ChatGPT continues to be popular, where should AI marketing go?

The AI ​​era has quietly arrived, and the term "AI marketing" has also been proposed and put into practice. This article mainly tells you the direction and significance of AI marketing, hoping to bring you a newer perspective. Whether it is human-machine interaction or data collaboration, the application of this technology will undoubtedly bring significant changes to the marketing industry.

"ChatGPT's global visits reached 1.76 billion in April"

With the launch of generative AI—ChatGPT, AI technology has attracted social attention. AICG (generative AI technology) has brought new factors and methods to the marketing industry. AI marketing has become a new trend in future marketing. How to use artificial intelligence technology to improve marketing effectiveness has become the focus of many companies or brands.

The following figure shows a scenario where the author applies ChatGPT:

AI marketing can make companies more efficient and intelligent in their marketing activities, thereby improving their market competitiveness.

01 So, what is AI marketing?

AI marketing is an explosion of personalization and humanity in marketing.

The "2022 AI Marketing White Paper" (released by the China Advertising Association, Baidu Marketing and Zhimeng Consulting) defines AI marketing as: AI marketing is the application of AI technology to intelligently upgrade the entire chain of digital marketing, improve marketing efficiency and effectiveness, create interactive scene experiences for consumers, discover and create consumer demand, and continuously meet the personalized needs of consumers.

In the past, marketing strategies influenced the public through various channels and produced results in offline actual scenarios. However, with the popularization of social and mobile payment technologies, online shopping has become mainstream, and consumers' requirements have further increased. They place more emphasis on themselves and pursue new things and new experiences. Data has become a key factor in the dissemination and influence of marketing strategies.

The development of digital marketing has brought precise communication channels, allowing marketing strategies to be accurately delivered to the right target group. However, for marketers, it means losing the connection with the real people. We predict consumers' personalities and behaviors, but it is difficult to truly understand who the consumers are, their goals, what they hate, and why they make purchasing decisions.

The emergence of AI marketing has reduced the guesswork in the marketing process and helped us understand consumers as never before. If traditional marketing is about companies finding customers and creatively meeting their needs, AI marketing is about stimulating and creating customer touchpoints, creating demand, and attracting customers with a personalized overall journey, so that no one knows my target customers better than me.

AI marketing is the ability to save a lot of time and energy, attract customers more effectively and create greater value in a way that customers like and are willing to participate in. AI marketing combines intelligent technology and human creativity to learn, understand and interact with consumers at an individual level in a hyper-personalized, relevant and timely communication method, making them feel attracted and stay engaged.

02 What are some successful cases of AI marketing?

1. Coca-Cola and OPPO team up to create new AI touchpoints for the Year of the Rabbit

As AI technology gradually penetrates into users' daily lives, it creates more touchpoints for marketing. During the Spring Festival, Coca-Cola focused its marketing efforts on AI and OPPO Xiaobu Assistant. As a built-in AI assistant in OPPO smartphones, Xiaobu has the characteristics of close companionship and contact with consumers, becoming a new marketing traffic entrance for Coca-Cola.

Coca-Cola and Xiaobu Assistant jointly launched an exclusive voice and image - Bu Xiaoke. Through [voice] as the marketing entrance, they created an exclusive sound imprint, attached with New Year's meteorological elements such as scenes, interactions, and red envelopes. Users can build their own [New Year scenes], and can say "red envelope rain" to Xiaobu and share red envelopes. By building a free interactive platform, the initiator of marketing is handed over to the users. While deeply co-creating, traces of Coca-Cola can be seen everywhere, moistening things silently.

Through AI customized gameplay, Coca-Cola obtained 370 million traffic exposures in the Year of the Rabbit marketing. During the event, OPPO Xiaobu’s monthly active users exceeded 140 million, and the number of monthly interactions reached 3 billion, allowing Coca-Cola to successfully enter the daily lives of users.

2. Alizhu AI-generated ads sparked heated discussions

A few days ago, Fliggy used the popularity of AI to promote itself, which sparked heated discussions. Unlike traditional advertising production methods, Fliggy did not cooperate with communication companies, but used AI design as the output of its own advertising content. Using AI technology, it made 1,000 print ads in Shanghai, Hangzhou and other places in a short period of time.

#Feizhu AI advertisement sparks heated discussion# and became a hot topic on Weibo, with the cumulative reading volume exceeding 150 million. While people are curious about AI technology, the Feizhu brand has also been able to create touchpoints and occupy minds.

3. Feishu announced the upcoming launch of “MY AI” smart assistant

After Microsoft announced that its products (OFFICE series) will be connected to AI to improve office efficiency, Feishu, a subsidiary of ByteDance, announced that it will launch "MY AI" on personal pages.

"In the AI ​​era, every Feishu user will have their own exclusive smart assistant."

It can help users summarize meeting outlines, create to-do items, assign work tasks in an orderly manner, schedule meetings, and expand content based on the provided topics. With the help of MY AI, work efficiency is expected to be greatly improved. Once the MY AI concept video and product plan were announced, it sparked heated discussions.

03 So, from where can companies start with AI marketing?

1. Human-machine collaboration to create content

Brand marketing is inseparable from content output. Today, AI technology can help companies automate content generation and help companies automatically generate high-quality marketing content, such as official account articles, video scripts, promotional graphics, etc.

When enterprises start AI marketing, they can start with the initial content creation. Like Fliggy, they can use AI to efficiently generate advertising content, which can save a lot of money and time while ensuring the quality. For enterprises, the traditional content generation methods are nothing more than self-production and outsourcing. However, the content design of tens of thousands of copies cannot be accurately measured by specific standards in the effect evaluation, and how to balance creativity and personalization, creativity and production efficiency has become the main contradiction.

Using AI for content design and human-machine collaboration has a low threshold. Companies can use the saved money and time for other links, which will enhance the feasibility of marketing strategies as a whole. Of course, I believe that when companies create AI content, they should choose according to the characteristics of their own brands and should not rely solely on AI. This is also the key to "human-machine collaboration". Combining human subjective initiative with AI's high-efficiency creativity, we can achieve explosive and creative output of brand content.

2. Data collaboration, accurate prediction

Data is becoming more and more the core factor in today's marketing process and the key to digital marketing. We track and analyze users based on data. AI technology can help companies conduct personalized marketing, customize content and experience for each user through data, and improve customer conversion rate and user satisfaction.

Data has always been a factor that runs through marketing and must be valued and utilized by enterprises. Whether it is traditional sales records and profit margins, conversion rates and click-through rates in the era of live e-commerce, or reach rates and retention rates in the digital era, data links every link of marketing in different forms. With the help of AI, enterprises can conduct intelligent analysis and utilization of data, understand target customers through data in an unprecedented way, actively and accurately predict customer behavior, and conduct intelligent advertising. Every search and every application of users can be deeply analyzed by AI, making the marketing strategy of enterprises personalized and humane.

Conclusion

AI marketing has changed traditional thinking and revolutionized marketing production methods; AI marketing can maximize user value and achieve a "breakthrough" for companies and brands. Companies should enter AI marketing as soon as possible, master relevant marketing technologies, enhance market competitiveness, and achieve better business value in long-term development.

Author: Mr. Bingfa

Source: WeChat public account "Marketing Art of War (ID: lanhaiyingxiao)"