Mobile marketing in the mobile industry chain
”Effective mobile” not only means finding consumers more quickly and accurately, but also demonstrates the importance of a capability: when the mobile industry chain is immature, although each role in the industry chain has its core business, but Learn to extend and infiltrate to its upstream and downstream, and it will be possible to get more opportunities.
With the official commercial use of 3G, a mobile network society has become more real: faster wireless broadband, smarter mobile terminal equipment, and various website platforms with various functions. More and more fragments of originally boring time will be filled by the mobile Internet, and mobile phones will become the most important screen after TVs and personal computers, and will even become the longest and most personal items that accompany us for the longest time.
As the name suggests, the most important keyword in the mobile Internet era is: location. It is also for this reason that the mobile Internet will be more instant, more accurate, faster, and more convenient than the traditional Internet, and there will be no geographical limitations. Therefore, according to the “23rd Statistical Report on Internet Development in China” released by China Internet Network Information Center (CNNIC) in early 2009, by the end of 2008, the number of Internet users using mobile phones in my country had reached 117.6 million, a year-on-year increase of nearly 1.5 times, in other words, almost one out of every five or six mobile phones in China is online. No wonder some industry authorities exclaimed: the number of mobile Internet users will exceed the number of computer Internet users within three years!
This is not alarmist talk. If you miss an opportunity, you may fall behind an era.
Gradual integration of the industry chain
2009 is undoubtedly the first year of 3G in China. In the current situation where the entire mobile Internet industry system is not yet mature, each role in the industry chain actually has a great opportunity. From the figure below (see Figure 1), we can see that the mobile Internet industry is centered on mobile operators, and each link is integrated and attached to each other. That is to say, each role in the industry chain has its own core business, but they also have the ability to extend and infiltrate the upstream or downstream of the chain, so the positioning of each role is becoming more and more blurred.
Operators can create their own portals and IM services (such as China Mobile’s Fetion), terminal manufacturers are becoming Internet companies, portals and other websites are also important content or software providers, and search engines can also have their own terminal equipment brands ( Such as Google’s G1 and G2 mobile phones)…
In fact, Mr. Li Ka-shing’s business principle of “businessmen have no boundaries and coexist with each other” is very suitable to describe the industrial chain of the mobile Internet. In this chain, no role is perfect, However, in terms of benefit distribution, the operator still holds the greatest voice, because almost no one can extend business to the operator; the second is the terminal equipment manufacturers (mobile phones, netbooks, etc.) and content service providers who grasp the core technology ; and as the relatively downstream of the industry chain but very important various search, portal, entertainment and e-commerce websites, as well as various IM (instant messaging), SNS (social interactive network services), blogs, etc. will obviously face greater challenges. challenge.
In 2008, Taobao, the leader of e-commerce, became the largest comprehensive store in the country with an annual transaction volume of 99.96 billion. It joined forces with Alipay, another subsidiary of Alibaba, to officially launch the mobile version of Taobao and mobile payment services, announcing its entry into the field of wireless e-commerce . In October of the same year, “Nokia Growth Fund” announced that it would invest China’s first venture capital in a new mobile advertising company, Yidong Advertising Media. In February 2009, another US$6.8 million was invested in KongZhong, which showed that the terminal giant Nokia has great confidence in wireless value-added services such as wireless marketing, location services, music downloads, news information, and game solutions. Facing the continuous decline in profits , In the increasingly competitive terminal equipment market, Nokia’s army has entered the Internet market.
Obviously, both Taobao and Nokia’s strategies to enter the mobile Internet are correct. The future is bright, but the road is tortuous. Because there are great differences between mobile Internet and traditional Internet in terms of terminal interface and business model, and operators who firmly grasp the right to speak in the ecological chain are also
laying chess pieces in various links of the industrial chain. The rapid popularity and reshuffle.
Five keys to effective mobile marketing
Many people say that the mobile Internet is the next gold mine, but to successfully mine gold, it is not simply to transfer the business model of the traditional Internet to the mobile phone, nor is it just to extend the business of the mobile phone to the Internet, so , for Internet companies and terminal manufacturers, the innovation of business content and business models will determine their own destiny.
