Online brand marketing has penetrated offline, and scene marketing has become a breakthrough weapon!

"I am with you at this moment" was a consumption scenario that was unimaginable in the past, but now it has become the starting point for creating special experiences; scene marketing will open up a new open world, and everyone will have their own Arabian magic lamp, but the difference is that you don’t even need to polish the magic lamp specifically, it knows your needs and realizes them in the way that satisfies you most.

At the "2017 China International Big Data Industry Expo", the founders of the three giants BAT gathered in Guizhou. Among them, Jack Ma , the founder of Alibaba , and Robin Li, the founder of Baidu, had different views on data, which triggered heated discussions from the outside world.

In his speech at the closing ceremony, Ma Huateng admitted that there was indeed "a bit of tension" between the two; for example, Jack Ma believed that data was very important and was the raw material, and without data nothing could be done, which sounded reasonable. However, Robin Li put forward a different point of view, believing that data is not important, and innovation and technology are more critical. He also gave an example, saying that in the industrial age, coal is a raw material like data, but its importance is definitely not as great as that of the steam engine, which sounds very reasonable. In this regard, Ma Huateng summarized Li Yanhong's point of view as going from 0 to 1 requires being driven by innovative technology; Jack Ma talked about going from 1 to N, a process that requires continuous data-driven . After commenting on Li Yanhong and Jack Ma, Ma Huateng also put forward another point of view: a more important factor in the future development of the Internet is the "scenario", which we call the "battlefield", because with application scenarios and markets, data will naturally be generated, which will also drive technological development, and talents will follow. "Computing power and big data are replicable, but markets and talents are not replicable. This is a core point."

This reminds me of a joke I saw yesterday: A man dreamed that he was playing in the forest, and suddenly a deep voice came from the sky: "+1 or -1?" The man of course didn't know what to answer, so he said casually: "+1". When he woke up in the morning, he was surprised to find that he had an extra penis! He was so scared that he ran to the hospital in a hurry. After listening to his statement, Doctor Lai Fu slapped his thigh and said, "Why are you so stupid? Go back and continue dreaming. If someone asks you again, just say -1 and that's it!" So he ran home and went to bed. Sure enough, he had the same dream as yesterday, but this time the voice from the sky was - "+2 or -2?" The man collapsed and shouted for Doctor Lai Fu. "I am with you at this moment" was a consumption scenario that was unimaginable in the past, but now it has become the starting point for creating special experiences; scene marketing will open up a new open world, and everyone will have their own Arabian magic lamp, but the difference is that you don’t even need to polish the magic lamp specifically, it knows your needs and realizes them in the way that satisfies you most.

1. Scenario-based marketing: making it within reach of users

In the era of mobile social networking , people are online and connected 24/7, but marketers still cannot find their target audiences for in-depth communication. They glance at their phones while watching TV, send comments while watching videos, and share annotations while reading on Kindle. The number of screens owned and used by each person is increasing, but their time and concentration are being eroded. All carefully crafted communications may be turned off as miscommunication; or worse, be ignored from the beginning. How can we connect with the audience seamlessly? How can we accompany them throughout the journey?

1. What is scenario marketing?

By using the media and other services that may appear around consumers at any time, we can provide information, products or services in real time to meet the specific needs of different consumers under different TPOs according to the different time, place and environment of consumers. When we conduct scenario-based marketing, we are actually making a dimensional transformation:

When we grasp consumers' needs based on indicators such as age, gender, hobbies, region, and income, we focus on the consumers themselves; and when we grasp consumers' needs through specific scenarios, we focus on the objective environment. It can be said that we no longer care about "who I am" in a large time and space scale, but focus on "who I am" in a specific small scenario.

This focus is only possible thanks to the development of information technology (because it requires more, more complete and more accurate collection and processing of consumer data), so scenario-based marketing is so popular at the moment when mobile Internet is booming.

