Editor’s Note: This article is from the WeChat public account “Jinyu Finance” (ID: jinlifin), 36 is authorized to publish.Today, we find that giants are increasingly like to cross the boundaries of genes and extend the lifeline.Earlier this year, the Google e-commerce project, Google Shopping, was announced to be open to all sellers, allowing merchants to list products in natural search results, with the ultimate goal of enabling consumers to go from searching for goods to buying one-stop services.On the contrary, Amazon, an e-commerce giant, is more and more like an advertising company, and its ambitions for advertising business are not avoided.As the Queen of the Internet said, Google is moving from an advertising platform to a commercial platform targeting Google Home Ordering, while Amazon is moving from a commercial platform to an advertising platform.Coincidentally, Baidu connects brands with smart small programs, trying to achieve upgrades from connecting information to connecting goods and connecting services. Tencent is also using social fission to catalyze a lot of social e-commerce platforms.This trend of mutual transformation is not to incite opponents, but to create more space for brand marketing. At the macro level, this is also the Internet giant’s use of resource integration to break through the boundaries of current marketing.New marketing enters the era of giants Mobile Internet has brought about a complete reorganization of the Internet business landscape. From information to video, from shopping to socializing, from food and clothing to living and entertainment, the innovation of the giants and the awakening of the upstart are constantly emerging.At the same time, the content or services provided by the mobile Internet to users have been upgraded, and the marketing field that is attached to the Internet media and content changes is inevitably affected.For a simple example, we used to get the main information from the traditional portal. Now that the portal is down, the information flow and short video are replaced. Therefore, the channel for advertising is gradually inclined from the traditional portal to the head mobile information or short video platform.Channel changes are only fundamental. Users are affected by the wave of mobile Internet, their needs and interests have become more diversified, and the appeals of advertisers or brands have also changed.For example, how to maximize access to Internet users separated by fragmented information, screen out target groups, or how to effectively establish business contacts with users and increase recognition.These problems are precisely the entry point for the Internet giant to help upgrade traditional marketing.On the first question, on the one hand, Internet giants such as BAT have built a huge mobile ecosystem, in which diversified traffic portals such as information, video, social, and search have not only expanded marketing.Coverage and provide a user base for the implementation of differentiated marketing solutions.On the other hand, in the era of mobile Internet, a major change in marketing is that everyone can become a spontaneous communicator of content marketing, and Weibo, WeChat or live, short video platforms take advantage of this trend, allowing users to participate in marketing.In the process, the effect of marketing communication is maximized.However, it’s all built on top of user data.The massive amount of information and data left by users at different entrances, through accumulation and intelligent analysis, can form an accurate grasp of user needs and intentions, which is the premise of advertising and improving marketing efficiency.Therefore, the Internet giant has both the multi-dimensional data needed for advertising and marketing, and can maximize the integration of resources, build a one-stop marketing platform, and promote Internet marketing into the era of giants.According to the “Marketing Trend Interpretation: AI+ Marketing Development and Landing” released by iResearch, in the AI+ marketing market industry chain, user data and AI technology for processing user data are the core of industrial development, and also the voice of the parties in the industry.The foundation of the foothold.Compared with advertisers and third-party service providers, media parties represented by Tencent and Baidu are more capable of independently developing AI technology support marketing system.We have seen that the current landing of AI+ marketing is almost always carried out through the intelligent marketing platform of Internet giants such as BAT, and they are also vying for a campaign to integrate marketing service capabilities.The ecological marketing concept of the giant?Before the mobile Internet, the attention of netizens has not been dispersed. Internet marketing usually surrounds the three major content systems of portal, search and entertainment, and can reach most of the network users.However, it is obvious that this marketing model has a common problem, that is, the user data is relatively isolated, and the platform cannot capture the comprehensive information of the user.Now, from Ali’s global marketing, Baidu’s fully-integrated marketing digital platform Omni Marketing, and Tencent’s decentralized marketing service capabilities into a new AMS service line, they are all breaking information islands to a greater extent.Big data utilization and mining to optimize their service capabilities to advertisers and brands.Of course, BAT is influenced by the respective business genes and has different marketing strategies.Tencent’s intelligent marketing cloud focuses on how to make merchants have the ability to traffic and fans, and focus on the connection between social data, traffic and brand owners. Ali focuses on integrating the layout of its various fields to create a matrix of content platform resources.Baidu concentrates on the ability of AI technology to