Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 8 Interaction Strategy: Making a Profit by Flying Wild Gooses (1)
3.1 Interactive marketing: return the right of choice to users

3.1.1 The era of self-talk is over
Under the "sales" logic of one-way advertising, producers often talk to themselves, while consumers passively accept information.However, under this rigid marketing model, companies cannot know the real needs of consumers, and consumers also lose interest in expressing their opinions. As time goes by, the gap between the two parties becomes wider and wider.The advent of the mobile Internet era has completely changed this situation. Interactive marketing has quickly replaced the one-dimensional and oppressive advertising communication of traditional marketing with its fast, flexible, instant communication and many other advantages.Moreover, with the advent of the era of big data, real, accurate, and powerful database analysis and mining technologies will bring accurate communication in the true sense.It can be seen that mobile Internet interactive marketing will usher in a golden opportunity for development.

Pringles Potato Chips once conducted an APP interactive marketing for students who love music and wish to form a band.With the help of the three-axis gyroscope that comes with the iPhone and iPad, it matches special movements such as shaking left and right, shaking back and forth, with different sound effects in its APP, so that users can play electric guitar sound effects, acoustic guitar sound effects and Rock drum sound effects and more.Those students who have no money to buy musical instruments, or who want to collaborate on a song temporarily, just download this app on their mobile devices, and they will be automatically assigned an instrument from the app, and those who choose the "star" will be responsible Connect the amplifier to the device, play the role of the lead singer, and other people also have their own division of labor.And thus, a virtual Pringles band was born!

This APP is highly in line with Pringles' target users: energetic young people.With the increasing number of built-in functions of mobile smart terminals, the creative and interactive space of mobile Internet marketing will also continue to expand.Users will enjoy a more interesting interactive experience.

One of the most important principles of mobile Internet marketing is to make the marketing process full of interaction and fun, use mobile devices to extend the user's senses, let various functions of mobile phones, such as shaking, scanning, etc., serve your marketing, and Inspire users to participate in your marketing activities, and finally complete your marketing goals.Mr. Chen Gray, a famous marketing creative, once mentioned: "The future brand should be a semi-finished product. The other half should be determined by consumer experience and participation." Indeed, more and more companies have now realized that: in order to shape the brand, expand Influence, it is no longer possible to rigidly instill brand concepts into consumers one-way as in the traditional marketing model.Enterprises should take the initiative to invite mobile Internet users to participate in real-time interactive dialogues. On the basis of this attitude change, try to "control" this interactive communication in a clever way, and guide customers in the direction you want. Ultimately, cultivate users' continuous attention and trust in your brand.

3.1.2 Interaction strategy combined with social media
Of course, if this creative interaction can be combined with social media, the marketing effect will be doubled.Because this is equivalent to providing a platform for long-term communication and interaction for those who have the same interests, so that companies can do more than just successfully complete a marketing campaign, and this kind of marketing will likely have continuous effects.This approach of building an interactive platform is more strategic than trying to interact with users on a small scale.

A public welfare project of the world-renowned beverage giant Coca-Cola and WWF (World Wide Fund for Nature) used social media for interactive marketing.They use Facebook, the world's largest social media, to promote polar bear protection.First of all, in order to attract young people to pay attention to the public welfare project, Coca-Cola has launched an interesting APP, which allows Facebook friends to throw snowballs at each other.At the same time, in order to attract Facebook users to play this game, Coca-Cola and 7-11 have also launched a cup with a QR code. Consumers can link to the relevant game interface on Facebook by photographing the QR code on the cup.In order to further arouse users' interest, Coca-Cola also provided the winners of the app game competition with tickets for "North Pole Tour with Companion for Two".This method of using games as a carrier and social media as a platform to spread public welfare projects is both interesting and novel, and has quickly become popular among a large number of young people.

Of course, if your company is traditional and does not have the corresponding mobile Internet interactive marketing experience, let alone the ability to independently develop APP or other interactive tools, then you can also outsource most of the work to a professional marketing team.With the rapid development of the mobile Internet, such marketing companies emerge in endlessly.

3.1.3 Small city marketing does not require interaction?
There may still be some stubborn small and medium-sized enterprises who think they are in the second or third tier, or even third or fourth tier small cities, and the public's expectations for interactive marketing have not reached the point where they will change their traditional marketing strategies.In fact, this kind of view is blinding the eyes and not seeing Mount Tai.

According to the analysis of mobile Internet users in third- and fourth-tier cities and even more sinking areas in recent years, it is precisely because of their slow pace of life and more free time, but also because of the lack of supporting entertainment facilities that they are not interested in mobile Internet entertainment. Demand is constantly increasing. The high cost and non-portability of PCs make them more willing to choose mobile terminals such as smartphones for entertainment.Therefore, carrying out interactive marketing through the mobile Internet is almost an inevitable choice for every enterprise.