Due to the difficulty of technical implementation, we divided the consumer experience journey into three steps: "demand-purchase-use". Marketing also faced the embarrassment of separation. All efforts were basically focused on "making consumers aware of their needs" and "recalling my products and brands when they make purchases in the channel next time". I believe everyone knows how effective it is. For example, CCTV-5's live broadcast of the Chinese Super League final is definitely prime time. You must have an impression of the anti-dandruff shampoo advertisement endorsed by Cristiano Ronaldo. Perhaps because of Cristiano Ronaldo and the creativity of the advertisement, you resisted changing the channel and watched the entire advertisement. Perhaps in the next month, you always see the advertisement of this shampoo on TV, outdoor, subway, magazines and other media. Did it touch you? You feel like you're being chased by him and there's no escape, but when your shampoo runs out and you go to the supermarket, several months may have passed. Will you still remember it? After all the marketing efforts, you may finally rely on the little impression left in your mind, not be confused by the packaging of competing products, not be attracted by the promotion of competing products, and correctly pick up the bottle of shampoo and put it in the shopping cart;

Whether it is demand, purchase, or use, consumers have experienced too much time, too many media, and too many location and environment changes in this process, which makes every marketing effort full of randomness and difficult to continue; however, what is more terrible is that most people are not willing to spend time and energy to understand a shampoo. Communicating in non-demand scenarios may not only waste media budgets, but also strategic insights and creativity that marketers have racked their brains to come up with; with the realization of scene marketing formed by the combined efforts of five major technical elements, this dilemma will be changed in the mobile social era. Perhaps in the near future, consumers' hair combs (sensors) will automatically identify and record the conditions of consumers' hair and scalp (big data), and predict their growth conditions, and recommend shampoos that are more suitable for consumers. Consumers only need to click a confirmation in the interaction with this shampoo brand ( social media ), and the existing shampoo can be easily delivered to their homes before the bottle is empty (positioning system); in this process, consumers get the shampoo products that best suit them in real time. They don't have to do homework, worry about choosing, or worry about how long it will take for the shampoo to run out. This smooth experience even satisfies them before they realize their needs exist; doesn't it sound great?

2. Scenario marketing composed of five major technical forces will reshape the era of mobile social networking

The door to scenario marketing has been opened, mainly because the necessary prerequisite elements have gradually been prepared. There are five main elements, including: mobile devices, social networks , data processing, sensors and positioning systems. Among them, mobile devices, sensors, social networks, and positioning systems generate a lot of data. The background analyzes and processes this data, and then feeds it back to mobile devices, sensors, social networks, positioning systems or other people and systems to provide you with the "service" you need at the moment.

(1) Five major forces in the era of scenes

Based on five forces - mobile devices, social media, big data, sensors and positioning systems; it coincides with the economic golden age and is in a virtuous cycle.

It is their rapid adoption that drives down prices, which in turn drives higher adoption, which drives down prices even further; this means that more and more people are mastering the five forces every day, and that almost all businesses are adjusting their development paths to incorporate scenarios into their strategies:

1. Mobile devices: quantity, scale. Mobile devices aggregate the other four forces. Mobile devices are the key to obtaining the power of the Internet and the carrier of the super storm of experience scenes.
2. Social Media: Social media is a two-way street. Social media is essential to the era of scene. It was through online conversations that we clarified our interests, where we were, and what we wanted. As social media is combined with technologies such as mobile devices, big data, sensors and positioning systems, it will become a source of highly personalized content. This content allows the technology to understand context about who you are, what you’re doing, and what you’re likely to do next.
3. Big data: Big data is like oxygen in the scenario era - ubiquitous and indispensable. Because the accumulated data is huge, it is often referred to as "big data". Trying to quantify it concretely is like trying to measure the size of the universe. Perceive the basic characteristics and meaning of textual, temporal, and visual data, which are important components of context.
4. Sensors: The launch of the iPhone by Steve Jobs in January 2007 marked the beginning of sensors becoming the five driving forces of the scene. As the first successful mobile device equipped with a touch screen, it contains a tiny sensor within the screen. Today's smartphones are equipped with seven sensors, through which a rapidly growing number of mobile applications can detect your location and what you are doing. Sensors can bring personalization benefits to mobile devices.
5. Positioning system: No positioning, no scene. Mobile apps are the secret sauce of the contextual age, and mobile maps are the most strategic of them all.

(2) Data sources for scenario marketing

The data collected by mobile devices, social media, sensors, and positioning systems can be classified as data sources for scenario marketing:

• Operator data: Operators are responsible for connecting mobile phone users to the mobile Internet . They have access to almost all data about users' use of their mobile phones, because all information about users' use of mobile devices flows through the operator's data pipeline.
• Commercial WiFi data: When you walk into a shopping mall or a public place (such as a school, subway, etc.) with free commercial WiFi, when you connect to the WiFi, the merchant has already deployed codes to track and collect user data. Behind the free service are other commercial monetization methods for operating and maintaining WiFi, such as advertising and data.
• Data from social networking sites: There is no doubt that when you log in to major social networking sites, the social networking sites will have your email account and behavioral data on the social networking sites.
• Mobile device user attribute data: Many other parties can obtain data such as user's mobile device attributes through multiple drivers and methods.
• Others: There are many data sources and data transactions that we have not thought of.

