Marketing: Ten Trends of mobile marketing in the era of big data

Core tip: we have entered the era of big data In the digital living space, users generate a lot of data information online every day These unstructured data are showing great commercial value through big data mining technology and application The continuous popularization of mobile terminal devices such as smart phones and tablet computers is profoundly changing the whole advertising marketing ecology Big data, intelligence and mobility will surely dominate the future marketing pattern In the era of big data, mobile marketing is showing the following ten trends 1、 Intelligent terminal becomes the main battlefield of digital marketing Paint knowledge | precautions for wall paint color selection Recommended introduction: when painting the wall, the owner sometimes has difficulty in choosing what color of the wall paint to paint In fact, there is no ugly color in the wall paint, only the disharmonious color matching The use of wall color contains the knowledge of health Too strong color will stimulate people's perception, make people have a sense of fidgety, affect people's mental health Grasp the basic principles of wall color and paint a colorful space 1、 Wall paint color selection notice 1 Light color is generally used for the top surface Light colors make people feel light, dark colors make people feel heavy Usually, the treatment of rooms is from top to bottom, from shallow to deep For example, the ceiling and walls of rooms are white and Paint Home News: we have entered an era of big data In the digital living space, users generate a lot of data information online every day These unstructured data are showing great commercial value through big data mining technology and application The continuous popularization of mobile terminal devices such as smart phones and tablet computers is profoundly changing the whole advertising marketing ecology Big data, intelligence and mobility will surely dominate the future marketing pattern In the era of big data, mobile marketing is showing the following ten trends 1 Smart terminal has become the main battlefield of digital marketing With the popularity of smart phones and tablets, the number of mobile network visits has increased dramatically, and users spend more and more time on smart phones and tablet platforms China's mobile advertising market has shown a rapid growth trend According to the data of the 34th statistical report on the development of Internet in China released by CNNIC, as of June 2014, the number of Internet users in China has reached 632 million, the number of mobile Internet users has reached 527 million, the proportion of mobile Internet users is 83.4%, and the proportion of mobile Internet users is the first higher than that of traditional PC Internet users (80.9%) According to the latest report released by emarketer, a research company, the global digital advertising market will reach US $146 billion in 2014, while the overall scale of mobile advertising market will reach US $40.2 billion, accounting for more than 1 / 4 of the digital advertising market, and the mobile advertising market share of Chinese companies represented by Alibaba and Baidu will account for 11.3% In 2014, China's mobile advertising market developed rapidly, with an increase of nearly six times to US $6.4 billion, surpassing the UK and Japan to become the second largest mobile advertising market in the world In the future, China's mobile spending in the advertising market will play a leading role in all digital advertising sectors Intelligent terminal will become the main battlefield of digital marketing Advertisers need to adjust the marketing strategy in time, allocate the marketing budget reasonably, and actively layout the field of mobile marketing in combination with their own characteristics Second, the application of big data makes mobile marketing more accurate, relying on big data as the driving force, which will make mobile marketing more accurate and return on investment higher Big data mobile marketing is not only quantitative, but also the perception of users behind the data Mobile marketing companies use data mining technology to analyze the audience's personal characteristics, media contact, consumption behavior and even lifestyle, so as to help advertisers find out the target audience, and then accurately match the advertising information, media and users, so as to achieve the purpose of improving the marketing effect The application of big data makes mobile marketing more accurate in three aspects: first, accurate customization of products, through the analysis of big data of mobile users, enterprises can understand user needs, and then customize personalized products; second, accurate information push, to avoid sending irrelevant information to users to cause users' antipathy; third, accurate recommendation services, through the existing browsing and search of users Analyze the behavior data, predict its current and subsequent needs, so as to carry out more accurate and real-time marketing promotion Third, mobile E-commerce changes the whole marketing ecology If e-commerce poses a huge challenge to the survival of physical stores, then mobile e-commerce is changing the whole marketing ecology The popularity of smart phones and tablets, 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 consumption experience of mobile e-commerce shopping, such as lower price than the physical store, rich product selection, simple shopping process, safe payment system, fast logistics and distribution, all create conditions for the expansion of mobile e-commerce market scale On November 11, 2014, among the turnover of 57.1 billion yuan of tmall, the turnover of mobile terminal reached 24.3 billion yuan, accounting for 42.6% of the total turnover, 4.5 times of the turnover of "double 11" mobile terminal in the previous year This not only makes Alibaba become the largest mobile e-commerce platform in the world, but also indicates that profound changes have come in the era of mobile e-commerce 4 With the implementation of the national new urbanization strategy and the continuous popularization of mobile terminal network, the third and fourth tier cities, emerging towns and rural markets have become the new blue ocean of mobile e-commerce In