©️ Deep Echo Original · Author|He Wen
AIGC, a topic that excites advertisers and marketing platforms, is a topic that continues to iterate.
In just over a year, we have witnessed the various ways in which AIGC has been implemented in the field of marketing. E-commerce sellers use AI tools to generate content in batches, and enterprises use AI for customer service, and these practices have become common.
But there is clearly more that AIGC can do. First, with the development of technology and the upgrading of corresponding products, the value of AIGC will not be limited to "local efficiency improvement"; Second, advertisers in different industries have an increasingly urgent need to reduce costs and increase efficiency, and AIGC still has a lot of room for expansion in terms of reducing marketing costs and thresholds and bringing more conversions. For example:
- Today, every industry is talking about "content marketing". If you can generate high-quality marketing copy, images and videos with one click, while taking into account different advertising scenarios, advertisers' marketing efficiency will have a qualitative breakthrough.
- "Digital human" technology has attracted much attention. If digital humans are closer to real people and can have more refined performance according to the characteristics of the industry, then advertisers can not only save the cost of Internet celebrity endorsements, improve marketing conversion rates, but also gain new space for long-term operation of IP.
- In addition to the production of materials, can AIGC provide more assistance in creative insights, creative analysis and optimization to help advertisers improve the efficiency of the whole marketing chain?
Recently, in the communication with Baidu Marketing Helm and its customers, "Deep Sound" found that there are breakthroughs in the above directions. The application of AIGC in the field of marketing has entered a new chapter. The speed of AIGC's landing marketing and self-evolution far exceeds the imagination of the outside world.
Innovate the model and reduce costs and increase efficiency
It is a clear fact that the current use of AIGC by advertisers has long gone beyond "experimentation with new technologies". With the use of AIGC, many enterprises have made substantial breakthroughs in marketing, bringing new vitality to their operations.
Here we would like to focus on two cases. With the help of AIGC, it has revolutionized the marketing model lightly and efficiently, switching from the traditional marketing path to the new AI path; The other is to achieve deep cost reduction and efficiency increase, breaking the original efficiency ceiling.
The first case comes from Langfang Dadi Timber. It is one of the earliest enterprises specializing in the production of Qingshui building formwork in China, and it is also the designated supplier of Bird's Nest, Beijing Daxing Airport, Xiong'an High-speed Railway Station, National Center for the Performing Arts and other projects. The company has benchmark service cases, but lacks experience in online marketing and content production. In this regard, Langfang Dadi Wood Industry has responded, but the effect is not satisfactory.
There are many reasons for this disappointment, such as the fact that video production is time-consuming and time-consuming, and that it costs more to hire filming personnel and use the venue. The company tried to let the outsourcing team do it, but the cost was high, the output was low, the material update frequency was not high, and the conversion effect was unstable.
By chance, Langfang Dadi Wood came into contact with the team of Baidu Marketing Helm and tried the product, and found that "the operation is easy to use, and the effect is unexpected". Liu Hui, vice president of Langfang Dadi Wood Group, told "Deep Sound" that Qingru can help the company write marketing scripts as materials, and only need to "choose a digital person" to generate videos, which not only saves various costs such as venues and actors, but also improves video production and delivery rate.
At present, Langfang Dadi Wood Industry produces more than 200 digital human videos every month, and the content production efficiency has increased by four times. These videos are placed in scenarios such as Baidu search, information flow, and Baijiahao, and the CTR is nearly 2 times higher than that of traditional materials, and the CPA has decreased by 20%. Under the condition that the cost is basically flat, the daily exposure of Langfang Dadi Wood Industry has doubled, and "the number of telephone consultations has increased by four to five times".
The Upper House Decoration Group contributed to the second case. In the context of the general pressure on the home improvement industry, Shangsheju hopes to make more explosive video materials to improve the efficiency of customer acquisition, but this goal is difficult to achieve in the original model.
First of all, the cost of video production is high (graphics only need pitchers and artists, and videos need to shoot and edit personnel, as well as invite actors and rent venues), and the cycle is long, making it difficult to produce on a large scale. In addition, videos that have taken a lot of effort may not be able to increase volume, and the cost of trial and error is high. Also, Shangsheju wants to create a professional IP image through marketing, but it is not realistic to let the spokesperson cooperate with large-scale video shooting.
The bottleneck is obvious. Although Shangsheju has its own marketing team, the original working model cannot produce enough materials, let alone make a qualitative breakthrough in marketing ROI. The application of AIGC has allowed Shangsheju to successfully break the efficiency ceiling.
In the "manual shooting" mode, it takes at least two days from shooting to post-production for a video in Shangsheju, and an editor can only make 10 videos a day; In the "AI generation" mode, the video production cost has been reduced by 85%, and the video output cycle has been reduced from "days" to "minutes", making a leap forward in video output.
Because of the helm, the company's internal collaboration has also changed. Previously, the pitchers in the team needed to constantly communicate with the video team about their needs, how to shoot the video, and what kind of actors to invite, which was a cumbersome process. Now, pitchers can just "go straight to the backstage" and get the material they want in a matter of minutes.
Ma Xin, founder of Shangsheju Decoration Group, told "Deep Sound" that the company's human efficiency has increased by 5 times with the use of Qingrud, and the conversion of video materials has also been significantly improved, with video CTR increased by 10%, CVR increased by 12%, and the number of leads collected by the company also increased by 9%.
