明略科技张丽：三位一体，AI Agent颠覆营销全链路

Core Insights - The sixth Media Dynamics Forum, hosted by Miaoling Technology Group's Miaozhen System, focused on the theme "New Marketing Paradigm · New Media Proposition," emphasizing the transformative role of AI Agents in marketing [1][4] - The forum attracted nearly 600,000 participants, including experts from various industry associations and media agencies, to discuss new paths for brand marketing in the AI Agent era [1][4] Current Market Trends - The Chinese consumer market is experiencing a mild recovery, characterized by a duality of consumption upgrades and downgrades, with consumers increasingly seeking both cost-effectiveness and quality [5][7] - The rise of the blind box economy, particularly the LABUBU IP, indicates a significant trend in consumer preferences towards unique and collectible items [5] Marketing Strategy Upgrade - The balance between brand marketing and performance marketing is crucial for maximizing market share growth, with a recommended budget allocation of 53% for brand marketing and 47% for performance marketing [9][10] - Key marketing touchpoints include television, outdoor media, and micro-short dramas, which provide diverse opportunities for brand engagement [12][13] Marketing Productivity Upgrade - AI Agents are reshaping marketing productivity across three core areas: insights, creativity, and media communication, enhancing efficiency and depth of analysis [14][16] - The emergence of AI-native media platforms is creating new demands and changes in brand marketing strategies [17] Measurement Upgrade - The rise of AI-native tools is influencing consumer behavior, with over half of consumers using these tools for pre-purchase searches, necessitating an upgrade in marketing measurement systems [18] - The focus is shifting from basic reach metrics to measuring consumer intent and AI recognition, with the introduction of brand AI recognition rankings by Miaozhen System [18]