China Mobile said at its global developer conference that by the middle of 2014, it expects 100 cities across the country to have 4G commercial conditions, and that by the end of 2014, consumers in more than 340 cities will be able to use China Mobile's 4G services, and that according to China Mobile's plan, by the end of 2014, the total number of base stations will be over 4G will usher in the transformation of the entire mobile Internet, and the better consumption experience brought by 4G to users will effectively stimulate user demand and change their behavioral habits in mobile Internet usage, and the threshold of high traffic consumption behaviors such as downloading A pp, watching videos on cell phones, playing networked games, and mobile shopping at anytime and anywhere will continue to be lowered. Some new forms of display advertising and technology relying on 4G will become the next wave of mobile Internet marketing.

2. Mobile video ads will dominate mobile advertising

With advances in technology, the cost of creating video is dropping. Every laptop now comes with high-quality video generation tools pre-installed, and most smartphones are capable of recording high-definition video, all of which provides very good conditions for the development of video advertising. Youku Tudou, Aikiye already have more than 30% of the traffic from the mobile client; Sina Video announced at the end of the year the launch of a 10-second short video strategy to provide advertisers with a more comprehensive video marketing solutions, *** with the creation of a more efficient online video business model; Tencent in 2014 will invest heavily in the promotion of 8-second "micro-vision Tencent will invest heavily in the promotion of the 8-second "Weishi" business in 2014, these signals will promote the development of mobile video advertising. Mobile video ads give users a much better experience than banner ads and text ads, and I believe that video advertising will usher in a faster development than the latter two in the next year.

3. The rise of mobile real-time bidding

Real-time bidding in desktop advertising has been around for a while, and from global data, it is expected that mobile real-time bidding will account for 45% of total mobile ad buys by 2014, and with Twitter's acquisition of MoPub (which was an early leader in mobile real-time bidding technology), mobile real-time With the acquisition of MoPub by Twitter (MoPub was the early leader in mobile real-time bidding technology), mobile real-time bidding has become the dominant AdExchanger in 2013. on mobile, advertisers will look to real-time bidding as the best way to achieve scale.

4. The Rise of Native Mobile Content Marketing

Mobile screens are small, so ads need to focus on how to have a good user experience, so content marketing will rise, and content that matches the relevant apps on the mobile Internet may be extended to become a native marketing service. In a study we conducted in 2013, we found that many mobile internet users were not really sure whether the content related to dressing shown on a weather app was an advertisement or content, which is an opportunity for content marketing. In 2013, Yudao Dictionary tried native content marketing in its English reading stream, and achieved good results. So brands want to create content that can be viewed anywhere, anytime, and that means mobile-friendly formats, shorter and viable blog posts, and thinking about what devices your audience will use to access your content.

5. The deepening of O2O

The cooperation between Tmall's application of Goldmind and Yintai on Double 11, 2013, opened a new wave of O2O, which will no longer remain at the conceptual and trial level, but rather at the stage of deep development. All the brands relying on offline channels, location and mobile Internet links will be more fully, and outdoor advertising, promotions, terminal experience will be changed due to the mobile Internet, retailers will also begin to establish a variety of automated mobile service applications, and how the mobile marketing company to provide solutions based on O2O will be valued by the brand.

6. Mobile big data and precision marketing

In the new year, how to cut more segmented data has become the key point of concern for mobile marketing, and mobile Internet marketing will become a trend from mass to niche, which relies on the mobile Internet platform of mobile computing and big data analysis, and precision marketing based on mobile big data will be popular, and mobile big data business intelligence mining will become an area of concern for brands. Mining becomes an area that brands will all be concerned about.

7. Mobile-centric integrated marketing will become more and more popular

Mobile marketing is no longer isolated, and all companies will think about how to incorporate mobile into the whole marketing system, as illustrated by GM's initiative in 2013, and digital marketing also needs to be supported by new systems and theories, with precise identification and character recognition, instant dialog with consumers, meeting Personalized needs, interactive communication with consumers has become the keywords of mobile marketing, and mobile customer relationship management has also become a new topic.

8. Advertising agencies will strengthen their mobile marketing planning services