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

On October 19th, Smart Business successfully held the 2023 Technology Industry customer Exchange Conference, with the theme of "gathering the Future with AI Link screen", bringing together the leading brands in the consumer electronics field to explore a new gravitational field constructed by multiple variables such as scene, media, technology, etc.

Zhao Mingming, general manager of the Commercial products Division, delivered a speech at the meeting, pointing out that as one of the fastest areas to integrate with AIGC technology and produce practical application results, this change in the marketing industry is attracting high attention. Driven by the brain, 360AI digital employees and digital people have gone deep into the industry and enterprises, bringing significant efficiency to the marketing work. At the commercial product level, 360's marketing platform, 360 finishing Point, is also continuing to upgrade, stimulating growth potential in key marketing nodes such as creative materials, delivery strategies, and effect optimization. With the iteration of technology and the increasing mastery of practitioners' ability to control AIGC, we believe that AIGC will enable the whole process before, during and after Internet advertising, providing new ideas for traffic competition in the stock era.

Zhao Mingming, General Manager of 360 Commercial products Division

After experiencing the market contraction caused by uncertainty, long-term brand building has replaced the short-term flow effect and become the focus of marketing. In the face of the increasing refinement of consumer demand, the increasing rationalization of decision-making, and the higher challenges brought by key variables such as technology iterations, after bidding farewell to extensive growth, how to achieve two-way strengthening of "resilience" and "resilience" in the marketing of the science and technology industry? harvest high-quality growth? Taking advantage of this industry customer exchange meeting of "gathering the Future with AI Link screen", 360Smart Business brings the best solution for partners.

Dig deep into the scene

Penetrate the first screen of the office scene

With the mobile giants have reverse force PC end, its important value as a "flow depression" has been self-evident. Data show that more than 40% of advertisers choose to increase their budget on PC, 42% of advertisers choose to maintain their existing budget, and most enterprises are optimistic about PC marketing.

Li Jingjing, head of the commercialized national science and technology industry, brought in to share. She pointed out that with 700 million users and an average of five hours a day-- the double height of traffic and stickiness, the PC screen, as the first screen of the office scene, has become a growth space that can not be ignored in the stock era. On this basis, the high-quality marketing gene monopolized by PC also makes it highly adaptable to the consumer electronics industry.

360 commercialized Li Jingjing, head of the national science and technology industry

First of all, the consumer electronics industry is experiencing the evolution from the traditional channel sales model to DTC digital management. At this stage, PC will become the cornerstone of the scene for brands to establish free and controllable flow channels and achieve digital management.

The PC screen, as a medium, naturally has natural advantages such as strong visual presentation, low-interference communication and long-term influence, which can help brands deeply link users and achieve high-quality communication.

At the same time, the high unit price consumption attribute and strong consumer electronic product preference shown by the PC end users also make the consumer electronic products prefer more frequently and have a stronger influence on decision-making in the PC scenario.

On the basis of weather, geography and people, compared with the current situation that the mobile advertising share has become saturated, the PC still has a huge capacity and potential for growth.

To sum up, breaking through the PC scene will become the only way for the marketing growth of the consumer electronics industry. Relying on 360's intelligent marketing ecology with the goal of product-effect coordination, we provide closed-loop marketing solutions for our partners by helping customers in the technology industry with full links.

In recent years, the commercial technology industry continues to dig PC end-effect collaborative marketing links, resulting in a large number of award-winning cases of advertising festivals.

Media upgrade

Break through the bottleneck of growth and promote the synergy of quality and effect

In the era of stock competition, the long-term value brought by brand construction returns again, and more and more advertisers realize that the moat of the brand is the growth driving force to realize the marketing transformation, and as the synergy of quality and effect becomes the main theme of the industry, the "marketing media" with stronger potential energy will also become another sharp weapon of brand marketing.

Taking advantage of the momentum, in 2022, 360PC Lock screen Pictorial made its debut as a desktop entrance covering 300 million people in the workplace, becoming the ultimate display form of display advertising in the PC scene.

