The way out of Mobile Marketing
2012-03-28

The way out of Mobile Marketing

When consumers dominate the media, what is the current situation and future of mobile marketing?

On 23rd March, the general manager of hdtMobile Melody Jian hosted the ¡®Changes of Mobile Marketing¡¯ session on the 10 Year anniversary of rich media, and discussed the way out of mobile marketing with the Digital Media Solutions Director of Millward Brown, Mr. Zhao Hong; the Digital Marketing General Manager of Carat China, Mr. Cui Yanning; and the Market Dress Director of Invista, Mr. Yin Zhengguo.

Ads Owner¡¯s Desires & Concerns

Mr. Cui analyzed the ads owner¡¯s desires and concerns from their advertising budgets and strategy consideration perspectives. He said mobile marketing is attractive for ad owners, but it depends on the expectations of the input and output from company¡¯s high-level leaders.

As the results of digital marketing can be followed, the ads owners become more cautious about doing their ads, have more rigorous expectations about the results. And digital marketing combines sales and marketing together.

Effects needs comprehensive consideration

In terms of the effects, the Market Dress Director of Invista, Mr. Yin Zhengguo said ad owners should focus on a long term effects instead of the immediate results. Customers may not buy the products, but well rounded ads will have a positive image in customers¡¯ minds.

Integration of Mobile Marketing and Overall Strategy

The Digital Marketing General Manager of Carat China, Mr. Cui said to integrate mobile marketing into an overall strategy would be more effective. He shared a case he handled a year ago with a Swedish insurance company to show the diversity of mobile marketing.

Depth Understanding of Consumers

When people describe mobile phones, the most usual word is ¡°anywhere at any time with you¡±, which is O2O (online to offline). But Mr. Cui said it is only appropriate for parts of the companies, and it plays a really small part in China. It requires a standard chain store, a depth of understanding about consumers, and technology support like LBS, AR. He also expressed that most of the mobile marketing firms still use more traditional ways to sell.

Mobile Marketing is not only confined to Mobile Phone

The general manager of hdtMobile, Melody Jian said mobile marketing is not only confined to mobile phones.  For this reason, hdtMEDIA brings out a rich media product specified for iPad. Mr. Cui said iPad as a media attracts more customers even the old and the younger.

Mr. Yin said people use iPads everywhere. At present the application of the iPad can be directly related to the electronic commercial platform, the effects of ads can be seen immediately. 

The Digital Media Solutions Director of Millward Brown, Mr. Zhao said everyone has a mobile phone, but only a small part of the consumers have an iPad. The challenge is how to subdivide this small group to achieve the ad target.