Shulou(Shulou.com)11/24 Report--

Under the upsurge of generative AI, an intergenerational change in brand marketing is under way, and the era of "generative marketing" is about to emerge.

For a long time, the marketing industry has focused on brand-centered one-way communication, whether the brand is hard and wide, or the content is soft and wide, all lack of attention to the needs of users. With Internet traffic peaking, advertisers need to find new marketing scenarios and marketing methods in order to get new growth opportunities. Businesses look forward to deeper and more intimate two-way communication with users, imperceptibly enhance user trust and stickiness, this demand is promoting marketing from "shouting" to "dialogue" brand-new marketing.

Recently, Baidu Marketing launched a new "conversational" advertising product, Brand BOT, which is an intelligent marketing dialogue robot based on Baidu Wenxin model, which aims to help enterprises quickly identify users' intentions and accurately provide corresponding responses, establish efficient interactive channels with users, and promote the transformation from traditional brand marketing to AI marketing. Brand BOT creates three core competencies for merchants: exclusive customization model, conversational marketing BOT and dialogic data insight, covering pre-investment, hit-in and post-investment, building a new position of business management and redefining brand marketing.

From generative AI to generative marketing, "Brand BOT" is opening up another intergenerational revolution after marketing, such as search and push scene, knowledge ecology, AI digital people, etc., from "web search" to "generating answers", atomization and maximization to meet the needs of users.

High IQ cabinet sister + high EQ customer service, comprehensively improve efficiency and stay with guests.

It can be expected that brand BOT will lead the production process of brand advertising to be reconstructed and marketing efficiency greatly improved.

First of all, the brand BOT can meet the demand through Baidu, so as to greatly improve the interaction efficiency and reduce the user decision-making cost. When users search for relevant brands, the brand BOT directly appears to answer, saving the time of searching for layers of menus in the graphical interface; at the same time, through multiple rounds of dialogue and personalized answers, guide users to retain capital and transform, save users' time to reason and make decisions, and improve the efficiency of users' decision-making.

At the same time, in terms of user operation, brand BOT can communicate step by step, transmit brand value in this process, strengthen users' mind, and guide consumption transformation at the right time.

Brand BOT can also focus on creative production, combined with brand labels and tonality to achieve personalized customization of brand creativity, but also focus on media delivery, combined with new media forms, dialogue scenes, AR / VR and other new technologies to achieve precision.

Finally, the brand BOT can also undertake global traffic, cover multi-scene entrances in business domain and private domain, expand the traffic matrix, and activate user interaction.

It can be said that brand BOT is not only a private cabinet sister who can respond to every request, can actively display goods, introduce and try goods, and share feelings; but also a customer service reception with high EQ, he will accurately understand the intentions of users, properly communicate with users, and do not let users get bored, so as to solve the problem of brand marketing customers and visitors.

The automobile and fast consumer industries are the first to land, covering the whole marketing link.

At present, brand BOT has successfully introduced 30 + brand customer development training in 10 major industries, including automotive, daily chemical, mother and child, clothing, IT3C, cultural travel and other industries, as well as household, education, exhibitions and other industries.

The automobile industry is one of the key landing industries of brand BOT. As we all know, the pre-sale guest is a big problem in the automobile industry. When users buy a car, they often have to go through a long decision link and compare it with each other. For only one model, orders can only be placed through complex processes such as searching prices, understanding performance, finding stores, booking test drives, price comparisons, warranties, charging and replacement issues.

When users are interested in a car brand and model, they can search for direct voice import questions on Baidu. Brand BOT has covered users' search paths for long-tail words, such as "which car is suitable for family travel?"where is the nearest 4S store?"how can I make an appointment for a test drive?" And so on, start the interactive answer directly.

When the user is satisfied with the first presentation and starts to ask more detailed pre-sales questions, the brand BOT exclusive digital person can customize the model with the brand and use dialogue to generate answers to all follow-up questions of the user. If the user is interested in the relevant model, the brand BOT will communicate in detail, such as warranty policy, price, intelligent technology, etc., and navigate to the nearest store to book a test drive experience. Thus, it can be achieved in one step and promote the user's decision to place an order.

The big fast consumer industry is also the service object of the brand BOT, which can help the fast consumer industry bid farewell to the "scattered" search content of the whole network, and finally meet the needs of users in the whole scene.

Take a certain milk powder brand as an example, when a novice mother is searching, the exclusive digital person will jump out directly to help the mother understand the full range of products, and give the most suitable purchase plan according to the nutritional collocation and the child's youth and physical condition.

At present, the brand BOT can also customize the exclusive digital human image, a variety of styles and customizable image, pulling into the user dialogue distance.

Scientific AIA system empowers, brand BOT understands users better.

Brand BOT has a better understanding of the needs of consumers, and it also benefits from the "Baidu Marketing Science AIA" system from the behavior, intention, mental aspects of the brand bot tailored capacity.

The "Baidu Marketing Science AIA" system can help brands find I2 (Interact interaction) people, that is, audiences who have outstanding purchase decision intentions, significant transformation advantages, and are more likely to become brand advocates. Around the I2 crowd, Baidu marketing through the marketing from cognition to interest to interactive marketing "three axes", so that users can see, remember, find, but also let the brand marketing mind "number", to find a more deterministic, more sustainable business growth path.

The bugle of generative AI changes in various industries has been sounded. In this marketing change, Baidu Marketing, which is ahead of the tuyere with its powerful AI gene, will continue to provide products and services that are more intelligent and in line with marketing requirements for the brand. Brand BOT will also have the opportunity to grow into a new position of business management and the standard configuration of brand owners in the new era.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.