Can #ChatGPT replace ad man, will #ChatGPT take your job? #ChatGPT is hot, will marketers lose their jobs? Since the explosion of ChatGPT, various professional or non-professional articles have been imposing anxiety on advertisers, but the significance of the emergence of tools lies more in improving efficiency rather than replacing them. ChatGPT at this stage will certainly not be able to replace the knowledge of 18 kinds of martial arts After all, in front of Party A's father, AI can't stand the scolding and take the blame... (bushi).
Closer to home, regardless of the impact of ChatGPT, for advertisers, the improvement of self-ability is the most important thing. In the face of Party A’s demands of “necessary and necessary”, in addition to creativity and battle capabilities, there is also an essential data insight capability, especially under the current digital trend, data largely affects actual business decisions, Whether it is content creation or advertising, the future will rely more and more on data. Therefore, learning to collect, process and analyze data can better respond to diverse customer needs and formulate more accurate advertising and marketing strategies.
To this end, we have selected 5 major business scenarios in the advertising communication industry. With the help of Shushuo aggregated network-wide data insight advantages, we explore how a good tool can empower advertisers to improve their business efficiency, hoping to help every advertiser improve their marketing insights. Strength, be able to do a job with ease in the work.
At 8 o'clock in the evening, I was still anxious about the client's public opinion crisis. I stayed up until late at night when the hot search list began to bombard, and it was another night of rushing to catch up on the news.
Indeed, rubbing hot spots is like taking a fast train, but hot spots come and go quickly, how to catch up? How do you see it?
In the real-time data dashboard equipped with Shushuo Aggregation, you can search for any content and capture the latest information on the entire network in real time; you can trace the source and see when and which platform the hot spots started to flourish; you can understand the media behind the hot discussions Viewpoints and public opinion focus, explore the development trend of hotspots and the underlying reasons behind them, look at the whole picture of hotspots from multiple dimensions, and let it answer your propositions such as "How did ChatGPT explode".
As shown in the figure, according to the aggregated and presented data, it can be seen that the life cycle of ChatGPT’s hot spots is relatively long. It lasted for more than two months from fermentation to outbreak to fall. During the process, many hot search topics were created. Through data linkage, we can Further excavate highly relevant hot words, understand the focus of public opinion and interests, find the window of opportunity to take advantage of the situation, and lock the position of force, and truly realize the effective pursuit of popularity.
After chasing hot spots and holding N brainstorming meetings, the next second comes a 10,000-character long text brief from a client. In addition to being colorful and black, the content also needs to be novel and have traffic? Too many elements are really difficult to digest. At this time, a good tool can be launched again:
In terms of content mining, Shushuo Aggregation has opened up a shortcut for advertisers. Through the built-in multi-modal algorithm model, it can accurately identify audio, pictures, Multimedia content such as words and stickers, dig deep into the core points of popular titles, popular articles, popular pictures, etc., solve the content exploration needs other than text, and help advertisers conduct research and dismantling of batch materials, better Produce content.
At 3:30 in the afternoon, I began to think about the promotion strategy for the festival one month later. Which item should I promote for customers? How to avoid the old way of marketing that is too repetitive? There is no unprepared battle on the battlefield, and brands are most afraid of marketing without research. Advertisers must do more research if they want to avoid blame.
In Shushuo.com, you can use keywords, designated accounts, and other positioning methods to conduct research on customers’ competing product communication actions, and explore core strategies such as marketing content focus, force positions, and KOL selection to achieve effective benchmarking .
Taking Ruixing Coffee as an example, we checked the data trends of its Weibo, Xiaohongshu, and Douyin in the past three months, and found that two coffee brands, Starbucks and Cudi, appeared together in the brand word cloud. By adding these two brands to the comparative analysis, it can be seen that Ruixing has also become the main target of these two brands. At the same time, through the word cloud, we can also see the marketing actions of different brands, such as the joint event between Luckin and Line Puppy, Cudi’s new store’s 8.8 yuan promotion, etc.
In addition to creativity and strategy, the landing effect of the project is also an important part of advertising delivery. After working hard to run a campaign, how to objectively evaluate the effect and make the data more convincing?
Let's open the real-time analysis board of Shuoshuo Aggregation again. Still taking Ruixing Coffee as an example, the brand's volume and topic volume reached the peak on February 6. Through the linkage of the original text, we can find that the brand combined the line puppy IP on that day, and completed a The successful new product launch event, #瑞兴有狗了 was on the Weibo hot search list, setting a reading volume of 15 million topics. It can be seen that in this event, the cute dog repairing style hit the preferences of most consumers, and also It mobilized the emotions of the single nobles (gou) who continued to live on Valentine's Day, and helped the brand realize the emotional connection with consumers.
The joint name was successful in one fell swoop, how is the performance of the product? In the word cloud of this event, we found that Ruixing released a total of two new products, "Prickly Rose Latte" & "Acacia Red Bean Latte". Using the aggregated [Dimension Comparison] function, we obtained these two products. The data of the product, combined with the sentiment indicators of the original posts and comments, analyzed the word-of-mouth of the product, and gained insight into consumers' taste preferences and main pitfalls. The "thornless" rose is better in terms of volume and word-of-mouth performance. With this information in hand, you can adjust and optimize the investment resources in a timely manner, and plan similar new product marketing proposals in the future. Isn’t it more targeted?
To sum up, we have completed a quick review of the communication performance of a marketing campaign. In addition to the data performance of the market, Shushuo Aggregation also provides an automatic analysis report on the crowd, which can analyze the portraits of the users reached by the campaign and gain an in-depth understanding of the impact of the crowd. Evaluate the difference between the actual launch and the target audience, and interested partners can leave a paw at the end of the article.
After completing a series of planning, operation, and landing, a red flag causes the advertiser’s flat plan to have an infinite delay. When the scale is not well grasped, the marketing is often prone to overturning, which triggers public opinion events. In terms of public opinion monitoring, Shushuo Aggregation is based on the underlying full-scale data capabilities, which can realize real-time and periodic monitoring of the entire network position data, covering e-commerce product word-of-mouth, brand/product discussions, game player word-of-mouth, Douban movie word-of-mouth, etc. Scenarios help advertisers grasp sensitive information and public opinions at the first time, formulate public relations strategies for brands in advance, and control the spread of public opinion in a timely manner.
As an intelligent big data insight tool, Shushuo has empowered hundreds of global communication groups and 4A advertising companies such as Publicis, WPP Group, Kantar Group, and Guangdong Guangguang Group to complete marketing data insight and effect measurement. If you Also happened to face the above scenario problem. Welcome to leave a message for consultation.