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营销中国网:AI营销覆盖各行各业,等同于嵌入营销

2019-08-06 16:55  来源:营销中国网
 

营销中国网www.marketcn.cn:AI营销覆盖各行各业,等同于嵌入营销
信息大爆炸的年代,让用户记住品牌广告太难了。记得前一段百度与秒针发布的《汽车品牌广告精准饱和策略研究报告》中提到某汽车品牌市场部媒介总监的一句话:“广告策略需顺应时代变化进行创新,我们希望通过对精准用户的反复触达实现转化,希望通过数字媒体的精准挖掘更多潜在购买者。”因此,品牌营销策略需要覆盖更多(潜在)消费者,并通过多次触达产生影响。

In the age of information explosion, it is too difficult for users to remember brand advertisements. I remember the previous paragraph of "Research Report on Precision Saturation Strategy of Automobile Brand Advertising" published by Baidu and the second hand, which mentioned a sentence from the media director of the marketing department of an automobile brand: "Advertising strategy needs to adapt to the changes of the times and innovate. We hope to achieve transformation through repeated touch of precise users, and hope to achieve precision through digital media. More potential buyers are expected to be tapped. Therefore, brand marketing strategies need to cover more (potential) consumers and have an impact through multiple contacts.

事实上,不只是汽车行业营销,许多单点渠道对于用户的广告推送而言,很多都是一次性的,几乎没什么再传播的机会。但渠道面够广的数字媒体不同,例如腾讯,在微信朋友圈第五条看到的广告,可能出现在腾讯视频、音乐、QQ上;例如百度,在百度app上看过广告,在爱奇艺、贴吧、百度地图等流量平台上还能看到。这一类平台一方面已经通过大数据筛选出了潜在用户,紧接着,打破用户注意力的“碎片化”,广告饱和投放,往往可以起到加深印象的效果,从而把握赢得消费者的机会,这才是针对用户认知的“高饱和攻击”。

In fact, not only the automobile industry marketing, many single-point channels for the user's advertising push, many are one-time, almost no chance to spread. But the digital media with a wide range of channels are different, such as Tencent, the advertisement seen in the fifth article of Weixin Friends Circle may appear on Tencent's video, music and QQ; Baidu, for example, has seen advertisements on Baidu App, and can also be seen on traffic platforms such as IQI, Tieba and Baidu Map. On the one hand, this kind of platform has screened out potential users through big data. Then, breaking the "fragmentation" of users'attention and putting saturated advertisements can often play a more impressive effect, so as to seize the opportunity to win consumers. This is the "high saturation attack" against users' perception.

总的来看,说是找第三方AI营销公司,但甲方需要什么样的第三方?所谓的AI营销看似是企业级市场,但实际上却考验第三方服务公司在乙方(用户端)的底蕴和实力,有技术不代表什么,资源够广才是稀缺性优势。

Generally speaking, it is to find a third party AI marketing company, but what kind of third party does Party A need? The so-called AI marketing seems to be an enterprise-level market, but in fact it tests the third-party service company's foundation and strength in Party B (client). Technology does not mean anything, and resources are scarce advantages.

就像我们经常听到的那句话:营销不只是一个部门的职能,而是整个企业的。

As we often hear, marketing is not only the function of a department, but the whole enterprise.

只是简单的底层技术框架还不够,因此我们看到了在AI营销的赛道上“所有模型都是错误的,但有些是有用的”,而这些有用的模型则归属阿里、腾讯、百度、字节跳动等在消费互联网卡位成功的企业,其它大多数企业其实真的能力有限。

Simple underlying technical framework is not enough, so we see that on the AI marketing track, "all models are wrong, but some are useful", and these useful models belong to Ali, Tencent, Baidu, byte jump and other successful enterprises in the consumption of Internet card, most other enterprises are in fact true. Limited capacity.

