There are generally two kinds of advertising information: one is the public information released by mobile communication companies, which mainly promotes communication services such as mobile phones and IP cards. This information comes from inside the mobile communication industry and has unique advantages and a wide range of distribution. The other is the commercial information released by some enterprises and businesses directly to users.
There are several ways to send SMS by mobile phone: the development of mobile communication enriches the content of the Internet, and the development of the Internet promotes the value-added of mobile communication services. Up to now, mobile communication companies in most provinces (cities) in China have established their own websites on the Internet, and many of them have opened free SMS sending services online, such as Shanghai Mobile, Jilin Mobile, Hebei Mobile, Gansu Mobile, Chongqing Mobile and Hainan Mobile. Anyone who becomes a registered user can send short messages to any mobile phone with short message function for free on its website. The combination of network and wireless mobile communication makes the sending of online short messages more convenient, simple and affordable.
As we all know, the number of users of a website plays a decisive role in the "money path" of this website. Because of this, many websites have joined the project of sending short messages online in the method of competing for users.
The website of mobile communication company is like this, and so are other websites. Some people of insight have married mobile communication and established websites that provide value-added services for mobile phones, such as Any8, the avatar assistant of Shenzhen Huadong, e 139 of Bee Star Network Wave, wocall of Guo Hao Paging and so on. The development of mobile communication not only promotes the increase of the number of mobile phone users, but also increases the number of mobile phone personal websites. There is no doubt that sending mobile phone short messages for free often becomes a service item of these personal websites. After all, it is also a means to increase traffic. Short message has the advantages of wide coverage, strong directivity, low cost and almost 100% connection rate. News, entertainment and education have all locked in the spread of short messages, and short message news has already rushed to the beach. In July, 20001year, Yangzi Evening News launched "Looking at You from Yangzi" (short message service), becoming the first short message news service brand sponsored by news media in China. In August, 2005, Hunan Unicom and Hunan Red Net jointly launched a boutique news short message service-CDMA mobile news magazine, which created a precedent for short message magazines. All major portals and news websites have launched short message news subscription services, which are relatively mature according to news content or importance. In contrast, short message advertising resources have not been really well developed and utilized. In fact, the business opportunities of SMS advertising have already been highlighted. As early as 2002, text messages dealing with fake documents and selling fake invoices began to appear, which once became a rampant false advertisement that was hated by mobile phone users, a headache for public security departments and helpless for communication departments. Four years later, mobile phone sales are still booming, with more and more short messages and more complete functions. However, the development of SMS advertising has stagnated, and it still has not played its own advantages. The author analyzes some of the reasons.
The information capacity of SMS is "congenital deficiency". Short message, as its name implies, is a short message, and its limited space determines that the advertising content it carries must be restricted. As we all know, there is a word limit for short messages, and it is usually 70 characters to receive a short message. Too long information must be read on more than two pages, and the visual unsmooth and thinking fault caused by paging reading of electronic media will weaken the advertising effect; Too general information may not attract the attention and interest of the audience, so the advertising effect will be discounted. MMS can be audio or video, but different brands and models of mobile phones have different configurations, including different picture sizes and different pixel resolution. Advertisers illegally or inefficiently use mobile phone short message advertisements. Advertisers of short messages can be divided into three categories:
The first category is illegal advertisers, who use high technology to seek benefits unjustly, and are often called "black messages". Because of the privacy of SMS, operators can't view the content of SMS. Tens of thousands of short messages can be sent at a time through specific software, and the lowest is only 0.0 18 yuan. Low cost and high efficiency, cheating one is one. In this eagerness for money, criminals take the opportunity to "actively" use high technology. Most of them are straightforward information, taking advantage of people's psychology of being cheap and looking for jobs, such as smuggling goods, false certificates, intermediary advertisements to cheat money, and then disappearing.
The second category is SMS content providers (SP). In order to get users to subscribe to paid SMS messages, most of them are seductive messages, such as voice station advertisements and mobile phone links of beauty websites. There are even more skillful emotional signs that claim to be greetings from old friends who have not seen you for a long time. Once the user replies to the message, he will automatically customize a service with different monthly fees. After media reports and reminders from the public security department, SMS advertisements have to be labeled as "cheating", and the consequence is that the credibility of SMS advertisements is seriously lacking.
The third category is the merchants who realize that SMS is a new advertising method, fully realize and actively use resources, but suffer from the lack of in-depth research and analysis on the characteristics of new media and user groups, pay too much attention to the low cost of advertising and ignore the evaluation of advertising effect, thus simply drawing the conclusion that SMS advertising is invalid.
Mobile phone operators hold a negative attitude towards advertising rules. The circulation of mobile phone short message advertisements is usually the combination of mobile phone operators, short message content providers and mobile phone users, as well as the combination of mobile phone operators, short message platform service providers, mass media and mobile phone users. No matter which combination, mobile phone operators will get a slice of the payment from mobile phone users. Driven by profit and most mobile phone users are vague about consumption items, mobile phone operators turn a blind eye to the traps set by SMS advertisements, especially those set by SMS content providers. Some users will handle complaints, but will not take the initiative to make rules, indicating that stakeholders have hidden rules with unclear purposes. Mobile phone operators acquiesce in some false SMS advertisements, which is also an important reason for the development of SMS advertising resources.
