Mobile social media marketing has developed rapidly with the rise of smart phones in China. In 2019, mobile social media marketing show 10 major trends. Now we analyze China Mobile’s social media marketing from four aspects: media environment, marketing technology, consumer and brand management.
Trend 1: Refined platform marketing management
Platform-based media is the most important media giant in the mobile environment. How to use these platforms has become more more important in corporate marketing. All major mobile platforms are improving their own advertising systems, using their own big data advantages and user stickiness, advertising products are constantly updated, and optimization capabilities are continuously strengthened.
Today, a large number of brands’ understanding of platform marketing still stays in the era of display advertising, relying too much on the purchase of entry-level advertising positions. In-depth user crowd insight and refined budget management capabilities are not really been used.
If the brand can systematically achieve multi-platform, cross-platform marketing management, advertising, material flow and data integration, it may create a lot of refined management revenue and break points in the competition. This means that companies must reclassify media categories, and we are divided into display media, connected media, and translation media from a new business ecosystem perspective.
- Display media
No one questioned the display media as a point of contact with consumers, but if the overall strategy and content are not closely integrated with the latter two media, it is basically ineffective.
- Connected media
KOL, IP, and the community’s “content + personality charm + media coverage” 3 in 1 media will become stronger, and the clever use of them will be the core driving force for corporate sales growth.
- Conversion media
Simple effect-like ads, no scenes, poor display environment, but now some high-quality media has begun to enter. Vertical app that highlights the consumption scene, and the community with strong purchasing power will be the next place worthy of brand attention.
Trend 2: Seize the short video opportunity
According to the statistics of 2018, the per-person use time of short video users is up to 68 minutes per day, and the maximum number of single-day starts per person is 8.2 times. Short videos, with their rich expressiveness and fragmentation, are fast becoming the king of mobile social content.
However, the current method of combining brand stories with short videos in the short video market is not yet mature. We have set up a short video team dedicated to brand marketing. We are committed to providing the best short video solution in the mobile social era.
Trend 3: Establishing a KOL Marketing System for Scientific Systems
Most brands now do not systematically think about and plan their KOL portfolio marketing strategy. In the past, most brand customers invested a lot of money in KOL.,but most companies directly adopted the purchase method, This makes it difficult to manage KOL values., which is the biggest risk in KOL cooperation. The management of KOL will eventually transition from rude management to data management, and then to a management model with influence and communication.
Trend 4: Enrich online marketing scenarios
We believe that marketing techniques without application scenarios are wrong. Although digital marketing technology has been developed for many years, it has only realized the online management of advertising scenarios. Other marketing scenarios still rely heavily on offline operations, and have not really moved online, such as gift distribution, promoter incentives, product trials, word-of-mouth recommendations, experience feedback, referral rewards, consumer communities.
Only these marketing Moving from offline to online, that can enrich the online experience of digital marketing. To achieve comprehensive data collection is the real “online marketing.”marketing.
As a professional digital marketing agency, we can quickly provide rich online marketing scenarios for enterprises, and more effectively increase the various interaction opportunities between brands and consumers through mobile social interaction.
Trend 5: Marketing Automation Construction
Machine learning and artificial intelligence are rapidly evolving, which is an important opportunity for corporate marketing. We have helped many cosmetics and maternal and child brands, integrated multiple data sources, and achieved one-to-one communication between brands and consumers, significantly increasing the depth of interaction between consumers in browsing, repurchasing, conversion, and shop. Created significant value. We believe that brands that do not have automated communication capabilities are difficult to continue to develop in the future smart age.
Trend 6: Grab the post-95 consumers who have the highest recognition of brand value
In a lot of market surveys, the post-95s may become the next generation of consumers to pay the most brands. They grew up in a relatively safe consumer environment, with less concern about product quality than previous generations, and less dependence on traditional well-known brands, but the appeal of brand representation is more important. This key change will bring more opportunities to marketing managers.
Trend 7: Mobile payments are becoming more popular
Data surveys show that consumers prefer to use mobile payment methods when multiple payment methods are available. Analysis of payment data shows that a significant portion of consumers who purchase goods at night are paid in bed.
The era of mobile payments has only just begun, and the impulse of consumers to shop on the mobile side will continue to be significant. In the mobile environment, the last loop of funnel conversion is becoming more efficient. To improve the conversion rate of mobile, only when the content is innovative, can the conversion rate be improved, and the impulse of the consumer’s fingertips can be grasped.
Trend 8: Use the community to create a competitive advantage
What is the brand in the mobile social era? This issue deserves to be considered by every marketer. In contemporary society, the performance of brands has become more concrete, cross-border and mobile. The brand and the media are in perfect harmony. The trend of e-commerce in the media, especially the rise of web celebrity e-commerce in the apparel field, has made many brands realize that perhaps their next competitor is web celebrity. Brands that can successfully build large-scale communities are also accumulating more and more potential energy and becoming the strong players in the competition.
Trend 9: Choosing a New Strategic Partner
We believe that the Leading Agency in the mobile social era needs to have the following key conditions:
- Ability to continuously find good content through testing in a socially environment without relying on personal guesswork. Leading Agency itself needs to build massive content production capabilities in order to become the driving force behind the brand’s continuous output of good content.
- It can quickly respond to marketing opportunities and market hotspots, from the marketing rhythm of “TV + shopping mall” era to the rhythm of “information flow + e-commerce”.
- When the effectiveness of media is quickly transferred to content marketing, Leading Agency needs to have a strong grasp of content creativity.
Trend 10: Marketing departments must create business value
The marketing department needs to take greater responsibility for business results.
In the mobile social era, Marketing departments must be more brave in turning their past-focus (such as creativity, media prices, KPIs, etc.) more into internal and sales-related content, including the creation of new sales scenarios and the creation of new sales models. And even the creation of a new pricing mechanism.
As a professional marketing agency in China, we have extensive experience. If you need Chinese social media (WeChat, Weibo, short videos, etc.) marketing services, please contact us.