Scenario application: Creating a scene marketing ecosystem under mobile internet

Under the momentum of domestic development, the demand for "scene marketing" is more and more strong, and at this stage, especially in the mobile internet era, scene marketing has been a certain evolution. The traditional scene marketing is based on the Internet content browsing environment, to the era of mobile internet, scene marketing can be independent of the content. Information is pushed based on the user's time, location, and status.

How does the mobile Internet conduct the scene marketing? From the user, the user in different scenarios to focus on different content, different points of interest, marketing is based on judging the needs of consumers in the current environment, and then to the user to push the corresponding brand or product information.

This requires advertisers to dig deeper into user needs and pain points, labeling, data analysis and portraits of people in the scene, and then engaging in real time Bidding or non-RTB precision ad delivery, completing marketing interactions and continuously optimizing the delivery process.

What is scenario marketing?

We live in a variety of scenarios, "the Essence of Scene marketing" article mentions: if according to the brand theory deduction, the scene is a mental influence. Today's consumption behavior itself is a hint of the scene, for example, you talk about a relationship, want to prepare a special new gift for the lover. It's just someone who reminds you that you have "chosen" a product or service as a way to express your love through various sources of information. Emotionally and intellectually, you are controlled by the resonance of a certain mind in your self-consciousness.

In short, scene marketing is to judge the needs of consumers in the current situation, and then to the user to push the corresponding brand content. With the development of mobile Internet, as well as the upgrading of data and technology, the scene marketing has a more advanced play, that is, through digging into the user's needs and pain points, brand initiative for consumers to provide solutions, build new use scenes, from scratch, create new marketing opportunities.

Scene application, is a new way of information connection developed by cloud technology based on "scene". The "Live" in English name "Liveapp" is the vivid and vitality scene expression.

The development of mobile internet, scene marketing is no longer confined to the content of the site environment, can be independent of the content exists. In particular, work with based on the location of the scene marketing, directly into the user's real-life work environment. Then, the combination of online and offline data mining, to the user labeling, directed push to more closely match the needs of the audience ads.

Scene marketing is evolving, with three major drivers in its evolution.

1, the mobile internet anytime and anywhere

The advent of mobile devices, so that ads can be truly realized anytime, anywhere, where users, advertising to where. and mobile phone features, so that ads more targeted more private, more personalized.

2. Application and analysis of Big data

New era, big data analysis and mining to make ads run before the user's understanding more like. Can be a smart user portrait, really find the user's pain points and demand points, and then push to meet the needs of users ads.

3. Advertising-oriented delivery technology

Based on data analysis and geographic location, ads can be set to users, to achieve and speak to the person. Directional technology and data mining are mutually reinforcing.

Scene marketing is the trend of mobile Internet development. Enterprises can in the tide of the mobile internet, real-time changes in marketing methods, keep up with the trend of the times, is the strong guarantee of continuous progress of enterprises.

Scenario application: Creating a scene marketing ecosystem under mobile internet