Sensor technology is the connection foundation of the Internet of Things, which can increase the ways of information sources and improve the dimension of information collection. The media platform takes smart phones as the carrier and enters the era of "5G+ IOT" intelligent media. Now news media can collect news data and report news in real time through sensors, which improves the timeliness of news. However, because the data of consumers in the same scene at different times and in different scenes are dynamic, it is impossible to truly understand the needs of consumers by analyzing the data of a single scene. With the help of intelligent technology, smart phones are no longer the only sensors, but QR codes, wearable devices (glasses, bracelets, etc. ) and chips placed in furniture will become part of the sensor. The scene under intelligent technology will no longer be a single situation or context, but a "contact and scene" formed on the basis of diversified sensors. All intelligent products or services around consumers will become a contact. Not only consumers can receive advertising information through contacts, advertisers and brands can also know consumers' preferences in real time and receive consumers' feedback through contacts. These contacts cover all aspects of consumers' lives, and can truly realize the full-scene and cross-scene collection of consumer information data.
2. Intelligent and customized marketing communication Creative content marketing is one of the means of marketing communication at this stage, and creativity is the core of content marketing. Content marketing is "including creation, organization, distribution, elaboration and other processes." , involving interesting, relevant and useful content. " The goal is to have a conversation with a specific user group about the content. Through content marketing, consumers can change from brand supporters and advocates to brand promoters.
Although the application of intelligent technology provides a wider and richer media platform for advertisers and brands, the diversity of media forms also puts forward higher requirements (especially creativity) for advertisers and brands' content marketing. Only formal creative transformation can no longer meet the preferences of different media and different audiences. The introduction of artificial intelligence will realize the dynamic creative optimization based on the media platform through intelligent means, meet the individual needs of consumers and improve the efficiency of content marketing.
Artificial intelligence will realize intelligent programming of creative production with the help of intelligent technologies such as 5G Internet of Things, big data and cloud computing. In the traditional marketing communication process, marketers often spend a lot of manpower and material resources for the best ideas. Limited by personal experience and incomplete understanding of consumers, the so-called "best idea" can't interact with consumers well and satisfy their preferences. Artificial intelligence will solve this problem and provide advertisers and brands with the best ideas and the most suitable marketing solutions. Programmatic creativity based on artificial intelligence is machine learning and deep learning based on content creative data and consumer data, which is a kind of autonomous learning. Compared with the previous programmed creativity according to the set algorithm, the programmed creativity based on artificial intelligence technology is more intelligent. After understanding the pain points of consumers, we should make the procedural production of content creativity in a targeted way, so that marketing will evolve from "one thousand people" to the real "one thousand people".
3. Reconstruction of Trust System of Linked Marketing Communication In marketing communication, the decision-making path of consumers has nonlinear characteristics under linear logic. It is often difficult for advertisers and brands to effectively measure the correlation between communication value and sales data. Low-value flow, technical black box, etc. It also puts the trust of the entire digital marketing communication industry to the test of the crisis. The intelligent contract function of blockchain can make the real display times of digital advertisements recorded and unchangeable, and realize the transparency of the whole marketing communication process. At the same time, it guides consumers' different behaviors in the media through links, and realizes immediate satisfaction after demand is triggered through content marketing. The transparent dissemination of data and links allows advertisers to monitor the click rate, response rate and response results of different audiences and contents in real time, and combine the information of different audiences to make more accurate advertising.
4. Accuracy and Matching of Marketing Communication Consumers generate huge amounts of data in different scenarios every day, including structured data, semi-structured data and unstructured data such as videos, pictures, geographical locations and online logs. With the help of big data technology, data can be integrated and deeply mined to filter out effective information.
Cloud computing will extract key metadata through content identification, and aggregate similar data through ranking and confidence to form representative consumer labels. For example, the population label is a first-class label, and its subordinate gender, age and constellation are second-class labels. These labels will be matched with different scene labels to achieve more accurate marketing communication.
Big data and cloud computing will spread the content ideas generated by artificial intelligence in different scenarios according to the real-time data of consumers. Accurate matching of scene information and consumer information will promote consumers' consumption behavior. And through cloud computing, marketing communication strategies can be optimized in time. At present, because the consumer data information of different media platforms is not interoperable, the data is partitioned and layered, forming a series of "data islands". This undoubtedly increases the burden of data processing for advertisers and brands. The synergistic effect of the combination of "Big Data+Cloud Computing" and "5G+ Internet of Things" will further assist advertisers and brand marketing to comprehensively and stereoscopically understand consumers' Internet behavior and the corresponding consumption preferences behind it, so as to continuously and accurately depict consumers, quantify advertising effects, optimize advertising strategies, and achieve "integration of product and effect".
5. Cross-scene marketing communication coverage With the continuous promotion of intelligent technology, marketing communication will realize real cross-scene communication. At present, digital marketing communication has achieved the matching between online consumers and advertisements in a specific environment, and the combination of 5G technology and Internet of Things technology will truly realize the "Internet of Everything". And through the full link transmission, we can quickly identify the characteristics and status of the audience and complete the collection and analysis of online and offline audience data. 5G high-speed data transmission and low-latency IoT sensors will complete appropriate advertisement matching according to the data collected and analyzed in the scene. Realize the real-time dynamic display of virtual advertising space and physical advertising space, and complete customized marketing communication. When consumers step into the corresponding scene, cloud computing technology will wake up the stored data, complete data matching, and consumers will receive advertising links that meet their needs. These links can not only provide detailed product information, but also provide accurate indoor guidance, bringing consumers a brand-new experience.
6. Immersive interactive experience communication intelligent technology will further promote the development of immersive interactive marketing communication. Marketing communication based on AR (augmented reality) and VR (virtual reality) will pay more attention to creating an intuitive and intimate feeling for consumers compared with marketing communication based on graphics and video, which will make consumers feel immersive and have natural advantages.
With the help of intelligent technology, the future immersive interactive marketing communication will present four pillars: VR, AR, MR (mixed reality) and XR (extended reality), which will bring consumers a richer sense of presence and a strong shopping experience.
It can be seen from the six major marketing changes that intelligent marketing empowers the whole marketing communication and provides more imagination and motivation for digital marketing communication. With the assistance of artificial intelligence technology, intelligent marketing will be humanized, programmed and intelligent, and the advertising industry will also be rejuvenated.