Let's go to the "deep water" of AI marketing
Both cases are representative. Langfang Dadi Wood is the epitome of many companies that are "strong but relatively traditional in marketing"; The efficiency bottleneck faced by Shangsheju is also a problem for many companies at present.
The experience of the former shows that with the AIGC marketing platform, the company can achieve transformation and upgrading at a very low cost; The latter's experience shows that with the help of AIGC, existing marketing teams are able to overcome many limitations and achieve unprecedented efficiency.
There are many companies that benefit from AIGC - Malt Dental uses Qingrudder to produce digital oral broadcast videos, which can be completed with just one click, and can output 30 to 50 videos in 30 minutes; After Du Xiaoman used the rudder to test the direction of high running volume, he mass-produced materials to greatly improve ROI; Zhengzhou Yongxin Education Consulting has increased the efficiency of video production by 300% after using Qingrudder; Chongqing Yuhong Law Firm also uses the helm to produce dozens of marketing videos per month, saving a lot of costs.
Enterprises that cooperate with Qingruo, distributed in many industries such as finance, education, law, tourism, real estate, etc., use Qingduo to mass-produce videos, and use materials for different scenarios such as information flow delivery, offline large screens, short videos, and long video courses, so as to exchange "low investment" for "high returns".
In short, OPTIM provides a set of AIGC marketing solutions with industry universality and scenario universality. Its advantages to impress the above enterprises are mainly reflected in three points: simplified operation, high-quality digital people and full-link marketing coverage.
"Simplified operation" refers to functions such as "one-click text, one-click drawing, and one-click filming". One-click biotext can quickly generate search ad titles and descriptions, in-feed ad headlines, and oral copy; One-click drawing can help enterprises reduce the cost of picture production by 70%; Even in complex video forms, the platform only needs four steps (input business points/selling points, generate scripts, select public materials, and select digital humans) to achieve "minute-level production".
For enterprises, "one-click generation" makes AIGC no longer a new technology to look up to, but a practical function with zero learning cost. Enterprises can produce more content materials with lower production costs.
In just four steps, you can generate a digital human video with a high degree of completion
At the same time as the production increases, the quality of the materials generated by the helm is also improving. Taking digital human video as an example, the image of digital human is not as good-looking as real person, and the image of characters in different industries is not differentiated enough, which has always been a pain point in digital human video production. Qingduo 2.0 has launched more than 100 high-quality Internet celebrity digital humans and more than 600 digital human images in six industries, which can be accessed by customers in different industries on demand.
In order to make the digital human video more in line with the needs of customers in different industries, Qingru also provides functions such as flexible background replacement for green screen digital human and one-click activation of real digital human. The effect of this is that the material generated by customers in the financial industry is "a professional person in a suit talking in the study", and the real estate and home furnishing customers are generated by a digital human video of "a decent middle class talking about decoration in a warm new house". These video scenes are more realistic, the characters are more realistic, and they are closer to the characteristics of the industry, which can also be exchanged for higher conversion rates.
High-quality digital humans allow the company to generate materials with both quantitative and qualitative advantages
The full-link marketing coverage refers to the fact that the value of the company is not only reflected in the "material production" link, but also covers the whole process of the company's marketing creation - from the generation of inspiration to the presentation of the finished product, and then to the effect evaluation, the company can meet the one-stop needs of customers before, during and after creation.
Specifically, since its debut in June last year, based on tens of millions of creations and continuous market feedback, the platform has become more and more deeply understanding of data, creativity and users. Qingruo 2.0, which has recently been upgraded, can provide customers with image and video creative methodologies before creation, as well as content analysis, optimization suggestions, and precipitation of delivery and material libraries after creation, helping customers iterate on creativity and delivery capabilities and open up new growth space.
Covering the whole marketing process, the helm 2.0
When AIGC penetrates into the whole marketing chain, it will no longer bring "partial, short-term" cost reduction and efficiency increase, but a more comprehensive and long-term new marketing path with room for long-term efficiency improvement. In other words, Qingruo 2.0 and its customers have entered the "deep water area" of AI marketing, jointly opening a new chapter of "AIGC landing marketing".
Move on to the next chapter
"AIGC changes marketing" is a topic that continues to iterate. We have witnessed its various landing results, and its development direction is becoming more and more clear in iterations.
From the beginning of creative copywriting, image generation, video generation, to mass production of creative materials, and now to the one-stop solution that takes into account the needs of differentiation, minimalist operation, and penetrates into more marketing links. The progress of the industry reflects that the value of AIGC is not some kind of "plug-in", nor is it just to reduce costs and improve efficiency in a certain link on the old marketing process, but to build a new set of marketing processes.
In this new process, the original efficiency bottleneck will be broken, releasing a huge space for cost reduction and efficiency increase. In the process of applying AIGC, advertisers will also continue to accumulate assets and capabilities, forming a positive cycle.
From the upgrade of the 2.0 version of the helm, we can clearly see that the above ideas are being realized. The platform has been upgraded from the original "template-based creative production tool" to a growing AIGC creative platform of "inspiration + end-to-end generation + diagnostic analysis". With the implementation and iteration of more functions, the marketing efficiency space brought by the new process will be further released.
The upgrade logic of the Steering 2.0
For advertisers, AIGC will become more accessible. With the help of the platform, advertisers with different backgrounds and experiences can achieve "one-click upgrade". With the acceleration of the implementation of technology, there is more to look forward to in the future. Early involvement in the new marketing process can be beneficial for advertisers across different industries.