(3) Examples of typical application scenarios

in the country, we can see that major companies are laying out scenarios. Here are some examples of mature application scenarios:

• Taxi-hailing software: Didi Taxi , discovered the plasticity of consumers and brought "scenarios" into the public eye.
• Shopping malls: Wi-Fi in major shopping malls, such as shopping at APM and receiving coupons from GAP.
• Focus Media: Offline screens, iBeacon.
• Baidu: Indoor positioning technology, Baidu Maps .
• Tencent WeChat : Shake your surroundings.
• Ali : aliBeacon.
• Wanda : Mall Wi-Fi, iBeacon
• Guangyin Network: Scene Marketing Big Data Cloud Platform

3. Five elements of marketing scenarios

The marketing scenario consists of five elements: time, space, people, events, and relationships. Among them, "relationship" is the mutual connection and reaction between these elements.

With the advent of the Internet age, especially the rise of mobile Internet, time and space have been infinitely expanded, and we are always in vivid real and virtual scenes. It can be said that media, especially mobile media, has greatly enriched and activated marketing scenarios, accelerated the integration and interaction of real scenarios and virtual scenarios, and created a larger marketing imagination space for us; for example, today's "living room" scene is different from yesterday's. The 2015 CCTV Spring Festival Gala's "Shake" O2O interaction and Dragon TV's "Goddess's New Clothes" T2O model have allowed today's living room scene to transcend the physical space and enter a new marketing scenario that connects the real world and the virtual world.

4. Three key points to achieve scene marketing

(1) Scenario-centered

The most core change in thinking in the field of marketing over the past 20 years is the shift from product-centered to consumer demand-centered. The era of looking for suitable consumers for an established product in the vast crowd has long passed. What is needed now is to first discover the specific needs of consumers, and then develop and produce products based on these needs. In order to achieve scenario marketing, you need to go one step further. When you discover needs, you need to obtain relevant information more deeply to help you accurately understand "why do my consumers have such needs at this time, at this place, and in this environment?" Only by restoring the needs to the scenario can we truly understand the needs of consumers.

The five major technological forces help you obtain enough information. Marketers will no longer treat individual consumers as specimens for static research, but will continuously and dynamically understand, update, judge and predict all consumers. Only through them can you and your products become a natural and indispensable part of these consumer scenarios.

(2) Emotions as the object

The most important thing about scene marketing is to trigger emotions rather than convey information. When consumers are in an overwhelming scene, it is almost impossible for them to calm down, listen to your information patiently, and then make rational judgments based on logic. Jonathan Haidt, an American moral psychologist, found that people always act intuitively first and strategically reason later. Therefore, it is emotions that can drive them to quickly perform the behavior you expect. They want it because they envy it, and they place an order because they want it. The information description of all functional benefit points is just to provide more supporting evidence for the immediate action of placing an order. Only by understanding how important emotions are in the consumer behavior process can the confusion in the hearts of many marketers: "What exactly is brand building building?" can be solved. Brand building is the kind of exclusive emotion that you can immediately trigger in the hearts of consumers as a conditioned reflex. Perhaps technical functions will be imitated and products will be constantly updated, but when consumers see your brand's logo and think of you, the strong emotions in their hearts are the possibility of connecting with them.

"Why is my product better than its and my marketing methods more gorgeous and beautiful than its? Consumers think I am better but they still buy it?" Because you have been given the "nice guy card" by consumers. You are the honest person who has all kinds of advantages recognized by the world but is boring. They would rather choose the brand that may not be as good as you in some areas, but can cause more emotional fluctuations in their hearts and make their moods ups and downs, because every second spent with it is wonderful and profound.

(3) Data-driven

This is thanks to the five major technological forces, which have allowed marketers to gain access to an unprecedented treasure trove of data and information; would they starve to death while guarding the treasure? Or to tap into and monetize huge value? The ability to drive business with data will determine the success or failure of future marketing. In the past, the data we obtained were single, partial, and lacked connection, which often led to two embarrassments after analysis: "repeating known conclusions" and "creating useless information". The Wal-Mart beer and diaper case that has been talked about for many years is just a beautiful legend.

