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台北,台湾 - Media OutReach  - 20181214 - 新科技来自新创意,创意如何成就科技?小米公司广告销售全国营销中心总经理郑子拓1211日出席由旺旺中时媒体集团所主办的「2018 台北国际创意节论坛」,进行成功案例分享时指出,AIIoTOTT将会引领未来潮流。

新科技创造新创意 AI、IoT、OTT引领未来科技潮流

小米公司广告销售全国营销中心总经理郑子拓于台北国际创意节高峰论坛发表专题演说

 

郑子拓透过「创新扩散曲线」解读新青年的消费观。小米的用户往往是曲线中的「早期尝鲜者」,他们的选择具有前瞻性,热衷明天属性产品,例如人工智能、物联技术等新科技品类,九○后族群成为新时代的消费主力军,郑子拓指出,「新品类消费正在重构需求,而这些新青年正在重构流量。」

 

郑子拓将小米的新科技总结为AIOTT,即AI+IoT+OTT。他以小米「小爱同学」为例,小米2018Q3财报显示,「小爱同学」月活跃用户已超过3400万。从去年7月至今,小爱同学突破早期尝鲜的窗口期仅花一年多时间,「小爱同学」成为中国最活跃的人工智能。世界杯期间,「小爱同学」与优酷合作,用户通过「小爱同学」呼叫关于世界杯的上百关键词,以获得比赛信息、参与足球话题等。小米营销并透过日历、主题、音乐、负一屏等媒介矩阵实现高效触达,以及微博、微信等社交媒体制造话题,不仅获380万次唤醒,还为优酷带来超过650万的新增下载量。

 

而小米OTT也创造了新需求,郑子拓表示,OTT电视有更强的交互、兼容硬件逻辑,更符合新青年生活方式;双屏互动数据显示,与1月相比,小米OTT月均双屏互动次数提升758%,小米OTT语音请求增长312.5%。郑子拓举小米与哈尔滨啤酒合作为例,除焦点视频、画报、开机广告、首页推荐等形式,语音霸屏广告给予用户震撼效果,有效提升品牌好感度,最终取得全平台2.3亿曝光量,9200万投屏页曝光次数,远超预期,显示用户乐于尝试新技术。

 

此外,小米IoT平台连接全球智能设备达1.32亿台(不含手机和笔记本电脑),其中,198万用户拥有5台以上的小米IoT设备。当硬件储备到一定基数时,也释放出IoT服务的营销价值。郑子拓以小米营销为雀巢打造「营养与健康智能平台」为例,整合小米物联能力、移动端产品开发能力,及雀巢积累的用户健康数字资产,精准分析出使用者健康的综合建议,众多消费者成为服务主动参与者,进而成为品牌用户资产,目前已有186万用户使用,生成了200+的健康报告。

 

郑子拓指出,未来AIOTT若在技术整合、大资料积累等面向突破,5G时代的到来,高频谱效率、扁平化架构、云化趋势及5G+AI的智慧运维,将触发市场的变革。

 

更多活动的精采照片与新闻请至「台北国际创意节」官方网站:http://timesawards.com/

 

Source http://www.media-outreach.com/release.php/View/7591#Contact