In recent years, with the addition of technology and data, intelligent distribution technology and intelligent algorithm technology have been rapidly improved. Machine writing, Alpha dogs, driverless, unmanned retail, smart speakers, etc. have become hot spots in the commercial field, and we have also been brought into the imagination and worry about the era of artificial intelligence.
In the marketing industry, too, suddenly, “smart marketing” has become a hot word in the marketing industry, and many brands have shown the “smart marketing” card.
But how do you define smart marketing? Why is intelligent marketing highly sought after? How should we make smart marketing fall? This is the focus of the entire marketing industry.
First, how to define intelligent marketing?
Assume that a user searches for “medical insurance” on a search engine, B insurance company appears in the first place, the user clicks to browse through the various insurance products of the company, and stays on the “Million Medical Insurance” page for the longest time, fill in I registered my mobile phone number, but gave up when I entered my ID number.
At the same time, the user’s behavior has been monitored by the platform provided by the data company used by the B insurance company, and the user is tagged by analysis, which is called user grouping. After packaging and analyzing through special tags, the platform will push “Millions of Medical Insurance” coupons to the same tag users including this user. This precise push is smart marketing.
Through intelligent learning, such as machine learning, natural language processing and knowledge mapping, intelligent marketing empowers key marketing links such as data processing, content delivery and performance monitoring to optimize delivery strategies and enhance targeted targeting. The core is to help the marketing industry save costs, improve efficiency, and tap more marketing channels.
Intelligent marketing has two important characteristics:
(1) The first feature is efficient. Intelligent marketing not only greatly shortens the marketing link, but also uses intelligent technology to quickly check and iterate, and then detonate some of the appeals on intelligence as quickly as possible;
(2) The second feature is interaction. The core of intelligent marketing lies in its ability to think like a human being, to interact with people from the people’s complaints, and to gradually stimulate people’s needs in the process of interaction. The same is true for the marketing level.
Second, why is “smart marketing” highly sought after?
Behind the highly sought after intelligent marketing, it is attributed to the changes of the two factors of consumers and marketing thinking mode, forcing brand marketing to be transformed in “stress”.
1. Consumer changes
Take P&G as an example: As the king of marketing, there are very few products that can compete with it at home. Consumers are eager for products such as P&G shampoo and shower gel. Therefore, as long as P&G sells its products in batches and bombards consumers through the single channel of communication, and then monopolizes the channels of the supermarkets, it will earn a lot of money.
With the development of the Internet and the continuous popularization of mobile devices, consumers’ consumption cognition, mentality and autonomy have been greatly improved and matured, and consumer preferences have become more diversified, personalized, and emphasized small and beautiful. The relationship between brand and consumer is no longer limited to one-way communication and influence, showing the characteristics of two-way interaction.
This means that traditional marketing gameplay is ineffective, so in the current Internet communication environment, who can quickly and effectively find consumers and accurately understand the needs of consumers, whoever takes the lead in taking the lead and business opportunities. This kind of marketing analysis, insight and judgment is based on the marketing of artificial intelligence and big data.
2. Transformation of marketing thinking mode
If traffic thinking emphasizes “advertising” and “exposure”, keep getting new users. In the stock era, the biggest difference is the follow-up behavior after the user gets it. Enhancing customer value has become an important engine for marketing growth in the stock market.
How to learn to maintain a dialogue with customers through “intelligent means” to achieve a full tracking of the customer’s life cycle, and to develop targeted marketing strategies for customers in different periods has become crucial.
Driven by these two major changes, the marketing environment has undergone dramatic changes, prompting brands in every industry to look for ways to break marketing. Accurate marketing methods such as smart marketing is calling for higher and higher voices.
Third, the “can” and “can’t” of intelligent marketing
Some people say that the era of intelligent marketing has come, many marketers may be unemployed, because artificial intelligence will replace multiple aspects of advertising marketing, such as media planning, media optimization, etc., it seems that in the future will enter the “calculation is king” era.
