Big data integrates scenario-based marketing into life and may become mainstream
In recent years, O2O has become a key model for the development of the security industry, and the real O2O is based on scenarios and big data, and can Continuous and large-scale services. Jiang Qi, secretary-general of the Information Technology Research Center of the Chinese Academy of Social Sciences, said bluntly, "O2O is not simply connecting offline to online or online to offline. Big data mining should play a core role in it." Scenario-based marketing plays an important role in certain aspects. Life circle, in consumption scenarios, uses the Internet to connect them, build a huge offline entrance, obtain and analyze consumers' behavioral trajectories, preferences and habits in life scenarios, so as to achieve timely, accurate and effective communication with consumers. Interaction, with the development of Internet O2O, the era of "scenario-based marketing" is coming to us.
Focusing on users, connecting seemingly unrelated applications to the actual situations consumers are in, and providing user-friendly services based on big data, cloud computing, the Internet of Things and artificial intelligence under mobile Internet conditions. Scenario application of experience: industry integration, integrating various products and services according to users’ fragmented time; classifying management according to the characteristics of different target groups, setting targeted scenarios for the market, thus obtaining widespread promotion and accurate dissemination, allowing consumers to The behavior is completed naturally and unconsciously without explanation. In a sense, reshaping product channels and linking methods with the help of scenario-based design that conforms to users' lifestyles is the key to determining the success or failure of marketing under today's mobile Internet conditions.
Traffic patterns are yesterday’s news
“Traffic” is traditionally considered an important indicator to measure the level of the Internet industry. From PC to mobile Internet, traffic has gone through approximately four stages of change. When the world of the Internet was just opened to the world, everything was full of novelties, whether it was search engines, website navigation, or e-commerce. During this period, basically any traffic can attract the attention of a large number of users, and the conversion rate of traffic monetization is very high.
The second stage is "traffic diversion": in this process, the conversion rate of traffic gradually decreases, the original simple and extensive "cash-out" method is no longer applicable, and the design and operation of the Internet begins to be refined and improved. , models such as "aggregated search and shopping guide" are popular for a while, but this stage still belongs to the category of "traffic trading".
In the third stage, the emergence of mobile Internet began to change social life. Mobile phones replaced PCs as the main information receiving terminal. Time developed in fragments. As a result, consumers became mobile and dispersed. Traffic patterns have taken a big hit. People are more concerned about whether products and services are sufficient to meet their individual needs. The traffic that was once chased and grabbed gradually became marginal, and the business model built based on it began to depreciate.
In the latest period, with the introduction of the concept of the Internet, the concept of mobile Internet is well known to everyone, and the popularity of smart tools has made the situation of traffic monopoly almost invisible (even though WeChat occupies most of people's time, but It does not mean that the value of this batch of traffic can be equal to that of the PC era. In other words, the consumption of current traffic in the realization process is higher than in any previous period). In the mobile Internet world, everything begins to require precision, and porcelain work without diamonds is destined to be forgotten and eliminated.
Fragmented time
“Fragmented time” is a typical description of individual existence in today’s society. People today have massive social channels and media resources. With the unprecedented fast pace of life, most of the things that used to take up a whole chunk of time to complete are now broken down and deconstructed: driving in the car, making friends for dinner, and even before going to bed and after waking up, everyone is almost faced with mobile phones. , the boundaries of work begin to blur... As a result, how to capture the attention of users in a mobile, dispersed, and fragmented environment, stand out among many competitors at the first time, and promote consumption efficiently has become a problem facing every business. .
Scenario marketing, the Internet is no longer anxious
Some people say that Internet thinking is all about users, production and operations are driven by consumer demands, and market sovereignty is completely handed over to consumers.
At first glance, this statement is full of idealism, but when the scale slides from one end to the other, companies also begin to tolerate a kind of anxiety... As mentioned above, in the traditional PC era, the Internet industry competed for traffic and entrances (for Taobao merchants) For example, traffic is transactions). In the era of the mobile Internet, the conversion rate of traffic related to marketing is low; even if eye-catching product performance can capture some traffic, if it tracks users too much, the company will lose its own initiative and be unable to cope with the diverse market changes - —No matter how good a product is, it will always be copied, surpassed, or even boring. It lacks the necessary consumption logic, and the loss of sticky demand has become the crux of Internet anxiety.