penetrate the underlying foundation, and the ability to combine AI with search + content information flow is infinitely magnified, which is why Baidu frequently empowers technology.From the AI marketing creative season to more than 110 kinds of AI interactive technology to marketers, to Baidu City Conference with AI to sink the city of Nuggets, or to help companies build brand IP, AI’s technical capabilities in the marketing field has been magnified.Although the BAT marketing strategy is different, there is one point. The core lies in the integration, integration of data resources, integration of media resources, and overall delivery capabilities. At the same time, the bottom layer relies on unified data management and AI applications to achieve de-boundary marketing activities.This is due to the layout of the giant over the years.Although the user’s information is increasingly fragmented, traffic is increasingly concentrated on the Internet giant.More importantly, the giants are moving toward the super platform. They have built a mobile ecosystem that covers search, information, short video, live broadcast, etc., making data and resource interoperability possible.Taking Baidu’s “National Crab Festival” as an example, the online traffic and the offline crabs helped the customers such as Crab, Yuanli, and Enterprise to achieve a brand exposure of 100 million levels. The number of interactive participants reached10 million.The latter depends on the resource integration between the B and C terminals.On the one hand, Baidu has enabled C-side resources such as information flow advertisements, open-screen advertisements, Baidu doodles, search cards, and tips under the search box to enhance the brand’s exposure.On the other hand, B-side customers use Baidu’s AI and big data analysis capabilities to achieve accurate push, which not only promotes marketing conversion, but also creates a fun experience for C-end users and benefits consumers; while small-program games are interactive and draining.The one-stop path for conversion provides a closed loop of marketing.Baidu’s integrated marketing “IP-making” model is based on its traffic value.According to the 2019 App Traffic Value Evaluation Report released by Aurora Big Data, WeChat ranks first, and Baidu APP and QQ rank second and third.In contrast, Ali’s e-commerce flow is not bad, but Taobao, Tmall and other imports are only close to the last part of marketing, so Ali must use its entertainment resources to open up the marketing chain.According to the case, the Alivin Entertainment Intelligent Marketing Platform has created a marketing plan for the first car of the first car, and the marketing interactive form of the star artist blessing and distribution of the red envelope, the “hot play x big star x light interaction x true welfare” custom activities, andCooperate with the big fish to promote multi-channel content from the media to attract young users.User-centered: grasping the balance between marketing and user psychology The marketing strategy of the Internet giant, although focused on each other, is ultimately based on user data, which determines whether the marketing model, channel or concept changes,Do not open a core, that is, users.However, the explosive growth of marketing content, driven by the diversified channel distribution, has certainly expanded the range of radiation, but for many users, it is still too far behind.According to CTR audience survey results, 63.3% of consumers believe that fragmented information caused by multimedia channels will cause information choices.The more information is received, the more exhausted the consumer is.The same is true for marketing content. Under the recommendation mechanism of the platform, users can easily brush up various soft advertisements frequently, which will lead to conflict.Therefore, how to effectively grasp the balance between marketing efforts and user psychology is related to the health of a marketing closed loop.This is also the concern of the Internet giant to open up marketing resources and effectively tap the value of users.Because users gradually change from passive to active in the marketing process, they can become the disseminators and even creators of content marketing, and once marketing interferes with users, it directly reduces their initiative.From the current point of view, the solution is still in the technology and the scene, the appropriate combination of technology and the scene, can not only improve the efficiency of accurate delivery, but also eliminate the user’s possible burnout.The research report on the new marketing strategy under the trend of de-boundaryization published by iResearch shows that the core driving factors of China’s digital marketing market are changing, and truly enter the era of intelligent marketing.The intelligence mentioned here is not only based on big data analysis for user insight, but also the upgrade of the user experience brought by the marketing model innovation.For example, Baidu’s AR advertising, WeChat applet AR trials, AR trials, etc. are all tests of technology in marketing experience upgrades.According to tests by the US marketing company Neuro-Insight, AR not only attracts users’ visual attention, but also has the ability to increase long-term memory of the brain, which seems to meet the requirements of advertisers.Moreover, the application of AR technology is very compatible with the consumption scene. If the technology is mature in the future, it will not only become an important traffic portal to attract users. The key is that consumers can interact and purchase with actual products to break through the boundaries of the scene.We can’t deny that Internet marketing is still the era of giants, but it is also the era of users.From passive reception to active participation, this shift creates more room for marketing..
Internet Marketing Evolution: Integration and Breaking of Giants