Analysis of the Relationship between Application Scenarios in China's MarTech Market
These five scenarios empower each other, and effectively complete the realization links of enterprises’ marketing demands.
Five scenarios, data and strategy, content and creativity, advertising, channel operation and conversion, customer and process management, constitute the core service ability directions of China’s MarTech service providers. These five scenarios empower each other, and effectively complete the realization links covering data analysis and management, marketing strategy formulation, customer acquisition, sales conversion, customer operation, marketing effect analysis, and so on. (1) Data & Strategy Scenarios is the basis for the intelligent operation of other scenarios; (2) content and creativity scenario provide material for advertising; (3) Advertising scenarios guide traffic to sales conversion and customer operation; (4) Channel operation and conversion scenarios are important conversion carriers and expand advertising channels; (5) customer and process management scenarios improve the efficiency of advertising and channel operation and contribute to efficient customer operation.
Demand and Service Value of the Data & Strategy Scenario
Data processing technology and product function operation optimization are critical to scenarios services
The data and strategy scenario covers data analysis and testing, management, visual presentation, monitoring and secure computing services. The functions and services are involved before, during and after the marketing activities of the demand side. The core demanders in the data and strategy scenario are brand owners, advertising agencies, and media platforms. Among them, the demands of advertising agencies and media platforms center on providing better marketing services. The brand owners’ demands mainly include customer data management, marketing activity planning, and effect analysis, etc. (1) Since this scenario is very close to data processing, technology stability and reliability and the guarantee of data security are extremely important and are the foundation for service providers’ products and services. (2) Data and strategy scenarios can be the basis of other MarTech scenario services. Service providers need to optimize product operation and make products more user friendly so that demanders can quickly understand the product's abilities and make a quick layout.
Business Models of the Content and Creativity Scenario