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I. Background and definition
The growth rate of the overall online shopping market has stabilized, and the traffic dividend has gradually disappeared. However, various applications such as mobile games and short videos occupy a lot of users' time, and users' attention is constantly distracted and their stickiness is reduced. In this context, the idea of scene marketing may be one of the remedial measures.
The so-called scene marketing refers to triggering corresponding functions and activities according to the user's usage scenarios to meet the user's needs. The scene marketing of e-commerce discussed in this paper is to integrate the thinking of scene marketing into the organization of e-commerce promotion activities to promote the effect of the activities.
Second, the significance of scene marketing to e-commerce platform
1, close to users, make users associate, enhance activity retention, and easily stimulate additional demand.
Organizing and packaging the activities from users in scenes is in line with the association and decision-making links in the shopping process. Close to the user's way of thinking, users can remember their perception points and indirectly enhance their retention of activities. At the same time, the cross-category organization model can also reach relevant categories for users and stimulate additional demand.
During the 20 19 New Year Festival, in the New Year Festival activities organized by JD.COM and Ali, the actual shopping scenes of users were fully explored from the node of Spring Festival: New Year Festival, hoarding New Year Festival, giving gifts, buying foreign goods, and handling local goods in JD.COM New Year Festival; Visiting relatives and friends, New Year's Eve, partying and reveling, traveling for the New Year, and rejuvenating the New Year in Ali New Year Festival. During the New Year Festival, the e-commerce platform introduced core traffic resources into the scene activities, which also fully explained the significance of scene marketing.
2. Improve the efficiency of shopping guide and reduce the decision-making cost.
Because the essence of scene marketing should be to combine the actual scene demands of users, guide and trigger corresponding activities to meet the needs of users. Under this logic, scene marketing can improve the accuracy of marketing and greatly improve the efficiency of shopping guide.
If categories, brands and commodities are different units of the whole activity, then compared with shelf shopping guide, the organization of scene marketing activities is more flexible and can better enhance the penetration effect between categories.
Third, how to do scene marketing for e-commerce platform
1. The marketing scenario planned should pay attention to the time rhythm and conform to the general cognition of users.
Users, such as Valentine's Day and Spring Festival, are nodes with general cognition and actual scene needs. The user's decision-making at this node is not as short and fast as 6 18 and double 1 1, but the decision-making time is longer and more advanced, and the scene-based marketing guidance can make the user feel more immersed and associative, and it is easy to stimulate additional demand.
2. The operation should be refined around the characteristics of the crowd, and even consider creating a personalized scene atmosphere and activities.
The more personalized the shopping guide around a scene, the more users can be concentrated. Therefore, we can consider making a fixed investment around the user's age level, gender composition, geographical distribution, income and other user portraits, which will help us identify users more effectively on the one hand and further stimulate consumer demand on the other.
For example, we don't need to recommend the shopping guide floor to the browsing users under the age of 20. Combined with geographical distribution, shopping cards of local supermarkets can be accurately recommended, which is also the embodiment of unbounded retail.
3. The organization of scene activities and shopping guides should be more intelligent, from shelf-style "people looking for goods" to "goods looking for people"
In the case of commodity information explosion, users are too lazy to search, think and compare, but users will prefer the methods of recommendation by relatives and friends (grouping) and intelligent recommendation (information flow). In the scene activities, you can also try to use the recommended way of intelligent waterfall to plan the scene.
Taobao's homepage has been revised. I guess you like to be promoted to 2 screens, and the recommendation is more refined and intelligent: it covers the recommendation of life stage, consumption demand, interest preference and other factors. By expanding the single judgment dimension of "consumption behavior" to personal consumption scenarios, it will be more accurate, more humanized and more efficient, which will be the most important step for Taobao to realize the "people-centered" algorithm technology. At present, the recommendation mechanism of "guess what you like" has formed a fine consumption scene of super 10000.