Whether it is disruption or creation, how artificial intelligence can do to empower marketing

Beginning with AlphaGo in 2016, the discussion about artificial intelligence has never stopped. Artificial intelligence for us, is it a disruption, or a creation?

Kevin. Kelly said, "Artificial intelligence and digital technology's can make products smarter, but it will also provide us with a whole new kind of service, one that we didn't feel we needed before." This quote explains quite simply what it means to combine AI with life.

The essence of AI lies in the word "intelligent", and through the intelligence of products, services and applications, it has given new energy to many industries, which is by no means subversion, but creation. So, from the advertising and marketing point of view, the creativity of artificial intelligence, can bring what kind of change for the "intelligent marketing"?

Marketing change in the environment of artificial intelligence

Undoubtedly, we are in the front of a big era, although AlphaGo is not enough to open the era of artificial intelligence, but it makes the whole human society realize that artificial intelligence has the power to change the world.

According to the Chinese Society for Artificial Intelligence and Roland Berger, last year's global AI financing totaled $4.968 billion. The global AI market is predicted to reach $3,061 billion in 2025. Meanwhile, application scenarios in the financial, medical, automotive and retail industries are relatively mature, suggesting that the arrival of an AI society is actually not that far away.

And from the perspective of application, AI has also quietly come to our side. For example, intelligent navigation, is the most standard case of intelligence to change the way of traveling, while the emergence of early education robots and elderly companion robots, so that artificial intelligence has some more human temperature. From smart door locks to smart home, intelligent products and tools, in fact, has long served millions of users.

In my opinion, this is a typical manifestation of the intelligent era, changing the industry in a silent way.

Artificial intelligence has begun to be applied in various industries, the digital marketing industry is no exception, combined with artificial intelligence, a variety of marketing tools will become more automated, more intelligent, and ultimately will form a digital marketing ecological platform that integrates a variety of marketing tools and methods, and through the depth of learning and data accumulation possessed by the artificial intelligence, it can be similar to the communication between human beings and users, bringing an extraordinary experience. It will bring an extraordinary experience.

We know that the Internet has brought about the era of experience, and in the past, we talked more about the experience of the product, in fact, marketing as a kind of service and brand communication with the user, more need to play the experience card. The essence of Internet marketing is based on the user's personalized needs resulting in targeted advertising pushed to consumers, but now unoriginal hard advertising implantation although to meet the consumer's personalized needs, but ignored the user experience.

Artificial intelligence algorithms and technology applied to marketing practices, the user experience as the core pursuit, which will inevitably lead to changes in the industry of intelligent marketing, for example, the application of 360 artificial intelligence in the field of marketing in response to this status quo, through the continuous research and development of technology in the video ads to make achievements, and graphic and audio combination, expanding the form of information bearing and delivery methods, adapted to different business scenarios, not only to improve the quality of the advertising, but also to improve the quality of the advertising, the user experience, the user experience. The video ads, combined with graphics and audio, expand the form of information and delivery methods, and adapt to different business scenarios, which not only enhance the experience, but also create a better effect.

Intelligent technology empowers marketing, the core is precision and efficiency

Kaifu Li once mentioned in a speech that the first stage of the development of artificial intelligence is task-based, surpassing humans in single-task areas, and generating a spurt of cloud applications through instrumentality, allowing more areas to realize the efficiency optimization brought by artificial intelligence.

That's right, in the age of marketing combined with intelligence, the biggest creation is efficiency gains.

We know that from the rise of direct mail marketing and telemarketing in the 1980s, to email marketing in the Internet era, the aim is to find specific users and make the marketing point as precise as possible. Then in the age of mobile internet, social and fragmentation, these simple pointing marketing methods are obviously less efficient.

Professor Yan Shucheng, chief scientist of 360, believes that with the development of science and technology, consumers' demand for scenario-based and customized information is even stronger, and traditional hard commercial advertisements can't maximize the attraction of consumers, and the development of artificial intelligence provides the possibility of more accurate and efficient marketing.

From international to domestic, many Internet giants have begun to test the waters of intelligent marketing. For example, HubSpot has been equally quick to follow up on the construction of AI capabilities, releasing an answering robot app, GrowthBot, which allows users to get answers related to brand marketing directly without using Google. This is a typical application of AI bots on the marketing end.

In the domestic market, last year millet released "4M" intelligent marketing system (moment, media, matching, measurement). Its purpose is to capture user needs through the perception of the scene, with big data to achieve accurate matching, with the optimal media performance, in the best moment to reach the user, and finally bring more reliable effectiveness measurement.

Back to the media platform has been in the forefront of the market has also done a lot of work, such as the new media marketing tool "Lupin" is a representative. In the era of intelligent marketing, the significance of artificial intelligence technology is empowerment, empowerment for brands, more accurately find the user's demand pain points, and maximize the efficiency of advertising.

The more prominent of these intelligent marketing tools is the OCPC tool launched by 360 Marketing. Mobile effect advertising is mostly based on CPC bidding, there are unstable effects, difficult to control the cost and conversion volume is not enough problems. And 360 OCPC through the accumulation of conversion data and intelligent placement optimization, to solve the two core technical issues: conversion rate estimation and dynamic bidding, to do for the empowerment of the brand.

It is not difficult to find that these intelligent marketing tools are based on intelligent technology, mining the pain points of user demand from big data, finding out specific algorithms, and forming standardized tools to empower advertisers.

One of the major reasons why intelligent marketing can be noticed by major giants is the development of artificial intelligence technology. In fact, every successful Internet company is essentially a successful technology company.

Zhou Hongyi once said, "360's artificial intelligence team has been working for three years, and has also won awards in some international artificial intelligence and face competitions." 360 this company never blindly follow the wind effect, so 360 has always believed that artificial intelligence can not be detached from the specific business and abstract to do, must be built in the specific business. Therefore, 360 through artificial intelligence technology to empower smart marketing, in fact, 360 is exactly 360 use their own big data advantages, and artificial intelligence technology accumulated to a certain extent after a water to the water.

Wen/Zheng Kai

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