In many small cities in India, although everyone thinks that KFC is delicious, they feel that this foreign brand is very expensive, so they dare not go to the store to consume.In order to solve this problem, KFC decided to show the public its friendly prices through interaction.To this end, KFC has developed a mobile app. After downloading the app, users can scan the Indian currency rupees. No matter how much denomination of rupees you scan, the app will show which foods you can buy at KFC with that denomination of rupees.Through this intuitive and interesting way, the public quickly learned that KFC is not expensive and they can afford it.At the same time, the APP also sets up a link, and users can directly click to enter the KFC official website to place an order.

For those companies that have begun to explore mobile Internet interactive marketing, what they need to think about is: whether they do it themselves or outsource it to others, how to control their own costs, and how long an observation buffer should be set between investment and benefits What is the biggest price you can pay for precise and interactive marketing?All in all, although mobile Internet interactive marketing is the general trend, every enterprise still needs to carefully consider the ultimate value of each choice.In order to obtain correct evaluation results, it is necessary to collect feedback data of interactive communication in a timely manner while conducting preliminary interactive marketing attempts, set up links to detect feedback information in each step of interaction, and organize and analyze these feedbacks in a timely manner .These data are the basis for enterprises to judge the cost performance of different interactive marketing strategies.

In short, from promoting products to customers in one direction, using Internet topics to firmly grasp the attention of netizens, and then returning the power of choice to users in the era of mobile Internet, interactive marketing will eventually become one of the basic strategies of marketing in the new era.

3.2 Creative Interaction: Multi-channel Collaboration Detonates Popularity
In the past few years, interactive marketing, the basic strategy of the mobile Internet, has been able to deeply tap the full potential of users from the initial shocking experience to users.Interactive marketing digs out the "silent majority" in the eyes of traditional media, and allows them to happily participate in various interactions with enterprises, so that enterprises can see their true appearance.This not only helps companies understand, please, and win over customers, but also helps customers break the traditional "passive marketing" situation and actively express their opinions to companies.

The main form of interactive marketing is of course various interactive activities, and the channels for the activities are different.WeChat, Weibo, or forums all have their own channel characteristics, so interactive marketing on different channels also has its own emphasis.

3.2.1 WeChat interaction
WeChat itself is an extremely interactive platform, so there are many ways to use interactive marketing on WeChat. The following two are mainly introduced:

[-]. Use WeChat's built-in functions to interact

One of WeChat's functions is "drifting bottle", users can "throw a bottle" and "pick up a bottle", that is, send or receive a text or voice, and it is random.This has made many merchants see business opportunities, because this method is relatively new, and the number of bottles that WeChat users scoop up every day is limited, so those who scoop up bottles usually take a closer look.

China Merchants Bank once launched a WeChat "love drifting bottle" campaign. WeChat users picked up the bottle of the campaign and responded to the message. China Merchants Bank will donate to autistic children through the "Small Points, Micro Charity" platform.The event was very popular, and more than 3 replies were received within 2 days. According to statistics, during the event, WeChat users may receive a bottle from China Merchants Bank for every 10 bottles they pick up.

In addition to the drift bottle, WeChat also has some other built-in functions that can be used as good interactive tools, such as shaking, scanning, and so on.

In March 2013, Wuhan New World Evergreen Park held a “WeChat Shake South Park Line” house viewing activity. Under the guidance of the on-site staff, people who came to see the house took out their mobile phones to participate in the event. Sign, and then add people around you as WeChat friends by shaking.Everyone was shy at first, but after chatting for a few more words, they got used to the atmosphere.In this way, merchants have enhanced the communication among viewers, and further increased the popularity of public opinion in the community.After the event, many viewers expressed their deep impression on the community.

[-]. Use WeChat public accounts to interact

The normal function of the WeChat public account is to push interesting content for users and maintain customer relationships, and occasionally it can also be used to carry out activities.

Yihaodian, a well-known online snack mall, held a "Draw Something, I Guess" event on WeChat, which was inherited from the popular app game Draw Something. No. 1 shop will push a picture of a painting to users who subscribe to their accounts during the event. Users participate in the event by replying to their guessed answers. No. 1 shop will draw some prizes from users who answered correctly.

In addition to playing games and interacting, WeChat public accounts can use custom menus, set links, listen to music, and watch videos, so there are various forms of interaction.

3.2.2 Weibo interaction
Weibo is almost a paradise for interactive marketing, in which various creative interactive activities emerge in endlessly: you can launch hot topics to attract fans to follow up and participate, you can carry out Q&A promotions to enhance fans’ understanding of the company, and you can also use " Pay attention to and @五亲友得到引coupon” to cultivate many potential customers while accumulating popularity…

BLOVES, the leading diamond e-commerce brand in China, was the first in the industry to try a new release format using Weibo as the medium. After its official Weibo launched the activity of "guess the price and get a diamond ring", it immediately caused a sensation.The microblog was retweeted more than [-] times within hours of its release.

