AI营销新范式：打造品牌与消费者的情感共鸣

<H3 style="FONT-SIZE: 14px; MARGIN-BOTTOM: 0px; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: MARGIN-TOP: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 1.14em;>在数字化时代，AI技术已成为品牌营销的新利器。2024年，随着AI技术的不断进步，全球AI公司的竞争愈发激烈，AI营销创意层出不穷。然而，如何将这些创意落到实处，真正贴近用户需求，成为了品牌们共同面临的挑战。本文将探讨AI营销的新范式——“AI+消费者角色+创意+场景”，分析其如何帮助品牌实现与消费者的深度连接。 <H3 style="FONT-SIZE: 14px; MARGIN-BOTTOM: 0px; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: MARGIN-TOP: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 1.14em;>AI营销的新范式 <P style="FONT-SIZE: 14px; MAX-WIDTH: 100%; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 0.85em MARGIN: 400; FONT-WEIGHT: !important; pre-wrap>AI技术的发展为营销带来了新的可能，但仅仅依靠技术是不够的。品牌需要在营销路径和逻辑上进行转变，以实现与用户的紧密联系。美图公司提出的“AI+消费者角色+创意+场景”的营销范式，强调了消费者在营销和技术中的角色，通过与品牌的共参与和再创作，实现情感、行动等不同维度的碰撞。 <H3 style="FONT-SIZE: 14px; MARGIN-BOTTOM: 0px; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: MARGIN-TOP: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 1.14em;>1+1+1+1>4：同频共振的大场域 <P style="FONT-SIZE: 14px; MAX-WIDTH: 100%; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 0.85em MARGIN: 400; FONT-WEIGHT: !important; pre-wrap>在互联网时代，消费者的消费路径可以概括为“看见—搜索—消费”。品牌需要高效触达用户，并快速沉淀口碑资产。美图的营销范式将AI技术、消费者角色、创意和场景四个元素结合起来，打造了一个全新的营销场域，使得营销效果远超单一元素的简单叠加。 <H3 style="FONT-SIZE: 14px; MARGIN-BOTTOM: 0px; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: MARGIN-TOP: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 1.14em;>案例分析：CNP×线条小狗的合作 <P style="FONT-SIZE: 14px; MAX-WIDTH: 100%; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 0.85em MARGIN: 400; FONT-WEIGHT: !important; pre-wrap>美图在与CNP和线条小狗的合作中，巧妙运用了这一新营销范式。通过“熬夜人格测试”H5，用户可以上传照片并生成个性化的社交画像，与CNP的产品产生关联。这一策略不仅提高了用户与品牌的契合度，也强化了消费者的参与感，使他们成为内容的创造者和传播者。 <H3 style="FONT-SIZE: 14px; MARGIN-BOTTOM: 0px; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: MARGIN-TOP: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 1.14em;>创意与场景的精准结合 <P style="FONT-SIZE: 14px; MAX-WIDTH: 100%; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 0.85em MARGIN: 400; FONT-WEIGHT: !important; pre-wrap>美图的营销范式不仅关注于技术的应用，还注重创意与场景的精准结合。例如，在与汤达人的合作中，美图通过AI技术为用户提供了六大代表性场景人设，让用户在共鸣的基础上参与AI共创大赛，输出优质创意UGC。这种策略不仅聚焦于创意，还通过AI、场景和消费者角色的强化，扩大了品牌的影响力。 <H3 style="FONT-SIZE: 14px; MARGIN-BOTTOM: 0px; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: MARGIN-TOP: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 1.14em;>  <P style="FONT-SIZE: 14px; MAX-WIDTH: 100%; FONT-FAMILY: -apple-system, blinkmacsystemfont," initial? text-decoration-color: initial; text-decoration-style: text-decoration-thickness: 0px; -webkit-text-stroke-width: normal; font-variant-caps: font-variant-ligatures: TEXT-INDENT: rgb(255,255,255); BACKGROUND-COLOR: 24px; LINE-HEIGHT: LETTER-SPACING: 2; WIDOWS: ORPHANS: FONT-STYLE: rgb(6,6,7); COLOR: none; TEXT-TRANSFORM: WORD-SPACING: WHITE-SPACE: sans-serif; Yahei?, ?Microsoft GB?, Sans ?Hiragino miui, SC?, ?PingFang roboto, arial, ui?, ?segoe helvetica, Neue?, Helvetica 0.85em MARGIN: 400; FONT-WEIGHT: !important; pre-wrap>“AI+消费者角色+创意+场景”的营销范式，不仅使营销链路更加清晰可见，而且通过这条链路，品牌能够制造一个与年轻人在情绪上共鸣共振、在内容上交流互动、在传播上范围覆盖的全新场域。这一范式为当前AI营销提供了新的思路和撬动点，帮助品牌以用户为中心，实现更有效的营销。