2021百度AI营销创想季正式起步，引领AI营销走向新纪元
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">作者 | 兵法先生</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">源自</span> | 营销兵法（ID：lanhaiyingxiao)</span></p><span style="color: black;">营销变得越来越难了：市场环境和媒介<span style="color: black;">途径</span>正在<span style="color: black;">出现</span>颠覆性的变化，传统的<span style="color: black;">宣传</span>创意和传播机制<span style="color: black;">亦</span>在渐渐失灵；再加上经济下行预算紧张、用户<span style="color: black;">重视</span>力碎片化等多方面的影响，越来越多的品牌<span style="color: black;">亦</span>走上了智能化营销的探索道路，催生了AI在<span style="color: black;">许多</span>场景的落地与运用。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">在<span style="color: black;">这般</span>的趋势下，百度在3月26日再次拉开了AI营销创想季的帷幕，<span style="color: black;">期盼</span>借着大赛的形式与全行业的营销人、创意人、<span style="color: black;">宣传</span>主<span style="color: black;">一块</span>，从实践中找到营销破局的<span style="color: black;">办法</span>。和往年相比，今年的大赛<span style="color: black;">亦</span>有一个很<span style="color: black;">显著</span>的<span style="color: black;">区别</span>，百度营销与<strong style="color: blue;">艾菲奖、ONE SHOW金铅笔、金鼠标三大权威<span style="color: black;">公司</span></strong><span style="color: black;">一起</span>打造了“品牌实效成长组、“AI营销创意组”、“媒介创新组”以及“品牌命题组”四个全新的赛道。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p>0<span style="color: black;">1</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">AI营销的价值已成共识</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">联动三大权威<span style="color: black;">公司</span>全面升级赛事</span></strong></span></p><span style="color: black;">艾菲奖被誉为<span style="color: black;">宣传</span>界的“奥斯卡”、ONE SHOW金铅笔是<span style="color: black;">全世界</span>顶尖的<span style="color: black;">宣传</span>创意奖项、金鼠标<span style="color: black;">亦</span>素有“数字营销风向标”的美誉，这三大权威<span style="color: black;">公司</span>与百度共建赛道的做法，<span style="color: black;">亦</span>是<span style="color: black;">拥有</span>很强的<strong style="color: blue;">风向标<span style="color: black;">道理</span></strong>——这不仅<span style="color: black;">寓意</span>着<span style="color: black;">全部</span>行业对AI营销的关注和认可，<span style="color: black;">亦</span><span style="color: black;">表现</span>了AI营销的价值<span style="color: black;">已然</span><span style="color: black;">成为了</span>新的共识。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">与艾菲奖共建的<strong style="color: blue;">“品牌实效成长组”</strong>旨在挖掘<span style="color: black;">经过</span>策略性创意与技术应用结合的营销案例，进一步激发品牌传播的“实效”思维。与ONE SHOW金铅笔共建的<strong style="color: blue;">“AI营销创意组”、“品牌命题组”</strong>两个赛道，则是<span style="color: black;">期盼</span>让<span style="color: black;">更加多</span>营销人思考<span style="color: black;">怎样</span>用AI技术去优化传播内容，赋予AI营销的<span style="color: black;">更加多</span>可能。而与金鼠标共建的<strong style="color: blue;">“媒介创新组”</strong>，则更加注重以AI赋能投放，创新营销策略的重要性。</span><span style="color: black;">除了与三大权威<span style="color: black;">公司</span>共建全新赛道之外，百度<span style="color: black;">亦</span>联合营销圈中的创意人、营销专家、学术学者以及品牌主<span style="color: black;">构成</span>更专业、更权威的评审阵容，在挖掘优秀案例的<span style="color: black;">同期</span>推动行业的正向发展。<span style="color: black;">同期</span>，百度<span style="color: black;">亦</span>将生态矩阵全域开放，参赛团队<span style="color: black;">能够</span><span style="color: black;">经过</span>百度大数据平台观星盘实现多维消费者<span style="color: black;">行径</span>数据分析，<span style="color: black;">亦</span>能打通终端“小度”，让创意玩法深度触达用户的生活场景。</span>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"></p><span style="color: black;">不仅如此，今年的奖金池<span style="color: black;">亦</span>大幅<span style="color: black;">提高</span>，总额高达4000万，除了现金、孵化金等激励政策以外，还有千万流量池力捧入围作品。