Xiaomi Marketing Releases a New Intelligent Marketing Engine

 

Xiaomi Marketing releases a new intelligent marketing engine, should traffic give way to the scene?

"Marketing has never been as complicated as it is now. Advances in technology have completely changed and differentiated this discipline, and social issues such as the new crown epidemic and the climate crisis have increased the expectations of companies and consumers on marketers’ social performance. Leadership People have countless thoughts about the role of marketing and worry about their performance." Same is the case with China based company Xiaomi marketing expertise.

 

This is the beginning of a recent article on marketing in the Harvard Business Review. 

The epidemic is besieging the city, the marketing industry will have a difficult life in 2020. 

The market competition is extremely fierce. The brand budget is generally tight, the marketing logic is changing drastically. 

The general direction is that the traditional traffic logic is failing, and the scene logic based on AIoT technology is emerging.

 

Flow logic of Xiaomi Marketing New Intelligent Marketing Engine is invalid

The essence of marketing has always been the attention economy. However, in the era dominated by different media, there are different logics. 

In the paper media era, watch subscriptions, watch ratings in the TV era, watch traffic in the Internet era, and watch user time in the mobile Internet era.

 

The key role in the traffic marketing model is the traffic funnel. This model divides the user’s behavior into stages such as cognition, interest, evaluation, decision-making, and purchase. 

It believes that the brand only needs to attract traffic to the maximum and then convert it at different levels. 

Getting "real gold" is like scouring gold. The key to brand marketing is to increase the conversion rate of each layer of loopholes.

 

In the post-mobile Internet era, the logic of traffic marketing is failing, and the epidemic has accelerated this process.

 

First of all, China's economy has entered the era of stock, the demographic dividend has disappeared, and the Internet market has stopped growing as early as 2019. 

The China Mobile Internet 2020 semi-annual report released by QuestMobile shows that after the monthly active users of the entire network reached 1.164 billion in May in the first half of the year. 

It fell slightly in June, with an average monthly MAU of 1.155 billion (monthly MAU of 1.135 billion in 2019 and 2018). 

The monthly average MAU is 1.109 billion), basically no longer growing, and some mainstream tracks even declined. 

In such a general environment, the traffic costs of both public and private domains are increasing. 

Especially in the post-epidemic era, more and more brands are paying attention to digital marketing, and online traffic costs are rising, and brands are overwhelmed.

 

Secondly, compared to traffic management, brands are paying more and more attention to user life cycle operations: 

The former is a one-stroke transaction, and the core is to do a good job in traffic conversion.

The latter is sustainable operation, which constantly accumulates users from traffic and removes users. 

Become a marketing asset, and then continue to operate on it, continuously generating new value.

 

At the beginning of 2020, pointed out in the article "Internet Entrepreneurship in 2020: Rather than run into the air everywhere, it is better to dig up the stock patiently", "The Internet industry is actively and difficultly developing incremental methods. It may be a golden rice bowl to beg for food. Everyone is going around. 

When mining for incremental gains, it ignores the current stock. The gold mine has not been fully mined, but it is getting harder and harder to mine. 

The entire industry has moved from the age of gold rush to the age of gold alchemy.” 

While tapping the new value of old users and seizing the flow of super-platforms Spillover effects, digital transformation, etc. are typical stock thinking. Continuous operation of users and digging deep are also the survival rules of enterprises in the era of stock.

 

Secondly, the traffic model excessively strengthens the effect and weakens the brand. Internet marketing has been equated with performance marketing for a long time. 

Although the Internet has made marketing effects traceable for the first time, there is a problem of over-enhancing effects, making companies more and more short-sighted. This is because brand marketing that does not see results in the short-term is more important to the long-term growth of companies.

 

Finally, in the era of mobile Internet, traffic is fragmented, and traditional traffic acquisition methods have failed. 

In the traffic model, companies reach the largest population through large-scale advertising to obtain the largest traffic. 

However, in the mobile era, the media has become fragmented, especially in the AIoT era. 

Everything is media. People's attention has become more and more fragmented, discrete and scarce. 

It is becoming more and more difficult for companies to continue to expand the traffic entering the funnel. 

The refined acquisition, operation and conversion of traffic has become more and more important, which is also difficult to satisfy with traditional traffic models.

 

In the past two decades, although portals, BBS, search, social media, information streams, short videos, live broadcasts, and other platforms continued to emerge, the core logic of Internet marketing was traffic. 

The rise of each type of new platform will create a traffic depression, but when the platform realizes its value, the platform traffic will become more and more expensive until the next new platform appears.

 

The current mainstream marketing platforms such as Baidu and ByteDance’s huge engine, etc., are constantly promoting marketing reforms, launching native advertising, content marketing, smart marketing, short video/live marketing and other gameplay. 

But they are essentially doing traffic Marketing-The platform tries its best to get more traffic, and then sell it to the brand. 

The marketing that the brand does on these platforms is essentially traffic marketing.

 

At this moment, after the failure of traditional traffic logic, brands urgently need to explore new tracks, new positions and new models of marketing.

