[August 7, 2022, Beijing] On August 7, with the theme of "Flow" as the new species explosion, Wu Sheng business method released 2022 in Beijing on the start of Autumn as promised. On the spot, Wu Sheng, founder of Scene Lab and initiator of new species experiment plan, proposed the concept of "scene brand", finished sharing 8 scene brand stories, and released 8 methods of scene brand. As the only mentioned SaaS digital technology service provider on the site, Whale Strategy was selected as one of the eight scene brands by its cutting-edge brand digital tools "SDP spatial data platform" and "VAP live broadcast analysis platform".
Wu Sheng pointed out: Scene brand is, subscribe to a kind of life, experience an era. Digital commerce is driven not by new brands, but by brands that create new scenarios; Scene brand is more than brand, it is all methods. In combination with the in-depth analysis of the construction of strategy cases, Wu Sheng described the biggest inspiration Whale strategy as a scene brand gave to the scene methodology this year, that is, the emotional algorithm of user journey, the modeling of the whole scene data and the design of the whole life cycle.
Whale plays a good game: Start with spatial intelligence, understand digital marketing, give invisible form
In this conference, in the field of digital marketing, Wu Sheng mentioned one of the key words of building the scene method -- "Emotional algorithm" . He points out that Whale's strategy seems to be taking the hardest path on this track: going beyond "pure online" user insight, digital marketing, and private ecology, and breaking the offline "blind data box" with digital capabilities; Furthermore, the "emotional algorithm" is further utilized to operate users and make them recognized. Moreover, the whole scene data is modeled in the "online and offline" field of the brand to design the user experience of the whole life cycle. All these make Whale masterly in the digital marketing circuit, become the industry's high-profile technology innovator.
SDP: Scene touchpoints for digital users to get into the habit of
Whale is well aware that today's user journey is based on field switching. For example, planting grass in the broadcast room, experiencing or consuming in offline stores, and then diverting to the online private domain, the brand's own digital "lifestyle" is also reshaped. The user's contact points are discrete, which is the scene integration of different Spaces, platforms and channels, so it must be those fields that have been digitally transformed to a very low degree, which can become variables and winners and losers. Reunderstanding SPACE is not only based on the "value of the field" of business partners, but also essentially delivering "human algorithms" that penetrate into the tiny emotions of users.
SDP captures and calculates the scene touch points that make digital users addicted, designs the peak experience of online and offline linkage, and vividly interprets its differentiated value positioning -- "The addictive algorithms of superbrands."
VAP: The MOT design of a broadcast room is not only the critical moment, but also always
The "emotional algorithm" defined by the wise, It is even reflected in the design of a MOT(user critical moment) in a live broadcast room. Very typical broadcast scene, need not only goods and scripts, anchor expression, speech speed, action, mention of keywords, including Fu bag time, broadcast comments...... They are not sets of atmospheres, but rather "moods" that need to be modeled and calculated. More and more new scenes like broadcast rooms are emerging, and more up-to-date emotional algorithms are needed to keep users on their journey and feel extremely addictive. This is the logic of e-commerce, short video, live streaming, onlookers, but also the logic of content.
Emotional algorithm requires brands to go beyond "offline and online integration" and think through each ignored user key point. For the design of the MOT itself, it can be measured from the result level and billable from the effect level. Only the methodology refined, the modeling formed and the optimization completed in the moment-by-moment feeling are the variables that can form the differentiation ability and lead the result ability at the commercialization level.
No more innovation, "addictive algorithm" interprets the field value
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The field under the era of big data, No longer just a place to buy and sell goods. Both offline stores and commercial Spaces of brands have begun to abandon the simple physical space positioning, and instead take the capture and utilization of "online + offline" spatial data as the upgrade basis, take the moment-to-moment MOT design optimization as the starting point, take the extreme emotion algorithm management user experience as the ladder, and take empowering brands to leverage performance as the goal. Infuse yourself with solid digital genes.
Create new opportunities in a crisis, and open new situations in a changing situation. New species explosion · Wusheng Business method release 2022 strategowriting new speed and new scene with Whale, showing that the flow of new business is still there and innovation is ceasing. In the future, Whale's "addictive algorithm" created for super brands will further help digital users to complete the transformation from physical concept to digital concept, release the value of spatial data, and accelerate the brand's progress on the road of digital upgrade and transformation.
