赢在移动营销.PDF

WINNING AT MOBILE 赢在移动营销 How to unlock the full potential of mobile marketing 如何释放移动营销的全部潜力 2013 Opportunity 机 遇 n 2013, “Mobile Marketing” has become a buzz word. With the development of mobile Internet, more and more marketers are focusing their attention on mobile marketing. In the current issue of R3 media white paper, mobile marketing will be the hotspot, with a deeper view on the current development and a greater understand- ing of the industry trends. 013年，“移动营销”成为一个流行词语。随着移动互联网的发展， 越来越多的目光也聚焦到“移动营销”之上。本期胜三R3媒体白皮 书，我们也探讨这一热点，关注发展现状，了解行业趋势，初步熟悉 “移动营销”。 THE STATUS OF MOBILE INDUSTRY: 1行 业 现 状： Mobile marketing has a close connection to mobile 移动营销，离不开移动设备。2010年第4季度，智能手机 devices. In Q4 2010, the output of smartphones 的出货量第一次超过PC；到2012年3季度，全球智能手 exceeded that of PCs for the first time. In Q3 机的出货量达到PC的2倍。 2012, the output reached twice that of PCs. In the past 3 years, mobile Internet traffic has 移动互联网的流量在最近3年内从占总体互联网流量的 increased from 1% of total Internet traffic to 1%增加至10%，而且还在加速增长。 10%. And the accelerated growth will continue. However, spending on mobile marketing by 广告主在移动端广告的投入，与用户时间，远不成比例， advertisers is out of proportion to user time. (As 具体数字见下图。 shown in the chart below) 用户时间 50% 43% 广告投入 45% 42% 40% 35%