<p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">On March 25, the 11th Golden Mai Marketing Award Final Review Meeting was successfully held in Hangzhou. This year's Golden Maid Award was awarded with“ Digital intelligence· Freshmen” On the day of the event, the appraisal experts from e-commerce, advertising, media and other fields finally decided the ownership of the 11th Golden Maid Marketing Bonus, Silver and Bronze Awards after multiple rounds of scoring and voting</ p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">It is understood that the cases involved in the final evaluation come from 12 categories of tracks. It is worth mentioning that this Golden Maid Award was also jointly established with Ali's mother for the first time; Scientific operation of the track in the whole region”, From the dimensions of node marketing, content marketing, and effect marketing, the Organizing Committee has excavated many representative excellent cases</ p> <div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src=" https://cbu01.alicdn.com/img/ibank/O1CN01AiVE401PhslzlXuQv_ !! 2212140511873-0-cib.jpg"/></div></div></div></div> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">According to the rules, the judges, starting from the background and objectives of the shortlisted cases, project planning, implementation cases and marketing effects, participated in careful scoring, and also carried out intense discussions. Behind the awards, the marketing trend that the brand cases and on-site guests collided together also became a core highlight of the day</ p> <h1 style="color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;"> <div style="width: 5.0px;height: 18.0px;background: #027cff;margin-right: 16.0px;position: ;top: 6.0px;float: left;"></div> <div>01 Key to content marketing: touch frequency+consumption scenario</div> </h1> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">Image, live broadcast, short video and other content marketing models have become an important means of brand and consumer dialogue. It can be seen from the works of this shortlisted case that the brand is not only laid out in multiple scenes such as Taobao Tmall, Tiaoyin, Xiaohongshu, and Weibo, but also launched online and offline activities jointly to bring consumers a more comprehensive sensory experience</ p> <div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src=" https://cbu01.alicdn.com/img/ibank/O1CN01zQFHSu1Phsm3pLR9z_ !! 2212140511873-0-cib.jpg"/></div></div></div></div> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;"></p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">With the increasing fragmentation of marketing content, not only the price, but also the multi frequency touch between the brand itself and users are driving consumers to place orders& ldquo; The information conversion rate of each channel is different, and it is difficult for a single content channel to achieve complete conversion& rdquo; Said Jie Chen, who is in charge of Ali's mother's vertical solutions</ p> <div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src=" https://cbu01.alicdn.com/img/ibank/O1CN01JgsOtf1Phsm3pLRCZ_ !! 2212140511873-0-cib.jpg"/></div></div></div></div> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">(Chang Feng, 88 school certified lecturer)</p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">Chang Feng, the 88 school certified lecturer, believes that in addition to touch frequency, another key to content marketing is consumption scenarios. Home, outdoor, gift giving&hellip& hellip; Different products are suitable for different consumption scenarios. Displaying the scenarios in the form of content can enable potential users to experience an immersive consumption experience before placing an order. For brands, it is also convenient to promote consumers to change from grass planting to grass pulling</ p> <h1 style="color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;"> <div style="width: 5.0px;height: 18.0px;background: #027cff;margin-right: 16.0px;position: ;top: 6.0px;float: left;"></div> <div>02 Anchoring the circle of segmentation to transform marketing from volume to sales</div> </h1> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">All brands hope to gain a larger user base through breaking circles. At the event, Zhu Wei, the founder of Common Sense Creativity, gave a calm suggestion: brands should not break circles for the sake of breaking circles, and marketing should not be a matter of self promotion</ p> <div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src=" https://cbu01.alicdn.com/img/ibank/O1CN01p8P4YX1Phsm3pUIXF_ !! 2212140511873-0-cib.jpg"/></div></div></div></div> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">(Zhu Wei, founder of commonsense creativity)</p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">From the shortlisted cases, it can be found that most brands are more willing to choose topics with clearer user labels and more consistent with product positioning in terms of marketing topic creation than to choose public topics with wider coverage and more discussion. This also means that brands in the marketing end are no longer limited to the pursuit of traffic exposure, but pay more attention to the actual marketing transformation</ p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">In fact, layering customers is not a new thing. Previously, in order to make better product recommendations, high-end luxury brands would carefully classify customers according to gender, occupation, age and other labels. In Zhu Wei's opinion, the brand has become more and more subdivided and vertical in the formulation of circles</ p> <div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src=" https://cbu01.alicdn.com/img/ibank/O1CN01NVead71Phslzljeqr_ !! 2212140511873-0-cib.jpg"/></div></div></div></div> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;"></p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">First of all, brands can start from unique tags to delineate users. Secondly, with the continuous improvement of mass consumption, brands can also tap more market segments from the segmentation circle. Hua Ying, the head of node marketing in Alibaba Mom's marketing department, said, for example, that in the past, the pet track has been dominated by“ Cats and dogs” As the main force of consumption, related products have gradually emerged as some brands that focus on heterophiles</ p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">Not only that, but also a relatively stable sense of trust has been established among circle users. Their autobiography can also bring more sustainable influence to the brand</ p> <h1 style="color: #333333;font-size: 20.0px;font-weight: bold;line-height: 30.0px;"> <div style="width: 5.0px;height: 18.0px;background: #027cff;margin-right: 16.0px;position: ;top: 6.0px;float: left;"></div> <div>03 AI, leveraging the next marketing growth point</div> </h1> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">Recently, Alimama's LMA, that is, the big model technology in the field of promotion, has aroused a lot of controversy in the industry. The underlying cornerstone of this new technology is AI</ p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">At the final review meeting, AI became one of the high-frequency words discussed by the judges. For the promotion tool, the continuous iteration of AI technology can help to match the goods to the people with higher demand& ldquo; Compared with ten years ago, brand marketing has changed from loudspeakers to smart headphones;, Dong Bihui, Executive Editor in Chief of E-Commerce, concluded</ p> <div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src=" https://cbu01.alicdn.com/img/ibank/O1CN019wknPT1PhslvsNa6J_ !! 2212140511873-0-cib.jpg"/></div></div></div></div> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">(Dong Bihui, Executive Editor in Chief of E-Commerce)</p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">The emergence of AI has enabled e-commerce from "; Digitization” To“ Digital intelligence” Advanced development. By building a new track with Ali's mother, the organizing party not only found more excellent cases, but also clearly observed how the brand, with the help of digital and intelligent tools, achieved a perfect closed-loop marketing link</ p> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">In addition, AI will also bring disruptive changes to brand marketing in terms of data analysis, consumption insight, advertising suggestions, data effect optimization, etc. There is no doubt that e-commerce marketing has entered the“ AI time&rdquo</ p> <div style="margin-top: 30.0px;margin-bottom: 30.0px;"><div class="csbc-editor-banner-0-1-5"><div style="display: flex;flex-direction: column;align-items: flex-start;"><div style="position: ;display: block;max-width: 100.0%;"><img style="vertical-align: top;max-width: 100.0%;margin: auto;" src=" https://cbu01.alicdn.com/img/ibank/O1CN01Iwyv5u1PhslrOl4Cs_ !! 2212140511873-0-cib.jpg"/></div></div></div></div> <p style="margin: 30.0px 0; font size: 16.0px; line height: 30.0px; color: # 666666;">Since its debut in 2013, the Golden Mai Award has witnessed the development of e-commerce industry. Excellent cases represent the wonderful moments of e-commerce people, and also imply the future trend</ p>