The human mind is developed again, and it is no match for the efficient computing and deep learning of the machine. But is intelligent marketing really versatile and capable? The answer to this article is: there is “energy” and “no”.
1. “Can” of intelligent marketing
(1) Accurately target the target audience and gain insight into consumer needs
Smart marketing can help marketers mine high-value potential customers in their own databases, integrate omni-channel consumer data, and 360° improve consumer portraits to make brands more aware of their consumers.
By analyzing the behavioral habits, age, education level, consumption habits, social characteristics, etc. of consumers, they can make accurate and personalized judgments, obtain more accurate images of target consumers and gain insight into the real needs of consumers. .
(2) Customized personalized marketing strategy, intelligent delivery
In terms of marketing strategy building, consumer image based on intelligent technology and insight into consumer needs can provide targeted marketing content for different consumers.
Take today’s headline as an example, as a well-known content platform in China, it has a huge amount of content and users. Today’s headlines have a variety of content formats, including information flow, graphics, video, etc., and can also form a collection advantage with the products of huge engines such as vibrato, watermelon video.
Through the mining and analysis of user habits, interests, purchasing power and other data, we can accurately grasp the specific needs of different users. This will also allow each user to see what they want, including marketing content.
This “selling well” marketing method can avoid the waste of resources of advertisers and platforms, make advertising more accurate and efficient, and will not cause interference to users.
(3) Two-way communication, feedback is timely and effective
Compared with traditional marketing, intelligent marketing has a distinct advantage, that is, it can achieve two-way communication. Consumer opinions and suggestions on marketing content can be passed to the content platform and advertisers in a timely manner. With this mechanism, the actual needs of the target group can be more accurately understood, and the marketing direction and content can be adjusted in time.
First of all, the most intuitive basic data such as reading volume, click rate, and open rate. Secondly, there are also channels such as questionnaires, comments, and direct feedback for consumers to communicate with the platform and content creators. Therefore, the effectiveness of advertiser marketing can be verified and the process is more transparent.
(4) 5G technology will make marketing more intelligent and specific
5G is about to become popular, and Internet marketing will also change from PC Internet and mobile Internet to the era of intelligent Internet of Things. At that time, the platform, data, and scenes will be more deeply integrated, and “the whole body will be moved.” Every consumer’s consumption behavior is no longer a point, but a chain.
As a result, the marketing scene will be more diversified. For example, a person who likes digital devices, when waiting at a bus stop, the lightbox screen will push mobile ads that he might like.
There will also be new upgrades in the form of advertisements. On the basis of text, pictures, and short videos, there may be AR, VR, games, and so on.
2. “Can’t” of intelligent marketing
The “can’t” of intelligent marketing refers to the grasp of the emotional flow of consumers. The “emotional” driven demand is often highly uncertain. Therefore, how to capture consumer emotions and mood changes in different time, space, and scenes, and to form predictive insights based on consumer needs, driving consumers to not repeat past paths and behaviors, this is still the current intelligent marketing The part that cannot be reached.
Therefore, the deep insight into the emotions, values, and lifestyles of the user community still requires the wisdom of the marketer, that is, the relationship between the marketer and the intelligence is a cooperative relationship.
Whether smart marketing is “multi-energy” or “can’t”, back to the marketing level, it not only has to think about how to achieve full-link marketing coverage and user precision and personalization, but also needs to consider deep insights and strategies based on life scenarios. Action means that smart marketing can’t be separated from “creative” or “content”.
Fourth, the specific landing logic of intelligent marketing
In summary, the specific landing logic of intelligent marketing needs to meet three conditions: perception, reach, and quantification.
1. Perception: a comprehensive customer insight system
The basic ability of intelligent marketing is perception – based on multi-channel data resources, breaking data islands, comprehensive, three-dimensional insight, perspective, evaluation, and operation of customer’s multilateral relationship, achieving customers, products, channels, promotions, pricing and other dimensions Accurate characterization, which forms the basis for customer group selection, targeted placement, product pricing and so on.
