5G technology and the Internet of Things technology, the combination of reconstruction of people and things, things and things, things and information, information and information connection, to realize the "everything is a medium". The combination of the two technologies makes the border between the virtual and the real increasingly blurred, providing advertisers with more new advertising scenarios based on consumer data and information.
Sensor technology is the connectivity foundation of the Internet of Things, and sensor technology can increase the ways of information sources and enhance the dimension of information collection. Media platforms use smartphones as a carrier, and enter the "5G + Internet of Things" smart media era. Today's news media can collect news data and report news in real time through sensors, which improves the timeliness of news. However, since consumer data changes dynamically at different moments in the same scene and under different scenarios, it is not possible to truly understand the needs of consumers by analyzing data from a single scene. With the aid of smart technology, smartphones are no longer the only sensors, QR codes, wearable devices (limited mirrors, bracelets, etc.), chips placed in furniture, etc., will all be part of the sensor. The scene under smart technology will no longer be a single situation or context, but will become "contacts and scenes" formed on the basis of diverse sensors. All intelligent products or services around the consumer will become a contact point. Not only can consumers receive advertising information through the touchpoints, advertisers and brands can also understand consumer preferences and receive consumer feedback in real time. These touchpoints cover all aspects of consumers' lives, and can truly realize the full-scenario and cross-scenario collection of consumer information data.
2. Intelligent and customized marketing communication creativityContent marketing is one of the means of marketing communication at this stage, and creativity is the core of content marketing. Content marketing is "the process of creating, organizing, distributing, detailing, etc., involving interesting, relevant and useful content. The goal is to start a conversation about the content with a specific group of users. Through content marketing, consumers can be transformed from brand supporters and advocates to brand promoters.
While the application of smart technology provides advertisers and brands with a wider and richer range of media platforms, the diversity of media forms also puts higher demands on advertisers and brands in terms of content marketing (especially creativity). The transformation of creativity in form alone can no longer satisfy the preferences of different audiences on different media. The entry of artificial intelligence will realize dynamic creative optimization based on media platforms through intelligent means to meet consumers' personalized needs and enhance the efficiency of content marketing.
Artificial Intelligence will realize the intelligent programming of creative production with the aid of 5G Internet of Things, big data, cloud computing and other intelligent technologies. In the traditional marketing communication process, marketers from time to time spend a lot of manpower and resources for a best idea. Due to the limitations of personal experience and incomplete understanding of consumers, the so-called "best idea" cannot interact with consumers and meet their preferences. Artificial Intelligence will solve this problem by providing advertisers and brands with the best creative and the most appropriate marketing programs. Programmatic creativity based on AI is built on machine learning and deep learning of content creative data and consumer data, which is a kind of autonomous learning. Programmatic creative based on AI technology is more intelligent than previous programmatic creative that followed a set algorithm. After understanding the pain points of consumers, targeted programmed production of content ideas, so that marketing from "one person, one face" evolved into a real "one thousand people, one thousand faces".
3, chained marketing communication trust system reconstructionMarketing communication, the consumer's decision-making path has a linear logic under the non-linear characteristics. Advertisers and brands often find it difficult to effectively measure the relevance of communication value and sales data. Low-value traffic, technical backdoor, etc., also put the trust of the entire digital marketing communication industry to the test of crisis. The smart contract function of blockchain allows the real number of times a digital advertisement is displayed to be recorded and cannot be changed, realizing the transparency of the entire marketing communication process. At the same time, it can guide the different behaviors of consumers in the media, and combine with content marketing to realize immediate satisfaction after the demand is triggered. Transparent communication data and links allow advertisers to monitor click-through rates, response rates, and response results in real-time after matching different audiences with content, and to combine this with sub-audience information for more precise advertising.
4. Precision and Matching of Marketing CommunicationsThe data generated by consumers in different scenarios every day is extremely large, which contains structured data, semi-structured data, and unstructured data such as videos, pictures, geographic locations, and web logs. With the help of big data technology, it is possible to complete the integration and deep mining of data to filter out effective information.
Cloud computing will complete the extraction of critical metadata through content recognition and aggregate similar data through rank and confidence to form representative consumer labels. For example, the demographic label is the first level label, and its subordinate gender, age, and constellation are the second level labels, which in turn will be matched with different scenario labels to achieve more precise marketing communications.
Big data and cloud computing will be based on AI-generated content ideas in different scenarios, based on real-time consumer data for marketing communications, scenarios and consumer information to match the precision of the consumer information will lead to consumer behavior. And through cloud computing to achieve marketing communication strategy optimization, at present, due to the consumer data information of different media platforms is not interoperable, the data show partitioning and stratification area, forming a "data island". This undoubtedly also aggravates the burden of advertisers and brands in data processing, and the synergistic effect of "Big Data + Cloud Computing" and "5G + Internet of Things" technology combinations will further assist advertisers and brand marketing to comprehensively and three-dimensionally understand the consumer's Internet behavior, as well as the corresponding consumer behavior behind it. The synergistic effect of "Big Data + Cloud Computing" and "5G + Internet of Things" technologies will further assist advertisers and brand marketing to comprehensively and three-dimensionally understand consumers' Internet behaviors, as well as the corresponding consumer preferences behind them, so that the consumer portrait will be constantly accurate, the effect of advertisement can be quantified, and the optimization of advertisement strategies can be achieved, realizing the "unity of quality and effectiveness".
6, immersive interactive experience communication
Smart technology will further promote the development of immersive interactive marketing communication. Compared with graphic and video-based marketing communications, marketing communications relying on AR (augmented reality) and VR (virtual reality) will focus more on creating an intuitive and intimate feeling for consumers brought about by the products and services, so that consumers have a sense of immersion, with an inherent advantage.
With the aid of intelligent technology, the future of immersive interactive marketing communications will present a quadruple-play of VR, AR, MR (Mixed Reality), and XR (Extended Reality), bringing consumers a richer sense of immediacy and an extremely powerful shopping experience.
From the 6 major marketing changes, it can be seen that intelligent marketing realizes the empowerment of the whole marketing communication, providing more imagination and power for digital marketing communication. With the aid of artificial intelligence technology, intelligent marketing will be "humanized", "programmed" and "intelligent", and the advertising industry will be revitalized.