Kevin kelly said, "Artificial intelligence and digital technology can make products smarter, but they will also provide us with a brand-new service, which we didn't think we needed before." This sentence simply explains the significance of combining artificial intelligence with life.
The essence of artificial intelligence lies in the word "intelligence", which has given many industries new energy through the intelligence of products, services and applications. This is not subversion, but creation. Then, from the perspective of advertising marketing, what changes can the creativity of artificial intelligence bring to "intelligent marketing"?
Marketing reform in artificial intelligence environment
There is no doubt that we are at the forefront of a great era. Although AlphaGo is not enough to open the era of artificial intelligence, it makes the whole human society realize that artificial intelligence has the power to change the world.
According to the statistics of China Artificial Intelligence Society and roland berger, the total amount of global artificial intelligence financing reached 4.968 billion US dollars last year. It is estimated that the global artificial intelligence market will reach 306 1 billion USD in 2025. At the same time, the application scenarios of financial, medical, automobile, retail and other industries are relatively mature, indicating that the arrival of artificial intelligence society is not far away.
From the application point of view, artificial intelligence has quietly come to us. For example, intelligent navigation is the most standard case of intelligent change of travel mode. At the same time, the emergence of early education robots and elderly companion robots has made artificial intelligence more humanized. From smart door locks to smart homes, smart products and tools have served thousands of users in Qian Qian.
In my opinion, this is a typical performance of the intelligent age, changing the industry quietly.
At present, artificial intelligence has been applied to various industries, and the digital marketing industry is no exception. Combined with artificial intelligence, various marketing tools will become more automatic and intelligent, and finally form a digital marketing ecological platform integrating various marketing tools and methods. Through the deep learning and data accumulation of artificial intelligence, people can communicate with users and bring unusual experiences.
We know that the Internet has brought the experience era. In the past, we talked more about the product experience. In fact, as a way of communication between services and brands and users, marketing needs to play a good experience card. The essence of Internet marketing is to push advertisements to consumers according to the individual needs of users. However, at present, the rigid advertising placement meets the individual needs of consumers, but ignores the user experience.
The application of artificial intelligence algorithm and technology in marketing practice, with user experience as the core pursuit, will inevitably bring about changes in the industry of intelligent marketing. For example, the application of 360 artificial intelligence in the marketing field has made great achievements in video advertising through continuous technical research and development, and combined with graphics and audio, it has expanded the form of information bearing and transmission, adapted to different business scenarios, not only improved the experience, but also created better results.
The core of intelligent technology empowerment marketing is accuracy and efficiency.
Kai-fu Lee once mentioned in a speech that the first stage of the development of artificial intelligence is task-oriented, surpassing human beings in the single-task field, and through the cloud application of instrument blowout, more fields can realize the efficiency optimization brought by artificial intelligence.
Yes, in the era of the combination of marketing and intelligence, the greatest creation is the improvement of efficiency.
As we know, direct mail marketing, telephone marketing and email marketing in the Internet era have been aimed at finding specific users and marketing as accurately as possible since the 1980s. Then, in the era of mobile Internet, socialization and fragmentation, these simple targeted marketing methods are obviously less efficient.
Professor Yan Shuicheng, the chief scientist of 360, believes that with the development of science and technology, consumers' demand for scene-based and customized information is stronger, and traditional blunt commercial advertisements cannot attract consumers to the maximum extent. The development of artificial intelligence provides more accurate and efficient marketing. It's possible.
From international to domestic, many Internet giants have begun to test water intelligent marketing. For example, HubSpot also quickly followed up AI capacity building and released the response robot application GrowthBot, which allows users to directly obtain answers related to brand marketing without Google. This is a typical application of artificial intelligence robot in marketing.
In the domestic market, Xiaomi released the "4M" intelligent marketing system (moment, media, distribution and measurement) last year. Its purpose is to capture users' needs through the perception of the scene, achieve accurate matching with big data, reach users at the best moment with the best media performance, and finally bring more reliable actual effect measurement.
A lot of work has been done to return to the media platform that has been at the forefront of the market. For example, the new media marketing tool "Luban" is one of the representatives. In the era of intelligent marketing, the significance of artificial intelligence technology lies in empowering brands, finding the pain points of users' needs more accurately and maximizing advertising efficiency.
Among these intelligent marketing tools, the OCPC tool launched by 360 Marketing is more prominent. Most mobile effect advertisements are mainly based on CPC bidding, which has the problems of unstable effect, difficult cost control and insufficient conversion. 360OCPC empowers brands by accumulating conversion data, optimizing intelligent delivery, and solving two core technical problems of conversion rate estimation and dynamic bidding.
It is not difficult to find that the foothold of these intelligent marketing tools is to use intelligent technology to tap the pain points of user needs from big data, find out specific algorithms, form standardized tools, and empower advertisers.
One of the important reasons why intelligent marketing can attract the attention of giants is the development of artificial intelligence technology. In fact, every successful Internet company is essentially a successful technology company.
Zhou Zeng said, "360' s artificial intelligence team has worked hard for three years and won prizes in some international artificial intelligence and face competitions." 360 this company has never blindly followed the tuyere effect, so 360 has always believed that artificial intelligence can't be done abstractly, can't be divorced from specific business, and must be built on specific business. Therefore, 360 empowers intelligent marketing through artificial intelligence technology. In fact, it is natural for 360 to take advantage of its own big data and accumulate artificial intelligence technology to a certain extent.
Text/Arqie
The positive energy of science and technology promotes new technologies.