The internet is fighting for traffic and portals, and the mobile internet era is fighting for scenes

The internet is fighting for traffic and portals, and the mobile internet era is fighting for scenes. Rely on the flow of PV era has passed, to scene trigger (Scenetouch) as the basis of the scene of the era has come, if the Giants are still on their laurels, do not learn to embrace the scene, was after the waves on the beach is minutes of things. From the PC Internet to the mobile Internet transformation, the original flow of the economy gradually ineffective, accompanied by how to build a new business system around the scene, in the construction process should follow what criteria?

Why does the flow pattern die?

The traditional internet based traffic-building business model does not seem to be on the mobile internet. In the era of PC Internet, millions of PV do not make money, it is a disgrace to keep a team, and in the mobile internet era, the live millions of apps can support the family, and it is a proud thing to keep the balance. Baidu explained the reason is "because advertising is based on the area of money, so traffic patterns in the mobile internet will naturally depreciate." It is based on this judgment, Baidu's mobile internet strategy is "not enough, head together", we do not have a phenomenon-class super app, but I have dozens of second-rate app.

But in the mobile Internet entrance dispute, the second-rate app in front of the Super app has no power to fight back, was squeezed to the nth screen, become the user completely can't think of the zombie application, not only can not become the entrance, but almost was thrown out of the door. This is the most direct reason why Baidu lags far behind the other two in bat.

As a single attention time short, attention frequency high fragmentation serious equipment, banner article advertisement is intolerable. Dare to put banner ads in the main program interface, users can run faster than the rabbit. Christmas Eve cheat Girl still have to buy an apple, say a Mary Chrismas, cheat the user is so simple and rough in the interface of a plus, will point of people in addition to hand-slip hand cramps, estimated that there is no other reason. In a stool to be intelligent today, the flow of business model is so simple and rough, this is the reason for the damned.

From the scramble for the entrance to the scene of contention

Compared with the remote Baidu, Ali and Tencent have more in-depth thinking about how to curry favor with users. They know that in the mobile end to really affect the user and the principle of pushing down the sister is consistent, is to create a woman she has reason to be pushed down the scene. So they spent a lot of money on the scene to build a user to take a taxi and then make a logical payment with their pay tools. Drops and fast competition, in essence, are Ali and Tencent wrestling in creating a payment scene.

Take the other proven business model of the Chinese Internet-the game to give examples. Build scene let Big R pay the game designers have been able to play the same, think about it, if there is no well-designed pay points, no use of human weaknesses to build those scenarios, users from the pockets of money can be so happy? Really when we all are constructed, rich wayward ah.

In the current domestic mobile internet occupy a leading position, no one is not a master of the construction scene. The reason why he can be in the micro-letter surrounded by the siege of Wall Street, the most essential is that he helped users to build a very different from the micro-letter stranger friends scene-about cannon.

Millet in the establishment of their own intelligent hardware empire, but also without or forget to build a user can use the Millet mobile phone to carry out a variety of operations scenes. Tencent's success and its emphasis on the social scene of the building on the impact of the game is quite deep, Ali through their own perfect ecological services all the times to build Alipay payment scene. As the upcoming scene revolution says, the Internet is fighting for traffic and portals, and the mobile internet era is fighting for scenes.

Contention scenarios need to be covered, but more ingenious methods are needed

A successful app must have its own set of methodology for building scenarios, but these approaches will follow several core principles:

1, the process of building a scene to be natural

360 mobile phone guards to receive the flow of insufficient reminders when the message will guide users to buy traffic packets, this traffic package to buy the scene of the construction is very natural, so that users more easily accepted, and the same time the same time mobile phone assistant to the user every day to push all kinds of download applications on the notice, it is to let the people take pains. Therefore, the construction of the scene should be logical, in the user feel the appropriate conditions to trigger, rather than out of thin.

Recently, the article "micro-letter Precision messaging Service", mentioned that someone has been using text messages, such as some open message to help build the scene, but also a relatively natural, will not provoke users to dislike the marketing scene construction form.

2, the details of the construction scene more specific, the user's driving force is greater

Ctrip and the Pacific (market, inquiry) insurance cooperation in its app sales flight delay insurance, but not many buyers, the main reason is that Ctrip to create the scene is not specific, resulting in the user's motivation is insufficient. Imagine when you buy a flight ticket, the app will show the purchase button at the same time the flight delay rate of up to 75%, the user's purchase rate will not improve it? Charles Duchig, author of the Force of habit, argues that trigger (cue) is a key link in habit-building, and that more concrete content in trigger will help to strengthen the impact on users and the formation of habits.

3, the construction scene should use the external contact point more

As we all know, a mobile phone with up to 80% of the app is not usually remembered by users, so even in the application design a very perfect scene building system, but users do not actively use, these scenarios will not affect users. And in the mobile phone use environment, there are a lot of scenes to use the contact point. Location information, notification bar message, SMS can be used as a scene of the contact point. But the text message, is as the scene touches the content richest, but is forgotten by the most thorough one. Can use the bank bill SMS, easy to build an installment of the scene, you can use the ticket message, build a destination hotel scene, you can use water and electricity bills SMS, build a mobile payment scenario, let users develop with Alipay or micro-letter payment habits.

Flipping through your message, you can easily come up with a lot of scenes, but these scenes have not been built, was wasted in vain, we are still in the mobile Internet portal, arguing. However, the major mobile phone manufacturers and super app has begun to move, Lenovo's latest address book products have been online situational SMS function, to provide situational services is the start-up of small-source technology, they and manufacturers of cooperative development Plan has been ranked in the second half. This shows that the 2015 in the smartphone market slowdown in the trend, manufacturers for these can provide a better user experience, but also better to build their own O2O closed-loop service is how enthusiastic.

Bloodthirsty sharks can always smell the faint smell of the sea water, vigorous petrel always feel the storm will arrive in time. In this fast-changing it circle, only with a keen sense of insight to adjust their posture when the next wave comes, or even the invincible ship may be overturned. Rely on the flow of PV era has passed, depending on the scene triggered (Scenetouch) based on the scene of the era has come, if the Giants are still complacent, do not learn to embrace the scene, was after the waves on the beach is minutes of things.