抖音广告项目合伙人怎么合作？

Core Insights - The article emphasizes the shift in digital marketing towards a "data-driven" era, where the competition in information flow advertising has transitioned from resource acquisition to deep engagement in data application and refined operations [1][3][9] Industry Challenges - The report highlights that the cost of traffic is rising, making efficiency paramount for advertisers [3] - User decision paths are increasingly fragmented, necessitating cross-platform collaboration [3][4] - Rapid changes in policies and algorithms require dynamic operational capabilities to survive [3][4] New Capabilities for Agencies - Agencies must establish a closed loop of "data collection-analysis-application" to enhance operational efficiency and client value [3] - Key capabilities include: - Integration of all data to eliminate traffic silos [3] - AI-driven creativity to overcome homogenization issues [3] - Smart delivery engines to reduce costs and increase efficiency [3] - Long-term private domain operations to maximize user value [3] Data Insights - The CPM (cost per thousand impressions) for WeChat Moments has increased by 18% year-on-year, while the cost per lead on Douyin has surpassed 200 yuan [4] - Over 70% of user decision paths cross more than three platforms, indicating the need for comprehensive data integration [4] - Frequent platform rule changes render traditional experiences ineffective, necessitating real-time monitoring and adaptation [4] Smart Tools and Strategies - Cross-platform data integration is essential to reconstruct user behavior paths and achieve precise targeting [4] - Multi-Touch Attribution (MTA) models can quantify contributions from various platforms, optimizing budget allocation [4] - AI tools can generate creative content with a 60% increase in originality and an 85% approval rate for compliance [4] - Dynamic Creative Optimization (DCO) can enhance click-through rates by 20%-35% through real-time adjustments [4] Future Trends - The article predicts a widespread adoption of AI and automated delivery systems, potentially replacing 80% of manual operations [7] - The integration of virtual and real marketing scenarios, such as metaverse advertising and AR interactions, is expected to enhance user engagement [8] - Cross-border multi-platform collaboration will support global brand strategies [9] Competitive Advantages - Agencies that focus on data integration, AI support, and industry-specific expertise will be better positioned to achieve sustainable growth [9] - The article outlines various operational models, including full-service management and low-barrier entrepreneurship, to cater to different market needs [7][9]