Core Insights - The article emphasizes the shift in enterprise marketing needs from simple exposure to "scenario adaptation + closed-loop" deep conversion, driven by fragmented consumer decision paths and evolving platform traffic rules [1][3] - Over 80% of enterprises are expected to allocate their budgets towards "scenario-adaptive advertising" in 2024, prompting agents to enhance their service capabilities around three core demands [3] Group 1: Scenario Marketing Rise - The rise of scenario marketing is driven by three core demands for enterprise growth: upgrading from "advertising vendors" to "scenario growth consultants" through a closed-loop service of "data monitoring - strategy optimization - effect attribution" [3][4] Group 2: Full-Link Scenario Solutions - A four-step approach to building competitive barriers includes: 1. Multi-platform touchpoint layout for precise user decision scenario matching, exemplified by a home appliance brand achieving a 120% increase in conversion rate and a 30% reduction in repurchase cycle through a combination of platforms [4][5] 2. Dynamic creative middle platform driven by AI for intelligent content adaptation [5] 3. Real-time data dashboard for cross-platform effect visualization [5] 4. Iteration of attribution models from last-click to full-domain attribution [5] Group 3: Agent Model Upgrade - The agent model is evolving towards lightweight collaboration and high-value monetization, focusing on regional scenario service providers and industry scenario expert studios [5][6] - The decision touchpoints are dispersed across various platforms, necessitating cross-platform linkage [6] Group 4: Core Capabilities - Core capabilities include deep engagement in high-decision industries like maternal and child care, automotive, and home furnishings, offering a combination of advertising investment, industry white papers, and offline salons [8] - A case study highlights a maternal and child care agent collaborating with KOLs to create a "pregnancy knowledge short video + community Q&A + live group buying" scenario, achieving a customer renewal rate exceeding 75% [8] Group 5: Future Trends - The future trend indicates that "scenario as a service" and "ecosystem as competitiveness" will dominate, with a focus on virtual and real integration scenarios [11][12] - The core competitiveness of full-media information flow advertising agencies is shifting from resource integration to refined operational capabilities in scenario chains [12]