1. Mobile Internet finance. Since its launch on June 13 last year, Alibaba’s Yu’E Bao has achieved sales of RMB 570 billion and the number of users has exceeded 100 million. It has also led to the birth of a large number of Internet financial products, and has even "forced" banks to launch high-interest financial products to compete. 2. Mobile payment. In 2014, with the rise of the O2O business model, mobile payment became the key to the O2O closed loop. As user consumption scenarios become mobile, mobile payment has shown explosive growth this year. 3丶O2O. From Lingzhi’s O2O concept to Tmall Furniture’s O2O defeat on Double 11, from Suning’s first O2O shopping festival to JD.com’s O2O strategy, both e-commerce brands and e-commerce platforms are focusing on O2O layout. . 2014 is also a year of rapid development for O2O. With the improvement of mobile payment and the opening up of online and offline services, O2O will open up an even larger consumer market. 4. Big data. "Big data" is one of the hottest words of the year on the Internet this year. Big data can do a lot of marketing effect predictions. There are many cooperations in a series of fields such as consumer insights, marketing innovation and helping brands explore market blue oceans. For example, in this year's World Cup, Baidu used "big data prediction" to estimate the winning rate between teams, and the results were quite accurate. The above are products born from the mobile Internet, and I believe everyone already has a preliminary understanding. Okay, back to the topic, let’s talk to you about mobile Internet marketing methods and techniques. Lecture 1: Mobile Internet Marketing - WeChat Marketing WeChat marketing has always been "badmouthed" by people before. Some people questioned it and some said it was deception. However, as Tencent continues to promote the commercialization of WeChat, various negative voices begin to disappear, and the marketing method supported by 600 million WeChat users begins to be recognized. WeChat is a mobile social media that makes even Jack Ma tremble, especially after the launch of the "WeChat Store" function, which nakedly revealed Tencent's ambition to compete with Taobao. As Tencent’s biggest bargaining chip to enter mobile e-commerce, WeChat is naturally not as simple as it seems on the surface. If Tencent can successfully connect merchants and consumers on WeChat, then WeChat will most likely become the largest mobile e-commerce platform in the future. The WeChat platform has also launched an advertising system a few days ago. Although it is an internal beta version, the traffic layout is already beginning to take shape. If we analyze Tencent’s previous layout of WeChat, it is not difficult to find that WeChat public platform (enterprise building brand) + WeChat store (users purchase goods) + advertising system (traffic channel) = mobile e-commerce. Therefore, we must prepare for a rainy day, and it is very important to learn WeChat marketing well. At present, WeChat marketing is mainly divided into two major aspects: one is WeChat public platform, and the other is circle of friends marketing. WeChat public accounts tend to be used by enterprises for branding and promotion, maintaining old customers, attracting fans and discovering new customers. Moments marketing tends to be personal. Now many small and medium-sized sellers are also studying it. It is used to sell goods to friends. The purchase rate through "acquaintance" relationships is very high, which is also called the "acquaintance economy". A. WeChat public platform operation skills 1. Positioning of public accounts. When operating a WeChat official account, positioning is the direction in which the account is operated, and the direction of operation also determines the user groups attracted by an account. Therefore, the first step of "positioning" is very important. For example, my official account is for "micro-marketing", so the users who follow me must be interested in this aspect. Then this group of people are the users I want to target and the people I want to market to. 2. Provide valuable content. In current operations, content is king. The reason users pay attention to you is because you can get the valuable content they want. Users are the foundation of marketing, so good content is crucial. 3. How to choose push content. The content pushed must be related to account operation. As I said just now, I operate a public account in the field of "micro marketing", but I push some content that has nothing to do with "micro marketing". If users cannot get the content they want from you, they will naturally cancel their attention. . Avoid pushing content that contains too many ads. There are many WeChat public account operators who embed advertisements into the pushed content in order to make money. Once in a while, users will not be disgusted by it, but if it is too much, it will make people very disgusting. Don’t push articles with low originality and little value. Everyone knows that things on the Internet today are basically copied from each other, and most of them are the same.

