Study on Development Trend of Mobile Phone Advertisement in New Media Era

Abstract: This paper first analyzes the development status of mobile phone advertisement in China, and then introduces the features and advantages of mobile phone advertisement, and finally it analyzes the development trend of mobile phone advertisement in new era.

Keywords: mobile phone advertisement; development trend; marketing mode; audience;

With the constant deepening of social informationization development, mobile phone has become an indispensable tool in people’s daily life, and mobile phone users increase significantly. According to material statistics, the number of mobile phone users of China Mobile, China Unicom and Telecom in 2012 was 9.997 billion and it continued to rise. Faced with this situation, the merchants began to work on mobile phone advertisement in order to improve the sales. Mobile phone advertisement emerged as times require and it has more and more influence on people. Mobile phone advertisement specifically refers to the advertisement that mobile phone is used a carrier to spread the conveyed information, in order to influence the audience’s attitude and behavior. Thus, the essence of mobile phone advertisement is network advertisement form, which is mainly carried on by network communication. Thus, it has the features of network media. Also, it has mobility, which can make audience search at any time or search the needed information. Compared with Internet, it has greater advantage. Based on this, mobile phone advertisement has become the focus of merchants in new media era. For various merchants, grasping the development trend of mobile phone advertisement can help them effectively improve the advertisement effect.

1. Mobile Phone Advertisement Status Analysis in China

Mobile phone advertisement belongs to network advertisement, namely, through the online advertisement form, it can release advertisement information. Network is the important carrier of mobile phone advertisement. In this information exploration era, the mobile phone advertisement development in China has been very rapid, and various mobile phone advertisements are everywhere. In the global range, mobile phone advertisement has gradually become a stable business, and many advertisers also find the huge commercial values behind the mobile phone advertisement.

The mobile phone advertisement in China has two kinds of forms: webpage and short message. The webpage is a link form to make the corresponding websites sent to users’ mobile phones. Short message advertisement mainly includes MMS and texts, using text or image information to display commodity information. But currently the short message advertisement in China lacks of corresponding supervision, and it has been a disaster. It makes many mobile phone users feel disgusted, thus it cannot achieve the expected advertisement effect.

Mobile phone advertisement still belongs to new things, thus editing system and management aspect are still not perfect. The mobile phone communication method is only copy the resources on the network or newspapers to mobile phones, and the content and form are single, lacking of innovation. In addition, the mobile phone advertisement development in China has a good development, yet it is limited by media user resources. It is hard to form a good development relationship between the audience, media and advertisers. The development is restricted by two aspects: first, management system is not mature; second, supervision governance is not sufficient, making many approval and users have negative emotion for mobile phone advertisement, which is not good for the propaganda effect of mobile phone advertisement.

2. The Features and Advantage Analysis of Mobile Phone Advertisement

Some experts think that mobile phone advertisement has the news function, economic function, entertainment function and service function of integrated new popularized advertisement media. Compared with traditional TV, newspaper and radio and other advertisement forms, it has interactive, quantitative and directional, wide dissemination range and rich content advantages.

2.1 Interaction

Although the traditional media advertisement can provide a lot of advertisement information, yet it lacks of novelty, thus the communication is not good. Mobile phone advertisement can take mobile phone users’ own need and interests as the foundation, it can make mobile phone users obtain useful information in the personalized premise. Users normally need the webpage link or send the corresponding code relevant with the advertisement, so that they can understand the needed information in details. For example, when someone sees her own favorite commodity in magazine, it only needs to use mobile phone to scan its commodity 2D code and sends the corresponding numbers to obtain the discount coupons provided by distributors. This marketing mode is not only convenient and convenient, but also can make users get some preferential.

2.2 Realizing Directional and Quantitative Advertisement Propaganda

American scholar Tang Pebos thinks that: “one-to-one marketing mode can fully grasp the consumer’s situation, which is helpful to establish long-term and effective interaction and communication relationship between consumers, in order to shorten the distance between consumers and further promote the success of advertisement propaganda. Thus, we can be sure that the marketing mode of mobile phone realizes the directional and quantitative advertisement mode, compared with traditional advertisement mode, using one-to-one mode to see the preference of mobile phone users and it can provide advertisement information for mobile phone users and it can better evaluate the advertisement effect.

