Huang Xiaochuan, founder and chairman of D&S MediaRecently acceptedThe Economic ObserverInterview, shared about:"How AI will change the marketing communications industry?"He also said that D&S Media will use its resource accumulation and innovation advantages in the field of marketing communication for many years, and accelerate the reconstruction of the new ecology of "full-link marketing" with the help of new AI model technology.
The following is a transcript of the interview
Economic Observer reporter Gao Feichang"I have an anxiety that in the future we will be the companies that can beat us with AI well. We also have to be a company that uses AI well, and we want more and more people to use AI tools in the company. In the office of the company's headquarters located in Beijing's East Fifth Ring Road, Huang Xiaochuan, founder and chairman of D&S Media Group, told the Economic Observer. Recently, he has been thinking deeply about the question of how AI will change the marketing communication industry. This year, with the advent of ChatGPT (Chat Generative Pre-trained Transformer), the AIGC (Artificial Intelligence Generated Content) model represented by it has begun to be widely used, and all walks of life are discussing: how AIGC will "change the world". A common judgment is that the work of content such as ** writing, illustration design, translation and proofreading, copywriting and other content will be severely challenged. As a leading company in the field of marketing and communication in China, D&S Media has realized the important impact of AI and has begun to try to use AIGC to upgrade its business, such as writing press releases, making invitations, making PPTs, generating ** and ** content, etc., these daily content work can be quickly realized with the help of AI technology. "We recently participated in the bidding project for the image promotion of the South African Embassy, and there are more than 100 pages of PPT that need to be translated, and the cost is about 50,000 yuan. It only costs about two or three thousand yuan to ask someone to help you do the editing after the AI translation is completed, and it can be done very well. Huang Xiaochuan gave an example. According to Huang Xiaochuan, D&S Media has launched its own AI marketing platform. He judged that AI will deeply transform the existing marketing format, and the efficiency and value will be greatly improved. D&S Media will make use of its years of resource accumulation and innovation advantages in the field of marketing communication, and accelerate the reconstruction of the new ecology of "full-link marketing" with the help of new AI model technology.
How AI is changing marketing
With the improvement of computing power and the launch of various AI models, AI will be able to empower all walks of life, and it can be said that we have now entered an AIGC+ era. The same is true in the field of marketing. Huang Xiaochuan said. The important changes brought by AIGC to marketing communication are, first of all, to improve the efficiency and reduce the cost of marketing content generation. Some text work, production, and production can be quickly completed through AIGC tools. In terms of the selection of AIGC tools, Open AI's ChatGPT and DALL-E, Wenxin Yiyan, and iFLYTEK's Xinghuo cognitive model can all provide technical support in different fields. "Basic, generic content can be implemented quickly and efficiently with AI. In the past, it was time-consuming and labor-intensive to shoot a commercial film, but now the 30-second ** produced by AI technology may be completed in a few minutes, with low cost and short time. Huang Xiaochuan said. One context in which AI can play a huge role in the marketing landscape is that content marketing is becoming the mainstream model of brand marketing today. Huang Xiaochuan believes that the boundary between traditional advertising agencies and PR agencies is disappearing. In the past, brand marketing was based on advertising creativity, and the brand output cognition to users in one direction, but now the brand and users have formed an "equal" relationship, and more needs to be done is content, which is to provide users with scenario-based immersive experience content. D&S Media mainly promotes "full-link intelligent content marketing", which is a solution launched to cope with the changes in the current marketing industry. According to Huang Xiaochuan, advertising and communication in the traditional era are mainly to solve the problem of brand awareness, but it cannot directly measure the effect of conversion, and it cannot guarantee how many goods can be sold to customers in the end. Full-link marketing can greatly improve the conversion rate, not only enhance brand awareness at the front end of the link, but also promote conversion through experience at the back end of the link, and promote the sharing after conversion, and finally produce marketing fission. As the head of a leading marketing communication company in China, Huang Xiaochuan has nearly 30 years of experience in the operation and management of the PR and marketing communication industry, and is one of the explorers and leaders in the field of China's public relations industry and content marketing. In his view, China's brand marketing needs to combine the current practice to make its own system, the traditional marketing theory is stuck in the stage of 4P and 4C from Europe and the United States, through a slogan (slogan), an advertisement to drive it, but the reality of marketing has long been not the case. "We have to have something of our own. In many fields, such as Huawei's Hongmeng system in the software field, Alipay in the field of mobile payment, and TikTok in the field of social networking, China has its own leading system. I think the marketing sector follows the same logic, and combining AI-generated content with marketing will drive marketing change in China. Huang Xiaochuan said that the purpose of combining marketing and AI is to help customers solve problems, improve conversion rates, and occupy a higher market.
How D&S is using AI
Based on the judgment that marketing has shifted from a one-way cognitive-driven model to a content-driven full-link marketing model, D&S Media's strategic focus will focus on content marketing and generate marketing content on a large scale with the help of AI technology. "In the past, when watching advertisements, the information was very limited, but now you can make customized content to meet the personalized interests of users, and users can drive conversion after the experience. From this perspective, AI will greatly change the effectiveness of advertising communication. Huang Xiaochuan said. Based on the new communication model and marketing needs, D&S Media has put forward a new "Trust-S marketing theory model" (target audience, relation, unique experience, share search, transform, efficient conversion and re-share), that is, the full-link communication of pre-link cognition + post-link conversion + re-sharing. In this regard, Huang Xiaochuan pointed out that in the past, D&S Media had a wealth of resources to solve brand awareness, but in the face of the current content-driven marketing reality, it put the unique experience of users in an important position in the TRUST-S marketing model. D&S Media's clients in the field of communication are diverse, including automotive, FMCG, 3C, finance, pharmaceutical, etc. And these industries themselves are already facing a huge change in AI. For example, in the automotive industry, AI voice interaction and AI intelligent driving have become the direction pursued by various car companies. D&S Media will also leverage AIGC's capabilities to help clients build leading competitiveness in the field of marketing communications. It launched AutoGPT, the first vertical application model for content marketing in the PR industry. This is the automotive vertical content marketing model launched by D&S Media. The model integrates the capabilities and advantages of iFLYTEK Xinghuo Cognition and Microsoft OpenAI, two general large language models, which can not only quickly generate all kinds of high-quality copywriting, but also overcome the problems of data lag and lack of professionalism of general models, while maintaining the professionalism, personalization and style adaptability of the content, and making AI models that can learn independently and evolve according to the needs of different vertical fields. From the perspective of specific practical cases, D&S Media has provided AI-based marketing services for customers such as Moutai and Chang'an Qiyuan. In addition, D&S Media and iFLYTEK have jointly launched a "Gold Medal Sales Intelligent Marketing Solution" product that empowers terminal sales promotion and conversion, which can improve the sales skills and conversion success rate of the overall marketing team through intelligent voice analysis of marketers and customer conversations, which has been successfully applied in automobiles, real estate and other industries, which can greatly improve sales conversion efficiency. Although AIGC has brought great new changes to marketing communication, Huang Xiaochuan believes that there are still limitations in some areas of AI, including communication with customers, including reflecting human emotions, including complex strategy formulation, AI will not replace all jobs, but with continuous evolution, it will replace more and more areas of work. "Marketing used to be interactive and digital, but now it's about generative content. AI is learning faster and faster, and it can produce content that meets the needs of customers. And in three or five years, it may be about the same as the actual human being. Huang Xiaochuan said. Original**: The Economic Observer.