Embrace 5G and do "user-centered empowerment marketing"

Content Source 65438 On February 4 -5, 2020, the 2020 China Entrepreneur Boao Forum with the theme of "Promoting Entrepreneurship and Integrating into the New Development Pattern" was held in the South China Sea. * * * We discussed the current economic situation in China, and interpreted the new development pattern strategy with the domestic big cycle as the main body and the domestic and international double cycles promoting each other and the effective ways to realize it. Dragon Qu, Chairman and CEO of Xinyi Interactive, was invited to attend the digital marketing sub-forum and delivered a keynote speech entitled "5G+ Creating a New World of Intelligent Marketing" on key topics such as 5G, new marketing and new kinetic energy. Excerpted from the essence |5G activates intelligent marketing ■5G will push the whole industry into a new marketing era-intelligent IOT marketing era; ■ The key for the new world to win the new order lies in "returning to users". We should actively embrace black technology, fully understand black technology and do "user-centered empowerment marketing"; ■ Embracing 5G is not about technology for the sake of technology, but about making the brand more meaningful and becoming a value partner that can connect users, * * * and * * *. 2020 is a very special year. Compared with the depressed offline scene, the epidemic has accelerated the penetration and prosperity of the Internet. Since April 2020, the global social users have maintained a substantial growth. By the end of 2020, the scale of global social users has reached 410.40 billion, and active social users account for 53% of the total population. The real world and the online world present two completely different scenes. Thomas l. friedman, the author of The World is Flat, pointed out: We will face new chronology methods-before the New Year (before the first year of COVID-19) and after the New Year. The COVID-19 epidemic has made the world we are experiencing truly a world connected and integrated by the Internet and digital technology, and the changes it has brought are also exponential. Among them, 5G is a typical exponential force. 5G is the abbreviation of the fifth generation mobile communication technology, which has the same important position as electricity and Internet. 2020 is the first year of full commercialization of 5G, and all countries continue to increase the number of 5G products on the policy side. At the same time, the COVID-19 epidemic is forcing the popularization and application of 5G technology to accelerate. Since the advent of 1G in the early 1980s, a new wireless mobile communication technology has been released every ten years. The subversiveness of 5G lies in that the past four generations of network technologies all served the communication needs between "people", while 5G provided the connection between people, people and things, and things and things, thus realizing the interconnection of everything. It can be said that the development dividends of various industries in the next decade will largely depend on 5G. At the same time, the marketing field will also undergo earth-shaking changes because of 5 G, which will push the whole industry into a new marketing era-the era of intelligent IOT marketing is well known, and the era of 1G/2G is a traditional mass marketing era, mainly through the one-way communication of mainstream mass media dominated by TV, radio, print media and outdoor; 3G corresponds to the era of PC Internet marketing, and portals are popular. Advertising marketing is still dominated by one-way communication such as banner advertising, text chain advertising and search engine marketing. The development of 4G technology has brought the overall popularity and progress of mobile Internet. Mobile phones have become the core carrier of interaction, and digital advertisements have increased substantially. Precision marketing, fan marketing and community marketing based on big data have become popular. The rapid development and introduction of 5G technology will officially open the door to the era of intelligent IOT marketing, and it will inevitably bring about great changes in advertising expression forms. Some observers believe that 5G can increase the number of intelligent advertising terminals by 1000 times and the interactive advertising method by1000 times, which will completely reshape the marketing ecology, including brand management mode, media structure and marketing rules. Dragon Qu believes that 5G, as an important basic technology, will fully activate intelligent marketing. Content: Videotapization will become an essential ability, and the popularization and application of 5G will promote video streaming to become the main form of information expression and consumption. Based on the empowerment of technology, the creativity of users is also increasing. Brands should not only improve their own video creation, management and operation capabilities, but also maximize users' participation and creation. Interaction: from information transmission to brand experience. In the old transmission mode, because the information that can be transmitted per second is limited, the main content of transmission is often words, pictures and videos. In the 5G era, interactive advertising will not only be an advertisement, but also a brand experience. Users can get a real and vivid cloud experience only through the mobile terminal, even the extrasensory experience of touch and smell other than vision and hearing. Media: Everything can be associated with media and diversity. By September 2020, more than 480,000 5G base stations have been built in China, and the number of online terminal connections exceeds 1 100 million, which is expected to exceed 400 million by 2025. It can be predicted that the more smart devices are connected, the more media contacts there will be. At that time, how to distribute advertisements according to the dimensions of time, equipment and location will test the basic business ability of advertisers, media owners, third-party platforms and other practitioners, and whether new portals and new contacts can be discovered and tapped will also determine whether you can enjoy the dividend of traffic. The key to efficient integration is to find scenes and contacts that are highly matched with the user's consumption journey. Accuracy: Programmed scale is an important trend. Nowadays, program production is more reflected in online and a few offline scenes, and more emphasis is placed on information dissemination. In the 5G era, scale programming will integrate online and offline, and the serial information will be transmitted to the sales server, forming a closed-loop ecology of the whole scene. At that time, the construction of user data assets, the operation and management of user data, and the real-time analysis and application ability of user data will be particularly critical. 5G technology has brought subversive changes in effectiveness and efficiency to intelligent marketing, and also brought a brand-new marketing ecology, and marketers will also face more unforeseen challenges. Dragon Qu believes that the key to win the new world order lies in "returning to users". As a marketer, we should actively embrace black technology, fully understand it, and do "user-centered empowerment marketing". For marketers, "a world without advertisements" is the most ideal future-with the help of digital technology, we can provide users with brand-new brand experience, valuable solutions and ways and paths to guide users to change their lives and innovate their lives. Finally, regarding the future development of brands and marketing agents, Dragon Qu expressed the following expectations: embracing 5G is not for technology's sake, but to make brands more meaningful and become value partners that can connect users, inspire and create. * The above contents are compiled from the speech of Dragon Qu, Chairman and CEO of Xinyi Interactive, the "Boao Forum for Entrepreneurs in China 2020".