Hang Seng: AI-driven marketing new changes, the automotive industry "digital intelligence" marketing is unstoppable

In recent years, artificial intelligence (AI) technology has been on the rampage, combining with various industries, and the automotive industry has become one of the key directions for AI development, with major high-tech companies entering the smart car industry. With the continuous development of artificial intelligence technology, set off a technological revolution in the automotive field, which also brings a lot of challenges to the automobile manufacturers.

Particularly in the new energy, intelligent and popularization of the current, the impact of changes in the automotive industry continues to manifest, the national subsidy slopes triggered a new round of price wars in the new energy automotive track, the car companies to withdraw from the market, the 4S closed store tide; on the other hand, the stock market intensified, the cost of expanding the customer continues to soar, triggering a fierce game between the lead platform and the dealers.

For automotive brands in a changing situation, the market has changed, the users have changed, and the strategy of business operation should also change accordingly. If you want to gear up and accelerate through the cycle of technological change and industry changes, and lead the market in a new pattern with a pioneering stance, car companies must find a new way of user management and business growth.

A few days ago, Baidu marketing and automotive information network co-sponsored by the China Council for the Promotion of International Trade Automotive Industry Branch as the guiding unit of the automotive industry AIGC marketing summit was held in Shanghai, automotive information network, the general manager of the Pinnacle Automotive, Mr. Hang Sung, "in the arrival of the new era, the media should be how to use the ability to use the AI power to help brand communication, to create a full scene, The media should use AI capability to help brand communication after the arrival of the new era, to create a full-scene and diversified communication environment, so as to enhance the value of brand communication", said Mr. Song.

AI technology drives the comprehensive transformation of automotive media

With the emergence of smart mobile devices, users migrate from PCs to cell phones to access information, and at the beginning there were only a large number of APPs on the user's cell phone screen, but over time, users began to be more accustomed to the use of large APP platforms to access content and information, and the mobile Internet era has also evolved into a time of concentrated traffic. The mobile Internet era has also evolved into the era of large platforms with concentrated traffic.

In the face of such a change in user habits, Hang Seng has a new way of thinking about marketing in the automotive industry. Hang Seng has more than 15 years of experience in the Internet industry, and has rich experience in entrepreneurship and project incubation, and has won over 100 million dollars in financing many times. In 2016, Hang Seng joined Baidu, and has been y cultivating the product development under Baidu system and established Baidu Auto Channel; in 2018, he joined Aika Auto, during which he has built a new industry and innovative product model of automotive media, and realized 100% growth of traffic. Past experience has given Hang Sung a better understanding and planning of how automotive media can make good use of AI tools to create a new demand for two-way content marketing that is more in line with car companies and users.

Shengheng said, in the development of the times, the marketing communication methods have also changed greatly, the application of technology in the marketing industry, gradually from helping the media to integrate resources, highlighting the new forms of creative expression, transition to technology-driven and resource sales-based precision targeting, and then today's large-scale personalized, accurate algorithmic placement.

In the view of Hang Seng Song, the future changes of automotive media in the following three aspects will become the new development trend: first, building technical and operational capabilities, integrating operation and technology with the original content capabilities, and becoming a TMT digital new media; second, directly connecting to the users and managing the whole life cycle of potential customers and car owners through digital operation; third, using AIGC to reshape the content production mode The third is to use AIGC to reshape the content production model, the communication model, and the marketing model.

In this regard, AutoNews will fully integrate the technology, especially with the technology of AIGC, iterative upgrading, and become a platform with fast, massive content production and information distribution and dissemination. As a new media platform for the production and dissemination of original and high-quality content, Pinnacle Automotive's Auto Talk, Motor Video, E-Car and Da-Car will also be fully differentiated and personalized.

In addition, in the digital era, the automotive information network has also developed service products covering the closed loop of communication, factory store linkage and direct connection of potential customers, and has truly found a way to help brands complete the full closed loop digitalization chain from communication, management, operation to incubation through content, operation and technology.

Automotive industry "digital intelligence" marketing is unstoppable

According to the China Association of Automobile Manufacturers (CAAM) data, in 2022, the sales of passenger cars 23,563,000 year-on-year growth of 9.3%, and new energy vehicles accounted for 25.6%. With the trend of electrification, intelligentization and internet connectivity, the automotive industry is facing unprecedented big changes. Currently, automotive marketing has been transformed from traditional media placement to the current data and technology integration-driven marketing, and the automotive industry business model has transformed from relying on transaction value to focusing on user value.

And the deepening application of digital technology and the continuous upgrading of content are the two main lines of PR marketing communication, which are especially typical in automotive marketing. Automotive marketing is highly technical, highly circled, and because of the high value of automobiles, the purchase decision is prudent, and it is more difficult to realize the conversion. Therefore, it is more important to innovate and use new technologies, and better adhere to the communication concept of sharing value with content while realizing *** enjoyment *** creation. Under the great changes of the times, it is more necessary to return to the essence of the real information for customers and consumers to create value and build trust.

The automotive marketing field and the automotive industry are as blossoming as ever, with a variety of marketing communication methods emerging, 5G accelerating the upgrading of content and scenarios, and the transformation of video, mobility, knowledge, and intelligence resulting in a steady stream of new forms and modes of digital marketing, which brings new opportunities and challenges to the development of automotive marketing. In the fiercely competitive market environment, in the wave of new technological change, automotive marketing must make full use of the technological dividend brought by the new round of digital science and technology revolution, and realize the breakthrough in innovation and change.

Chai Zhanxiang, assistant president of the China Council for the Promotion of International Trade Automotive Sub-Council, said that new energy, intelligence, **** enjoy travel and other emerging forms of business continue to emerge, and the pattern of the traditional automotive industry is being reshaped. aigc, as an emerging technology, will have a far-reaching impact on the transformation and upgrading of the whole automotive industry.

Aiming at the empowerment of new technology for new marketing, Wang Mingfei, deputy general manager of Chang'an Deep Blue Automotive Marketing Service Center, said that for car companies, user operation is an important entry point and opportunity point. Under the new marketing model, car companies rely on strong digital construction for system reconstruction, and will pay more attention to the entire user ecology and private domain operation.

Shengheng said, at present, AutoNews has four mature digital products, including intelligent content creation and distribution, dealer communication empowerment, potential customer direct connection, and car owner group service. Automotive Information Network and Pinnacle Automotive will transform into a new automotive industry media based on the fusion of technological innovation and AI artificial intelligence as a practitioner of the transformation of the automotive media into a new TMT ecosystem, starting from the end, connecting directly with users, empowering brands, and arriving at a ****-winning new business model.

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