The first step to start thinking about when users will use me?

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

We first look at such a few words like slogans: Read the news Sina, search with Baidu, shopping to Taobao, chat open QQ ...

These words have a common feature: they are all describing the function of a service that provides news, search, shopping, and communication services. As to when you use this function, these words are not involved. This is an important feature of early Internet service marketing: It is selling and promoting its functions.

Then the desktop Internet as the core of the digital world, whether it is the electric business in the pursuit of the "We are the cheapest", or micro-broad war in the pursuit of "we are here the most popular", are in the description of the enhanced function. 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 applications are very situational, unless you have enough resources, such as the original user base is very large, or very rich can go to hit ads, I think, rather than using the way to promote their use of the introduction of the use of the way to promote their own situation. 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 company that has a friend makes an application that can push things that are seen on the desktop internet to mobile phones (strictly speaking, it's not just mobile apps, but desktop and mobile integration applications), and plans to find browsers to talk about plug-in collaboration, and find two of them. When the first talk, describe the main service features of their products, the person who listens is a bit sleepy; In the discussion with the second, changed a statement, no longer detailed function, and the use of Situational description method: A user intends to go to a place, on the PC map to the site, this situation using push service, This area map can be directly pushed 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 suitable for marketing promotion, but sometimes it will be pushed 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, .

The writer is a new media observer, technology blogger Wei