在全面升级的赛事以及<span style="color: black;">许多</span>激励政策的加持下，<span style="color: black;">更加多</span>勇于探索的先行者会将AI营销引入到更高更快速地成长轨道上，<span style="color: black;">全部</span>行业<span style="color: black;">亦</span>将以一种更清晰的方式洞见技术驱动与AI营销对品牌的实效价值。</span>02<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">营销思维需要迭代</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">AI能让每一步都<span style="color: black;">作为</span>增长点</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">在品牌眼中，营销或许从未像<span style="color: black;">此刻</span><span style="color: black;">同样</span>“众口难调”——分散的<span style="color: black;">途径</span>进一步将消费者的<span style="color: black;">重视</span>力碎片化，品牌的传播信息<span style="color: black;">亦</span>很容易淹没在浩瀚的信息海洋中。毕竟，消费者是有血有肉、活生生的个体，以用户为中心、更懂更理解用户，这些看似简单的思路落在<span style="color: black;">详细</span>的<span style="color: black;">过程</span>中其实相当困难，<strong style="color: blue;">而这些痛点<span style="color: black;">亦</span>是百度举办这项大赛的初衷。</strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">以往的洞察几乎都是<span style="color: black;">创立</span>在个人经验和<span style="color: black;">少许</span>数据的分析之上，很难真正<span style="color: black;">表率</span>用户的诉求。<span style="color: black;">倘若</span>把洞察用户的任务交给数据和技术，品牌就<span style="color: black;">能够</span><span style="color: black;">经过</span>更<span style="color: black;">有效</span>的方式去洞察消费者、<span style="color: black;">创立</span>更有效的沟通。不仅如此，在这个传播信息爆炸的当下，消费者对<span style="color: black;">宣传</span>内容的<strong style="color: blue;">审美阈值</strong><span style="color: black;">亦</span>在<span style="color: black;">持续</span><span style="color: black;">加强</span>，而AI技术<span style="color: black;">亦</span>能赋予创意内容<span style="color: black;">更加多</span>元化的呈现，在用户在良好的互动体验中接受品牌信息。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">除了在策略和内容创意上的增长以外，AI技术在<span style="color: black;">媒介</span>投放和效果<span style="color: black;">评定</span>的环节<span style="color: black;">亦</span>有难以比拟的<span style="color: black;">优良</span>。</span></strong><span style="color: black;">上一届的比赛中，宜家就在百度观星盘的<span style="color: black;">帮忙</span>下，对开屏<span style="color: black;">宣传</span>点击人群进行大数据识别与人群画像，进行千人千面、个性化展示信息流<span style="color: black;">宣传</span>，实现了更加<span style="color: black;">精细</span>的触达。比起传统的投放方式和<span style="color: black;">评定</span>机制<span style="color: black;">来讲</span>，AI技术确实缩短了品牌的营销路径。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">从这些<span style="color: black;">优良</span>中<span style="color: black;">咱们</span>就能看出，AI营销<span style="color: black;">不仅</span>是趋势，而是实现营销转型的新契机。为了充分挖掘并释放AI在营销<span style="color: black;">行业</span>中的潜能，百度<span style="color: black;">亦</span>想借着大赛的形式去吸引<span style="color: black;">更加多</span>业界营销人、品牌主以及创意人士，<span style="color: black;">期盼</span>借着<span style="color: black;">更加多</span>的精彩案例去探索AI营销的趋势。而在这个过程中，让<span style="color: black;">更加多</span>人<span style="color: black;">亦</span><span style="color: black;">认识</span>到百度AI营销的价值，这其实是一个双赢的过程。</span></p>03<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">更懂用户的AI营销，</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">或将<span style="color: black;">作为</span>品牌探索的新方向</span></strong></span></p><span style="color: black;">百度AI营销创想季<span style="color: black;">已然</span>完赛三季，<span style="color: black;">亦</span>有不少优秀的作品<span style="color: black;">成为了</span><span style="color: black;">许多</span>品牌效仿的对象，为“技术+营销”这条道路打开了新的<span style="color: black;">前门</span>。就拿去年升级以后的第三届大赛<span style="color: black;">来讲</span>，经过七个月的创意打磨和落地孵化，美素佳儿、君乐宝纯享、宜家等家喻户晓的<span style="color: black;">宣传</span>主<span style="color: black;">亦</span><span style="color: black;">经过</span>百度的AI技术和能力，给消费者带来了全新的互动体验。