1. User experience first If
a product or a service wants to be successful, it must provide an excellent and pleasant experience from the first point of contact with consumers. If 3G is the tipping point of the mobile Internet industry, then “user experience” will determine the size of its explosive energy. Compared with the computer, the screen of the mobile phone is small, the input speed is not as fast as the computer keyboard, it is inconvenient to watch large pictures and videos, and the advertisements that affect the browsing speed and waste traffic are also very annoying, so the operation must be as simple as possible. But on the interface, it is just the opposite, that is to say, the richer and more accurate the information presented, the better.
Japan’s Rakuten Ichiba relies on Japan’s mature 3G network, convenient wireless payment methods, and competitive prices of high-quality and cheap commodities to become Japan’s largest online shopping mall, ruthlessly driving eBay out of the Japanese market. This illustrates an important issue. In the era of the mobile Internet, whoever understands the needs of consumers better and who has a higher degree of localization will be more successful. And how to understand consumers is reflected in creating a pleasant, simple and accurate user experience.
For example, you can shop at Rakuten Market without registering as a member. This is the same experience as visiting a “cement” shopping mall: some customers’ consumption behavior is to directly buy one or two items they want, and then leave immediately, so it is convenient. Fast is obviously the best experience.
User experience is also reflected in: whether consumers can quickly find the goods or services they want, whether they can easily compare the credit, strength and discounts of merchants, and whether they can communicate with suppliers in real time, is it easy? , It is very safe to realize the payment, whether it is very clear to know when to get feedback, etc. The more humanized details are, the more they can touch the hearts of consumers, and this is how repeated consumption behaviors are produced.
2 Do not rush for quick success
Enterprises entering the mobile Internet must not be eager for quick success in terms of profit model, and must go through careful thinking and analysis to launch fee-based services in the early stages of development. Because the mobile business is an extension of our existing business, it attracts many consumers who are not computer users. These customers may only have used the simple functions of mobile phones and have little experience in operating computers and networks. At this time, It is necessary for companies to have enough humane and easy-to-understand guidelines to educate them.
In addition, it is also very necessary to use some free services to gather popularity and increase the stickiness and dependence of existing users. China Mobile is obviously more forward-looking in this regard. It is building its own mobile Internet ecosystem in an all-round and three-dimensional manner. Circle: The upcoming mobile community mSpaces aims to integrate the virtual gap between the Internet platform and the mobile phone platform. Relying on the powerful platform of Monternet, China Mobile opened its own SNS website 139.com and started the QR code business. Refers to mobile entertainment and mobile commerce, as well as mobile Labs blogs of a large number of industry opinion leaders.
Then, assuming that every user’s demand for mobile Internet is an egg, then China Mobile is the basket of these eggs. If users give up China Mobile, it means giving up the whole basket of eggs. Therefore, in the mobile Internet industry, the premise of profit is to maximize the retention of old customers and attract new customers.
3 Find your own core competitiveness
In the mobile Internet market, in the industry
The passive position of the chain is not terrible, the terrible thing is that you can’t find your core competitiveness.
The Point&Find service launched by Nokia recently is very “destructive”. Pomt&Find can take pictures of any item around us through the mobile phone, and then the mobile phone will tell us the information closely related to the location of the item and the item. It is conceivable that when we go on a self-driving tour, we take a photo of a monument, and the mobile phone can tell you the history and related interesting facts of the monument. What a shocking thing that is. This kind of centralized positioning, search and accurate database functions The service of the mobile phone is bound to be upgraded to the realm of changing the world. Although this service is currently only launched for specific models in the UK and the US, it is believed that it will be a heavy weapon for Nokia to break through the mobile Internet market in the near future.
In fact, there is no so-called killer application in the mobile Internet era, because every innovation will be subversive, and the so-called core competitiveness is only temporary. In the case of being relatively passive in the competition of the industrial chain, the biggest weight in your hands is market share and business innovation ability. Market share gives you a greater right to speak and bargaining qualifications, while business innovation ability determines If these two elements of one’s own “selling point” are in the hands of others, then one can only resign to fate.