After the entire activity process, BLOVES Wedding Diamond Ring Network still has a final work, which is to clearly indicate [#话价通品环环#第一级] for the ongoing activity, indicating that this event will continue, and BLOVES Wedding Diamond Ring Network will also There will be 2 or 3 marketing campaigns in a row, and this kind of continuous interaction will get more long-term attention from Weibo fans.

3.2.3 APP interaction
The advantage of APP interaction is that it is lively and interesting. The purpose of mobile phone users downloading various APPs is for practicality and entertainment. Therefore, APP interactive marketing is closer to the psychological needs of mobile phone users.

In order to promote its new men's facial cleanser, UNO launched a brand App.This APP is aimed at the mainstream users of the facial cleanser (young men aged 20 to 35). In addition to product promotion information, it also integrates functions such as entertainment and making friends. The two social functions of "exchange business cards" and "exchange business cards" have increased the frequency of use of this APP by target users.

The UNO case shows us that interactive marketing is not limited to the interaction between enterprises and users, but also includes the interaction between users inspired by enterprises.

3.2.4 Forum and Post Bar Interaction

Forums and post bars are public platforms where people with the same hobbies gather to discuss, so interactive activities here will have a higher degree of user participation.

Xiaomi, which has made a fortune from the forum, has always regarded the Xiaomi forum as the main position of interactive marketing. From time to time, Xiaomi will hold the "Smart and Brave" event in the forum, and compete with everyone's understanding of Xiaomi's parameters by passing the test. The winner will not only get a prize , will also be respected by other rice fans, so many rice fans actively participated in it, and the number of participants in this activity once reached nearly 2000 million.

3.2.5 Qzone interaction
Qzone can be said to be a fertile ground for "viral marketing". The so-called viral marketing is to promote the network through users' word-of-mouth. Information spreads rapidly like a virus, and spreads to tens of thousands of audiences in an instant. The dissemination of information in Qzone has the characteristics of a virus. A good idea, a good blog, or an interesting "talk" will be quickly forwarded. The interaction of Qzone is also based on these easy-to-spread content, so I won't repeat them here.

The various creative interaction cases of the above channels are believed to bring a lot of inspiration to everyone. As long as you dig and accumulate carefully, you can always think of bright interactive ideas.But what needs to be reminded is that any interactive channel is single, no matter how wide its audience is, it also has its own limitations.Therefore, in the strategy of using interactive channels, the spirit of interaction should be carried forward, and multi-channel coordination should be carried out. There are light and heavy, and there are shouts and echoes. Only in this way can we fully detonate popularity and receive the best marketing effect.

3.3 Utilize new media to optimize "integrated marketing communication"

Interactive marketing on the mobile Internet is inseparable from new media, or in other words, it is the continuous emergence of new media that promotes interactive strategies to become the mainstream of mobile Internet marketing.New media refers to the new media forms that appear under the support of new technologies, compared to the four traditional media forms of newspapers, radio, television, and magazines, including digital newspapers, digital broadcasting, mobile phone text messages, the Internet, desktop windows, digital TV, Touch media, etc.

We have seen that every advancement in media form in history has brought revolutionary changes and innovations to corporate marketing strategies.Not long after the Internet was popularized, corporate marketers discovered this new media channel that can target precise customers. The development of the mobile Internet also prompted corporate marketers to begin to pay more attention to interactivity.

3.3.1 Types and characteristics of new media
Compared with traditional media, new media naturally has its own characteristics.Let's first familiarize ourselves with the characteristics of several major new media.

[-]. Mobile media

Today's mobile phone is no longer just a communication tool, it also takes on the important task of "fifth media".The mobile phone has become a powerful palm media integrating communication, video, Internet access and other functions.This is the main battlefield of the mobile internet marketing revolution.

[-]. IPTV
IPTV is interactive Internet TV, which generally refers to the service form of disseminating video programs through the Internet, especially the broadband Internet.Interactivity is one of the important features of IPTV. IPTV users are no longer passive recipients of information, and can selectively watch program content according to their needs.

[-]. Mobile TV

Mobile TV has the characteristics of wide coverage, quick response, and strong mobility. In addition to the publicity and appreciation functions of traditional media, it also has the function of releasing urban emergency information.In addition, for public transport mobile TV, "forced viewing" is its biggest feature.Mobile TV captures the audience's short-term boring idle time such as riding in a car or waiting for an elevator to carry out compulsory communication, so that consumers are captured by it when they have no choice, which may have a better effect on the communication of advertisements.

[-]. Blog

Since the official rise of blogs in China in 2002, blogs have received more and more attention by breaking through the traditional network communication.Due to the combination of personal and public features of blogs, the commercial value of this new medium is being tapped more and more deeply.According to Universal McCann's report, 34% of bloggers worldwide admit to having product and brand information on their blogs, which doesn't seem to arouse readers' disgust.On the contrary, many netizens hold positive comments on businesses with blogs, because these blogs provide a platform for open and sincere dialogue.

(End of this chapter)