The inaccuracy of data means that our consumers can only be a vague overall noun. It is true that consumers attracted by a certain brand must have quite a lot in common. However, when it comes to their respective needs, purchasing and usage scenarios, the only thing these people have in common may be that they bought your product. This circular reasoning cannot help us provide better products and services to consumers. Only by defining consumers as individual individuals can we provide accurate scenario marketing, one-to-one communication, highly customized products and services, and simplify the channels for consumers to obtain their needs to the greatest extent possible. All of these require data-driven. The repeated updating of consumer data makes it possible to further optimize the entire marketing process.

2. Internet marketing penetrates offline, and scene marketing has become a breakthrough weapon

At present, the Internet’s demographic dividend is no longer there, online traffic costs are rising, and the Internet has entered the second half; at the same time, users cannot do without offline, and their trend of returning to offline services is prominent, and the connection between online and offline is becoming closer. As a result, online marketing continues to penetrate offline, and scenario marketing that connects online and offline data has become a new marketing option for all parties in the marketing industry chain. Scenario marketing transforms traditional offline marketing in an Internet way and is a concentrated reflection of the Internet in the marketing field.

1. The Internet has entered the second half, and the real environment has promoted the development of scene marketing

Under the trend of promoting structural transformation and upgrading and seeking innovation-driven development, the marketing needs of enterprises have increased, the requirements have become stricter, and both brand and effect are evaluated equally. Scenario marketing provides a new choice for enterprises; the middle class is rising rapidly, and its cultural and entertainment needs and consumption growth are booming, which has put forward new requirements for the content and form of marketing. The relatively single advertising content and form are out of date, and scenario-based marketing content is popular; the large-scale deployment of offline smart devices such as Wi-Fi, iBeacon, etc. makes it possible to locate, identify and track people's offline behavior, providing new scene entrances and data for scenario marketing. Scenario marketing is born at the right time.

Whether it is the Internet or mobile Internet, the growth rate of the number of netizens has slowed down. The demographic dividend is no longer there. How to activate the existing market has become the key. After several major mergers, Internet portals have become centralized, the fundamentals of Internet traffic have changed, the cost of online traffic is high, and the cost of online and offline traffic has become consistent. The entire industry is in urgent need of tapping new traffic. After completing the interim goal of user growth , enterprises have begun to return to the essence of business and seek commercial realization. Scenario marketing has become the best choice for Internet companies with rich scenario portals, user data and media resources. In online marketing, traffic, media resources and advertiser budgets have all migrated to mobile terminals. According to iResearch data, the scale of mobile marketing will account for 55.8% of the scale of online marketing in 2016. The development of programmatic buying on mobile terminals has promoted the intelligence, precision and real-time nature of mobile marketing. At the same time, DMP, as the core part supporting programmatic buying, has become more mature in application and its data processing capabilities have been continuously improved, providing impetus for the development of scenario marketing. Traffic, data and algorithms, all the elements of scenario marketing have been successively available, and the further development of scenario marketing has become possible.

2. The advantages of scene marketing are significant, and the upstream and downstream of the industrial chain are becoming more and more complete.

In scenario marketing, based on the mining, tracking and analysis of user data, in a specific scenario composed of time, place, users and relationships, we connect users' online and offline behaviors, understand and judge users' emotions, attitudes and needs, and provide users with real-time, targeted and creative information and content services.

Currently, scene marketing uses mobile terminals as its main delivery channel, and will expand to OTT terminals in the future. Cross-screen is the ultimate development direction. Focusing on the core goal of improving conversion rates , scene marketing has added new advertising forms represented by Wi-Fi SSID advertising and incentive-based interactive marketing methods represented by shaking red envelopes.

(1) Compared with single marketing methods, scenario marketing has obvious advantages:

• With the development of various hardware devices, it has become possible to quantify users' offline behavior. The combination of online and offline user data enables marketing service providers to predict user behavior more accurately.
• Continuing the characteristics of programmatic buying, it takes "audience purchase" as its foothold and produces marketing content around user needs. Therefore, scenario marketing content often has a good experience and is more likely to ignite social networks through spontaneous user interaction.
• The closeness of marketing behavior can effectively increase the purchase rate and optimize the monitoring of online marketing effects;
• The digital marketing needs of convenience stores, catering and entertainment venues, etc. are greatly met.

