The mobile advertising market has been reshuffled, with data dominating new marketing strategies
Where there is commercial advertising, from the earliest through sound communication to now rely on the network as a carrier for communication, advertising in all walks of life continue to play its role, but the marketing link has not changed, covering user insights, strategy development, creative generation, intelligent delivery, performance analysis and real-marketing several links. In the whole marketing development process, the role of technology is particularly important, at present, cloud computing and big data applications have been very popular, artificial intelligence, blockchain is also emerging, with the role of technology gradually involved in all aspects of marketing, mobile marketing will be more intelligent and efficient.
Looking back on the development of mobile marketing in recent years, many marketing concepts have come out, social marketing, AI marketing with the development of mobile Internet. On the one hand, technology to promote the development of the Internet marketing to make changes in the results, on the other hand, from everyone's understanding of marketing more and more profound, pay more attention to sum up the marketing in the practice of the methods and theories shown, which is a sign of marketing maturity.
Ari analysis: each marketing theory in the specific practice, the role of marketing is different, but the key elements are the same. Avery summarizes three key elements of the marketing process:Marketing main body is the key to the execution of marketing behavior, marketing strategy is the soul throughout the delivery behavior, marketing technology is the core support, three key elements to cooperate with each other, and create high-quality marketing effect.
Marketing is a communication business, external communication to consumers, internal is the industrial chain upstream and downstream communication. Release demand from advertisers, marketing providers to help advertisers resolve and match demand, and provide some technical support, media channels as a window to pass information to users, a complete set of marketing communication completed. Among them, advertisers include effects advertisers and brand advertisers two categories, marketing providers include agents, mobile marketing service providers, third-party technical service providers three categories, because the media is defined as the medium of communication of information, covering a wide range of types, traditional media, PC, mobile, outdoor and smart devices are covered by the media type.
Overview of change insights in China's mobile marketing industry
Mobile terminals have long been a part of our lives, the full ecological full-featured access for mobile marketing to provide more value scenarios, at the same time, the mobile advertising industry chain continues to improve, promoting the rapid growth of mobile advertising scale. In 2017, mobile advertising reached 254.96 billion, accounting for nearly 70% of the total network advertising, mobile advertising is expected to reach 381.44 billion in 2018, accounting for nearly 80% of the total network advertising, while in 2020 is expected to reach 84.3%, will continue to lead the development of the online advertising market.
Mobile Internet has changed the thinking and operation mode of all kinds of economic subjects in social life, and mobile marketing responds to the development strategy of mobile Internet in a timely manner. From the key elements of marketing, the most obvious is the change brought about by technology, technology removes barriers, through big data brings more complete audience, more accurate delivery, higher conversion and other advantages, which in turn triggered marketing entities (advertisers, media, marketing providers) to rethink how to compete for consumer attention this battle; Participants are constantly adapting and exploring. "Change" has always been the internet's biggest feature.
Ari analysis, no matter how the trend changes, from a marketing point of view, the nature of marketing will not change, the essence of marketing is to understand consumers, the core is "building the relationship between enterprises and users", the key lies in the implementation of marketing, that is, at the right time to do the right thing.
The change of marketing subject
Marketing industry advertisers' share, vertically available, in 2003-2007, IT products, transportation, real estate accounted for the top three, 2008-2012 is transportation, network services, real estate; In 2013-2017, transportation, Internet services, food and beverage, and horizontally, in the 15 years from 2003 to 2017, the enthusiasm of transportation advertisers has been high, mainly due to the booming Chinese auto industry. Similar to the traffic advertisers are the online services category, whose budget has been stable and rising steadily since the Internet's all-round development in China. At the same time, the share of cosmetic bathroom supplies and entertainment and leisure increased in the decade 2008-2017, which is closely related to the country's sound macroeconomic development and the rising level of consumption of the people. Finally, it is worth mentioning that the proportion of medical service advertisers has been increasing in recent years, which means that traditional industry advertisers are gradually beginning to recognize online advertising, mobile marketing is gradually infiltrating all walks of life, and play an important role in connecting.
