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

As the most responsive touchstone of the market, and also one of the closest touchpoints to consumers, the marketing industry has always been the main direction for the application of new technologies. The penetration of science and technology not only broadens the space for marketing growth, but also puts forward new practical topics for the industry-- in the face of the "fickle" market, the "weak" flow and the catfish effect caused by technological iterations. how should the marketing media take advantage of the "technology east wind" to boost partner marketing growth? At the same time to achieve their own ability upgrade?

On November 15, the marketing science conference of the second hand system 2023 was held in Shanghai. Liu Ling, general manager of the 360commercialization industry group, was invited to attend the round table with the theme of "living for everyone". He opened a "key dialogue" with Zhang Li, vice president of Mingluo Technology and head of the second hand system Marketing Ecological Center, Han Jiajun, head of sales operation innovation and strategy management of Tencent Ads industry, Zhang Cong, general manager of Yi Pingfang, and Chen Gaoming, general manager of commercial marketing brand of Xiaomi Internet Business Department.

Reducing cost and increasing efficiency & two-way empowering for customers in Marketing

AIGC helps the Marketing growth in the era of Stock

Liu Ling pointed out that after considerable development, there has been a serious shortage of room for Internet traffic growth, and the separation of different marketing links has made the cost of "seizing the minds of consumers" higher than in the past. As reducing costs and increasing efficiency has become the main theme of the marketing industry, the customer side puts more emphasis on brand visibility, and "being seen" has become the basic demand of advertisers. Starting from the needs and experience of users, marketing media to strengthen their own advantages in the subdivision of the scene and break the media barriers of full-link integrated marketing has become the key to break the brand circle.

Liu Ling, General Manager of 360 Commercial Industry Group

Relying on the intelligent marketing ecology of covering PC + mobile + smart hardware three-terminal products, 360 smart business cross-media platform, integrate online and offline resources, and frequently create benchmarking cases to break the virtual and real boundaries. For example, taking N-World as the position, 360Smart Business cooperated with Dell, Lenovo, BOSS Direct Employment, Zhaopin recruitment and other industry leading brands to create IP activities such as Enterprise Purchasing season and Spring Zhaoyuan Dream, to aggregate and stimulate the brand potential energy of industry-leading customers in meta-universe virtual space, change traditional marketing methods, and improve the communication efficiency between brands and target customers.

In 2023, AIGC technology continues to infiltrate into various industries, embracing the new wave. 360Intelligent Marketing Cloud provides a new solution to "reduce cost and increase efficiency" in marketing under the new trend, and creates marketing solutions enabled by AIGC for customers in all industries. Take the tourism industry as an example, after the full opening of the market, the tourism industry is about to recover, scenic spots and scenic spots urgently need to improve the visibility in the gathering scene of high net worth users, stimulate the willingness to travel, and then enhance the transformation.

With AIGC empowering content marketing, 360Wise Business join hands with Ctrip, Cao Cao Travel, Camellia Travel, and the same trip to jointly launch special activities of the "Summer" Summer Tourism Festival. Driven by the big brain model, Lorrine, the creative director of 360AI's digital staff team, and Donald, a copywriter, work together to generate content articles for the communication theme "Super delicious City" combined with hot spots. With the help of LoRA 360 to generate scenic spot input materials, and take 360PC Lock screen Pictorial, the first media of PC in the office scene, as the main position, through the original PC large screen and immersive display, transmit aesthetic value and efficiently link high net worth customers in the workplace. To cover users' work, life, entertainment, travel scene of intelligent marketing products, reach the potential population of the whole network, cross-platform media to form a marketing closed loop.

In addition to the significant improvement on the key points of marketing, scenic spots and scenic spots can also incubate the digital spokesman of scenic spots by customizing 360AI digital people, and assume key roles such as scenic guide, digital anchor, digital customer service and so on. In N-world space, we can even build virtual scenic spots to break the limitations of time and space, so that users can appreciate the charm of scenic spots at any time.

While reducing costs and increasing efficiency in marketing, the application of cutting-edge technology is bound to inject new potential energy into marketing, resulting in higher brand visibility, higher sense of existence, and more eye-catching. With the content generation capabilities of AI Digital people, AI digital employees, 360Cosmos and other products and N-World meta-cosmic construction capabilities, 360Intelligent Marketing Cloud will help more industrial enterprises to apply large model technology and get on this "time Express".

Full link "AI transformer"

AIGC promotes the process of intelligent upgrading of marketing

Will the outbreak of large model technology lead to new media and screens? Liu Ling said that in today's media environment, although consumers' catalyst habits have become very diverse, the mainstream position of PC and smartphones as users to receive, process and output information is still difficult to shake, and the competitive situation in the stock era will continue, but with the blessing of AIGC, the full-link "intelligent" upgrade of the marketing industry will bring new opportunities.

First of all, in the marketing content, materials and other aspects, AIGC will make the marketing of "thousands of people" become a reality. The so-called thousand people and thousands of faces emphasize the personalization, customization and refinement of marketing. although it is a "clich é", it is mostly subject to the lack of massive content materials, data analysis and optimization, intelligent recommendation, multi-channel distribution and so on. When AIGC liberates content productivity, it can obtain user feedback and data through multiple channels, realize personalized push to the target audience based on user portraits through in-depth learning and data processing, make marketing from personalized to super-personalized, and make a thousand people become a reality.

Looking at the full link before, during and after Internet advertising, AIGC not only plays a role in creative generation in advertising, but also has a positive impact on strategic insight, advertising, effect optimization and other marketing links. The proposition of upgrading marketing "digitalization" will realize the transformation to marketing "intelligence".

In recent days, AIGC's intelligent marketing platform has also ushered in a major upgrade. In the release of materials, the HD function can use image super-resolution technology to clear and enlarge blurred pictures with one click, reshape the quality of materials, and be able to produce multiple sizes to match different input resources at the same time, which greatly improves the delivery efficiency. With the help of AI topology function, customers can quickly obtain accurate keywords, with the help of big data's expansion and screening, they can match keywords from different dimensions and accurately link to the target users, so as to improve the conversion rate and help marketing growth. The use of AI life map platform-LoRA 360, greatly improve the output efficiency and richness of advertising picture materials, and achieve the overall liberation of content productivity.

From industry trends, consumer insight, creativity generation, channel optimization to customer service, AIGC will profoundly affect the whole process of marketing products, prices, channels and promotion, help enterprises reduce costs and increase efficiency, and bring about changes in marketing ecology. Based on the intelligent marketing ecology accompanied by the whole scene, and taking advantage of the east wind of AIGC technology, 360 intelligent business will continue to provide innovative products and services for various industries and enterprises under the proposition of the AIGC era, in line with the trend of the times and in the forefront of the industry.

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