Mobile Internet advertising mistakes
"Editor's note" this is mobile Internet advertising series, consists of two articles. This is the first article. This article was originally entitled the mobile Internet advertisers of misunderstanding.
The beginning of 2013, my predictions for the year ahead, mentioned mobile Internet advertisements is not turning. Was only out of economic environment are not optimistic about the next year, that positive development in mobile Internet advertising will be economic environment by the hedge, so turning point does not appear in 2013.
In 2013, and a senior media and advertising partners opened a book on mobile Internet advertising company, to verify that your own promising directions. Media people are responsible for the content, advertisers are responsible for liquidating and I am responsible for the mobile Internet products. This is an ideal cross-border combinations have achieved some good results, verified some of my judgment. But I don't want to say, I want to say is also found some problems, these problems are not solved, I am afraid that even when the economy improves, mobile Internet inflection point still does not appear.
Mobile Internet advertising, has been advertising for a new channel, new media in terms of positioning and operation of mobile Internet advertising companies, also dominated by technical background, liquidation decisions taking part in mobile Internet company, advertising agency or advertiser directly.
All along, people use mobile Internet advertising as a new thing, waiting, waiting. Wait for the maturity of the mobile Internet media such as Internet portals. Prior to the advertiser and the advertising agency also follows the standard to measure this new media channel, before the standard, what input is limited. This makes mobile Internet advertising market has been in a number of States.
Emerging on the one hand, an increasing number of APP, constantly covers every aspect of our lives, on the other hand, needed to liquidate to support operation of the APP application is not the support of businesses. Over time, the vicious circle is formed. Have business support, APP itself offers to its customers high quality service is not guaranteed, it would be difficult to further expand and do little APP, in advertising the original evaluation system is of little value. First, the chicken or the egg of the tragedy, seem to appear in any emerging markets and continued.
But, really, is a chicken-and-egg problem: limits the development of mobile Internet advertising market? In the past two years, I have visited many advertisers, but was surprised to see another issue, they are not optimistic about the mobile Internet advertising, but feel confused.
We all feel the mobile Internet on the one hand bring us unprecedented opportunities and challenges, and on the other hand has completely lost its way. Lost in the continuing fragmentation of a supposed "media" which are lost in the sink running. In essence, are lost in their own habitual thought. Victorias Secret iPhone 6 Plus Case
1, and does not have its own mobile Internet advertising model
And does not have its own mobile Internet advertising model. Was against the background of Internet advertising system mature, mainly in DSP mode is very suitable for Internet advertising delivery. So follow this pattern in the mobile Internet.
Whether in its short multimedia messages (12580 era), the WAP or later, and the APP as a delivery medium in recent years, have a DSP in the background (Demand Side Platform) mode. Advertisers can be put on the media resources buy qualifying media for advertising. In the early stage of development of the industry, which is understandable. For mobile Internet market is immature, everything takes time to test.
However, with the deepening of the mobile Internet, it was found that mobile Internet is not a simple extension of the Internet, with Internet advertising on mobile Internet, there are very different, and this difference, is the transition from traditional media to the Internet does not understand, may be a process of change, rather than migration.
In 2012, we tried to get through mobile Internet and Internet data channels, but in actual findings, mobile Internet user behavior and habits of Internet users have very large differences, it is difficult to map them, is not a simple replication and extension.
From another point of view, each scene of the personal use of cell phones and computers and time are not the same. More computer the whole time, at a fixed place; which is more fragmented, mobile sites.
Mobile Internet needs a system of its own, just as people had to build Internet advertising system (so-called system is to provide guidance on how to launch, how to assess the performance of the standards and principles).
2, under the traditional inertia of errors
Over from traditional media to the Internet, but there is a qualitative leap forward, but there is still a lot of thinking a continuation of traditional advertising. In media Shang, put traditional of media moved to has Internet Shang; in evaluation of way Shang, although evaluation became simple directly (can directly see click, and show of effect, than traditional media to convenient collection feedback data), Internet advertising still in Chase limited portal resources of high exposure volume (search advertising except); in show form, still to portal page around side bar (Banner article) of form exists; in charges mode Shang, to CPC, and CPM mainly.
Although this is something new for traditional advertisers, but they can still use their own habitual thought to explain it all. Replaced the circulation of newspapers and magazines, or TV ratings hits, thousands of shows, just change the media. Their evaluation system still applies.
Move into the Internet age, people still use these standards and principles. Soon as the mobile Internet, mobile Internet behavior and habits develop, the contradiction between the evaluation system and the mobile Internet becomes more and more prominent.
In the past two years, I was in communication with a lot of advertising people, find they are trapped in this cycle. APP downloads launch of appropriate crowd. Appropriate crowd APP ads have high exposure to assess whether the sole criterion. In theory, indeed before the mobile Internet advertising has always used this standard to judge whether a medium worthy of release, is understandable. But in the age of the mobile Internet, this model is experiencing unprecedented challenges.
Do not wait, she will come
Is currently one of the most typical characteristic is that we are on the sidelines waiting, waiting for the mature mobile Internet, wait for the mobile Internet also showed a similar Internet portal site to advertise.
