In the marketing 4.0's, enterprises rely on digital marketing platforms to connect and operate consumers, and use big data and artificial intelligence thinking to carry out full-data, full-link, all-media, all-channel and all-scene marketing operations. In many industries, the important carrier of this new operational marketing concept is personalized digital marketing creativity. Different from traditional marketing methods, personalized digital marketing requires enterprise marketing and operation personnel to design personalized and accurate copywriting on the basis of full insight and analysis of target users, effectively use customers' contact points for delivery, and can give users a good experience.
Aiming at the pain points of marketing operation personnel in the era of marketing 4.0, based on Alibaba's artificial intelligence technology enabling, Haojia Technology has introduced AI creative center in the intelligent marketing system to provide enterprises with massive legitimate material library, including pictures, copywriting, fonts, industry templates, etc. Enterprise operation personnel can search materials online, online copywriting design, the system according to the scene, characteristics of dynamic matching ideas, automatic/semi-automatic generation of copywriting and personalized delivery, to achieve thousands of personalized content marketing.
AI Creative Center builds a creative system based on the "creative four-step method" :
I. Planning: a massive library of design elements
Provide all kinds of rich material library for operation staff, and support independent expansion. These include: basic material library, equity library, template library, material library. Regular crawler collection, natural language processing, machine learning and other technologies continue to enrich the current material library, providing operators with massive, professional and accurate original elements and "ammunition".
Two, simple creation: make the design simple
For operation personnel to provide fast information retrieval, online puzzle, size design and other functions. And on this basis through the marketing creative business features refining, design elements and layout structure abstract, assisted by space layout algorithm, to provide more intelligent creativity to make the design simple.
Three, fine insight: understand your customers
AI Creative Center effectively divides data insight into two parts, namely customer insight and creative characteristics. Customer insight extracts matching customer and crowd characteristic data through the analysis and modeling of large data such as customer consumption behavior, purchasing behavior, online behavior and location information. Based on the theme, product, color and picture elements of the creative feature, the matching creative feature data is extracted.
Four, intelligent delivery: push customers like creative
After the completion of the first three steps, driven by data, combined with customer characteristic data and creative characteristic data, through intelligent delivery algorithm recommendation engine, personalized creative recommendation for different personalities, different hobbies, different people, to achieve the maximum utilization of commercial traffic value. The accurate intelligent delivery is realized by using flow processing calculation and real-time delivery algorithm, as well as online feedback intelligent tuning.
AI creative Center will help operators to greatly improve their work efficiency and marketing conversion rate. In the future, AI creative solutions can also be applied to finance, retail, advertising and other industries to help the intelligent transformation of marketing in traditional industries.
