Core Viewpoint - The acceptance of traditional advertising is declining, while the demand for "good content" is increasing, leading to the rise of scenario-based marketing [2][4]. Group 1: Understanding Scenario-Based Marketing - Scenario-based marketing involves analyzing the specific context of consumers to provide them with relevant information or products, ultimately driving transactions [2][4]. - It requires creating a specific "atmosphere" that attracts consumers to experience and purchase products [2][4]. - Key components of scenarios include "time," "place," and "event," reflecting the personalized demands of consumers [2][4]. Group 2: Misconceptions in Scenario Marketing - Misconception 1: Building a scenario is more important than understanding the user. The essence lies in understanding the "scenario profile" of consumers [5][6]. - Misconception 2: Quality of the scenario is prioritized over effectiveness. Scenario marketing should focus on continuous, interactive engagement rather than one-time displays [8][9]. - Misconception 3: Providing emotional value is sufficient for good advertising. Effective scenario marketing requires a deep understanding of consumers' emotional needs and long-term engagement [11][13]. Group 3: Key Steps in Establishing Scenario Marketing - Step 1: Observe life to identify existing specific scenarios linked to products, rather than creating scenarios in isolation [18][19]. - Step 2: Engage the senses and provide multi-scenario services to meet individual emotional needs, enhancing consumer experience [20][22]. - Step 3: Create a value perception that is slightly elevated from ordinary life, ensuring that marketing does not disrupt consumers' established routines [23][26]. Group 4: Case Studies and Examples - The Hong Kong Tourism Board's collaboration with Whale Energy demonstrated effective scenario marketing by repeatedly appearing in various consumer life scenarios, leading to increased tourist visits [11][9]. - ZEGNA's targeted marketing efforts focused on high-value customers, utilizing data to create precise consumer interactions and achieve significant engagement [19][26]. - The success of Yili's "Baby's First MV" campaign showcased how emotional engagement through personalized content can resonate deeply with consumers [20][22].