Will Digital Human Marketing Bring New Marketing Opportunities in China?

Traffic dividends have peaked, and brand owners are in urgent need of seeking the next stop for marketing breakthroughs. The degree of interaction of marketing content output by a single worker is limited, and it is impossible to obtain insights into consumer emotions and feelings, making it difficult for online marketing to achieve a thousand faces for a thousand people. Marketing costs are high, and traffic, content planning, and brand endorsements are all fixed expenses. Traffic resources are difficult to reuse, and brand owners' demands for cost reduction, efficiency improvement, and enhanced risk resistance will be a pipe dream. Marketing bottlenecks, traffic obstacles, and offline channel development are still the main force, and brand owners are looking for new growth breakthroughs online. Online marketing content is highly homogeneous, and marketing methods have become routine, making it difficult to stimulate consumer interest and demand.

Consumers are mainly concerned about the external features and application scenarios of digital humans, and their essence is still exploring "virtual and reality". Users' expectations of digital humans have shifted from silicon-based organisms to "carbon-based" organisms. Based on the essence of "human", digital humans will have the infinite creativity and plasticity of carbon-based organisms. Starting from the end, the marketing value of digital humans covers the entire marketing chain, presenting a perfect "business closed loop".

Although traffic has peaked in recent years, the scale of netizens, Internet penetration rate, and online shopping penetration rate continue to expand, and the popularity of online entertainment methods such as short videos/live broadcasts has far exceeded expectations. The online marketing bonus period will continue, and finding the right marketing method is the key. Based on the essence of "human", digital humans should have the infinite creativity and plasticity of carbon-based organisms. Regardless of digital humans or digital intelligent humans, their origins are inseparable from "humans". We cannot simply think that they only have external characteristics such as anthropomorphic appearance, language, and body expression. What we need to pay more attention to is the "core" of "humans" - that is, the "soul" and "personality" of digital humans. It can be considered that digital humans should have the same infinite possibilities and future as humans in the physical world.

Create a digital human brand IP, ride on the wind of technology, and break the marketing situation. Based on the perspective of technology + humanities, innovate marketing methods and marketing content, design immersive and interactive novel closed-loop marketing gameplay, and optimize the business model. The digital human IP embodies a variety of styles of live streamers and real-time interactive virtual shopping guides, realizing thousands of faces in the sales process. Based on the creativity of digital people, he/she can know astronomy and geography, hot events, the cultural heritage and traceability of each product/service, and the core demands of consumers. The digital human IP embodies a 7*24-hour online brand customer service and an emotional partner who can chat anytime, anywhere. Based on the plasticity of digital people, integrate the sold products, design secondary marketing content, and continuously transform and influence the user's mind.

On the basis of satisfying functional value, reshape emotional value and establish a brand image with new attributes, new quality, new taste, new culture and new personality. Through the digital human fan economy, virtual IP is used as KOL to establish a stable and loyal social circle, realize precise social marketing and bring new business growth points. At present, providing good "last mile" service is the basic law for brand owners to gain a foothold in the efficient and high-speed operation society, and the emergence of digital people breaks the time and space margins of service.

Digital people + diversified content + full-process service system + continuous incubation of post-operation links form a new marketing growth path of "technology + humanities". Relying on the in-depth operation of virtual images, a new marketing model with full-domain, multi-scenario, multi-form and diversified content interaction will be formed. Six digital people marketing methods will achieve new growth in brand marketing.

Play method 1: Digital human brand endorsement, leading a new paradigm of scene marketing.

Play method 2: Digital human hosts break through the dimensional wall and demonstrate the brand power of technology + humanities.

Play method 3: Digital people take the lead, AIGC innovates marketing model + multi-dimensional communication to achieve brand breakthrough.

Play method 4: AIGC, with its stable power, realizes "real numbers performing on the same stage" and brings new possibilities for commercial marketing.

Play method 5: A full closed loop of digital human evaluation-communication-conversion, a powerful star promoter for the brand.

Other ways to play: Digital human live streaming and digital human cross-border concerts have become a new trend.

The most essential difference between digital human marketing and traditional marketing, e-commerce/live streaming and other online marketing methods is that it returns to the essence of "people" and meets the needs of thousands of people and the needs of emotional communication. Based on the emotional needs of "people" nature, the core value of offline shopping guides/store staff lies in this. The emergence of digital people, on the basis of carrying this part of the needs, is also a "friend" who can work without sleep, appear anytime and anywhere, is full of positive energy, versatile, and has a full personality. Based on the natural advantages of digital people, long-term operation with content and services will bring unpredictable new brand growth.

The key to seize the commodity market in the future: from One ID under Web 2.0 to One IP under Web 3.0 Every brand owner should have a digital human brand One IP to bridge the gap between brand and consumer. The emergence of digital humans is a dimensionality reduction attack on traditional marketing methods after the high degree of collaboration between humans and AI. The whole process of products and services will have "human" warmth, and the voices of all consumers will be directly heard by digital humans. Digital human marketing will become the only way for brand owners to finally achieve the integration of product, effect and sales. Occupy the mind and subvert the scene: Digital humans accelerate the brand's advancement, improve conversion efficiency, and realize "virtual-real integration, virtual-real strengthening" to enable brand owners to achieve further growth in performance.

In the Web 2.0 era, every user has one ID, and the series and parallel connection between the IDs form the current Internet "network". Users have built a variety of circles based on interests, hobbies, age, etc. In the Web 2.0 era, the gap between brand owners and users always exists. The information gap between supply and demand is being narrowed as much as possible, but it still cannot break the circle. Brand owners seek more diversified marketing channels to reach end users in the target circle, but the touch points are always limited and cannot cross the gap.

In the Web 3.0 era, the presentation form of One ID will change from "digital account" to "digital avatar", which will allow working, socializing, learning and entertainment in a more immersive interactive experience. In the Web 3.0 era, each brand owner can have his own brand avatar One IP, which can meet the "straight-ball" communication with the virtual avatar of C-end users, become one of the nodes in the Internet "net", and become a member of the C-end user social matrix. The relationship between "brand owner-user" will no longer be just a buying and selling relationship, but a deeper emotional bond. From a marketing perspective, brand owners can directly link users through One IP, effectively pull through the information flow, ensure the unified management of traffic, and achieve the crossing of the "chasm".