《Mobile_Marketing市场深度研究培训资料》由会员分享，可在线阅读，更多相关《Mobile_Marketing市场深度研究培训资料（78页珍藏版）》请在金锄头文库上搜索。
1、Mobile Marketing Workshop,Nov. 2010,Market Landscape,Mobile internet usage has continued to grow,Source: CNNIC and MIIT, Dec. 2009 vs., June 2010,Mobile phone users805 mm,Internet,Mobile Internet277 mm,Total: 422 mm,Internet,Mobile Internet233 mm,Total: 384 mm,95% Mobile Internet Users are on Flat R
2、ate Data Plans,Source: DCCI,Mobile Functionality is Surpassing PC Functionality on Many Fronts,Source: DCCI,来源： DCCI互联网数据中心,样本描述：N=33978；于2010年3-4月通过在了手机腾讯、手机新浪等数十家主流手机网站联机调研获得.,44.4%的中国手机互联网用户平均每周使用手机上网超过50次，即平均每天超过7次。可见用户手机上网单次时长短、频次高，也体现了手机上网便利的特点。手机互联网用户每天手机上网时长集中在1-4小时。,New Trend and OPPORTUNIT
3、IES,Trend 1: The number of Smartphone users is growing rapidly in China (iPhone + Android),2010E 13 Million,2011E 35 Million,Mobile App Usage continues to increase,Smartphone Ads Will Become More Visually Engaging and InteractiveHTML5 mobile ads and apps are now on its way to enrich user experience
4、with more interactivity,Post-click experience The new Smartphone ads allow us to integrated sounds, touch, motion sensor and vibration, GPS and even more functions,Post-click experience The new Smartphone ads allow us to integrated sounds, touch, motion sensor and vibration, GPS and even more functi
5、ons,Operators,Mobile Manufactories,NOkia,MOTO,Samsung,Third parties,Mediatek,Operators and mobile phone manufactories are developing their own application stores;Third party app stores are also taking big advantage of the lacking of official app store of apple and android,China Mobile,China Unicom,C
6、hina Telcom,HTC,Trend 2:Fixed Internet Players are expanding to mobile,8 of 12 top ranked mobile sites are from internet. Users are increasingly accessing Social networks and micro-blogs from mobile 50% traffic is generated from mobile 27% traffic is coming from mobile ( 200million PV through mobile
7、 per day),More users are accessing internet content with their mobile phones (Mobile Web & App), its necessary now for brands to deploy campaigns covering both internet and mobile.,LBS (Location Based) Mobile Marketing is emerging,Trend 3,The LBS Key Players in China,Latitude - Like,Mytown - Like,Fo
8、ursquare orGowalla like,GetyowzaYelp like,Mimi Getaway Stockholm,Trend 4iPad-like devices development give branded application and in-app marketing a new stage,iPad Game/iPad product demo,Todays 360 mobile marketing,Sync & Share,Purchase & Trial,TV,Internet,Outdoor,Store,Mobile CRM,Print,Maximum Rea
9、ch the Target Audience, and to Build the Brand Awareness,Awareness,With mobile media, advertisers can PROFILE & TARGET the most desired consumers,Samples,Targeting criteria based on user profile and handset characteristics:By Carrier （i.e., China Mobile or China Unicom or China Telecom）By Time （i.e.
10、, 9am-5pm everyday or every Monday, Wednesday and Friday) By Geography (i.e., Beijing，Shanghai，Guangdong)By Handset brand/Model (i.e., iPhone, Nokia(Symbian), HTC(Android), SonyEricsson)By Handset pricing (i.e., Handset retail price over 3000RMB) By Handset feature (i.e., Smartphone，Music Phone，Fema
11、le-oriented Phone，Game Phone),Targeting to Young Generation By Handset brand (i.e. Nokia, Motorola, SonyEricsson, Samsung, O2/HTC/Dopod) By Handset pricing (i.e. Handset retail price between 500-2000 RMB) By Handset feature (i.e. Music Phone, Game Phone),Targeting to 3-5 tier cities By Handset brand
12、 (i.e. Nokia, SonyEricsson, Samsung, Motorola, K-Touch) By Handset pricing (i.e. Handset retail price between 500-2500 RMB) By Handset feature (i.e. Female-oriented Phone),Auto brand show their great interesting in 12580 magazine advertising,12580 Mobile Magazine,HP Mini110 Promotion on Mobile,Mobil
13、e users of different segments would see the different ads on mobile internet,Click the ads into pink or black mobile sites,vote for the photos featuring HP Mini 110 and potentially win a Mini 110,Download wallpapers featuring HP Mini 110, and click the hotline to call for inquiries,Refer the site to
14、 friends and join a lucky draw, bringing a viral marketing effect,Content sponsorship(Portal/SNS/Vertical/LBS/baidu tieba,ifeng),篮球专区,adidas 无线俱乐部,跑步专区,女子专区,足球专区,Encourage user to engage with the brand/product/campaign,Preference,Mobile Site Version,ChallengeHow to take advantage of Valentines Day e
15、conomy to arouse consumers brand awareness as a bond of love?,SolutionSet up a mobile campaign site to encourage consumers to express their love with the cartoon envoy Doro, engaging consumers by a customized theme package designed by friend which will show friends romantic message exactly on 14 Feb
16、.,Result80,000 visitors ordered a customized mobile theme package for friends in 14 days and mobile theme packages had 350,000 times download.,The customized message will be shown on 14 Feb,Deepen consumer engagement KFC Romantic Themed Campaign for Valentines Day,ChallengeHow to introduce new products to the market and build an intimacy between Extra and consumers?,
