real effectiveness compared with traditional advertising and even the Internet. In contrast, the mobile Internet is more like an advertisement that users "actively customize" or "individually customize", which can effectively avoid the ineffective delivery of traditional advertisements due to factors such as time, space or audience deviation. At the same time, the unique communication function and e-commerce function of mobile phone also provide unlimited additional returns for mobile Internet advertisers, thus maximizing the unit value of advertising information.

(C) Mobile Internet advertising, to solve the consumer's purchase confusion, it also solved their own marketing confusion.

For many female white-collar workers in China, they are familiar with the nail polish brand O.P.I, but they are often troubled by not knowing what color nail polish is suitable for them, and they have no time or can't go to the supermarket to experience bottle by bottle. Clever and careful O.P.I had an insight into the confusion of the target customer group, and then officially launched an interactive mobile advertisement for its product consumption experience. In this advertisement, users can easily adjust the skin color of the "hand model" in the mobile advertisement through their mobile phones, find the "template" closest to their skin color, and then choose different colors of nail polish through the color wheel or nail polish number provided in the advertisement until they achieve their most satisfactory matching effect. Once this advertisement was launched, O.P.I's brand goodwill rose rapidly, and at the same time, it established a brand leadership image in the eyes of the target audience.

The analysis shows that the upgrading of smart, multimedia, big screen and other mobile phone terminal functions has enabled more and more mobile phones or mobile terminals to meet consumers' consumption experience and consulting needs, and at the same time greatly enhanced consumers' fun in the shopping process, which is why many internationally renowned brand manufacturers are competing to develop "real-life simulation" sales of mobile phones. The market potential of mobile interactive marketing demand is huge.

Third, mobile Internet advertising provides comprehensive services.

In 2009, Google, an internationally renowned search engine, tried to launch a valuable "mobile phone search campaign" on the mobile Internet, subverting the original way of placing pictures and text advertisements on Wap websites, and bringing together important "positions" of the mobile Internet, such as well-known mobile phone website navigation, selected WAP websites and mobile phone clients, respectively, and launching personalized search promotion and interactive marketing according to the different gender, age and preferences of the audience. At the right time, in the right place, convenient search is just around the corner. Users can realize cross-media interaction, click and visit directly on their mobile phones by sending short messages, which is convenient and fast, and will soon become a new marketing channel for brands and businesses to try to cooperate with each other. It is understood that as the behind-the-scenes planner and implementer of this promotion project, Percent Communication is the only full-solution mobile advertising company in China, which can provide advertisers with "integrated" mobile Internet advertising, mobile newspaper advertising and mobile interactive marketing solutions according to the characteristics and interactive needs of various industries and enterprise members, thus solving the problem that more businesses face higher professional and technical thresholds when trying to promote mobile marketing, and gradually becoming the first choice for advertisers' mobile marketing.