ABSTRACT
This chapter discusses redefined substance marketing, representing the new mode of substance marketing in the age of mobile Internet. The fundamental purpose of entrepreneurial marketing is to realize revenues and profits, and content marketing is the revenues. Although implemented without advertising, Mobile has a surprising self-propagation as substance marketing. It has no WeChat social transmission platform, but can realize self-propagation of the content. In the age of the mobile Internet, the cost of connection is rapidly decreasing. Mobile substance marketing means conveying the enterprise-related content via such media as mobile pictures, mobile characters, and H5 animation, so as to give confidence to the users and propel the enterprise marketing. In the age of the mobile Internet, substance marketing with feelings is very important. The entertaining content plus the commercial atmosphere of the brand makes the boundaries between advertisements, substance marketing, and entertainment marketing increasingly blurred.