2.3 Wide Range of Popularity and Rich Content

China has a large population, and mobile phone user groups are very large. For the media industry of audience foundation, the huge audience group is the key to advertisement propaganda. Based on this, mobile phone advertisement can also use video and text and other advertisement form to enrich the content of mobile phone advertisement. It makes mobile phone users experience the interest of mobile phone advertisement, in order to further attract users’ attention, using the vivid information to stimulate the desire to buy things.

3. Development Trend Analysis of Mobile Phone Advertisement in New Media Era

3.1 Using the Technology Improvement to Enhance the Effect of Advertisement Propaganda.

The current mobile phone media terminal in China has small memory capacity, slow speed and short standby time. This technology defect influences the propaganda effect of mobile phone advertisement. Thus, the development of mobile phone advertisement in new era will pay more attention to technical problems and its restriction to advertisement propaganda. Through improving the technology to improve the effect of mobile phone advertisement, if mobile phone advertisement wants to obtain greater development, solving the technical problems is very necessary.

In addition, apart from solving technical problems, realizing the fusion of three networks is also an important development trend of mobile phone advertisement. Three networks refer to cable television network, computer network and telecom network. Through technology reform, realizing three network fusions can provide data, voice and image of comprehensive communication business. At present, the three network fusion can become the development trend in the world range, which is the final result of media development. Thus, mobile phone advertisement can conform to the era development to realize three-network fusion, so that it can use its advantage to realize the real-time communication of mobile phone advertisement.

The current 2D code is a newly developed technology, which can effectively meet the users’ need and create constant communication atmosphere, through the public media, life circle media, mobile phone media to network media of the whole information ecological process, in order to promote the sales behavior. In addition, Augmented Reality is in the research stage. According to prediction, the technology refers to using scientific and technological stimulation to make the entity information, which can hardly be found in actual life in the time and space range into the real world, in order to be captured by human sensory and implement the sense experience beyond the real world.

This technology is mature in Japan and America, taking Japan as an example, Japanese Telecom Advertisement studies a type of “butterfly” application software, which can combine with AR technology, using GPS global positioning system and mobile communication network to contain the video, picture, text and coupons and other advertisement information to make into virtual butterfly and fly.

3.2 Combining Virtual Advertisement Content and Real Marketing Activity

Compared with traditional advertisement mode, the most obvious feature of mobile phone advertisement is personalized, thus mobile phone advertisement can become the communication media that accurate marketing requires. Through accurate mobile phone media is not only the data of operators, but also accurate marketing mode. For different advertisement information transmission, it will take audiences’ need as the advertisement focus, improving the advertisement quality. Thus, before mobile phone advertisement propaganda, first, we should understand the gender, age and jobs of mobile phone users, which also include the current situation of users.

With the constant development of SNS, consumers have changed from pure advertisement receivers to information receiving body, which is more tend to choose the needed advertisement information. Thus, influenced by this attitude change of consumers, the development of future mobile phone advertisement will change single communication form, through enhancing the interactive mode to get the favor of mobile phone users, to improve their recognition for mobile phone advertisement. It then uses application program to realize marketing, which is also called APP marketing, referring to booking mobile phone software, SNS and social platform application program to conduct marketing activities. The relevant video and picture advertisement integrate into application program, and the users download the application program and then see the corresponding advertisement information, which can fully experience the product performance. Kangshifu’s “new drink” drink publicity is used as an example for analysis, and this type of product advertisement takes APP activity game and combines with the popular “sign” game together for summer marketing activity. After consumers receive the “sign in” task, they can also use mobile phones to sign in outdoor place or the activity site, and then obtain the medal award, obtaining the lucky award chance. This advertisement is not only novel, but also arouse the interest of consumers.

4 Conclusion

The mobile phone advertisement in new era has many advantages, which has been the main media of future advertisement media. In addition, the interactive, directional, quantitative and rich content will greatly strengthen the propaganda effect of mobile phone advertisement. With the era development, mobile phone advertisement marketing also makes changes. The development trend of mobile phone advertisement in new era can be summarized as follows: using the technological improvement can strengthen the advertisement effect and combine the virtual advertisement content and real marketing activities.

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