国内AI营销无绝对“MC”:基于领域优势的边界划分

There is no absolute "MC" in domestic AI marketing: boundary demarcation based on domain advantages

Adtech时代过去,Marktech时代到来。不得不说,AI营销理念的兴起为Marktech式理念在国内的盛行奠定基础。但相对于美国科技界,国内在AI营销方面却没有绝对的MC。

The Adtech era is over, and the Marktech era is coming. It has to be said that the rise of AI marketing concept laid the foundation for the popularity of Marktech concept in China. However, there is no absolute MC in AI marketing in China compared with the US scientific and technological circles.

在美国,亚马逊几乎在各个领域都有布局的企业掌握着AI营销的大动脉,不只是运营着最大的互联网系统,还在线下有着诸多布局,通过Echo设备以及Ring录制视频,建立起覆盖率极高的监控网络,真的可以针对各种不同企业的不同需求展开相应的对口营销服务。

In the United States, Amazon's companies with layout in almost every field have the main artery of AI marketing. They not only operate the largest Internet system, but also have many layouts offline. Through Echo devices and Ring video recording, they can build a monitoring network with very high coverage, which can really target different enterprises. Develop corresponding counterpart marketing services with the needs.

而国内方面,却呈现出截然相反的景观。前面提到的阿里、京东、百度、字节跳动、快手等公司,对应着电商、搜索、社交媒体等能力,从而衍生出了信息流广告等数字化营销的能力展现形式。近段时间,《浪潮之巅》作者、企业基因论提出者吴军因为基因论受到了不少的质疑和批评。他认为企业有自己的“DNA”,而质疑者则认为这多少有些事后诸葛亮的味道。可事实上,在如今越来越热闹的2B领域,不同企业的技能界限也确实影响着它们相关布局和服务的方向,比如AI营销赋能。

On the domestic side, however, it presents the opposite landscape. The companies mentioned above, such as Ali, Jingdong, Baidu, byte bouncing and fast-hand, are corresponding to the capabilities of e-commerce, search, social media and so on, thus deriving the ability manifestation forms of digital marketing such as information flow advertising. In recent years, Wu Jun, author of "Tide of the Wave" and proponent of enterprise genetics, has been questioned and criticized for his genetics theory. He thinks that enterprises have their own "DNA", while the skeptics think that there is something about Zhuge Liang afterwards. In fact, in today's increasingly busy 2B field, the skill boundaries of different enterprises do affect their related layout and service direction, such as AI marketing enabling.

下限极高的BAT:

BAT with very high lower limit:

技术方面的积累不用多说,此外,三家也都有自己的云服务平台。除此之外,渠道面够广才是它们真正难以逾越的竞争壁垒。

In addition, the three companies also have their own cloud service platforms. In addition, the wide channels are the real barriers to competition that they can not overcome.

阿里和腾讯的布局面非常广,所涉及的领域非常多,这包括零售、文娱、金融、电商、汽车交通、生活服务、房产家居、汽车交通等。这也使得它们可以掌握用户更多场景的画像,从而可以为相关领域企业提供更加专业对口的AI营销服务。而百度方面也类似,但它在开放性上更强一些,依托有着17年历史的“联盟”形式,例如最早的站长联盟,如今的百家号作者、小程序开发者联盟,还有手机厂商联盟等,实现多渠道的资源互换和流通。

Ali and Tencent have a very wide layout, covering a wide range of areas, including retail, entertainment, finance, e-commerce, automobile transportation, life services, real estate, home, automobile transportation and so on. This also enables them to grasp more portraits of user scenarios, which can provide more professional AI marketing services for enterprises in related fields. Baidu is similar, but it is more open, relying on the 17-year-old "alliance" form, such as the earliest webmaster alliance, today's 100 authors, small program developers alliance, as well as mobile phone manufacturers alliance, to achieve multi-channel resource exchange and circulation.

当然了,优势很多时候也是劣势,中立性或许将是企业级用户选择AI营销服务商的重要参考维度。

Of course, advantages are often disadvantages. Neutrality may be an important reference dimension for enterprise users to choose AI marketing service providers.

 

(责编:贺迎春)

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