4 Grasp the new model of mobile marketing
Undoubtedly , the emergence of the Apple iPhone is a milestone in the mobile Internet. Its great success has created a new model of business sharing with mobile operators, and its devil agreement has caused many operators headaches. The App Store website (Apple’s application program website) has sold 1 billion downloads in only 9 months since its opening. In 2008, it has already occupied 12% of the mobile software market, causing Facebook, Xiaonei and other SNS websites to compete with it Through cooperation, an Apple group with a large number of users has been established, and a high popularity has been accumulated through various activities, and Apple can promote its own brand culture, promotional information, etc. through these platforms, and the cooperation has achieved a win-win effect.
It can be seen from this that it is time for the marketing model to change again. Enterprises involved in the mobile Internet industry must be aware of the AIPI model, namely: Accurate identification (accurate identification), Instant Conversation (instant conversation), Personalization (personalization) demand) and Interact Communication (interactive communication). Only by grasping this model can companies understand “how to find their potential customers, talk to them in real time, meet their individual needs, and then allow them to participate in the interaction and attract more customers through word of mouth.”
The biggest difference between the mobile Internet marketing model and traditional marketing is to let the right customers speak the right words for the company directly, and the cold advertising marketing will eventually decline slowly in this era.
5 Innovation is not limited to the industry chain
In 2007, the global fast food chain giant McDonald’s signed a contract with Japan’s mobile communication company NTTDoCoMo, and the two launched the “Osaifu-Keitai” mobile wallet service based on FeHCa chip technology, which allows users to The payment process is completed by swiping the mobile phone over a special reading device. This move has made the McDonald’s coupon download site the second most visited mobile site in Japan. In the past fiscal year, McDonald’s regained its crown as the sales champion of the Japanese catering industry.
This shows that no matter what kind of enterprise, as long as it can grasp the cutting-edge technology of the mobile Internet and seize the strong resources of the industry, it is possible to achieve rapid growth. For Internet companies and terminal manufacturers, only by effectively bundling their core business with the industry chain and even relevant nodes outside the industry chain can they have more room for development.
The mobile Internet is a large platform composed of information network service providers with various functions. Its ultimate destination must be integrated into the daily life of the general public, so that our life can be more and more colorful in the mobile, so Innovation should not be limited to the industrial chain, but should go out to find a broader world with the concept of win-win.
Three Challenges of the Mobile Internet
In fact, it is unrealistic for operators who currently have the greatest right to speak to attempt to control the entire industry chain. When the competition is getting fiercer and the product update speed is getting faster and faster, professional things are always handed over to the most professional companies. Therefore, relatively weak service providers (sP) and content providers (cP) We can’t wait passively, and all quick responses oriented to user experience and market demand are always right.
At present, the penetration rate of Chinese mobile Internet users is only 6.8%, which is still less than half of that in the United States. The market space for mobile Internet is huge. According to the latest data from Japan, there are 3 search websites and 2 e-commerce websites among the top ten websites with the most mobile phone views. website and 2 SNS websites. It can be seen that there are three development trends in the industry: “understanding information”, “entertainment shopping” and “interactive social networking” anytime and anywhere. Therefore, for companies involved in the mobile Internet, they must be ready to meet three challenges.
First, how does user flow turn into cash flow? The profit model of the traditional Internet that relies on advertising to make money cannot be 100% replicated to the mobile Internet. The relatively unrich interface of mobile phones is destined to require more precise applications for users. The mobile phone reading network “Baiyue” is commendable for trying a virtual game community. In addition, product placement must also be the trend of the times.
Second, can we join hands with operators? If we can’t find the core competitiveness and win-win share with operators, then survival and development will become empty talk.
Third, how will the marketing model change? The mobile Internet will change the operating model of the entire commercial society. Word-of-mouth spreads faster, has a wider impact, and is more difficult to control. How to guide positive customer interactions and intervene in public opinion in a timely and appropriate manner will determine the enterprise. brand’s market position.
From the perspective of the current development of the mobile Internet industry, the first task is to promote and popularize 3G applications, and the second is to establish a healthy and win-win industry chain cooperation model, otherwise it is like a racing driver owning a Ferrari, but there is no smooth road Can gallop the same depressed. If there is no 3G, the mobile Internet will have no future. Similarly, without the rich experience of the mobile Internet, the value of 3G will also plummet.
Through the mobile Internet, the mobile phone will gradually become an almost omnipotent tool. It can be said that we can live without computers in the future, but we cannot live without mobile phones. The future wireless world is equal to infinite possibilities.