Around the star product of 360PC Lock screen Pictorial, Li Qian, a marketing expert in the commercial industry, brings wonderful sharing. Li Qian pointed out that with the advantages of full-screen eye attraction, HD texture presentation, 100% touch screen front users, and large flow directional exposure, 360PC lock screen pictorial has become the "best window" for brand interpretation value image and brand tension.

Li Qian, a marketing expert in 360 commercial industry

Through tracking the effect of benchmarking cases, it is not difficult to find that 360PC lock screen pictorial plays an important role in the improvement of brand search rate and search share, which also means that the efficient recommendation of 360PC lock screen pictorial, more efficient drive the search will of users, detonate the search volume of the brand in the industry, and bring "visible" growth for the brand.

Since its launch, 360PC Lock screen Pictorial has frequently cooperated with consumer electronics brands to create a circle of cases.

Through the vivid display of multiple creative forms, such as still pictures, smart videos, picture-in-picture live streaming, etc., monopoly desktop recommendation "at first glance", unlock consumer electronics brand heartbeat moment.

Technical empowerment

AI blessings, unlock the new marketing method of consumer electronics industry

Entering 2023, ChatGPT set off a new wave of technology at the level of the industrial revolution, and new species are reshaping the mode of human-computer interaction and causing productivity changes. Since the release of "360Smart brain" and the corresponding artificial intelligence strategy in June this year, 360has continued to explore the field of large models, and the application of AIGC in industry segments and scenarios has also been accelerated. 360AI Digital Man and AI Digital employees launched by 360Intelligent Marketing Cloud have also attracted wide attention both inside and outside the industry as the representative products for the landing of large model enterprise applications.

As a representative of high-tech content and high intelligence, the consumer electronics industry has a high degree of agreement with AI technology that can not be compared with other industries. In the context of the new era, how can smart business help the consumer electronics industry to embrace the new wave of the AI era and unlock new marketing methods? Wu Qiong, director of 360 Intelligent Marketing Cloud Operations, brings sharing.

Wu Qiong, Director of 360 Intelligent Marketing Cloud Operations

Wu Qiong pointed out that different from the disadvantages of traditional digital people, such as output content according to established scripts and lack of soul, AI digital people are endowed with a "strongest brain". With the help of multimodal interaction technology, AI digital people can achieve real-time generative interaction with people. Through role substitution, AI digital people can be transformed into digital celebrities, digital customer service, digital sales, digital anchors, and so on, responding in real time to different problems and scenarios.

Taking the consumer electronics industry as an example, users often have multiple dimensions of concern when choosing products, and on the brand side, personalized product recommendation based on customer needs is undoubtedly the best way to promote transformation and promote decision-making. but limited by manpower and time costs can not be achieved.

With the help of the ability of 360AI digital man, this problem may be easily solved. Brand customers can customize their own AI image combined with brand tonality to quickly shorten the distance between the target group and the target group. By uploading brand, product and activity information, "AI product recommendation officer" can rely on rich knowledge base to achieve "answer every question" and "answer every request". Through intelligent scene recommendation, it helps users to choose and buy easily. Through the application in many scenarios such as brand official website, advertising, live broadcast and so on, the AI product recommendation officer can get through the brand full-link communication scenario.

The 360AI digital workforce shows a new scenario in which large models enable enterprises to work. As an employee assistant, 360AI digital employees can highly participate in corporate marketing business collaboration, meet the core marketing needs of corporate office writing, marketing creativity, industry insight and other core marketing needs, and achieve subversive improvement of production efficiency.

With the continuous deepening of exploration in the field of large models, 360Intelligent Marketing Cloud will also lower the landing threshold for enterprise applications of large models with richer large model products and more mature SaaS service models, and help all industry partners, including the technology industry, to embrace the technology wave.

Through the breakthrough of marketing scenes, the strong upgrading of marketing media and the innovative application of emerging technologies, AI smart business will continue to make efforts in many dimensions, provide partners with a new solution to digital marketing under the background of stock era.

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