Moreover, there may be public accounts among the public accounts that users follow that have the same content as yours. At this time, users will consider choosing one of the two and unfollow you. 4. Increase conversion rate through promotional activities. The purpose of attracting fans is to help you create greater value and achieve marketing purposes. When you go up and introduce the product to the users, it’s weird if people take advantage of you! We need an entry point, which is "preferential activities". By conducting some interactive activities that can bring discounts or benefits to users, we can guide them to offline physical stores for consumption, so as to achieve our ultimate goal. B. Moments marketing skills Moments marketing is actually the same as operating WeChat public accounts. You must first give yourself a clear positioning, and then focus on positioning a series of products, operations, and marketing. 1. Product positioning. If you want to sell goods through Moments, then you need to figure out what kind of consumer group the product you want to sell should be targeted at. How should products be provided based on the needs of these consumer groups? 2. How to choose products. Many people feel confused and don’t know what products to sell on WeChat. In fact, it doesn’t matter what you sell, the key is how to sell, and how to continuously optimize the operation method in the process of selling. The products should be refined but not too many. Don’t choose to represent mature brands, nor choose to represent brand-new small brands. Instead, choose brands with potential and room for development that can guarantee your current living space and future prospects. room for development. 3. Be disciplined in marketing. Recently, some people in WeChat Moments have been seriously harassing users by uncontrollably pushing product information in order to increase the exposure of their products. There is only one consequence for doing this, and that is to be blacklisted! Moments marketing is an "acquaintance social economy", and what we have to do is build trust. On this basis, marketing purposes are achieved. It’s not just about retouching the picture and sending it to WeChat Moments to sell things smoothly. The main methods of WeChat marketing are these two aspects. The only drawback is that it is not very communicable and is relatively "closed". With the opening of WeChat in the future, these problems will also be solved. Lecture 2: Mobile Internet Marketing - Weibo Marketing Weibo focuses on communication and media, while the earliest starting point and core of WeChat is a social tool. For example, Weibo is like a speech in a square. It can be quickly spread widely. There is no need to maintain a specific relationship between people. Anyone can post a message and anyone can listen. You can When the news spreads, you can also express your own thoughts and opinions; WeChat is like a salon gathering held by our circle of friends at our own homes. This is a closed social circle, and you cannot come just when you want. A. Weibo operation skills As a sharing and communication platform, Weibo generally has a length limit of 140 characters. Its biggest feature is: it publishes information quickly and disseminates information faster. So, how should we operate a Weibo account? Let me analyze with you the operation and fan following skills of Weibo 1. Accurate positioning. It is certainly a good thing to have many Weibo fans, but for Weibo marketing, the quality of “fans” is more important. Because our ultimate goal is to convert commercial value from Weibo fans, this requires having valuable fans. 2. Spread valuable content. There are now hundreds of millions of Weibo users. Only those Weibos that can create valuable content for users will continue to increase their own value, and only then can Weibo marketing achieve the desired business goals. Only if we understand this causal relationship can we benefit from Weibo marketing. 3. Continuous updates. Weibo is like an electronic magazine that is updated at any time. If you want everyone to develop viewing habits and maintain the activity of Weibo, you must publish content regularly, quantitatively, and in a targeted manner. 4. Interact more with fans. The charm of Weibo lies in interaction. It is very dangerous to have a group of silent fans, because they will slowly become fans who do not read your content, and in the end they are more likely to leave. Therefore, interactivity is the key to Weibo's continued development. B. How to determine the value of a social account with Weibo Fans Tips? The answer is of course “fans”. With more fans, communication and promotion are easier to do, and the benefits are self-evident. So how do we get fans? 1. Make good use of signature files.

The toolbar of Sina Weibo provides users with the code of the signature file. You must make good use of this, because the signature file is a once-and-for-all method (there is a tool in the upper right corner of the Weibo homepage, click on it to see it). First of all, You should add a picture hyperlink signature file to your email, so that every time you send an email, someone will know your Sina Weibo address. For details, please see this article: Adding a Sina Weibo signature file to your email signature. Secondly, in Add a signature file to a forum where you are often active. If your activity in the forum is high enough, the number of fans you can bring is considerable. Finally, add a Weibo show or signature file to your blog. Readers of your blog are attracted to Weibo. 2. Soft articles attract fans. Write some useful articles that you are good at, and then publish them on various forums and portals, and leave your Sina Weibo address. I believe there will be many netizens willing to communicate with you. 3. QQ group attracts fans. Search Weibo in QQ groups. There are many QQ groups. Join them, actively participate in discussions, chat privately with people who are interested in you, and follow each other. Such fans will be of higher quality and stickier than mutual listening. The team is much more reliable. 4. Activities attract fans. Many people often repost and follow activities on Weibo, which has achieved good results in attracting fans. Add attention, draw a lottery immediately, and give away some physical objects. It is best for these physical objects to have a gimmick, so that more people will take the initiative to forward it! Weibo is used for communication. Using the media attributes of Weibo, you can easily pass the large Retweet it and let millions of people know what you want to say in an instant. WeChat can be used as a brand, and through the "circle" nature of WeChat, precise point-to-point promotion can be achieved, and marketing purposes can be achieved more efficiently. Another product of the mobile Internet, APP is also a good platform and means for marketing. Lecture 3: Mobile Internet Marketing - APP Marketing Nowadays, people’s life is a mobile Internet life, especially for young people, the mobile Internet has deeply taken root in their lives. According to statistics: 45% of smartphone users need to use APP for more than 1 hour a day, 21% use APP for more than 2 hours, and 7% of heavy APP users use APP for more than 5 hours a day, and 43% of white-collar workers use APP every day. More than 1 hour, 42% of executives use APP for more than 1 hour a day, civil servants also use APP frequently, 46% of civil servants use APP for more than 1 hour a day. These data mean how big the potential of the APP development market is. Ever since, marketing through the mobile Internet has become a matter of course. Who doesn’t want to get a share of the mobile Internet pie? As a major part of the mobile Internet, APP can be said to carry many mobile Internet marketing missions. So what are the so-called APP marketing methods and methods? In general, APP clients can provide comprehensive marketing strategy services for enterprises, helping them achieve brand image communication, product marketing promotion, customer relationship maintenance, and sales conversion, thereby increasing product sales. APP marketing strategy: APP marketing is nothing more than three steps. If these four steps are done well, the effect of APP marketing will not be bad even if it is not good. The author summarizes these four steps as follows: 1. Launch it; 2. Make users sticky; 3. Data analysis. Let’s talk about it step by step. The so-called “promote” means that after the APP is planned and developed according to a certain idea, we should find ways to vigorously promote the APP through various channels, so as to attract a large number of mobile Internet users. Users know the APP and know what the APP is used for. This is a very important step, a critical step. There are many ways to push out the APP, which can be roughly divided into the following points. 1. Weibo promotion Weibo is a popular place where many young people and even older users look for their own fun. Therefore, raise an account on Weibo related to the APP you want to promote. Once you have a certain number of fans, many people will naturally follow your APP based on their interests. In this way, frequently publishing APP-related information on Weibo and sharing the benefits and fun of using the APP can bring a large number of downloads. 2. Douban promotion Douban is a forum with clearly defined groups, and it is also an online platform with a large number of popularity. The effect of promoting APP in the corresponding interest groups on Douban is also relatively obvious. In addition, writing soft articles on Douban can also attract a lot of downloads! 3. WeChat promotion uses WeChat Moments and WeChat official accounts for promotion.

