Li Xianhong: What is the 5,000-word interpretation of scene marketing?

Didi is actually a test field for scene marketing. Tencent and Ali spent a lot of money to create a scene where users use payment tools to pay when taking a taxi, which was successful. Judging from the case, I think the success of this case lies not in finding out what it is, but in discovering the plasticity of users, bringing the "scene" into the public's field of vision and verifying its commercial possibility.

From the consumer's point of view, if you shop in APM, your mobile phone is connected to the wifi in the mall or installed with the APP in the mall. At this time, when you pass by GAP, the mobile phone will automatically give you GAP coupons and promotion pictures. This is what we often say about scene marketing based on shopping (life/shopping).

Based on the new media marketing environment, for businesses, traffic is equivalent to customers. In fact, the core of scene marketing is the realization of traffic. The internal logic is: offline scenes are transformed into online traffic, and online traffic promotes sales or dissemination (O2O scenario). The key to scene marketing is to provide valuable information to the right people at the right place and at the right time.

Several stages of scene marketing development;

Scene marketing 1.0

About three years ago, it relied more on LBS, simple user positioning, and promotional information.

Wifi access ports in shopping malls and Internet cafes have become a battleground for business strategists, and many enterprises are doing portal integration to provide users with free wifi services. Through hardware push, advertising push, content operation, merchant service and other ways to make profits, the development logic lies in solving users' demand for free networks.

However, these methods are somewhat "blunt" in today's marketing activities, and it is difficult to achieve good results.

Scene marketing 2.0

Under the powerful data mining technology and BAT offline scene layout, the era of scene marketing 2.0 has been ushered in, creating more creative gameplay.

Digging deep into users' needs and pain points through data, the people in the scene are tagged, analyzed and pictured, and then RTB (real-time bidding) real-time bidding precision advertisement is put in to complete the marketing interaction, and it is continuously optimized in real time during the delivery process, thus improving the return value of ROI.

DSP advertising is becoming more and more popular, and the traditional marketing has been upgraded.

In the field of scene marketing, with the continuous breakthrough of technical barriers, merchants have refined the user consumption scenes and produced more creative gameplay.

Scene marketing is a big proposition. For readers' deeper understanding, here are some chestnuts:

During the practice of scene 1, it is difficult to find the water that you drank too much, so you can only open another bottle, which is very wasteful. On the basis of the original label, Aershan has added a special ink coating for scratch cards, so that consumers can leave exclusive marks on the bottle body.

Scene two is different from chatting in Beijing when taking the bus. The bus environment is quiet and boring. If we cooperate with the local XX bookstore, we will solve the needs of tourists and the problems of bookstores.

Scene 3: It's boring to wait at the bus stop. This is just an application that can order food online and deliver breakfast in 3 minutes, 5 minutes, 10 minutes. In fact, waiting for the bus is also a meaningful thing.

For scene application, the understanding of different periods is quite different. At present, various H5 pages, scene-based apps and mobile websites have become one of the important means of enterprise marketing, and the development of scene-based application technology has become a hot spot. As far as I know, Benbang Technology leads the industry in technology development and network marketing. At present, Baidu, Baidu glutinous rice, Didi Chuxing, JD.COM, Mengniu, advertising door, Haitian Network, Blue Cursor, Smart Rubik's Cube, KFC, Momo, Wanda Group, Mavericks, iQiyi, McDonald's, Qianrenzhang, Mercedes-Benz, Baidu Takeaway, Dentsu Advertising Company, Yuyi Interactive, Huayang Lianzhong and so on. In order to avoid suspicion, the case is omitted here.

In a word, the key to scene marketing is to grasp the psychological state of consumers. Enterprises need to know clearly what their products meet the needs of consumers, what is the psychological motivation behind this demand, and what kind of consumer psychological state this psychological motivation is generated. On this basis, enterprises can stimulate consumers with real scenes or self-made scenes, so that consumers can enter a certain psychological state, thus starting the consumer's behavior chain. In other words, the essence of scene marketing is marketing aimed at consumers' psychological state, not marketing aimed at specific scenes.

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