Gain convenience or Get tracked?

It’s unbelievable that smartphone has developed and penetrated into people’s life so quickly and vastly over the past 10 years. On average more than 80% people are using smartphone all over the world. Thanks to the technology, the smartphone is not just a phone anymore. People use smartphone to play games, watch and make videos, navigate road, and settle payment. Comparing to TV and PC, smartphone is much more portable to take. Therefore, the time spent on smartphone is increasing and surpass the time on TV, radio and PC.

There is a big opportunity for marketers to take attention of mobile market. Unlike in TV and Desktop market, where it’s been saturated for ad spending, mobile market still has a gap to explore.

Mobil marketing allows marketers to collect the users’ data and analyze users’ interests and preference, thus personalizing the customers service, so that they can get more detailed marketing segments.

Spotify will recommend users preferred music base on the listening history. Youtube keep pushing videos which users would like. People using social media platforms feel being concerned, and they don’t need to spend time to search music and videos. consumers enjoy this convenience.

However, are consumers really willing to be analyzed by people? Wechat push up python tutorial recommendations after I talked about python in chatting group. Facebook sent me ad about skincare after I search the key word of skincare. The people on the back of the social media platform can decide which music and videos users will receive. Every click, like, and comment is recorded, maybe being tracked. It’s just like standing in public without wearing clothes. Yes! Consumers are also being aware of this issue. They are more concerned about their privacy.

As a marketer, how to mitigate the negative impact and utilize mobile to communicate with users is a big challenge. People are sick of massive ads on mobile.

Sumsung has launched a smart fridge where you can check food in the fridge and make order directly to super markets. It’s more straightforward to communicate between consumers and products through smart phones. In addition, consumers are also able to voice talk through a mobile app called “family hub” to take action of ordering and check food.

Sumsung fridge might go further. They could collect users information like users activities and users food list to recommend healthier food, well-being activities, and all other possible products. It is more like pull strategy rather than push strategy, which is more accepted by consumers.

In one word, mobile marketing still have long way to go. However, as a consumer, be aware! When you are enjoying the convenience, you might be tracked, even be manipulated.

Korean Anipang made a milestone in social networking based games

Anipang is a South Korean mobile puzzle game, developed by SundayToz. In 2011, Anipang was released at Kakaotalk, which is Korean most popular social networking app, it had been downloaded more than 20 million times within 74 days. There were over 5 million users in 2011, and more people took part in and enjoyed this game after years. There are now over 20 million users, the highest number of users in the mobile game market in South Korea. Because of the popularity of Anipang, Sunday Toz sequentially released “Anipang 2”. They also expended oversea market using Wechat in China and Line in Japan. It is a milestone in Korea, because Anipang is the first mobile game based on a social networking system in game market.

How can Anipang spread so quickly and widely?

  • Anipang creates great social currency.

Social currency are things people can share, such as thoughts, opinions and interests which can make people look good to others. It’s quite easy to play Anipang. People from 10 to 60-year-old are hooked on this game. They would like to share this interesting game to their friends. In addition, people can check every friend’s points on kakaotalk, the game also notice you when you get higher level than your friends. Through this game mechanic, people keep playing to get higher points and higher level, gaining the feel of achievement from the rank.

  • They make triggers.

There are 97% of Korean using kakaotalk, The users can send messages to their friends to recommend this game. Furthermore, Anipang provides hearts to play the game, when you use up the hearts, you can send a heart to your friend, then you can get a heart as well. When your friends get higher level than you, a notification will be sent to you. You also can share your points and rank to your friends. All of these game mechanic trigger you to keep playing the game, to share and talk about this game. Anipang spread so quickly and widely that people play everywhere, on the train, at workplace, and at school. Can you imagine Anipang even become daily topic to start conversations.

  • They bring it into real life.

SundayToz opened a flagship store in Hongdea, the busiest commercial street in Seoul. Consumers flock into store, taking photos of Anipang’s characters and purchasing the various products. The store became a popular travelling point in Korea.

