How to build your own service function

In many cases, you will hear such words: Sina News; search with Baidu; buy things to Taobao; chat open QQ ...

In fact, all of these reflect a common characteristic: all describe the functions of a service that can provide news, search, shopping and communication services respectively. As for when you go to use this feature, it is not involved. This is an important feature of early Internet service marketing.

After the desktop Internet as the core of the digital world is also true, whether it is e-commerce called for the "we are the cheapest here," or Weibo wager sought "most popular here we are in the enhanced functionality description. This marketing approach is focused on what the user can get but basically does not consider when the user should get it.

The situation has changed since the rise of mobile internet. The difference is that the desktop Internet is mainly through the PC to obtain services, the core of the mobile Internet is the mobile phone (of course, including tablets and laptops). Sitting in front of the scene in fact are similar to the PC, if we have to say the difference is probably a serious occasion (work) and leisure occasions (home), but the mobile application scenarios will be varied.

Mobile applications are very talkative, unless you have enough resources, such as a large user base, or a lot of money to hit advertising, I think, instead of using a functional introduction to promote their own applications, but also It is better to use the situation to promote the way. In this situation, you can use our services to do what you need - such promotional discourse, will be strongly echoed. Because the user would like to: Yeah, I do have that situation, there is such a service at that time.

A friend's company made an application that would push what's seen on the desktop Internet to the phone (it's not just a mobile application, but an integrated desktop and mobile application in the strict sense of the word) Manufacturers talk about the plug-in cooperation, before and after looking for two. When I first talked about the main service features of my own product, I listened a bit to sleepy. When I talked with the second one, I changed my argument that I did not elaborate on the function but used the situation Drawing method: a user intends to go to a place, on the PC using the map to search the place, the use of push service in this situation, you can map the area directly to the picture by mobile phone, in order to facilitate the search after arrival. This situation depicts, as soon as we understand, but also listen to the feeling is: ah, very useful. Follow-up development is that the second quickly reached a cooperative intention to enter the technical cooperation stage, and the first, so far no result.

This is a scenario presentation on Business Partnership (BD), which is similar on the client side. Dropbox specializes in a video to introduce its own services, it uses a large number of contextual display this way: Under what circumstances, you will use Dropbox? Viewer browsing, it will be frequently hit: Yeah, that is This moment

Situational display than the functional description more evoke the resonance of the user. In terms of thinking, there is actually a link between the powerful features and the user's use: When and where I need to use. Functional description of the way to force the user to imagine that time, and the situation described directly hit, in marketing, it is very easy way. The mobile applications due to the user's diverse scenes, it is particularly suitable for the use of situational description.

Situation descriptions apply not only to marketing, but sometimes to the product design level. What kind of service will the user have in this situation? According to this characteristic, what kind of cooperation design should be made of the product function? How should the sound be dealt with? Made a list to deal with one by one, which designed the marketing discourse, it comes to an end.