</span><span style="color: black;">去年在创意组斩获金奖的<strong style="color: blue;">美素佳儿</strong>，<span style="color: black;">不仅</span><span style="color: black;">经过</span>百度搜索数据去洞察<span style="color: black;">青年</span>父母在育婴<span style="color: black;">时期</span>的真实诉求，<span style="color: black;">亦</span>携手百度营销打造了“宝宝不哭”智能小程序，<span style="color: black;">按照</span>宝宝哭泣的<span style="color: black;">区别</span>场景创造了四首<span style="color: black;">区别</span>类型的安抚曲，而家长们<span style="color: black;">亦</span>能在这个过程中得到“喂养宝宝”的<span style="color: black;">仔细</span><span style="color: black;">意见</span>。这种能找到用户“痛点”并结合技术出实实在在<span style="color: black;">处理</span><span style="color: black;">方法</span>的AI营销，<span style="color: black;">成为了</span><span style="color: black;">许多</span>消费者和营销人心中的佳话。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;"><span style="color: black;">亦</span>有不少获奖作品让品牌看到了触达用户的新方式。比方说，去年的疫情让家庭烹饪调味的<span style="color: black;">需要</span>猛涨，洞察到这一趋势的<strong style="color: blue;">太太乐</strong><span style="color: black;">亦</span>与<span style="color: black;">一样</span>深耕家庭场景的“小度在家”展开深度合作——当用户询问天气时，小度则会在答案之后串联初冬太太乐原味鲜<span style="color: black;">制品</span><span style="color: black;">运用</span>场景，当用户做菜询问菜谱的时候，小度<span style="color: black;">亦</span>会为用户<span style="color: black;">供给</span>初冬<span style="color: black;">膳食</span>知识，<span style="color: black;">相关</span>太太乐<span style="color: black;">制品</span>。这种贴近生活的传播方式<span style="color: black;">不仅</span>在潜移默化中种草<span style="color: black;">制品</span>，<span style="color: black;">亦</span><span style="color: black;">提高</span>了<span style="color: black;">公众</span>对品牌的好感。</span><img src="data:image/svg+xml,%3C%3Fxml version=1.0 encoding=UTF-8%3F%3E%3Csvg width=1px height=1px viewBox=0 0 1 1 version=1.1 xmlns=http://www.w3.org/2000/svg xmlns:xlink=http://www.w3.org/1999/xlink%3E%3Ctitle%3E%3C/title%3E%3Cg stroke=none stroke-width=1 fill=none fill-rule=evenodd fill-opacity=0%3E%3Cg transform=translate(-249.000000, -126.000000) fill=%23FFFFFF%3E%3Crect x=249 y=126 width=1 height=1%3E%3C/rect%3E%3C/g%3E%3C/g%3E%3C/svg%3E" style="width: 50%; margin-bottom: 20px;"><span style="color: black;">而这些获奖作品在声量和口碑上的成功，<span style="color: black;">亦</span>让<span style="color: black;">更加多</span>品牌<span style="color: black;">起始</span>积极探索AI营销这条新赛道，释放了AI赋能营销的<span style="color: black;">更加多</span>可能。</span><strong style="color: blue;"><span style="color: black;">写在最后：</span></strong><span style="color: black;">营销是一个比想象中更加<span style="color: black;">繁杂</span>的行业，它要对市场的变化有着非常敏锐的洞察，<span style="color: black;">亦</span>要迎合消费者<span style="color: black;">持续</span>迭代的诉求和想法。而这些都不是某一个人<span style="color: black;">或</span>一个品牌<span style="color: black;">能够</span>做到的，而是所有营销人<span style="color: black;">一起</span><span style="color: black;">奋斗</span>的结果。</span><span style="color: black;"><span style="color: black;">今年的百度AI营销创想季<span style="color: black;">已然</span>正式拉开帷幕</span>，相信在全新赛事以及三大权威<span style="color: black;">公司</span>的引导下，会有<span style="color: black;">更加多</span>营销人参与到这场盛会之中，通创意与创意的精彩碰撞，为品牌在智能时代的快速增长带来<span style="color: black;">更加多</span>的启发与思考。而百度营销<span style="color: black;">亦</span>能在<span style="color: black;">持续</span>完善AI与生态<span style="color: black;">基本</span><span style="color: black;">设备</span>、助力品牌探索增长路径的<span style="color: black;">同期</span><span style="color: black;">得到</span><span style="color: black;">更加多</span>品牌的认可，并以赋能企业增长的“成长力引擎”的角色加速<span style="color: black;">全部</span>行业的迭代。</span><span style="color: black;"><span style="color: black;">作者简介：【兵法先生】营销兵法创始人、知名营销分析师，原创多篇<span style="color: black;">文案</span>阅读超10W+。个人工作<span style="color: black;">微X</span>号：bingfaxiansheng。</span></span>
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