In recent years, Party A has been popular in a view to go to Party B. This is mainly due to the development of the Internet to make information sharing possible, thus solving the problem of information asymmetry that has always existed in Party A and B, as well as with the development of the Internet and the rise of subversive players, to the traditional agent's service model has caused a shock. At present, in the practice of Party A to party B, more to some strong companies, do is the media alliance and content center construction and other attempts.
For most companies do not practice the model of party B, from an enterprise point of view, on the one hand, limited by the size of the enterprise, labor costs are not enough to support the company to complete all marketing communications; From the point of view of agents, information barriers no longer have an advantage, the professionalism of technology has become their new barriers, and the understanding and application of technology is the weakest place for advertisers at present, so the value of agents in the industrial chain is still very large.
The lack of transparency in media buying and the issue of trust between advertisers and media agencies provide an opportunity for consulting firms. At the same time, in the current market stage, advertisers' demand for strategic services is getting higher, and they are eager to help them solve marketing problems and pry growth through the adjustment of marketing strategies. However, consulting firms are better at strategic guidance than large communications groups and are therefore well positioned at this market stage. From a global perspective, for example, Accenture Interactive's full-year revenue in 2017 was $6.7 billion, up 35 percent from the year and 24.2 percent higher than the fastest-growing of the five advertising groups, according to Accenture Interactive.
For advertisers, they need professional strategy services, they need someone to help them raise their awareness of technology, and they need a moving Bigidea, who will achieve effective integration of the three in the future.
Also in the impact of the original marketing industry order, such as sky and sky, W, aerobic YOYA Digital, LXU and other local creative hot shops, in recent years, the well-received Taobao 12th anniversary of the "10,000 kinds of energy-building", "our bean petal spiritual corner", "Wu Yifan enlistment" and other brush screen cases are from the creative hot shop hand. Creative hot shop programs are simplified and can serve customers more efficiently, creating a one-on-one communication experience for customers than complex advertising groups. At the same time, creative hot shop to help creative people rediscover the initial ambition when entering the business, and give creative people a lot of space to do to meet customer needs of the creative.
In the program purchase industry chain, the media because of both traffic resources and customer resources, but also want to get a greater voice and profit, so began to build their own procedural advertising platform. 4A and the local large-scale advertising communication groups hope to achieve unified budget management, delivery management and data management through the self-built procedural advertising platform, is also trying to get involved in this business.
Ai.Rui analysis, although the industry is facing a reshuffle, but the core competitive advantage of third-party DSP is not diminished:1) From the advertiser's point of view, one is not so much energy to do effective cross-media docking, the other is in the advertising strategy and data analysis, advertisers do not have DSP enterprises good at;
At a time when traffic has been monopolized by 2C Internet giants, 2B solution providers will have great opportunities to achieve rapid growth in the digital transformation process, while there are still short boards in traffic, content, data, operations, etc., and now the most popular are AdTech and MarTech, both of which have become integrated to provide users-centric production, sales and customer service capabilities; Many content producers encountered development bottlenecks, unable to form a stable business model, MCN as the representative of professional services institutions, their role is to help PCC to carry out content distribution, supply management, marketing advertising, recruitment and training and other integrated business, through multi-party collaboration, to maximize the commercial value of content.
A change in marketing strategy
Driving growth has always been the primary goal of marketing, and in recent years, with the digitalization brought about by the highly developed Internet economy, marketing has adapted to digitalization while the goal of growth has been diluted. "Growth" is now frequently mentioned by advertisers:
1) Macro view, the Internet demographic dividend is no longer, China's economic growth is slowing, advertisers urgently need to strengthen "growth" to maintain the steady development of enterprises, and through this move to strengthen the marketing department on the budget accurate platoon, all this will bring the agency's high demand is to achieve effective marketing.
2) Micro-viewing is the performance of advertisers in the past to harness digital immaturity, specifically in the budget spending (more), marketing effectiveness (good), real growth (not ideal) between the three mismatch. The reasons for this are marketing effect data misrealization also has brand value is not easy to measure caused, in the early stage, can also use brand effect needs to be periodically placed to see growth to measure, over time, many chief marketing officers realize that only real business growth is the most convincing effect.