(2) Compared with traditional online marketing, the scenario marketing industry chain involves not only advertisers, marketing service providers and media, but also offline scenario data collection platforms, offline scenario application platforms, etc.

There is still a market gap in niche areas such as DMP. According to the development of scenario marketing, the main players in the industry chain can be divided into: offline scenario entrance, online scenario entrance, scenario and user data platform and scenario marketing service provider, among which:

• The offline scene entrance mainly includes: offline scene application platform and offline scene data collection platform;
• Online scene entrances include: smart OS entrance, payment platform entrance, consumption and life service platform entrance, and other media entrances;
• The scenario and user data platform includes: scenario data platform, financial data platform, user behavior data platform and other data platforms.

(3) Marketing service providers are the core participants and active promoters of scenario marketing.

By connecting advertisers and media, it plays a connecting role in the scene marketing industry chain. Marketing service providers focus on scene marketing based on their past experience and existing resources. For example, a group of DSP platforms represented by Guangyin Network, Limi Technology, Pengjing Digital, Yunlian Media, etc. choose to cooperate with offline scene data collection platforms to achieve complementary advantages and focus on programmatic buying of scene marketing; Fengchao Tianxia, ​​Xian Laohu, etc., which focus on offline, are committed to providing local merchants with integrated marketing services based on membership, marketing and transaction data; GeDeng and YiQixiu , which derive marketing services from tool products, have also seen rapid growth in their business.

3. Data openness will deepen, and the core of future development lies in predicting user behavior

In the future, humans will live in the era of big data. Smartphones and various sensors will record and store every move and word of humans. The society in which humans live will become a huge database. The development of technology makes it possible to predict human behavior.

The core of the development of scene marketing lies in predicting user behavior. The data generated by users at every moment will be used by companies in various links of the scene marketing industry chain for user segmentation research, user behavior research, user retention research, user media contact habits research, etc., to better serve marketing behavior and improve marketing efficiency.

Domestic enterprises have always maintained a relatively conservative and cautious attitude towards data. The resulting data island phenomenon has restricted the development of scenario marketing. The further development of scenario marketing depends on data openness and sharing. With the rapid development of Internet marketing , the understanding of data openness by all parties in the marketing industry chain will gradually deepen. When they realize that data openness rather than closure can bring greater value, driven by revenue and profit, data openness and sharing will break the ice. In the future, with the development of Data Exchange, information and data collaboration between enterprises will continue to deepen, helping scenario marketing become the new normal in marketing.

In the upcoming era of the Internet of Things, various information sensing devices will be combined with the Internet to form a huge and complex network, covering a wide range of scenarios. The development of technologies such as voice recognition, image recognition, somatosensory interaction and emotional perception is expected to achieve comprehensive perception of people. At the same time, with the development of VR / AR /MR technology, the boundary between offline and online scenes will gradually blur. The two will be highly integrated, and the real and the virtual will be intertwined to jointly construct new scenes. This will bring subversive changes to the experience of scene marketing, and scene marketing is promising in the future.

3. What American scene marketing brings to physical stores

In the era of mobile Internet, the pleasant consumption experience brought by shopping scenes will be further enhanced. Traditional marketing based on campaigns has become increasingly difficult to impress consumers, and marketing based on scenes that bring actual value to consumers is the future; suppose a consumer walks into a shopping mall, she is not in a hurry to buy the goods she needs, but searches for the goods she wants to buy in the search box on her mobile phone. Based on her location, the search results will give her feedback: the name, location and price of all the stores selling the items she wants to buy in the entire shopping mall. She can also sort them according to sales volume, price, discount, etc. After completing the whole process, she can buy with a targeted approach...; how about it? Do the above wonderful scene experiences make you feel enlightened? In the era of mobile Internet, the pleasant consumer experience brought by the above shopping scenarios will be further enhanced, and the power and future potential of scenario-based marketing are evident.

1. Optimize the in-store shopping experience. International brands do this

(1) Urban Outfitters

Urban On (UO), a native app developed by Urban Outfitters, an affordable clothing brand in the United States, provides users with many personalized services. For example, when users first enter the store, UO will remind them to log in to social media. After users enter the fitting room , UO will encourage them to share their clothing photos with friends. If the sharing is successful, the users will receive a certain discount. There is also a photo booth outside the fitting room for users to take selfies, and users can also listen to UO radio while shopping. The latest version of the app has updated the product page, allowing users to see clearer product images and related product information.

