Abstract
With the rapid development of mobile communication and electronic technology, the Internet with mobile device has become the most popular way for people to access. Mobile marketing came into being with a distinctive mark. From the perspective of SICAS model, this paper analyzed the concept and status of mobile marketing, and the marketing case of traditional dairy products brand Yili group. Based on literature research, data analysis and field research, this paper comes to the following conclusions for the enterprises: 1) Ad content optimization; 2) Ad technology optimization; 3) Communication optimization; 4) Ad placement optimization. This study provides a new perspective on the marketing of mobile Internet.
Highlights
Mobile devices and apps provide merchants with new channels to reach customers, and provide the opportunity to combine information search, phone functions and interaction, while allowing access to shopping, products or services in the store [1]. Mobile devices such as mobile phones and tablets can be regarded as loyal partners of consumers and the gateway to rebuild the relationship between consumers and retailers
After analyzing the current situation of mobile marketing, this paper will start from the perspective of innovative SICAS model to analyze mobile marketing and the spread of mobile advertising from multiple perspectives, which is the research significance of this paper
Mobile advertising is the most mainstream mobile marketing method, favored by most enterprises, but for mobile marketing, they usually only focus on the revenue of advertising platform, which makes them ignore the focus of advertising, the direction of content production and the combination of implantation technology
Summary
Mobile devices and apps provide merchants with new channels to reach customers, and provide the opportunity to combine information search, phone functions and interaction, while allowing access to shopping, products or services in the store [1]. Mobile devices such as mobile phones and tablets can be regarded as loyal partners of consumers and the gateway to rebuild the relationship between consumers and retailers. This paper provides a new angle for research in this field to adapt to the current environment and changing audience
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