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

Thanks to the fact that ChatGPT gives ordinary people a more real sense of AIGC technology, this technology wave, which began at the end of 2022, is still sweeping all kinds of industries today. And precisely because the text, pictures, videos and other content forms produced by AIGC are necessary for the marketing industry, the proposition of a new era of AIGC enabling the marketing industry is also fascinating.

Recently, CMO Club released the 2023AIGC enabling Marketing report, which deeply expounds the opportunities that AIGC technology brings to marketing methods and strategies. At the same time, the report also includes the wonderful cases of dozens of excellent brands applying AIGC in 2023. Zhou Hongyi, who provided technical support from 360Intelligent Marketing Cloud, participated in the industry summit for the first time in the form of "digital body" and AIGC helped to improve the overall efficiency of the summer tourism festival. Two benchmark cases were selected as AIGC enabling marketing report / brand case.

Taking this as an opportunity, Li Jie, general manager of 360Commercial Marketing Department, was invited to the round table live broadcast of "how CMO uses AIGC to improve growth-2023 AIGC Marketing case appreciation" hosted by CMO Club on September 21, and gathered with Yuan Ye, Chief Marketing Officer of CMO Club, any one of Ultron Lightyear Market VP, and Zou Xiaomin, head of the Marketing Department of Special likes content, Science and Technology Innovation products, to share wonderful views. And bring the world's first AI digital security summit-ISC 2023, N World join hands with Huanrui Century to create a hot TV drama "Lotus Tower" big model digital man and other latest AIGC enabling marketing benchmark cases.

Generative AI digital human

Upgrade marketing solution

In the era of stock competition, fragmented media channels and content are greatly distracting users' attention, while the marketing effect is weakened, "reducing cost and increasing efficiency" is widely emphasized by enterprises, but also puts forward new challenges for marketers. Li Gong pointed out that AIGC may be a sharp weapon for the marketing industry to break the current predicament and achieve a breakthrough. Based on AIGC and other cutting-edge technologies, enterprises can open new marketing methods, attract users' attention, and then achieve the attack of traffic.

Through the live broadcast, Li Gou brought the latest marketing cases based on AIGC technology to share.

On August 9, 2023, the ISC 2023 Internet Security Conference was officially held. The event realized the application of AIGC technology in meta-cosmos, digital hosts, digital guests, digital customer service and other multi-links and multi-scenes.

The digital host supported by 360 intelligent marketing cloud technology can interact with 360 Group founder Zhou Hongyi and attendees in real time. As a digital customer service, the digital host can shoulder the consultation and guide work of the live audience at the same time. More than 60 digital guests appeared in the digital town, including Musk, Zuckerberg and other industry bigwigs.

AIGC enables traditional offline meetings to be combined with new technologies and interactive ideas to provide users with an immersive participation experience. AI can be said to have "its own traffic", which can achieve wider exposure and attract more attention. At the same time, the meta-space construction ability of the N world also helps the conference to break the limitation of time and space, realize the integration of data and reality, create a never-ending digital summit, build once, reuse many times, and serve as the digital asset of the brand. can efficiently meet the needs of enterprises to hold more meetings.

In the era of fan economy, the promotion of film and television series has formed a more mature model. The traditional way of communication based on role posters and videos may usher in a subversive breakthrough in entertainment marketing under the impact of AIGC.

Also in August 2023, N World, the main brand of 360 intelligent marketing cloud business, joined hands with Huanrui Century to create a big model of the hit TV drama "Lotus Tower" and produced the virtual characters of Li Lianhua and Princess Zhaoling. This is the first time that digital people have been used in the promotion of film and television dramas.

It only takes a photo, a piece of audio and a piece of material to generate a digital person in line with the show's settings. Li Jie pointed out that with low-cost technological innovation, 360Smart Marketing Cloud promotes the IP content of the series, giving "Paper Man" a soul, providing viewers and fans with immersive drama chase and a new interactive experience.

Full link optimization

AIGC helps promote the intelligent upgrade of marketing

Referring to the practical application of AIGC in marketing positions, Li said that in the process of participating in the intelligent marketing cloud team to polish products from 0 to 1, using AIGC to produce content has been recognized by the marketing team partners. She pointed out that in the current Internet traffic and media environment, using AIGC as a productivity improvement tool to produce content covering different media channels and targeting different target groups creates new possibilities for high-quality growth in marketing.

For example, in the daily work of the marketing department, AIGC can generate event host words and manuscripts in batches, which greatly improves the efficiency of conference organization and communication. At the level of industry research, AIGC can also reduce man-hours by more than 50% in the aspects of data collection and collation, industry competition analysis, etc., and the overall efficiency of industry research work can be improved by 25.9% under AIGC.

AIGC is also empowering the mature business of 360intelligent commercial Internet advertising, using AIGC to generate visual material, which greatly improves the efficiency of material production. The previous two-week design cycle can be shortened to 2-3 days. Relying on the strong content generation ability of 360Intelligent Marketing Cloud, it can efficiently generate customized materials such as novels, hot spots and specific scenes, and enhance users' visual experience with high-quality picture content. And then increase the conversion rate.

With the iteration of AIGC technology and the increasingly sophisticated ability of marketing practitioners to control AIGC, AIGC will play an active role in the whole marketing link such as industry insight, delivery strategy and effect optimization, covering the whole process of Internet advertising before, during and after Internet advertising, and promote the upgrading of marketing intelligence. The live broadcast coincides with the opening of registration for 360AI digital employees to the public. It is believed that in the near future, 360Smart Marketing Cloud will be deeply integrated with 360commercial search and display products to provide AIGC technology-driven closed-loop marketing solutions for customers in all industries.

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