 

Scene marketing becomes a new track

The epidemic has accelerated the world's digitalization process, 5G commercialization has accelerated, and the Internet of Things era has come, and AIoT has become a new marketing track.

 

For more than 20 years, Internet companies have been doing business around traffic. Now Internet companies are abandoning traffic thinking and embracing "scenario thinking". 

Compared with traffic, the scene pays more attention to what users, where, when, and what. 

The form uses its own service, and the traffic value of different scenarios is completely different. 

In fact, not only Internet companies, all businesses must design products and services around scenarios to give users the most extreme experience.

 

As far as marketing is concerned, scenario marketing is no longer the linear thinking of "introducing traffic into the funnel and then converting", but focusing on consumers' behavioral touchpoints in all scenarios, obtaining fragmented attention from all channels, and identifying their behaviors.  "Moisturizing things silently" influence its decision-making. 

In scene marketing, the brand is no longer just seeking the final result of sales, but will focus on the user's experience in the corresponding scene throughout the entire process, so as to achieve user precipitation and full life cycle operation.

 

As is pointed out in the article "No Scenarios, No Marketing": Traffic is "bits", scenarios are "atomic", and the post-mobile era is the IoT era, and scenarios become more important. 

Smart phones have successfully "invaded" every corner of people's life, work and study. The ubiquitous IoT devices map and perceive everything that happens in the physical world. 

The "atomic" physical world will be fully "bitified", space and time. 

Scene elements such as, behavior, etc. will be fully, real-time, and accurately perceived.

 

In the IoT era, scenarios have become the top priority for enterprises, and users can only be captured by capturing scenarios. 

Today, scene marketing has become a new track for brand growth.

 

First of all, 5G makes the Internet of Everything a reality. Based on AIoT technology, scene marketing can capture user fragmented attention anytime, anywhere.

To achieve full coverage of user life, traffic fully penetrates offline life scenes, and online traffic ceiling is hit wear.

 

Secondly, the Internet of Everything means that smart devices can perceive users, environments and behaviors. 

Based on AIoT technology, the physical world will accelerate online, digitization, and intelligence, which means that more and more scenarios will become traceable, insightful, and accessible. 

Marketing, such as offline retail scenes, home scenes, car travel scenes, etc.

 

Secondly, in the AIoT era, different devices have exclusive IDs and are closely related to user identities. 

Based on this brand and users can establish a continuous connection of multiple touch points, and it becomes possible to manage users instead of traffic.

 

Finally, in the AIoT era, everything is a media. Brands can influence users through any touch point, and they can affect their minds in a seamless manner. 

It no longer needs to be simple and rude as in the era of traffic marketing. 

Marketing is no longer just for the last step of sales, but for users. The core goal of life cycle management can truly realize the closed-loop marketing from marketing to business, from effect to brand, and from short-term to long-term.

 

The post-epidemic era is the era of AIoT. Scene marketing will become a new growth point for brands and a new track for marketing. 

Now that there are not many marketing platforms that realize the value of AIoT and strategically deploy AIoT, Xiaomi marketing can be regarded as a benchmark.

 

Xiaomi Marketing becomes AIoT Marketing Benchmark

In 2020, on the occasion of its tenth anniversary, Xiaomi will release a new strategy for mobile phone xAIoT. 

Xiaomi will penetrate all scenes of users' lives and lead the era of the Internet of Everything. Xiaomi is the only Internet technology giant that uses AIoT as a company-level strategy. 

Xiaomi marketing relies on the Xiaomi AIoT hard-core ecological network, rooted in AIoT scenario marketing for many years, and has formed a unique marketing model.

 

In 2020, in order to make the service more accurate, smarter and more effective, Xiaomi Marketing released the new "Mi Zhilian" marketing position for the first time, becoming the center of Xiaomi's AIoT scene service. 

This is also the industry's first "intelligent marketing engine" focusing on the AIoT scene.  

Aims to further build a more diversified and integrated marketing position for brand owners in the AIoT scenario. 

Mi Zhilian focuses on "unbounded interaction, non-inductive connection", which can simultaneously open up the three terminals of mobile phone, OTT, and Xiaoai screen speakers. 

It integrates technologies including fast application, one-finger connection, and diversified touch points such as Bluetooth/NFC functions, combined with Xiaomi IoT scene data and Xiao Ai's massive data form a unique data matrix, allowing a brand to continue to influence target users in the Xiaomi AIoT full-scene ecosystem through different forms, and realize an integrated perception from brand to product functions.

 

Mi Zhilian is the brand's first choice for exploring AIoT marketing, and it is also a key opportunity for brands to seize the new track of scene marketing to gain new growth.

 Xiaomi Marketing is the first to launch a marketing position focusing on AIoT scenarios. 

It is not surprising, and it can even be said to be inevitable, because Xiaomi Marketing is doing scene marketing in head advertising platforms such as Baidu Marketing, Alimama, Giant Engine, and Tencent Advertising. There are natural advantages.

 

First of all, Xiaomi has the largest AIoT entry-level platform. In the third quarter, Xiaomi’s mobile phone shipments returned to the top three in the world. 