Due to the industry's emphasis on the user experience, native advertising began to become popular, in 2017 China's native advertising market reached 171.7 billion yuan, accounting for more than 40% of the overall proportion of online advertising. In the future, with the rapid expansion of the industry, the original nature of content will become stronger and stronger, and the native advertising will continue to penetrate into real life.
Ari analysis that: native advertising is a way of content marketing, native advertising this form by providing valuable content to catch the user's eyeballs, the original way of presenting content and brand information for natural and effective integration, native advertising makes advertising become a part of life, creating a consistent sense of user viewing content and advertising.
In the past, the most effective way of marketing can be summed up as story-based content marketing, the role of the brand transformation is an emotional shopping, more because of an advertising film or a Slogan resonate and form a good feeling and loyalty. At the same time, there is a professional consumer-led knowledge-based content marketing, knowledge-based marketing is based on high-quality content based on the planned integration of knowledge dissemination, through the industry, field enthusiasts to convey knowledge information, in order to enhance consumer awareness of the brand's cultural taste. Either way, brands are trying to create a content that's infectious.
Ari analysis believes that: the essence of knowledge marketing is to use knowledge to arouse user interest, promote user active search and sharing, and then achieve in-depth communication and interaction, the brand wants to connect with professional consumers.In AISAS (AIDMA, a theoretical model in the field of consumer behavior, proposed by E.S. Lewis, an American advertising scientist, in 1898 that Japan Electric has developed into AISAS), two "s" with network characteristics, Search and Share, point out the importance of search and sharing in the Internet age, which are also two characteristics of professional consumers.
Intelligence has long refactored the advertising industry: Take content production as an example, with the help of big data and artificial intelligence technology, text advertising is transitioning from artificial creativity to machine creativity, and it is becoming more intelligent. Artificial intelligence office systems such as JD.com's Shakespeare and Ali's Luban already have "neuron" functions similar to human memory, and the system automatically "stores memories" when the user uses the final selected text. In contrast to the content of video advertising, unlike the creation of text, video creation needs the combination of music and graphics and other multiple elements, and music and graphics itself is composed of a number of rich individuals, but also need feelings to create story, which is one of the reasons why video advertising is attractive.
Changes in marketing technology
In essence, marketing is undergoing a technological revolution, marketing in the mobile Internet era is based on Internet technology to achieve personalized production and dissemination. At present, big data applications have become very popular, artificial intelligence has emerged, improving the accuracy and interaction satisfaction of advertising, blockchain technology originating from fintech is beginning to solve the transparency and security problems in marketing, to build a more high-quality and transparent digital marketing ecosystem, in the near future, with the maturity of Internet of Things technology, in the intelligent perception environment, along with scene changes, marketing will be more ubiquitous.
The industry generally believes that 2018 will be the year of artificial intelligence technology applications and landing, big data and artificial intelligence to achieve a deep integration, promote technology and practice, industry and application, innovation and platform multi-dimensional integration, promote the overall upgrading of the marketing industry. At the same time, the marketing industry's original service model is still irreplaceable, can only be a better integration of technology and integrated marketing services, creative and professional management services.
The dilemma and pain that advertisers face today boils down to weak growth, which has been accompanied by increased ad delivery efficiency as the advertiser's preferred option for growth.The development of big data and artificial intelligence has played a role in improving the efficiency of advertising and making marketing more accurate.Summarizing two important and significantly improved efficiency links are strategic guidance and creative production.
1) Strategy guidance: as the soul of advertising, through technology to bring accurate user portrait refining, effective model prediction to achieve the purpose of precision marketing.
2) Creative production: from the previous case and picture production by people to mass production, now by the machine design of the paper and advertising works are no worse than the creative staff, while advertising ROI more guaranteed and data support.
At present, in the application of big data and artificial intelligence, many head enterprises have developed corresponding marketing products to improve marketing efficiency, such as Baidu Flash, Ali's Luban and Luban, JD.com's Shakespeare and other marketing products, the future of all types of products will be standardized, large-scale direction of development.