It is not surprising that there are numerous games in social network apps nowadays. However, there is no one as popular as Anipang in Korea. If you are always imitating others, you never surpass them. Keep seeking new and novel things to attract public.

Show your expertise on social media

Li Jiaqi is known as a male beauty blogger, gaining 800,000 followers on Tik Tok and Weibo(Chinese popular social medias). He reportedly beat Jack Ma, the co-founder of Alibaba Group, in a lives-treamed platform on Singles’ Day by selling 1,000 lipsticks, while Jack Ma only sold 10 during the same period. Another record Li Jiaqi made is, on 8 of March(Queen’s Day in China), making 23,000 deals with earning 3.5 million yuan($508,668) in a five-and-a-half-hour livestream-show with 190,000 viewers. Now he can earn more than 10 million yuan ($1.4 million) a month.

What a legend!!!

How did Li Jiaqi make it?

Sensis Social Media Report, June 2016

Li Jiaqi effectively utilizes the power of social media to get huge number of audience. The data from Sensis Social Media Report show the largest proportion(91%) of social media users are for catching up with family and friends, following for entertainments(36% sharing photographs or videos, 28% watching videos, 18% playing games) and information collecting(35% on news and events, 16% on particular brands or business, 8% reviews or blogs about products). Here indicates three main motivation of social media consumers: entertainment, social connection, and information. Li Jiaqi found a big commercial opportunity in providing information. He tried a large mount of lipsticks and shared his evaluation with expertise of cosmetics.

  • Novel Things — He posts heaps of videos where he applies various colors lipsticks. It is funny to watch a man trying lipsticks, but surprisingly, this lipstick man is more attractive than women applying lipsticks. In addition, Li Jiaqi keeps saying “OMG”, “AMAZING” as his favorite phrases, which is quite easy to catch attention.
  • Expertise — The funny thing don’t guarantee to maintain the audience. Li Jiaqi used to work as a cosmetics count-seller, he has comprehensive knowledge about cosmetics. He will try every single lipstick and tell you different texture, different effect, even different color match with different image.
  • Being trustworthy — You may be funny and has expertise in some area, but you might be seen as a seller of one brand. Li Jiaqi introduces various products and brands. He criticized some lipsticks of well-known brands like Chanel and YSL, also gave a high value of some inexpensive lipsticks. It is showed than Li doesn’t stand by any brand and it looks like evaluation is fair enough.

Li Jiaqi use his professional knowledge to attract audience on social media. You can find your way to get attention from social media’s users, that’s a big commercial opportunity.

Introduce Yourself (Example Post)

This is an example post, originally published as part of Blogging University. Enroll in one of our ten programs, and start your blog right.

You’re going to publish a post today. Don’t worry about how your blog looks. Don’t worry if you haven’t given it a name yet, or you’re feeling overwhelmed. Just click the “New Post” button, and tell us why you’re here.

Why do this?

  • Because it gives new readers context. What are you about? Why should they read your blog?
  • Because it will help you focus you own ideas about your blog and what you’d like to do with it.

The post can be short or long, a personal intro to your life or a bloggy mission statement, a manifesto for the future or a simple outline of your the types of things you hope to publish.

To help you get started, here are a few questions:

  • Why are you blogging publicly, rather than keeping a personal journal?
  • What topics do you think you’ll write about?
  • Who would you love to connect with via your blog?
  • If you blog successfully throughout the next year, what would you hope to have accomplished?

You’re not locked into any of this; one of the wonderful things about blogs is how they constantly evolve as we learn, grow, and interact with one another — but it’s good to know where and why you started, and articulating your goals may just give you a few other post ideas.

Can’t think how to get started? Just write the first thing that pops into your head. Anne Lamott, author of a book on writing we love, says that you need to give yourself permission to write a “crappy first draft”. Anne makes a great point — just start writing, and worry about editing it later.

When you’re ready to publish, give your post three to five tags that describe your blog’s focus — writing, photography, fiction, parenting, food, cars, movies, sports, whatever. These tags will help others who care about your topics find you in the Reader. Make sure one of the tags is “zerotohero,” so other new bloggers can find you, too.

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