It's more useful than that.

　　read Sina on the news, search with Baidu, shopping to Taobao, Chat Open QQ, This is a familiar slogan that we often hear.

They all have a feature that describes the functionality of a service that can provide news, search, shopping, and communication, respectively. This is an important feature of early Internet service marketing: It is selling and promoting its functions.

From the service, to the desktop Internet as the core of the digital world, whether it is the electricity business in the pursuit of our cheapest here, or the micro-broad war in the pursuit of our most popular, are in the enhanced function of the description. This marketing approach focuses on what users can get, but basically does not consider when users should get them.

After the rise of mobile internet, the situation has changed. Unlike desktop Internet, which uses PCs primarily to get services, the core of mobile internet is mobile phones (including, of course, tablets and notebooks). Sitting in front of the PC scene is almost the same, if you have to say the difference, is probably serious occasions (work) and leisure occasions (home), but mobile phone application of the scene, it is a variety of.

Mobile apps are very situational--unless you have enough resources, such as the original user base is large, or very rich to hit ads-I think, rather than using the way to promote their own applications, but also use the way the situation used to promote. In situations like this, you can use our services to accomplish what you need, and this kind of promotional discourse will be strongly echoed. Because the user will think: Ah, I do have that situation ah, at that time have such a service is good.

A friend of the company has made an application that can push the things seen on the desktop internet to mobile phones (strictly speaking, it is not only mobile applications, but desktop and mobile integration applications), planning to find a browser factory to discuss the cooperation based on Plug-ins, before and after looking for two. When the first talk, describe the main features of their products, listening to people a little sleepy. And in negotiations with the second, changed a statement, no longer detailed functions, but the use of situational mapping method: A user intends to go to a place, on the PC map to the site, the context of the use of push services, you can map the region to the picture directly to the mobile phone, to facilitate the arrival of the search. This situation depicts, a listen to understand, and listen to the feeling is: well, very useful. The follow-up development is that the second home soon reached a cooperative intention to enter the technical cooperation phase, and the first, has not yet been results.

This is the situational presentation on business cooperation (BD), which is actually similar on the user side. Synchronization Services Dropbox a video to introduce their own services, a lot of the use of situational display this way: Under what circumstances, you will use Dropbox? Viewers are often hit when browsing: Yes, this is the moment!

Situational presentation is more evocative of the user than a functional description. In the direction of thinking, there is still a link between the powerful function and the user's use: when and where I want to use it. The function description way compels the user to imagine that time, but the situation description direct hit, in the marketing promotion, is very flattering. Mobile applications are particularly suitable for the use of situational descriptions because of the diverse user scenarios.

Situational description is not only used for marketing, but sometimes it goes backwards to the product design level. On what occasions do users use my service? What are the characteristics of the user in the general sense of this occasion? According to this characteristic product function to do what kind of match design? How should sound be handled? Such problems, the proposed startup companies are made into a list of one by one to deal with, and thus the design of marketing discourse, .

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