The combination of new intelligent technologies such as big data, cloud computing, blockchain and artificial intelligence will further promote the continuous intelligence of the entire marketing communication chain and promote intelligent marketing communication development of. The emergence of intelligent marketing has reconstructed the existing media ecology, reshaped the behavior and path of consumers’ physical and virtual life, and provided new exploration possibilities for marketing communication.
The combination of 5G technology and Internet of Things technology reconstructs the connection between people and things, things and things, things and information, information and information, and realizes “everything is a medium”. The combination of the two technologies has blurred the boundaries between virtual and reality, providing advertisers with more new advertising scenarios based on consumer data information.
Sensor technology is the connection basis of the Internet of Things. Sensor technology can increase the way of information sources and enhance the dimension of information collection. The media platform uses the smartphone as the carrier to enter the smart media era of “5G + IoT”. Today’s news media can collect news data and report in real time through sensors, which improves the timeliness of news. However, since the data of consumers at different times and in different scenarios in the same scene is dynamically changing, it is not possible to only analyze the data of a single scene to truly understand the needs of consumers. With the assistance of smart technology, smartphones are no longer the only sensors. QR codes, wearable devices (limited mirrors, wristbands, etc.), chips placed in furniture, etc., will all be part of the sensor. The scene under intelligent technology will no longer be a single situation or context, but become a “touch point and scene” formed on the basis of diversified sensors. All intelligent products or services around consumers will become a touchpoint. Not only consumers can receive advertising information through touchpoints, but advertisers and brands can also understand consumers’ preferences in real time and receive feedback from consumers through touchpoints. These touchpoints cover all aspects of consumers’ lives, and can truly realize the full-scenario and cross-scenario collection of consumer information and data.
Content marketing is one of the means of marketing communication at this stage, and creativity is the core of content marketing. Content marketing is “encompassing the creation, organization, distribution, elaboration of processes, etc., involving interesting, relevant, and useful content. The goal is to start a conversation about content with a specific user group. Through content marketing, consumers can benefit from the brand’s support Promoters and advocates are transformed into brand promoters.
Although the application of intelligent technology provides advertisers and brands with a wider and richer media platform, the diversity of media forms also affects advertisers and brands. The content marketing of brands has put forward higher requirements (especially creativity). Just the transformation of creativity in form can no longer meet the preferences of different audiences in different media. The introduction of artificial intelligence will realize media-based platform through intelligent means. Dynamic creative optimization to meet the individual needs of consumers and improve the efficiency of content marketing.
Artificial intelligence will realize intelligent programming of creative production with the assistance of intelligent technologies such as 5G Internet of Things, big data, and cloud computing. In the process of marketing communication, marketers often spend a lot of manpower and material resources for the best idea. Due to the limitation of personal experience and incomplete understanding of consumers, the so-called “best idea” cannot be well matched with Consumers interact and satisfy consumers’ preferences. Artificial intelligence will solve this problem and provide advertisers and brands with the best creativity and the most appropriate marketing plan. AI-based programmatic creativity is based on content creative data and Based on the machine learning and deep learning of consumer data, it is a kind of autonomous learning. Compared with the previous programmatic creativity based on the set algorithm, the programmed creativity based on artificial intelligence technology is more intelligent. In understanding consumption After the pain points of the consumers, the programmatic production of content creativity is carried out in a targeted manner, so that the marketing will evolve from “one thousand people with one face” to “a thousand people with one thousand faces”.
In marketing communication, consumers The decision-making path has nonlinear characteristics under linear logic. It is often difficult for advertisers and brands to effectively measure the correlation between communication value and sales data. Low-value traffic, technical black boxes, etc., also make the entire digital marketing communication industry trustworthy. Tested by the crisis. The smart contract function of the blockchain allows the real number of digital advertisements to be recorded and cannot be changed, realizing the transparency of the entire marketing communication process. Link guidance for different behaviors on the media, combined with content marketing to achieve instant gratification after demand is triggered. Transparent communication data and links allow advertisers to monitor click-through rates, response rates, and response results after matching different audiences with content in real time, and combine sub-audience information for more accurate advertising.
The data generated by consumers in different scenarios every day is extremely huge, including structured, semi-structured and unstructured data such as videos, pictures, geographic locations, and web logs. With the help of big data technology, data integration and in-depth mining can be completed to filter out effective information.
div>
Cloud computing will complete the extraction of key metadata through content recognition, and aggregate similar data through rank and confidence to form representative consumer tags. For example, demographic tags are first-level tags , the gender, age, and constellation of its subordinates are secondary tags, and these tags will be matched with tags in different scenarios to achieve more precise marketing communication.
Big data and cloud computing will be based on artificial intelligence The generated content ideas will be used for marketing communication according to the real-time data of consumers in different scenarios. The precise matching of scene information and consumer information will promote consumers’ consumption behavior. And through cloud computing, the optimization of marketing communication strategies will be realized. At present, because the consumer data information of different media platforms is not interoperable, the data is divided and layered, forming “data islands”. This undoubtedly increases the burden of data processing for advertisers and brands, and ” The synergistic effect of the technology combination of “Big Data + Cloud Computing” and “5G + Internet of Things” will further assist advertisers and brand marketing in a comprehensive and three-dimensional understanding of consumers’ Internet behaviors, as well as the corresponding consumer preferences behind them, so that consumption The portrait of the audience is constantly accurate, the advertising effect can be quantified, the advertising strategy can be optimized, and the “integration of quality and effect” is realized.
Under the continuous promotion of intelligent technology, marketing communication will realize the real meaning of cross-scenario Communication. The current digital marketing communication has realized the matching of online consumers with advertisements in a specific environment, and the combination of 5G technology and Internet of Things technology will truly realize the “Internet of Everything”. And with full-link transmission , identify the characteristics and status of the audience more quickly, and complete the collection and analysis of online and offline audience data. 5G high-speed data transmission and low-latency IoT sensors will be based on the data collected and analyzed in the scene. Appropriate advertising matching. Real-time dynamic display of virtual advertising space and physical advertising space, complete customized marketing communication. When consumers step into the corresponding scene, cloud computing technology will evoke the stored data, complete data matching, consumption consumers will receive advertising links that meet their needs. These links not only provide detailed product information, but also provide accurate indoor guidance, bringing consumers a new experience.
div>
Intelligent technology will further promote the development of immersive interactive marketing communication. Compared with marketing communication based on pictures, texts and videos, marketing communication based on AR (augmented reality) and VR (virtual reality) will focus more on creating an intuitive and intimate feeling for consumers brought by products and services, so that Consumers feel immersive and have an inherent advantage.
With the help of intelligent technology, the future immersive interactive marketing communication will present VR, AR, MR (Mixed Reality) and XR (Extended Reality), bringing consumers more Rich presence and a strong shopping experience.
From the 6 major marketing changes, it can be seen that intelligent marketing realizes the empowerment of the entire marketing communication and provides more imagination and motivation for digital marketing communication. With the assistance of artificial intelligence technology, intelligent marketing will achieve “humanization”, “programming” and “intelligence”, and the advertising industry will also be rejuvenated.