Advertising also requires thousands of people.
Editor’s note: This article is from WeChat public account “Notesman” (ID :Notesman), author Duan Yulin | Director of the Brand Research Institute of South China University of Technology.
Content Source: On October 16, 2019, Prof. Duan Yulin, Director of the Brand Research Institute of South China University of Technology, conducted the “Tensight and Marketing Science Conference 2019” conference organized by the Second Hand System and the Second Needle Marketing Academy. The wonderful sharing of “Intelligent Marketing Innovation in the Age of Artificial Intelligence”. Noteman is the “exclusive note support” partner of “Second Hand Marketing Science Conference 2019”.
Before you invite me to read, think about it:
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What does smart + marketing mean?
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Where is the challenge of smart marketing?
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How powerful is smart marketing?
First, what is smart marketing?
The topic I brought today is the intelligent marketing innovation in the era of artificial intelligence. Without the development of marketing intelligence technology, there is no so-called intelligent marketing.
Starting in 2017, artificial intelligence has already landed in industrial applications, and we have entered an era of comprehensively welcoming “smart +”, whether it is “smart + urban brain” or “smart city” or “smart + health + medical “, all mean the upgrading of industrial intelligence.
So what does smart + marketing mean? What does smart + advertising mean? What does smart + brand mean?
From a conceptual point of view, intelligent marketing is driven by data, focusing on user needs, using AI technology to make intelligent content production, intelligent communication, intelligent interaction and intelligent closed loop optimization process. Ultimately achieve the user’s needs and match the best efficiency of the demand.
From the perspective of the industry chain of advertising, from the user’s insight to the dynamic intelligent creativity, to the personalized recommendation, to the effect evaluation, in fact, it has achieved intelligence.
Today’s digital advertising, smart advertising, and intelligent marketing are all based on big data, and data becomes an important corporate asset as a brand.
In 2015, I went to the MIT Media Lab. Their research was to achieve emotional computing through computational advertising and real-time emotional insight. They did a lot of data, such as 8 million faces, more than 50 billion data, and insights from more than 75 countries.
Second, the challenge to traditional marketing
What are the challenges of traditional marketing from a smart marketing perspective?
Computing advertising and intelligent marketing emphasizes intelligence. It brings three challenges: first, to find the target population through data; second, recommendation algorithm, intelligent interaction in real time; third, intelligent decision-making, master the communication effect Marketing effect.
1. Find the target population by data
The basis of the data challenge is to tag users, image, emotion calculations, and user behavior based on data. Taobao can guess your preferences through clustering, crowd portraits, and labeling.
2. Recommended Algorithm
The previous marketing theories include 4P, 4C, 4S, 4R. In the intelligent age, we need 4E, including experience and scenarios, effects and efficiency, and recommended algorithm navigation pricing.
I ask everyone a question: Why do you brush your hands and play fast?
There are single-column and double-column modes. Many people say that the vibrato mode is a pyramid type, and the top is KOL; the fast-hand mode is a double-column type, olive type, and the focus is KOC. Quickly re-communicate with the community.
KOL’s head net red investment is particularly large, and the KOC level will carry out a lot of transformation, such content is constantly evolving from 1.0, 2.0.
From the content point of view, there are vertical advertisements, such as Chanel items can be displayed on the vibrato, the final evaluation and data traffic can be seen.
There is an interest-based ad that publishes targeted content and posts the ad content by focusing on the details of the marketing node. For example, the experience of Andema and Uniqlo, including the experience of Xiaomi.
3. Intelligent decision making, master communication effects, marketing effects
Creativity differentiation is based on creative DMP, from experience creativity to intelligent creativity, advertising and smart marketing development from thousands of people to thousands of peopleThe programmatic dynamic intelligent advertising that I talked about today is a one-person advertisement. In the process of development, through algorithms, we must continue to be predictive and forward-looking according to the needs.
So artificial intelligence image recognition may have a large amount of traffic material to form a creative brain. At this level, based on the analysis of creative elements, the content is personalized and accurately matched to provide complete matching content. A lot of many cases.
For example, on the day of the double eleventh, you can generate a creative map of 2000+, and realize the creative development of thousands of people. Without data, the matching of people can not be achieved and completed.