In the home scene, Xiaomi’s smart TVs ranked first in the domestic market for seven consecutive quarters.

The number of connected devices on the Xiaomi AIoT platform exceeded 289 million. 

The monthly active users of the Mijia App reached 4310. Wan, based on this, Xiaomi has built an entry-level AIoT ecological network, which in a true sense realizes the coverage of all scenes of users' lives.

Secondly, the Xiaomi AIoT network has been successfully connected in series. Many marketing platforms have many scenarios infiltration, but they have the problem of fragmentation of different scenarios. 

At the marketing level, it will lead to inaccurate user insights, poor conversion effects, and poor user experience. 

Xiaomi has deployed the intelligent assistant Xiao Ai very early. It is the entrance for users to interact with AIoT devices and an intelligent life assistant for users. 

As of the end of the third quarter, the number of active users is 78.4 million (a year-on-year increase of 35.5%), and more than 100 million are used every day. 

Secondly, based on this, Xiaomi Marketing makes “marketing as a service” a reality, which can realize intelligent collaboration in all scenarios and help brands realize the closed-loop digital marketing of the whole chain.

 

Finally, Xiaomi successfully built a new intelligent marketing engine. Xiaomi Marketing has been deeply involved in the AIoT scene for many years, has continued to deploy intelligent marketing technology, services, products and ecology, and successfully built a complete set of new intelligent marketing engines. 

A few days ago, Xiaomi Marketing officially released the "New Intelligent Marketing Engine", which includes three intelligent engines for creativity, service, and scenarios, allowing brands to communicate more, deeper, and longer-term continuous communication with users in all scenarios of AIoT smart life, so as to achieve user integration. Life cycle operations.

 

In scene marketing, the three intelligent sub-engines of Xiaomi's new marketing intelligent marketing engine have different values:

1. The creative engine is based on Xiaomi's hardware portal and system-level capabilities. 

Through highly creative marketing content, it achieves high reach, strong exposure, obtains unexpected interactions, and stimulates consumption motivation. 

These ideas include but are not limited to booting on large screens and large screens.

 Live broadcast, big screen car viewing, TV Taobao, creative posters, creative screens, creative voice interaction, brands such as Mercedes-Benz AGM GR family, Tiffany&Co. have tasted the sweetness.

 

2. The service engine is based on Xiaomi's AIoT ecological linkage and data AI capabilities, and co-creates smart services with brands to realize "service is marketing, marketing is service" and reshape the consumer experience. Xiaomi has a large number of online and offline service scenarios. 

Whether users study, work, sleep, entertain, travel or shop, they will use Xiaomi services, which are insight and influenced by Xiaomi marketing, such as the service distribution center with the first-level entrance of Xiaomi "Negative one-screen intelligent assistant" is designed around the user’s daily life in scenarios, which can intelligently predict the services that users may need, and can intelligently remind users of the services they are using.

These services have marketing opportunities, and the user experience is not Was slightly affected.

 

3. The scene engine is based on the full coverage of Xiaomi's smart life segmentation scenes, and realizes the smooth and silent penetration of users, helping brands to expand consumption opportunities. 

Originally, brands can only influence some of the user's scenes through head products such as PC/mobile phone/TV. The traffic cost is very high, the scenes are fragmented, and the data is not connected, so there is often a waste of repeated delivery. 

The Xiaomi scene engine can help brands acquire new scenes and gain new opportunities for growth.

 

In sports, entertainment, travel, health, sleep and other subdivision life scenarios, Xiaomi has a layout of AIoT hardware, software, content and services. In these scenarios, Xiaomi marketing is supported by creative engines and service engines to help the brand realize the full scene Of natural penetration.

 

In the smart scene marketing case jointly explored by the world-renowned dairy brand Anchor and Xiaomi, Xiaomi displayed creative brand posters on the OTT big screen, users awakened food classes and other services through Xiaoai classmates, and Xiaomi marketed Anchor’s customized brand area.

 Put Anjia baking class online on the Xiaomi knowledge zone to help Anjia realize in-depth, continuous and natural communication with users.

 

I have put forward a point before: platform marketing value = user volume * user duration * user scenario. 

Compared with the number of users and user duration, it is more important to have core scenarios with marketing value. 

Based on the advantages of Xiaomi AIoT, Xiaomi marketing has the ability to cover the entire scene of the user's intelligent life, and based on this, it has unique advantages. 

2020 is the watershed for the marketing industry to move from traffic marketing to scene marketing. 

Compared with traffic marketing, the purpose, logic and thinking of scene marketing have undergone qualitative changes. 

From the extensive marketing of traditional media marketing to the effect-centric traffic marketing of the Internet, to the attention marketing of the mobile Internet for the purpose of user time, new marketing platforms will stand out in every wave of marketing reforms. 

In the era of scene marketing driven by AIoT, the up-and-coming Xiaomi marketing has become a benchmark, forming a "dimension reduction blow" to traffic marketing platforms, and has become an incremental field worthy of brands' attention.