The WeChat official account should establish a relatively high credibility, and then promote various practical and fun aspects of the APP on the WeChat official account. Once it creates momentum, it can form a very good response. And when fans of the public account really think your APP is good, they will be happy to share it with you. Moments marketing is acquaintance marketing. Carefully explain the benefits of this APP to your friends, and then sincerely ask your friends to help you share and forward it. The effect will be unexpected. 4. App Market A. First App uses the platform of each app mall for promotion. You can try Tencent’s App Store, Xiaomi’s App Market, Android, Apple Store, Baidu, 91, Lenovo Store, 360 First App, Wandoujia, etc. . 5. Media promotion: Many technology media are very happy to report on good APPs. For example, technology blogs, 36Kr, Chuangye Bang, Kuailiyu, China Micro Marketing Network, etc. B. Make users stick. Next, let’s talk about the second point, how to make users stick. If you want users to use your APP, you must truly provide users with benefits. If you want to stick with users, you must make them dependent on your APP and make them feel like you and can't live without you. Making users sticky requires two aspects: content and user engagement. 1 Content, what users need to see when they open your APP, affects the user’s intuitive impression of the APP, and is also a very important point in whether the user can get satisfaction from the app. You need to give users the best and most innovative content. It is best for your content to be original, but if it is not original, it cannot be copied randomly. You need to carefully curate your content so that it hits your users’ pain points. “Content is king” is a marketing tool that will never go out of style. 2 User participation: No matter how rich the content is or how gorgeous the pictures are, if users have no sense of involvement or participation, they will ultimately be just people watching the show. So we need to pay attention to this whether we are doing content or activities. Setting up some links that can interact with users will bring good word-of-mouth publicity. C. Use APP functions for data analysis and keyword setting. One of the hottest concepts right now is "big data", and BAT is doing big data. Doing APP marketing also requires big data. With big data, we must be good at analysis and understand the source channels of users, the reasons that attract users to download, the reasons why users do not uninstall the APP, the cycle and depth of users using the APP, the user's personal capital information, etc. You must be good at analyzing data, making promotion adjustments based on the data, and formulating directions for new version updates, etc. For example, if there are many female users, you can consider promoting it in women’s forums and push emotional content. If the uninstall rate is relatively high, consider adding interactive elements. If the user is not active enough, he or she needs to use activity stimulation and so on. Analysis of APP marketing skills - What are the disadvantages of APP marketing? APP marketing was a very hot concept in the early days of the mobile Internet, but now it has become mature after precipitation. Of course, APP marketing also has its own shortcomings. Problems such as the high cost of APP development and promotion and the difficulty in getting APP users to form usage habits and stickiness have always been problems that enterprises are worried about. Therefore, companies need to consider these issues when they want to use APP for corporate marketing. Conclusion: Mobile Internet marketing is a marketing knowledge that emerged with the 4G era and the high popularity of smartphones. Although smartphones have become highly popular, people still do not fully understand smartphones and are not highly dependent on smartphones. The mobile Internet has not been around for a long time. In fact, the 4G era has not really arrived yet. Communication companies are just promoting themselves with great fanfare under the slogan of 4G. Therefore, mobile Internet marketing is still a very immature knowledge. Faced with such a big background, companies need to be cautious in their attitude towards mobile Internet. They cannot blindly believe in mobile Internet marketing and think that as long as they use mobile Internet marketing methods, their company will definitely become popular. But mobile Internet marketing cannot be ignored. Mobile Internet represents the future, so mobile Internet marketing will also be the main theme of future marketing. Now to start learning and using mobile Internet marketing, it is necessary to do things through Internet thinking. If you do not enter the mobile Internet now, you will definitely face elimination, but you must also grasp the scale.