Specifically, almost all intelligent marketing involves the construction of a customer labeling system, which is the basis for realizing the portrayal and insight of a single customer and customer group. The labeling system usually covers basic and high-level labels:
The basic tags include consumer data (gender, age, occupation, education level, etc.), media data (advertisement space, contextual content, APP channels, etc.), environmental data (weather, time, geographic location, etc.), etc., which can be more accurate. Directly portray customer basic information;
High-order labels are aggregated information after processing, such as customer life cycle, contribution, loss probability, credit score, risk level, etc. The advantage is that it can be directly related to operational indicators. The difficulty lies in the processing and calculation of data, and the quality of data assets. And comprehensiveness has certain requirements.
In traditional marketing, building a comprehensive customer labeling system is a problem for advertisers. In the era of intelligent marketing, these will not be a problem.
Through intelligent marketing, we continuously precipitate all-channel customer and marketing activity data, automate cross-channel access to ONE_ID, realize digital data management, and let information quickly find the right person in the right form at the right node, so that marketing can truly realize Zhida The effect of the heart, thereby improving marketing efficiency and value conversion.
2, reach: omnichannel, intelligent delivery capabilities
In the era of intelligent marketing, we not only need to pay attention to APP, small programs, H5, WeChat, offline marketing channels, but also through data analysis and insight, to achieve accurate and intelligent access to marketing programs.
Try different planning and delivery solutions for different scenarios and marketing activities. For example, through intelligent marketing online to strengthen learning ability, real-time online recommendation for different advertising positions of APP, marketing tool placement decision, to achieve marketing value conversion:
• Personalize delivery and maximize conversion rates;
• Unconverted customers touched many times, driving customers to sign and purchase;
• Reduce the use of extensive advertising to achieve cost control and optimization;
• Flexibly adjust and configure marketing objectives.
Intelligent recommendation and delivery rely on online real-time data collection and analysis, online machine learning, A/B Test, marketing campaign design, marketing creative design, placement selection, customer group selection and other data intelligence, data engineering capabilities, intelligence Choose the best presentation.
To a certain extent, on the basis of the established content, the personalized presentation to the user layer is achieved, and finally the realization of natural transformation, random marketing, and refined marketing, and the value of automated marketing.
3. Quantification: marketing data iteration and optimization
In the Internet age, marketing is a process of data-driven continuous operations. Whether it is the design of marketing activities, the precise placement of multi-channels, or the customer’s new, activation, transformation, and dissemination, it relies on the quantitative analysis of business indicators to realize the iterative optimization of the marketing closed loop.
Data-driven intelligent marketing is reflected in the analysis and control of indicators from customer insight, marketing strategy, advertising, execution management to growth analysis. Through iterative feedback on data reflow, we continuously discover, summarize and solve problems.
Taking advertising as an example, intelligent marketing can not only play a role in pre-launch and delivery, but also monitor and optimize the effects after delivery. From this, a variety of experience summaries are drawn to help optimize marketing activities, such as what is common to the content that attracts consumers’ attention, what channels are more traffic, and the ROI of the channel.
Doing a good job of iterating and re-discovering can naturally sort out a set of best templates and save a lot of time for subsequent repetitive work.
At this point, “Perception-Touch-Quantization” forms a complete marketing loop, realizing full-process marketing of full-scenario, full-real-time, full funnel, full data, and full journey.
According to Forrester’s “America’s Marketing Technology and Services Preview: 2017-2022”, P&G and Unilever have maintained steady growth in marketing technology, especially smart marketing based on big data. Master recognition.
With the continuous enrichment of data dimensions, the number of application scenarios is increasing, especially the location data and Internet of Things data brought by mobilization are becoming more and more abundant. For major brands, it is difficult to blindly carry out “wide and informative” marketing. How to better use “smart” technology to empower and achieve product integration for brand marketing is the trend of the times.