中国广告新闻网:AI赋能营销,广告公司如何顺势而为

来源:中国广告新闻网www.adnewsw.com 2019-08-06 责编:宋濂

中国广告新闻网www.adnewsw.com:AI赋能营销,广告公司如何顺势而为 For the marketing circle, if you have to give the marketing keywords of 2018, uncle be...

中国广告新闻网www.adnewsw.com:AI赋能营销,广告公司如何顺势而为

For the marketing circle, if you have to give the marketing keywords of 2018, uncle believes that it is "tremble".

对于营销圈来说,如果非要给出2018年的营销关键词,大叔认为,非“抖音”莫属。

I still remember the scene of the first Marketing Summit in Shanghai on April 3, when my uncle wanted to take a friend into the meeting and was blocked by the burly security.

我至今记得在今年的4月3日,抖音在上海的第一场营销峰会,现场爆满的画面,当时,大叔想带一位朋友混入会场,被魁梧的安保挡在了门外。

Since then, my uncle has watched trembler burn for a whole year, and in the last week of 2018, trembler left this year's campaign for marketing to automobiles.此后,大叔眼睁睁看着抖音整整火了一年,而在2018年的最后一周,抖音把今年营销的收官之战留给了汽车。

Today, the 2008 annual trill of the automotive industry is held in Beijing.

In the morning, Wen Linfu, a senior scientist in Byte Jump Artificial Intelligence Laboratory, first disclosed the AI algorithm logic of dithering, and analyzed in detail how dithering systematically enabled short video content with AI. Chen Duye, general manager of Byte Jump Marketing Center, introduced in detail from five dimensions: traffic, word of mouth, data, fans and transformation. Create the logic of "automobile marketing jitter model".

今天,2018抖音汽车行业年度盛典在北京举行。

上午,字节跳动人工智能实验室资深科学家文林福首次公开揭秘抖音的AI算法逻辑,详细分析了抖音如何利用AI系统化地赋能短视频内容,而字节跳动营销中心总经理陈都烨则从流量、口碑、数据、粉丝和转化5个维度详细介绍了打造“汽车营销抖音范”的逻辑。

In the afternoon, the tremolo gave its methodology in detail - "Thirty-six Strategies of Automobile Marketing", from providing an open platform to product operation tools and content creation methods.

Uncle believes that for the first time, the government has interpreted the AI marketing of trembler in such a complete way from principle to methodology. This is the most valuable content of this trembler automobile summit. The uncle's team has carried out the most important five items to interpret.

下午,抖音详细给出了自己的方法论——“汽车营销三十六计”,从提供开放平台,到产品运营工具和内容创作的方法。

大叔认为,官方第一次如此完整地从原理到方法论,全景式解读了抖音的AI营销,这是本次抖音汽车峰会最有价值的内容,大叔团队拎出来最重要的5条进行解读。

1. What is the "jitter model"?

First, synchronize a set of latest tremble data: the daily active users of tremble exceeded 200 million in October 2018, the monthly active users exceeded 450 million, and the daily average video playback exceeded 20 billion.

On the spot, trembler has been emphasizing and redefining a marketing method: trembler model!

What is the jitter model? Uncle's understanding is scarcity, this thing can only be done by tremble, which is put in tremble the most effective.

Taking automobile marketing as an example, Chen Duye believes that there are several painful points in traditional digital marketing, including the increasing proportion of invalid traffic, the rising cost of word-of-mouth content, and the challenges of big data marketing of automobiles. All of these need more effective solutions, while the upgrading of trembler in platform, users, technology, products and content. Change can solve the marketing dilemma of automobile industry panoramically.

1.到底什么是“抖音范”?

先同步一组最新的抖音的数据:抖音的日活跃用户在2018年10月突破2亿,月活跃用户突破4.5亿,日均视频播放量突破200亿。

现场,抖音一直强调并重新自定义了一种营销方式:抖音范!

到底什么是抖音范呢?大叔的理解,就是稀缺性,这个事只有抖音能做,这个投放在抖音最有效果。

以汽车营销为例,陈都烨认为,传统的数字营销有几个痛点,包括无效流量占比逐年升高、口碑内容成本升高、汽车大数据营销充满挑战,这些都需要更有效的解决方案,而抖音在平台、用户、技术、产品、内容等方面的升级变化,能全景式解决汽车行业营销困境。

She pointed out that "jitter model" is not only marketing link management, but also can greatly shorten the path of consumer decision-making, allowing users to interact with brand depth through immersion experience, directly affecting consumer decision-making.

Two data are the best illustrations. One is that the way mobile netizens get information is evolving in short video, which used to rely entirely on words and pictures. In 2018, the growth of text is negative, and the growth rate of short video is the fastest, exceeding 50%. The other is that video content has a great impact on users'decision-making on car purchase, exceeding 50%. The tremolo platform has a high willingness to buy cars. Households account for more than 40% of automobile users.

So the question arises, how can we realize the jitter model? The biggest support behind it is the AI algorithm.

她指出,“抖音范”不止是营销链路经营,它更能够将消费决策路径大大缩短,让用户借由沉浸感的体验与品牌深度互动,直接影响至消费决策。

两个数据最能说明。一个是移动网民获取信息的方式在短视频进化,过去完全依赖于文字和图片,在2018年,文字的增长出现负增长,短视频的增速最快,超过50%;另一个是视频内容对于用户购车决策的影响很大,超过50%,而抖音平台高意愿购车用户占比汽车用户超过40%。

那么问题来了,如何才能实现抖音范呢?其背后的最大支撑就是AI算法。

2. Is the computer's vision close to that of human beings?

Wen Linfu believes that computer vision algorithms are leading global change. In the case of the iPhone X, FaceIP replaced TouchID for the first time, which is Apple's innovation. The innovation of tremolo in artificial intelligence is to give computers the ability to approach human vision.

How to explain it? Computers with artificial intelligence algorithms can now quickly identify what a short video is doing. For example, you upload a 10-second picture of the Russian World Cup on trembler. The trembler AI computer will immediately classify the video as football. The accuracy is currently as high as 99%.

2.计算机的视力已接近于人类?

文林福认为,计算机视觉算法正在引领全球变革。以iPhone X为例,FaceIP首次取代了TouchID,这是苹果的创新。而抖音在人工智能方面的创新就是,赋予计算机接近人类的视觉能力。

怎么解释呢?拥有人工智能算法的计算机现在可以迅速识别一个短视频在干嘛,比如你在抖音上传了10秒俄罗斯世界杯的球场画面,抖音的AI计算机立刻会给这个视频分类为足球运动,这个准确率目前高达99%。



文章标题:中国广告新闻网:AI赋能营销,广告公司如何顺势而为
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