In the early days, blockchain was applied only to finance and then to healthcare, but now its value to digital marketing is being tapped. In the financial world, blockchain is an unalmmifiable and unbreakable digital ledger that tracks the creation and transaction of each currency, the amount of bitcoins held by anyone and their transaction path are visible, while blockchain also prevents data from being deleted or rewritten, and once a file is altered, other files are updated simultaneously to ensure currency transparency. The application value of blockchain technology in marketing mainly solves the problems of "transparency", "security" and "trust" in the advertising chain.
These years and big data, blockchain as popular words also include the "Internet of Things", the Internet of Things is an important part of the next generation of information technology, but also the "information" era of important stages of development. By definition, the Internet of Things (IoT) is an Internet connected by objects, using local networks or communication technologies such as the Internet to connect sensors, controllers, machines, people and objects in new ways, forming a network of people and things, things and things connected to achieve information, remote management control and intelligent network. In the PC Internet era, the mobile Internet era, the internet is connected to the screen and screen, the screen is the medium. When everything is connected, everything is media, and these connected smart devices need to be re-viewed as both data pools and media outlets.
Aerey analysis: the all-data access to marketing one-on-one delivery has brought about the possibility, but also brought challenges, network security, privacy protection and human dignity and social equity and other negative impact, and marketing those fascinating creative and emotional marketing power will slowly disappear with the seamless connection of data, for the marketing industry, are no small challenge.
In April 2017, Coca-Cola changed its position as CMO's Chief Marketing Officer to CGO's Chief Growth Officer, and the business segments of marketing, product development strategy, and commercial customers were all grouped into growth teams, sparking a wave of discussion in the industry. Reviewing the insights summarized in this report, the rise of consulting firms, party A de-partyization, and the industry's focus on growth are all closely related to the restructuring of the functional structure. Now, in Silicon Valley, unicorn companies like LinkedIn, Facebook, Airbnb, Dropbox and Slack are already using growth hacking methods for business practices. The primary role of the growth team is to facilitate business growth across the enterprise, with key members including growth leaders, software engineers, marketing specialists, data analysts, product designers, and user operations specialists, most of whom are qualified for this role in other professional areas such as engineering, product management, data science, or marketing.
Ari analysis: in the functional restructuring, whether or not to set up a growth team such a department, to try to break the silo model, connecting marketing departments and product development, data departments of cooperation and communication. At the same time, do data-driven and product development to drive the company's business growth strategy adjustment, and finally in the function of adding, try data analysis, product development, user operations in three directions of job addition.
In the past cooperation model, Party B fully represents Party A brand business and is in the leading position, the partnership between the two sides is Party B service team and Party A brand department docking process. Now, with the change of communication environment, the completion of marketing work, not only focus on Party A brand department, but by Party A internal multi-sector coordination, and collaboration becomes more and more important. At the same time, agents are faced with the problem of not being able to go deep inside Party A and the limitations of their own service model, so as not to help Party A fundamentally solve the problem. Therefore, in the new communication environment, Party A and B cooperation model, from agent-led to Party A-led whole-process marketing work, and on this basis, clear Party A-B division of labor, establish a strong sense of trust to achieve tacit understanding of communication, at the same time, in the rapidly changing Internet, should adhere to the importance of fast comparison.
All business strategies are aimed at impressing people, and stories are the most moving means. Human love of stories, need to go back 70,000 years to the reason why humans stand out from animals, because of the birth of language, and then gossip and then derived from a small story, human beings have always liked stories, is the story of human life is full of meaning. In the age of big data, the birth of high-density data information can still build a set of story-based thinking with the help of the natural appeal of stories to human beings. In contrast to stories, when data merely lists events that occur and interprets facts with data and related indicators, the story effectively strings together the causes and consequences of the facts, linking events to a causal relationship over a period of time. The author of Story Economics describes the power of the story this way: the story removes irrelevant things, focuses on dynamic change, then reconstructs it, links events to a series of causes and consequences over a period of time, the story is the ultimate "information technology", as the name implies, storytelling requires "information", that is, a broad and in-depth understanding of the relationship between human nature, human nature and social reality, human nature and the real world.
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