What changes will AIGC bring to 4P marketing?

As AI technology slowly enters our learning and life, we can foresee that AI will definitely change most of our lives and work in the next few years. Many AI products have gradually begun to land at the enterprise level, so what kind of changes will AIGC bring to marketing? Let's follow the author to see what changes will happen from the 4P of marketing.

AI will definitely change our study and life in the next few years. We have also seen many AI products gradually being implemented at the enterprise level and infiltrating into our lives.

The classic 4P marketing theory will also undergo faster iterations. 4P is the basic marketing strategy formulated by enterprises. Through the application of AIGC technology, enterprises can achieve more accurate and efficient marketing in four aspects. I believe that AIGC's contribution to 4P marketing will be concentrated in reducing costs and increasing efficiency (improving marketing accuracy and reducing labor costs) and improving user experience (product experience, touchpoint interaction experience, purchase and delivery experience) .

1. Product

By analyzing information such as consumers' interests, preferences and purchase records, companies can understand consumers' needs and preferences for products, thereby guiding companies to innovate and upgrade products, and helping companies discover which products are more popular with consumers and which products need to be improved or even abandoned.

The profit contribution rate of general products also follows the 2/8 rule, that is, 20% of products realize 80% of profits. Analysis of consumers' interest preferences and purchase records helps companies find core products that can bring high-value contributions, thereby improving the competitiveness and market share of core products.

For example, product analysis based on AIGC technology can help companies understand user preferences for different product features, so as to customize products according to different user needs. AIGC technology can also help companies make product forecasts. Consumer needs are also changing rapidly with the development of the times. AIGC can help analyze industry development trends and understand consumers' future needs in order to better meet consumer needs.

From product demand research to product value verification, internal testing, market fit verification, and obtaining consumer feedback for product iteration, AIGC will fully enable the lean development and launch of products.

2. Price

By analyzing information such as consumers' purchasing behavior and psychological characteristics, companies can understand consumers' price sensitivity and willingness to pay, thereby formulating more reasonable pricing strategies and improving the market competitiveness of their products.

For example, price analysis based on AIGC technology can help companies understand users’ purchasing behavior and willingness to pay for different price ranges, so as to customize prices according to different user needs. AIGC technology can also help companies make price forecasts and understand future market price trends so as to better formulate pricing strategies.

Price is an important lever for profit and directly determines the degree of market acceptance of a product. From the 6/18 activities of major e-commerce platforms this year, the rise of Douyin e-commerce and Pinduoduo in the past two years, as well as JD.com's return to the cost-effective route and Alibaba's return to "Taobao" development, it can be seen that "cost-effectiveness" will once again become a weapon for major merchants and platforms to grab traffic.

Price is undoubtedly the most important internal strategic link for merchants and brands. AIGC can help brands do a lot of preliminary analysis work in price setting and assist marketing directors in making pricing decisions.

3. Promotion

By analyzing information such as consumers’ geographic location, user and brand touchpoint behavior, and purchasing habits, companies can develop more precise promotional strategies, such as conducting promotional activities in shopping malls or public places in the user’s area, to increase promotional exposure and effectiveness.

For example, promotional strategies based on AIGC technology can help companies understand popular places and activities in users' locations, thereby customizing promotional activities based on different user needs.

AIGC also has the ability to plan marketing activities. For example, if you throw out a topic, "Father's Day is coming soon, please plan a marketing activity for my company's motor oil products and help me promote gasoline products to car owners and auto parts stores." Then AIGC has the ability to generate a marketing plan. If you are not satisfied, you can also ask for a change until you are satisfied.

AIGC currently has the ability to generate simple product selling point pictures, promotional posters, simple promotional videos, and promotional copy, but there is still debate as to whether it can help brands save on the creative and production costs of KV pictures.

AIGC can also generate digital people, give them distinct features and personalities that are in line with the brand spirit, and use them as brand ambassadors or spokespersons to appear in major corporate events such as annual meetings, exhibitions, association activities, new product launches, live broadcasts, etc., making them vivid and lively. AIGC has the ability to provide brands with options for trying new marketing methods.

However, the first task for brands is to define the positioning of digital humans and what marketing goals they hope to achieve through digital humans, rather than just trying for the sake of trying. If digital humans can help save the cost of celebrity endorsements and achieve the same marketing effect, then that is encouraged, but otherwise, they have to think about why they want to do this.

In addition, AIGC technology can also help companies predict and evaluate promotional effects so as to better formulate promotional strategies.

4. Place

By analyzing information such as consumers' geographic location, interaction touchpoints and purchasing channels, companies can understand consumers' purchasing behaviors and preferences, thereby optimizing sales channels and logistics distribution links, improving product sales efficiency and service quality, and helping companies develop better supply chain collaboration strategies.

For example, channel analysis based on AIGC technology can help companies understand user preferences for different sales channels, thereby optimizing channels according to different user needs, and internally help companies improve channel management and operational efficiency.

AIGC technology can also help companies forecast and evaluate channels and understand future market channel trends in order to better optimize sales channels.

In general, the application of AIGC technology in the marketing 4P strategy can help companies achieve more accurate marketing and improve market competitiveness in all aspects, including consumer data analysis, insights and behavior prediction, marketing planning and content production, product and price optimization, and channel strategy, thereby achieving the result of reducing marketing costs and increasing efficiency.

With the continuous development of technology and the deepening of its application, I believe that AIGC technology will play an increasingly important role in the future marketing field. Through the application of AIGC technology, enterprises can achieve more precise and personalized marketing, thereby improving marketing efficiency and ROI (Return On Investment).

Musk previously commented on ChatGPT: "It's scary powerful. We are not far from powerful and dangerous artificial intelligence." On the other hand, the application of AIGC also faces ethical and moral issues, such as whether it will cause more people to lose their jobs, pose a threat to humans, intellectual property infringement, content compliance, and whether the user experience can really be better.

Author: Zhu Jingyu

Source: WeChat official account: "Jade Digital Marketing (ID: Jade_Digital)"