Interaction differentiation is from technology interaction to immersive interaction to intelligent interaction.
KFC is the “opening dish”, which is the technology of artificial intelligence speech recognition.
Propagation differentiation propagates from one-way to stereo matrix.
Today’s advertisers face such a complicated environment and so many choices. They often feel awkward. They just don’t know how to choose such a multimedia and platform. Blindly, it’s useful to see others saying that this thing is useful. He just followed it. He doesn’t know how much he helps.
A content of an advertisement should be placed on a number of integrated brand communication media, rather than just relying on vibrato, fast hands, and subsequent data analysis to provide protection. In fact, it is a three-dimensional integrated communication platform.
The dimensions of each point of this level are not the same. How to set up each platform now has its own set of systems. The way in which the development of headlines and vibrato is presented today is diversified.
Three, development trend
The development trend of the smart + era has six points worthy of attention.
Trend 1: Connection-based.
Either the connection between people and information or the connection between people and people, the society has entered an era of super-intelligence. In this era, intelligent networks, smart media, and intelligent communication have become the ecosystems that must be faced today.
The way we see the window ads today can be through the artificial intelligence technology to achieve plug-in matching with all TV series, TV dramas and many plots on the iQiyi platform.
I have contacted a creative company in Shanghai. It has developed very fast. The target for this year is 1.5 billion. The technology is to complete the match between artificial intelligence and scene marketing and scene marketing.
Trend 2: Intelligent upgrade of the entire link of the industry.
From the point of view of intelligent marketing communication, not only should we focus on intelligent marketing and experience, but also on intelligent customer service.
What does full link intelligence mean? Starting from upstream production, intelligent technology has covered production links, logistics links, and distribution links.
From a marketing perspective, marketing must adopt a method of value creation, brand co-creation, and user participation. It is not only to sell products to users, but also to let users participate in the production environment. This is very important.
The label of Ruixing Coffee is data coffee. Because you want to place an order through the APP portal, Ruisheng can accurately know your habit of drinking coffee and related preferences.
Trend 3: Multi-scene deep fusion.
The 4E stage is more of an experience and a scene. Now there are a lot of “social +”, but how to integrate and deepen and interact with the product in the scene requires us to explore.
Trend 4: New technologies enable intelligent marketing to achieve a comprehensive upgrade of digital transformation.
Data is the bottom layer, software as a service, platform as a service, all must be serviced by the Trinity to be powerful, so there is no hardware, no software, and there must be a platform.
I heard a case in France to turn product marketing into relationship marketing. The final relationship marketing is based on software services and is deeply connected with users.
JohnPau has built a platform for the needs of high-end services to match the needs of Top1 or Top10 with those that can provide demand.
Trend 5: Subversive changes in the production and sales model.
Speaking of big data, whether it is marketing, advertising, branding, consumers, or even the entire social sciences are subversive new paradigms. This paradigm tells us that people always think that advertising is not science, advertising is just “surgery”, not to the height of “learning.”
But with big data today, the new marketing paradigm of big data makes marketing scientific, giving you deep insight into user psychology and needs, building deep loyalty and maximizing brand value.
From the perspective of content insight, the content ecology of the “smart +” era is fully upgraded. In the upgrade process, you need to know the user’s content.Points of interest, precisely the creative content pushed to the user.
I am a consultant of CCTV. CCTV has now put forward the “1+N” communication mode, and put forward a story about content communication, but how does the content form a strategy? How to publish liquid content, how to publish brand relevance? How does content have vitality and persuasion?
This is all we need to consider.
Trend 6: Human-machine symbiosis, breaking the boundaries and re-engineering the new ecology of marketing communication.
Communication is advertising, advertising is marketing, and there are no clear boundaries between marketing, advertising, branding, and other aspects at this level.
The emergence of emotional chat bots allows us to communicate emotionally with consumers. The user-centered intelligent marketing and user ecology is the ecosystem of intelligent marketing from intelligent operation and intelligent marketing.
I don’t emphasize that technology can completely replace humanity. The ultimate intelligent marketing is the combination of art and science. The combination of sensibility and rationality, data thinking and humanized thinking must be integrated to build a smart marketing ecosystem of the future.
Today’s sharing is here, thank you!