fact, Alibaba, jd.com, No.1 store, Suning cloud business and other e-businesses have stepped into the third and fourth tier urban and rural markets in recent years According to CNNIC data, as of June last year, the rural population accounted for 28.2% of China's Internet users, with a scale of 178 million The rural online shopping market contains great development potential In addition, according to the prediction of Alibaba Research Institute on the scale of rural online shopping market, in 2014, the scale of rural online shopping market in China 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 for rural residents reached 84.41%, and the annual online shopping consumption per capita was about 500-2000 yuan, mainly focusing on daily necessities, clothing, home appliances and other categories With the steady increase of the penetration rate of smart phones and Internet in new towns and rural areas, there is a huge market space for mobile e-commerce V app marketing is the main form of mobile marketing At present, the mobile Internet traffic is mainly generated by various apps The traffic generated by apps accounts for more than 70%, and the number of apps is more than one million in IOS and Android Undoubtedly, app has become the main form of mobile marketing The huge number of apps and advertisements form two huge long tail markets Through big data analysis, users can see the right advertising information at the right time, the right place and the right scene According to the monitoring data of Analysys think tank, the proportion of mobile app advertising is increasing year by year, accounting for 22.4% in 2013, 28.6% in 2014 and 30.8% in 2016, which is next to mobile search There are two types of apps for smartphones and tablets: one is offline installation, the other is active download Whether the app is installed offline or downloaded actively by users, it needs to enhance the user experience, provide incentives, encourage users to participate, and establish situational consumption associations 6 Localization mobile marketing has a broad market space Localization mobile marketing is a combination of people, location and mobile media As advertisers and digital advertising agents continue to seek a highly localized and highly relevant way of delivering product information, localized mobile marketing has been developing rapidly The core development of localized mobile marketing is mainly reflected in the following three areas: first, augmented reality, second, mobile payment, third, Gamification For example, baidu map and McDonald's jointly launched Cherry Blossom cone Parkour activity Open Baidu map, or use the "nearby" and "search" functions, you will see a sweet pot logo floating on the map This is Baidu map, combining lbs big data analysis and intelligent push technology, matching users three kilometers around McDonald's dessert station, and selecting some users to push the preferential information of "Cherry cone Parkour 0 yuan" Users who run to McDonald's dessert station within the specified time can get Cherry Blossom cone for free This kind of activity promoted by the two enterprises in combination with their own advantages soon caused "Cherry Blossom storm" and achieved win-win results 7 Mobile marketing creates a new mode of o2o marketing Mobile o2o marketing mode makes full use of the advantages of mobile Internet, such as cross region, boundless, mass information and mass users, and at the same time fully excavates offline resources, so as to facilitate the transaction between online users and offline goods and services In the era of mobile Internet, enterprises need to think about how to integrate online and offline effectively, and transform online promotion activities into actual sales For example, Starbucks once launched a "good morning alarm" app to communicate with target consumers in depth After downloading the "good morning alarm" app, users set the wake-up alarm Within one hour after the alarm rings, they can enter any Starbucks store and enjoy a half price discount on the new breakfast product For example, Durex and iPhone launched the "baby project" This is a child care app After two mobile phones collide with each other, they can enter the simulation child care program If consumers want to terminate the game, they must buy a package of Durex and scan the QR code on it The new o2o mobile marketing model of Starbucks and Durex not only mobilizes the enthusiasm of mobile users, but also greatly improves the sales volume of enterprises VIII RTB becomes the real time bidding mode of mobile advertising delivery, which is a bidding technology that uses the third-party technology to evaluate and bid for each user's display behavior on millions of websites Different from the frequency of large-scale purchase and delivery, real-time bidding avoids the arrival of invalid audiences and purchases for meaningful users According to the prediction of emarketer, a research company, in the United States, program advertising will continue to be the largest share of relevant display advertising, while RTB advertising will account for the largest share of program advertising In 2014, US RTB accounted for 34% of display advertising, while non RTB program advertising accounted for 29% However, by 2017, RTB will account for 52% of display advertising, while non RTB program advertising will account for 31%, and non program advertising will be relatively stable China mobile advertising market RTB is increasingly becoming the leading mode of advertising Many leading mobile advertising companies in China, such as DuoMeng, youmi, mango and papaya mobile, have launched real-time competitive advertising trading platform (ad exchange) and demand side platform (DSP) IX according to the latest report released by Millward Brown, the inevitable trend of multi screen integration into mobile marketing, Chinese consumers use multi screen media such as smartphones and tablets more frequently than 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: one is the big data analysis of multi screen integration Users can use mobile screen, iPad screen, computer screen, TV screen, outdoor screen and other terminals at the same time The digital advertising platform needs to know the information and behavior mode that users browse on multiple screens, so as to correct and improve the