It is the only way to normalize and systematize the development of the advantageous resources of short message advertising in a timely and reasonable manner. According to the characteristics of mobile phones, the coordination and trust among advertisers, mobile phone operators and users is the most important, which directly determines whether the advertising circulation is smooth. At least three senses should be enhanced:
1, enhance marketing awareness.
In modern society, any circulating product, whether tangible or intangible, needs to be promoted according to the needs of the market and customers. As a media industry, mobile phone short message advertising needs marketing awareness, mainly from the following aspects: First, reasonably acquire user groups and rationally develop user resources. There are two ways for advertisers to obtain user information correctly, from operators or provided by users themselves. The former way is similar to traditional media advertising, and the advertiser must bear the advertising cost, which includes the cost of sending information and the cost of receiving and reading information by users. Users get information free of charge, but only for the needs of interpersonal communication. Users who want to get the information they are interested in must pay the corresponding monthly fee and information fee to the operators, which is the same as paying for reading newspapers and cable TV. For the reading of additional commercial information of users' private mobile phones, merchants have to spend the cost of obtaining user data information, which reflects the unequal information needs of merchants and users. This method is mainly aimed at businesses that have not formed a fixed customer base. The latter method is aimed at the fixed customer groups, who have high brand loyalty and are willing to provide personal information to the merchants in order to understand and master the latest product release, promotion or other activities of the merchants. At this time, the information needs of merchants and users are equal, and there is interdependence between merchants and users. Merchants only need to pay the cost of information sent by operators. Second, pay attention to the planning of advertising content, and combine the content and form of SMS advertising design with the characteristics of mobile phones. The content is like a well-prepared dish, the form is like a proper cooking method, and the characteristics of the mobile phone are like diners who can taste it. Carefully prepared materials are properly baked by the chef and appreciated by interested diners, and the final effect can be revealed. Information about discounts and promotional activities can be simply sent by SMS; Virtual coupons can be sent through MMS pictures, and different formats of different mobile phones and models should be considered; The promotion of new products can consider the form of small flash, but the memory of general mobile phones should be considered. If it is too large, it will cause a crash and the effect will be greatly reduced.
2. Enhance service awareness.
The way users pay in advance, all kinds of dazzling package combinations, and being unprepared for trap messages are all important reasons why mobile phone users are objectively in a weak consumption position. On the one hand, mobile phone operators must actively create a benign trust atmosphere between advertisers and mobile phone users with the service consciousness of "customer first", thus creating a good environment for the circulation of mobile phone short message advertisements. From the perspective of long-term development and long-term interests, mobile phone operators need to filter and prevent the spread of short messages in various traps through their own technological advantages. Especially for SMS content providers, we must not only see the profits of a few trapped SMS messages but ignore the long-term user trust it brings, and even need more investment to win. On the other hand, improve the practical operability of short message service. The short message service of the system includes customization and unsubscribe service, feedback service and manual service desk answering questions. Inform users of the types of legal SMS advertisements received, the time of customization, related expenses, ways of continuing or quitting, ways of further verification, etc. Users' right to know is fully guaranteed by SMS every month. Mobile phone operators should not only establish their own corresponding mechanisms, but also urge advertisers to clarify the details of related services. As customers and consumers, mobile phone users should take the initiative to request and use reasonable services, while safeguarding their right to know and legitimate interests. Advertisers and operators should provide better services. The psychology of mobile phone users who are afraid of trouble and too lazy to pursue it will condone the development of deception and trap SMS advertisements, and the interests of the end users will also be affected.
3. Enhance management and supervision awareness.
The unified management, supervision measures and laws and regulations of SMS advertising should be combined to ensure the standardized and reasonable operation of SMS advertising market. At the beginning of the year, the Ministry of Information Industry once again emphasized that the real-name registration system of mobile phones should be included in the Measures for the Administration of Short Message Service, which will effectively curb the circulation of "black message" advertisements. Although there are "Administrative Measures of the People's Republic of China on Internet Information Services" and "Advertising Law of People's Republic of China (PRC)", there are no laws and regulations on the communication characteristics of mobile phones. Some measures in the management of mobile phone short message advertisements abroad are worth learning. Japan put them into practice earlier. Dokomo, the largest mobile communication operator, has introduced the technology that users can set their own short message addresses on their mobile phones, which makes it impossible for senders to send short messages to mobile phone users according to their phone numbers, thus reducing the harassment of users by spam messages. The Japanese government has also strengthened the management of mobile phone short messages through legislation. Judging from the increasing popularity of mobile phones, the high development momentum of short messages and the endless stream of bad short message advertisements in China, it is imperative to protect the three.
Canadian communication scientist McLuhan once said, "We should make full use of the characteristics of new media, rather than limit its characteristics as much as possible". Mobile phone, the fifth media, has left us a lot of room to use and think. SMS advertising is not only the development of mobile phone functions, but also a new exploration of advertising media. Establishing an atmosphere of trust and cooperation among advertisers, mobile phone operators and mobile phone users is the starting point and destination of the benign development of mobile phone short message advertising. When the three are independently balanced in sending and receiving, serving and being served, and information supply and demand, and protected by laws and regulations, mobile phone short message advertising resources will be fully utilized.