Mobile Marketing Management

Case Studies from Successful Practices

Hongbing Hua

• Publisher: Productivity Press
• Year: 2019
• Print ISBN: 9780367142469
• eBook ISBN: 9780429632402
• Topic: Business
• Subtopic: Business General
• Index: Business

With the development of mobile internet technology, people's lifestyle and consumer behavior are changing rapidly. Nowadays, the products on the market are updating more and more frequently, and the traditional marketing theory and brand theory fail to get with the mobile internet. So, what's the innovative marketing to take in the new era?

Since 2012, China has entered into the mobile era, and became a major country of mobile internet application. The book summarizes the experience of the author accumulated from many trials and errors in management and marketing innovation, so as to form the pattern of management and marketing for the next 30 years.

Mobile Marketing Management lays the foundation for the new era with four pillars: service, substance, superuser, space, known as 4S theory for short. In view of the concept of customer-first, it is all about service, and products become productized service concepts. In view of the failure of mass communication, the competition among all services becomes the competition of substance differentiation. Regarding the popularity of self-organization, it becomes a trend to cooperate with people rather than the company to develop the market. In view of the principle of fuzzy market boundary, the enterprises shall optimize their living space and evolve their development space.

This book contains numerous case studies along with analysis and creates the discipline of mobile marketing management, providing innovative theories, methods and tools for the marketing of enterprises. Through this book, readers can master the marketing methods of the mobile internet era. They can apply the marketing theory in this book to guide the marketing practice, thus improving marketing efficiency and reducing marketing costs.

Part 1

Evolution Theory of Marketing

Chapter 1

Evolution of Mobile Marketing

Topics:

1.What is Mobile Marketing?

2.Marketing Environment in the Age of Transformation

3.Background of Evolution of Mobile Marketing

4.Path of Evolution of Mobile Marketing

With the rise of the Internet and big data in the 21st century, mobile marketing has become a standard practice in enterprise marketing. It is like an “evolution” where, thanks to mobile media, the entire marketing industry is witnessing a continual “replacement” and ultimately “metamorphosis”. In the long run, it will be only one of the stages of “marketing evolution”. In the future, the marketing industry will inevitably continue “evolving” along with the change of the “media”.

The insipidness of marketing may just be the beginning of the evolutionary progress. This is worthy of our acclaim.

The change of marketing from instant progress to evolutionary progress can indeed be called a watershed. When the age of “Terminal War” has become history, many marketing people are in search of a new messianic marketing mode. Therefore, “innovation” and “reform” have become the direction of their exploration. Instant progress may ultimately become history, but evolutionary progress is bound to “quietly predominate”.

The next age is the age of mobile marketing which will satisfy various demands and serve the masses.

What Is Mobile Marketing?

Mobile marketing refers to the act of delivering personalized instant messages directly and accurately to the target audience on a mobile terminal (cellphone or tablet PC), so as to achieve the goal of marketing via information interaction with consumers.

In the early stages, mobile marketing was known as interactive marketing on handsets or wireless marketing. It obtains cloud marketing content via mobile terminal with the support of powerful cloud services to deliver personalized instant messages accurately and effectively to each consumer, achieving “one-to-one” interactive marketing.

Conceptually, mobile marketing realizes information spreading based on certain network platforms which could be either mobile communication network or wireless local area network, and the corresponding access means or equipment includes cellphones, personal digital assistants, portable computers or other special access devices. The information delivered is meant to achieve “one-to-one” communication between the enterprise and the consumer. The purpose of this communication is to improve brand awareness, collect consumer information, increase the possibility of purchase, improve the credibility of mobile marketing, and increase enterprise income. Seeing the development trend of mobile terminal in terms of intellectualization, the cellphone is no longer merely a means of communication; instead, it has developed into a living platform integrating Internet services such as communication, information acquisition, commercial trade, and network entertainment. The cellphone has already transcended its original significance to become a part of our life. In the future, to understand your cellphone is to understand the world. Controlling mobile portals will be the most important step in mobile Internet marketing. To study mobile marketing, you need to understand mobile equipment application platforms and platform tools.

Among the numerous mobile equipment platforms in the market, there are three major ones, i.e., Apple’s IOS, Google’s Android, and Microsoft’s Windows Phone.

1.IOS

The IOS platform is a mobile equipment operating system developed by the American company Apple Inc. Originally designed for iPhones, and named iPhone-OS, it was successively applied to other Apple products such as the iPod touch, the iPad, and the iPad mini. It was renamed IOS at the Apple’s Worldwide Developers Conference (WWDC) on June 7, 2010.

The development of IOS is the most successful and the most stable among the three platforms. By February 2012, there had been 552,247 applications on the platform, with game apps, book apps, and entertainment apps ranking at the top. IOS also has diversified application functions including: map app, Siri, Passbook, Facetime, and Appstore. The IOS interface is rigorous and innovative. It has more applications than the other two platforms, with thousands of apps in each category, each of which is exquisitely designed. This is because Apple Inc. provides plenty of tools and APIs for third-party developers to ensure their applications have full access to the advanced technology contained in each piece of IOS equipment.

2.Android

The Android operating system was originally developed by Andy Rubin, and the first Android smartphone was released in October 2008. Android has expanded to tablet PCs and other fields such as televisions, digital cameras, and game consoles.

The competition of Android goes beyond the imaginable. In January 2011, Google declared that the daily new users of Android equipment had reached 300,000, and by July 2011, the number had increased to 550,000, with the total number of Android system equipment users numbering to 135 million. At that time, the Android system was the system with the largest market share in the smartphone field at that time. On August 2, 2011, Android cellphones accounted for 43% in the smartphone market, ranking number one in the world.

3.Windows Phone

Released by Microsoft in 2010, the Windows Phone platform is a mobile equipment operating system which integrates Microsoft’s Xbox Live games and Xbox Music as well as unique video experience. Compared with IOS and Android, Windows Phone has its own distinct features with a series of radical operations such as desktop icon dragging and sliding control.

Although the design specifications and meanings of the toolbar icons of the three platforms differ slightly, they are broadly similar. We have compared some of the toolbar icons of these platforms so that their differences and similarities can be seen directly. See Figure 1-1.

Figure 1-1Comparison of Toolbar Icons across the Three Platforms

Marketing Environment in the Age of Transformation

I.The Age of Screens

In 2012, Google pointed out in its The New Multi-screen World study that interaction via all kinds of screens, including emerging digital media such as smartphone, PC, tablet PC, and TV, had already be...

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Preface
• Contents
• Part 1: Evolution Theory of Marketing
• Part 2: Service
• Part 3: Substance
• Part 4: Super User
• Part 5: Space
• Part 6: Global Marketing
• Bibliography
• Definition and Interpretation
• Postscript