2015 Macroscopic Report of Mobile Marketing in China
Recently, iiMedia Research published the 2015 Report of Mobile Marketing Value and Trend in China.
The report suggest that Chinese mobile advertising market will exceed 56 billion in 2016.
At the same time, the market present the situation of change and competition. SMS MMS are gradually disappearing, nevertheless, the APP advertising develops quickly.
Mobile marketing has gradually entered the era of big data.
Pyramid of Mobile marketing change
The change of mobile marketing happens on the background of Chinese economic and Chinese internet era.
The change of mobile marketing is a kind of chemical reaction. It includes not only the top-down interpretation of the process, but also to promote the process of change from bottom to top.
Pyramid of Mobile marketing change is divided into 3 hierarchies: economic society, mobile Internet plus, and consumer behavior &marketer change.
Every hierarchy increases driving source for this change, so we need to cogitate on power of the parties with the macroscopic strategies.
Compass focuses on the analyze the middle hierarchy and base hierarchy of Pyramid
1. The middle of the pyramid
The development of mobile internet begins to appeare the vitality
Mobile network connection, mobile terminal equipment, application service, and developer &development platforms constitute the service system and business ecosystem.
The 2 systems take the mobile internet as the link.
To accelerate the integration of mobile Internet and traditional industries, to develop the various types of APP that closely to life, and to integrate the Mobile and lifestyle become the important parts of daily life.
Network connection and mobile device
Since 2014, the quantity of Chinese mobile Internet users is steady growing in the medium and low speed.
Chinese mobile internet users, terminal equipment, and network infrastructure will continues to grow steadily, because their is the world's largest 4G network in China.
APP development and APP services
The quantity of mobile APP developers is more than 3 million.
The mobile APP ecosystem has basically taken shape.
The instant messaging, mobile payment, e-commerce, video, advertising, reading, medical and other market segments have achieved great progress, and show the vitality.
Mobile Internet development situation
Main battlefield: service industry
APP store: all-embracing, close to social life
Mobile Internet investment and financing: popular, the top- finance& payment, health, mobile marketing, and data type.
The base of the Pyramid- Drive production, consumption and services
The integration between mobile terminal equipment and life scenes is strengthened, and be intimacy with users.
Smart devices have become a part of people's lives, the smart phone has a certain degree of representative of an individual.
The iiMedia Research figures show that more than 40% of mobile phone users takes 4 or more hours the average daily.
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