Customer Segmentation Study Of Mobile Advertising Alliance

Mobile advertising which is one of the critical applications for mobile e-commerce, through the wireless communication network, the advertisingmessages are sent to mobile phones, PDAs and other mobile devices in order toachieve the effect of advertising is on a kind of new forms of advertising. Mobileadvertising alliance is composed by mobile operators, advertising agencies andsite owners, which can provide a convenient and rapid conditions for advertisersand develop rapidly. Advertising market development to date, market structurehas been transformed from a seller’s market into a buyer’s market, how toexcavate market opportunities to meet the rigid demand of the customers,accurately dividing the customer base to become the key to mobile advertisingaffiliate marketing. Therefore mobile advertising alliance how to choose thesegmentation variables to determine the breakdown of dimensions and a cleartarget customer base is divided accurately has become the focus of this study.Firstly, the composition of the mobile advertising alliance, operating modeand the union in which the marketing environment are analyzed, then the paperanalyze characteristics and requirements of the advertisers in order to determinethe flow of mobile advertising alliance customer segments. Secondly, from theadvertiser satisfaction, advertiser value and potential value of the advertisers toconsider would like to build a mobile ad network customer segmentation indexsystem. Affecting the factors of satisfaction of advertiser, the current value ofadvertiser and potential value of advertiser are analyzed, to build the indexsystem of mobile advertising alliance customer segments and use thequestionnaire method test the index system of comprehensive rationality. Mobileadvertising alliance customer segmentation model built based on the three-dimensional variable, the value is calculated for each variable in the model isdefined, the characteristics of clients in the analysis model and put forward the corresponding strategy. Finally, for example Superior mobile advertising alliance,the index system of mobile advertising alliance customer segmentation andsegmentation model are used to build and breakdown of the superior unioncustomers, depending on the value to advertisers classification for each type ofadvertising the main characteristics were analyzed and the correspondingstrategies are proposed.