(2) Rebecca Minkoff

Rebecca Minkoff bag store and eBay have launched an interactive fitting room, with smart mirrors installed in both the fitting room and the showroom. Users can click on the mirror to browse products, check product information and place orders. In the fitting room, users can adjust the indoor lighting and click on the screen to view the fitting effects without having to carry a pile of clothes into the changing room; each piece of clothing has an RFID tag, and users can quickly check whether it is in stock. After clicking on the required size and color, a staff member will deliver them to the fitting room. These smart mirrors can also identify customers through connected software, know what they bought, their consumption history, and their consumption preferences. Store clerks can use this data to provide customers with better personalized services.

(3) Marc Jacobs

Luxury brand Marc Jacobs launched an event where users who tweeted with the hashtag #MJDaisyChain could receive a gift at its newly opened Daisy fragrance pop-up store. It would be an even greater gift if accompanied by photos of the store. The best creative content of the day will receive a free Marc Jacobs handbag, which greatly increases the brand's influence.

2. “Experience is king”: the future of scene marketing in the mobile era

(1) More touchpoints between brands and consumers

In traditional marketing methods, touchpoints are limited, and media such as television, the Internet, magazines, advertisements, and outdoor advertising are usually viewed as advertising channels. However, from the perspective of scenario-based marketing, consumer needs exist throughout the entire process of discovering, exploring, purchasing, using and sharing a brand. By conducting in-depth analysis and exploration based on consumer demand scenarios, the touch points are unlimited.

(2) Truly solve users’ problems and pain points and form a positive value exchange with users

As consumers have learned to identify and avoid advertisements, traditional persuasive advertising marketing methods are becoming less and less effective. Consumers want products and services that provide them with real value. Only scenario-based marketing that solves current problems for users can form a virtuous circle between users and brands: brands provide the information and services that users need at the right time and place, which not only helps users but also increases user stickiness due to better experience. User usage data further encourages brands to accumulate and discover what users need, thereby providing more complete services.

(3) Target consumers are no longer limited to the definition of static demographic attributes

In traditional marketing practices, whether a consumer is a brand’s target consumer is usually defined based on the consumer’s demographic attributes. However, when considering the target group of the product from the perspective of demand scenarios, you can unexpectedly gain more potential users. For example, Auntie is an app for women to manage their menstrual periods. Based on the girls' desire to get care from boys during special periods, the software company developed a boys' version of the app. When girls' menstrual periods come, boys can show concern for them. This app already had 10% male users last year.

3. How to apply scenario-based marketing

Scenario-based marketing engine:

Regarding how to better apply scenario-based marketing, Forrester's report provides marketers with four good reference frameworks:

1. Determine the correct brand strategy. Whether it is traditional advertising marketing or scenario-based marketing, we must not forget that the most important thing is to clarify the positioning and strategy of our own brand. All scenario marketing and consumer interactions should revolve around strengthening brand image and brand value.
2. Consider the process of reorganizing marketing activities . Scenario-based marketing requires marketers to quickly understand consumer needs. Small and timely on-demand solutions may be more effective in capturing consumers than a long-term "big idea".
3. Establishing an integrated technology platform Based on consumer demands in different scenarios, which often occur in a scattered manner, a technical team is required to integrate these different information into one platform for management.
4. Making good use of big data generated based on interactive needs can often help brand marketers discover consumer scenario needs. In addition, data with time series information, such as consumption paths, also need to be analyzed in depth.

Easter Egg: Make You Irresistible

At a class reunion, the male classmate who claimed that he would never get married now has children who are not very good at cooking. Everyone was curious about what kind of girl conquered him, so he recounted the scene of the proposal: "It was my girlfriend's birthday that day. She suddenly found a diamond ring in her cake and said to me shyly, 'I am willing to marry you.' Then we got married." Everyone said it was so romantic. Unexpectedly, the male classmate sighed and said, "Yeah, even I can't refuse a girl who bought a diamond ring with her own money and hid it in the cake..." In Shui Bo's view, scene marketing is a specific marketing commercial environment built on user experience . According to the needs of consumers in the current situation, corresponding content is provided to customers to gain a strong sense of immersion. As the field theory proposed by Lewin, an American psychologist and the founder of communication, said: "Individuals and the space of their activities are a psychological field. In this psychological field, individual behavior is the result of the joint action of the individual and the environment in which the individual lives, making you unable to refuse." So now we no longer care about "who am I" in the context of large time and space, but focus on "who am I" in a specific small scene.