Smart applications make users lazy and picky, and they really want everything done and delivered to their mouths. With the rapid rise of mobile social networking and self-media, simple and crude interfaces for advertising have begun to be ignored and ridiculed between Party A and Party B (Picture P counts as P). Combined with various APP applications of smart devices, if you want to truly impress users under mobile, scattered, and fragmented conditions, the best way is to interact in real time: set up a scene close to the user's actual life, so that consumers can be attracted by it in a friendly and natural way. Triggering and moving, and accepting the information provided by the merchants at will, provides a new way of treating the Internet anxiety of enterprises - marketing promotion has begun to transform from the previous information bombardment to a personalized interactive experience. When you are hungry, you ask "Are you hungry?", when you take a taxi, you use "Didi Kuaidi", when you buy a movie ticket, you ask "Guevara", when you are lonely, you ask for "Momo"...the market behaviors represented by these classic cases are all based on consumers. Show up exactly when you need it most. Based on the characteristics of Hong Kong’s rainy season, Hong Kong Cebu Airlines uses waterproof spray paint to spray-paint advertisements on the streets. It is usually invisible, but on rainy days the slogan “Come to the Philippines and play games with the sunshine” will appear, with a QR code attached to provide access. Through this vivid publicity, its flight business has achieved significant growth. Admiringly, the scene marketing at that time and place can be called humanistic care that goes straight to the essence of appeal.
The essence of Internet thinking is openness and equality, not one-way dominance. Whether it is C2B driven by consumers or B2C driven by enterprise products, the biggest shortcut to facilitate transactions is the friendly exchanges between you and me. Behind the competition for product advantages and consumer markets, it is actually designing consumption scenarios and creating platform entrances. competition. Among the three BAT giants, Alibaba and Tencent far exceed Baidu in terms of market value. There is a very important reason for this: Alibaba and Tencent take the lead compared to Baidu in life scenarios that are truly close to and integrated into the public. (Baidu has not developed a phenomenal super APP, such as WeChat), and the large number of second-rate APPs are completely out of people's sight in the battle for the entrance to the mobile Internet. Even WeChat official accounts have a tendency to replace light APPs. A celebrity in the industry once said: "In the era of mobile Internet, the Link model with hypertext links as the core has completely failed, thus leading to the fragmentation of traffic. The core feature of mobile traffic is scenes."
System Extension
In the scenario-based era, companies can use mobile devices, social media, big data, sensors and positioning systems to accurately understand consumers’ personal status and conduct targeted marketing and promotion of consumer behavior. From a macro perspective, we can abstract the distribution, existence and development trends of relevant fields. There is a company called Bitcarrier abroad. They have established a scenario platform based on public transportation: they collect data through a variety of sensors and 20 million ports of the urban power grid, and then create an urban traffic intelligence network. Relevant departments can thus derive the development trends and distribution changes of public transportation traffic and make real-time adjustments accordingly, which provides great convenience for urban governance.
Comprehensive services based on search positioning and inductive analysis are a major trend in scenario-based applications, and have long gone beyond the single scope of commercial marketing. Abroad, excellent simulation of scenes can even predict the occurrence of crimes, becoming a powerful assistant to the police in the field of public security; while domestically, services based on shopping and social networking are relatively more prominent. This is mainly caused by the development characteristics of different societies and the different tendencies of enterprises in selecting business models. Recently, Tencent has launched a "smart city" strategy in Guangzhou, Shanghai and other places; Alibaba's Ant Financial has also launched an "Internet City Services" strategy in Beijing.
The layouts of the two giants are roughly the same. They mainly rely on their respective advantages to build scenario platforms to provide citizens with comprehensive urban life services: involving vehicle transportation, medical registration, daily payment and other aspects. With the development of the times and the maturity of technology, it can be predicted that the era of scene marketing is coming, and social life will change accordingly.
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