Have you all been flooded with Wu Yifan's Freestyle recently? I have also been flooded with Wu Yifan's screen recently, but it was not Freestyle, but the McDonald's ordering APP endorsed by Wu Yifan. From offline queuing for ordering, offline queuing for self-service ordering to online ordering and offline pickup. McDonald’s ordering method has been continuously optimized and upgraded with the development of the Internet and user usage scenarios.

When we discuss an Internet product, we often start with the user usage scenarios, and the operational user usage scenarios are scenario-based marketing . Today, let’s talk about how scenario-based marketing can help e-commerce apps.

1. What is scenario-based marketing?

Scenario marketing refers to triggering corresponding functions and activities based on the user's usage scenarios to meet user needs. Improve the accuracy of marketing through scenario marketing.

The following is an analysis of the development of the McDonald’s ordering method from a product perspective.

Users' needs have evolved from how to order food, how quickly to order food, to how quickly to pick up food. The corresponding services have also evolved from manual ordering, self-service ordering to mobile APP ordering. From the evolution of McDonald’s ordering methods, we can see that a product is born from the needs extracted from user usage scenarios.

Provide users with convenient products based on what they need. The same goes for scenario-based marketing. Provide users with activities that they need at the moment. It can be in the form of discounts, coupons, exchanges, etc., as long as it can provide users with the marketing activities they need most at the moment. This is a benefit to users rather than a harassment.

2. Use of scenario marketing

Scenario marketing is an indispensable marketing method for most e-commerce apps, and is specifically applied in three aspects:

1. Increase user registration

I don’t know if you have ever had this feeling, but every time you open a newly downloaded e-commerce APP, dozens to hundreds of new user coupons will pop up. This is because the cost of acquiring customers for e-commerce APPs is getting higher and higher, and they have to use huge coupons to attract users to register.

Therefore, in the application scenario of attracting new users, we use the method of issuing coupons for marketing. By issuing coupons, we attract users to register, and then through some subsequent activities, we slowly cultivate user habits. Complete the APP’s operational closed loop of attracting new users, retaining existing users, activating existing users, and converting them to paying users.

2. Increase activity participation

Product discounts are a common form of activity on e-commerce apps. When operating activities, operators often plan corresponding activities based on dates. July is when the heat is unbearable, so Gome Electrical Appliances APP launched the "50% off home furnishings and summer cooling products" event. Suning Electrical Appliances APP launched the "Summer Price" event based on the summer price period, offering coupons to reduce the heat.

Combining the two scenes of scorching heat and summer vacation, users can feel that it is necessary to buy some summer supplies in the hot summer. What's more, now there are activities organized by APP, and daily necessities can be purchased at low prices, so the participation rate of the activities will naturally increase.

3. Increase the payment rate of products

While e-commerce apps bring convenience to our lives, they also cause troubles for people with decision-making difficulties and those who are addicted to shopping.

There are more and more products to choose from, but people with decision-making difficulties can never pick the products they like. Taobao APP's Youhaohuo will recommend similar products based on the products the user has recently viewed. I recently searched for children's tableware, and Taobao APP's Youhaohuo recommended a stew pot and a puzzle based on my browsing history. Recommended puzzles may seem strange, but if the user is not clear about what they want to search for, and is searching for children’s tableware out of the context of “selecting gifts for children,” then it makes sense for the Taobao app to recommend puzzles to the user.

For those who love to shop, they have become accustomed to the promotional activities on e-commerce apps and often open the apps to see what discounts are available. Beibei APP's "One Yuan for the Whole Store" provides users with a large number of cheap goods. Users can share with friends and form a group with friends to purchase goods at a price lower than that of individual purchases. The goods used for group purchases on Beibei APP may not be the users' most needed items, but since the goods are cheap, it is a good deal for users. If they don't buy, they will lose money. For this scenario, a large number of goods are purchased.

3. How can e-commerce APP do scene marketing well

Through the above introduction, we all know that scene marketing is an indispensable marketing method for e-commerce apps. How should we do scene marketing well?

1. Choose the right scene marketing node

There must always be a reason to carry out marketing activities, and festivals are an opportunity to do activities. For example, Chinese New Year is such a festive holiday, you have to buy New Year's goods, and you have to buy clothes. Tmall APP, JD APP and other e-commerce apps will launch New Year's Goods Festival marketing activities during the Chinese New Year to create a strong Chinese New Year atmosphere for customers. Although Dangdang.com APP has book discount activities from time to time, when World Book Day comes, the book discount activities are always particularly popular and books are often out of stock. On World Book Day, there must be books . Some people who don’t usually read will buy a few books at a discount. The magic of choosing a time node for marketing is that people who do not have an urgent need for the product will also be aware of the marketing activities and may even follow suit to make a purchase.

2. Conduct scenario marketing based on user classification

When marketing to users, you need to classify them. For potential users, you can turn them into new users by issuing coupons, purchasing at low prices, etc. For users who are still on the sidelines, you can use daily discounts to attract them to place orders. For users who have already placed an order, you can set up some small games and distribute coupons to encourage users to repurchase. You can also recommend vertical products to encourage users to repurchase.

The Activity Box , an APP activity operation tool , can trigger corresponding activities based on the user's usage scenarios and conduct targeted marketing to users.

3. Scenario marketing based on location

In scene marketing, the accuracy of location is actually very important. I like to use a food e-commerce APP ENJOY. When I was on a business trip to Chongqing, it recommended Chongqing food to me. It was really cheap and delicious. Just imagine, if when I arrived in Chongqing, ENJOY still recommended Guangzhou food to me, then all my drooling for a long time would be in vain.

The same goes for marketing activities of other e-commerce apps. If you distribute coupons to users but the location of use is not accurate, isn’t that just a waste of money? It is also useless to recommend a promotion in Guangzhou to users in Beijing. Therefore, all scene marketing must be based on the condition of accurate location.

Summary: Scenario marketing is about providing users with the marketing activities they need most. Users can buy cheap and desired products, and e-commerce apps can successfully sell the products. Isn’t this the best of both worlds?