The Mobile Internet Era Inspires New Ideas for Marketing of Shoe Enterprises

In 2011, there was a healthy increase in both the number of users and the market of China's mobile Internet market. According to the Analysys think tank, the number of mobile Internet users in China reached 430 million in 2011, and the market size reached 85.1 billion yuan. Comparing the data of 2009 and 2011, it was found that mobile shopping in 2011 accounted for a large increase in the proportion of scale, from 3% in 2009 to 11%. It is expected that the number of mobile Internet users in 2012 is expected to surpass the number of Internet users and exceed 600 million people. Smart terminals and mobile Internet applications will continue to grow in 2011.

The impact of the mobile Internet is not only the number of users of explosive growth, but also greatly expands the marketing creative space, opening up a new window for marketing for enterprises. The typical new marketing areas that it brings us are summarized as follows:

1. The most convenient participation: The easiest way to connect mobile marketing with traditional marketing platforms is to integrate the marketing methods of the mobile internet with the existing media and marketing methods of the company, in addition to the common advertising model. Simply put, it is "informing through traditional media and then interacting with mobile phones."

For example: There are already many street signs on the street that identify the interface that interacts with the mobile phone (two-dimensional code, Wab site, etc.) so that consumers can immediately log on to the merchant page through the mobile Internet to complete subsequent orders and even mobile payment. Link.

As long as an enterprise associates with smart phone applications on familiar traditional marketing methods, it will often find the “breaking point” of marketing innovation. Because, the "carry-on" attribute of the mobile terminal is the easiest platform to bring consumers to the store of the merchant.

2. App may become popular as a corporate website. The most typical sign of mobile internet marketing is the APP. APP generally refers to third-party applications developed on mobile terminals. Do not underestimate this process. In the era of mobile Internet, the momentum of developing APP may catch up with the momentum of many years ago. Because on the mobile terminal, the direct text input is not as convenient as the computer, so the APP software clicks "into" the form is more suitable for the mobile Internet era.

Moreover, the space for domestic APP marketing is also enormous. In terms of download volume, China has become the world’s second-largest consumer market for Apple’s App Store, second only to the United States. On average, one Chinese iPhone user has installed more than 20 applications on their mobile phones!

3, location services, the most "mobile" point of innovation and more specific APP services, but also the most representative of mobile Internet marketing marketing services, is the LBS (location-based services).

For example: BMW's Mini Countryman car had an interesting marketing campaign in Sweden. They produced an app for use on the iPhone. People could use their iPhone to compete for virtual Mini Countryman and even get a real car. . In this app, the merchant designs a GPS location map that shows the location of a virtual Mini, users, and other users. As long as you are within 50 meters of the virtual car, you can get that virtual car, but if you do Users within 50 meters, you can run to grab your "car", if you can "keep" your Mini car for a week, you can get a real Mini! During the promotion, thousands of Swedes ran on the streets of Stockholm... There are still many people sharing experiences and strategies on social networks, which greatly increased the participation of brand activities.

And this is just a kind of LBS application. "Location service+coupon" or "location service+group purchase" will be a marketing model that directly drives the consumer behavior of mobile users.

4. Service enhancement: Real-time consumer feedback Portable mobile device has become a consumer's “microphone”. Consumers in the mobile Internet era have the ability to express their opinions anywhere and anytime. Therefore, forward-thinking companies will do their best. This immediate feedback from consumers may be encouraged to provide the consumer's service experience.

For example: AT&T recently used the APP on the iPhone, Mark the Spot, to allow users to report on areas where they have a weak signal and improve customer service. Movie theaters also use mobile marketing: Universal Cinema uses an SMS response platform. Audiences commented and scored on the movie trailer, and the instant reply allowed the theater to more accurately understand the potential of the movie to the audience at the box office.

5. The application of "virtual supermarkets" and mobile payment With the increasingly mature technology, electronic virtual supermarkets have emerged. In the summer of 2011, "No. 1" virtual supermarket appeared on the billboards of more than 500 bus stops on the streets of Beijing: The billboards became a "commercial wall", cola, milk powder, and even diapers, all of which are now Was "affixed" on this wall. Under the picture of each product, there is a corresponding discount price and QR code. The passing citizen only needs to download the corresponding client in the mobile phone, and then use the mobile phone to capture the QR code of the product he wants to buy. single. This process is not much different from online shopping.

It should be said that the marketing applications brought by the mobile internet have infinite imagination. Because all the traditional marketing methods can be sublimated through their connection. In addition to these marketing innovations introduced in the previous articles, the mature business models such as search rankings, pay map location, and video on the Internet have long been the “regular” items for mobile internet marketing.

I believe that with the continuous breakthrough in the bottleneck of the mobile Internet technology, we have reason to expect that the mobile Internet marketing is like the post-2003 Internet marketing. The era of mobile internet has come. With new marketing ideas, are shoe companies ready for you?

Links: Li Ning - light respiration heard running April 18 - May 22, 2011, Li Ning teamed up with Sina Weibo @ Li Ning running together launched the "light breath, hear the run" this activity. This is a large-scale dissemination campaign. Li Ning has increased the dissemination of standards, so that users of Qzone, Kaixin.com, Douban Xiaoren, Renren.com, and Sina Weibo are all familiar and share it. Users only need to record their own breathing sounds, or the sound of the surrounding environment, by using mobile phones, uploading their own running sounds in the form of local or mobile uploads, and viewing multiple platforms on the event page. The running sounds can also participate in quiz and voting. The coolest thing is that using dandelion as a creative model, the dandelion seeds dancing lightly like everyone's mood when running, from the interaction to the vision are highly unified with the advantages of ideas and products.

During the online promotion period, netizens participated in the enthusiasm. According to statistics, a total of 16,017,396 people participated in the event, the total exposure of the event was 288,608, and the number of independent visitors was 245,427; Li Ning IRUN community members had reached 206,601; Li Ning official microblog fans increased to 54,426.

The official website of the event also links directly to the official website of Li Ning Running, where Li Ning’s running products are displayed, and information on running philosophies, news events, etc. is released. Also set up "running training", linked to the "running training" column of Li Ning running official website, while directly promoting the product, but also spread the bodybuilding knowledge, adding to the consumer's goodwill on the brand.

The event is a major innovation in the integration of social networks and mobile devices. It is different from the general geographic location service (LBS). The key point is to step into the consumer's consumption process, communicate the emotion through the medium of sound, and experience the product. The points of interest brought to the user are sublimated to the spiritual level and interact at this level. For those brands that are not limited to geographical locations, Li Ning’s reference is to be more open-minded. There are many ideas that can be played before and during consumer purchase decisions.

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