Meet with clients (advertisers and advertising agencies) when the often asked question is always activated, how many active, active months how many? Less than 1 million users the following APP is basically no outlet for it. No money,No hope。
However, I can tell you, you're wrong. To those who wait-and-see, I can not wait, she probably won't come.
Or, change views, either, just missed a chance.
Internet ads, is Rob portal with limited resources; and mobile Internet portals where is it? Mobile Internet is the biggest feature is fragmented, like Internet portal entrance propositions have proved meaningless in the past few years.
Well, downloads of the APP is new media? Think not. Current users of the APP most concentrated in social, entertainment and tools in three directions. APP application with customer Zhijian of relationship is a is loose of relationship, customer groups ingredients complex, span big, stick attached degrees enough, day, and week active degrees is low, basic several seconds on line has, hard with user do effective communication, more alone interactive, to became advertising carrier; was, socialization media most easy became mobile Internet world of new media, wants to wants to now media everyone in what application Shang spent of time up on know has. A couple of years ago is a SINA weibo, last year was the app. Social IM the best sink node in the mobile Internet world. But unfortunately, SINA weibo quickly forgotten the phone. Although it was designed by media property, also worked in the Internet world. Abroad, the Twitters and has indeed become a very good advertising medium.
Micro letter can be an alternative? Is more difficult, because it was designed in accordance with social properties, is based on a communication tool between the known, not to touch a stranger's rule, make the letter essentially rejected ads.
Of course, if the app you want to advertise, it is another aspect of the problem.
So, for now, social media is hard to become the medium of advertising.
So the media can become advertising media? In 2013, the media really blew up. The development of micro-combustion-supporting a lot of media people and media to non-traditional media, have been through micro positions letter, garner a media ban. But since the media are numerous fragmented media, a single media influence is very limited, and are seeing media profit does not depend on the media itself, and many rely on cross-boundary! The profit model of the media have broken the original media advertising ecosystem, and the formation of a new business model, so I want to make media carrier, you know what, forget it.
That is, the era of mobile Internet access, advertisers in this hard to find a compatible with traditional media advertising evaluation system! Victorias Secret iPhone 6 Plus Case
Higher ≠ good exposure and brand communication
Mobile phone screen size limits the number of doomed it in advertising and space cannot be compared with the Internet. Internet PC-side around the page Banner form is not suitable for mobile phone.
In addition, users use scenarios, strong or weak relationships will affect the effectiveness of display advertising. One-way advertising, without trust simply based on the dissemination of information, have failed to influence decision-making by end users to buy goods.
Cellphones are more than just another form of advertising or marketing channels, it is enterprises interact with customers to provide consumers with more value for a brand new personalized manner.
Mobile Internet advertising does not work, does not lie in the maturity of the mobile media, nor the mobile portals (even if in a few years, nor to one like the age of the Internet and traditional media dominate in the age of media), but is that all the advertising practitioners (including advertisers and 4 a's) perception needs to change.
This change is not only needed, but it must be. The mobile Internet era has a "disintermediation" phenomenon. Mobile phone users like to share, because it makes sharing easier. Whether it's Twitter a few years ago, is still nearly two years of letters. Peers, friends become more frequent exchange of information. This makes it possible for a phenomenon, "brand disintermediation." Branding and marketing are excluded, consumers are more willing to listen to friends or trusted agent, decided to buy or not to buy. And worse for marketers is that this discussion is invisible, they might as well be excluded.
Industrialization development of, on the one hand makes the abundance of products, and it also makes the product homogeneity, intensifying competition. Evolution of monopoly market is monopolized by the seller to the buyer, consumer-driven marketing era is coming.
In a buyer's market, consumers will be faced with more complicated products and brand choice. The development of the Internet, the rise of the e-commerce, product selection and prices becoming more and more convenient, more aggravated by the intensification of contradictions.
The other hand, modern social developments and changes very quickly, things continue to emerge. Reduced stability of consumer psychology, psychological transformation is slower in acceleration. Consumer purchases of risk rises with increasing choice, and the one-way "cramming" are tired of marketing communication and mistrust.
Logic thinking of reading one day in December, said such remarks "the mobile Internet era is giving business sweeps away all barriers in the barrier between users" agree.
Mobile marketing in the Internet age, need to flatten. Enterprises more directly touch the user.
Brand marketing of high exposure does not equal success. The true "heart" is not on the lips all day long "32 concerts", and may be only 9 minutes of trade Flash concerts. In the era of mobile Internet users will spontaneously spread what they like, rather than passively accept strong enterprise information pushed to them.
Mobile Internet world, media standards and put in the Internet and traditional media, it is fragmented scenarios; in the mobile Internet world, high exposure is not the best judge, and how to drive the sharing of user-initiated, and build strong relationships is an enterprise or advertisers will need to first consider the question.
Mobile Internet advertisements is able to a new level, not only mobile Internet industry efforts, is also advertising in the sense that needs to change.
The author of Twitter ID: Zhongguancun Li; micro-ID: Zhongguancun Lao Li.
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