Jing Ji Guan Cha Wang·2025-08-15 09:00Core Insights - The advertising industry is undergoing significant transformation due to digitization, with data-driven decision-making replacing traditional experience-led marketing approaches [2][3] - There is a notable imbalance in the advertising ecosystem, where platforms like Douyin and Xiaohongshu hold significant advantages in data and automation, while advertisers and marketing service providers lag behind [6][19] - The integration of AI into digital marketing is essential for overcoming current challenges and achieving a shift towards intelligent and precise marketing models [7][24] Industry Trends - The Chinese advertising market reached a revenue of 13,120.7 billion yuan in 2023, with digital marketing accounting for approximately 80% of this market [8][9] - Content marketing is a growing segment, with a market size of 4,000 billion yuan, and AIGC content marketing is projected to grow from 5 billion yuan in 2023 to 1000 billion yuan by 2030 [8][9] - Despite the large scale of the digital marketing market, overall growth rates have slowed, while content marketing continues to show strong growth [8][9] Digital Infrastructure - Leading platforms have established robust digital infrastructures, leveraging vast data resources and advanced algorithms to create efficient marketing ecosystems [15][18] - In contrast, many smaller agencies and brands struggle with digital transformation due to limited technical capabilities and reliance on traditional marketing methods [20][21] - The disparity in digital capabilities between leading platforms and smaller players highlights the need for enhanced digital infrastructure across the industry [19][22] AI Application in Advertising - AI is gradually expanding its influence in the advertising sector, primarily in data analysis, targeted advertising, and personalized marketing [23][24] - Current AI applications are often limited to specific tasks within the marketing process, lacking comprehensive integration across all stages [23][24] - There is significant potential for AI to enhance productivity and efficiency in digital marketing, necessitating exploration of its deeper integration [24] Proposed Solutions - The paper advocates for a new marketing paradigm that combines "data + AI" to empower all aspects of digital marketing [24][25] - Establishing a solid digital infrastructure is crucial for providing the necessary data for AI models to function effectively [27][28] - A unified "technology-product-business" framework is essential for supporting digital marketing processes, ensuring flexibility and adaptability to various business scenarios [29][30] Value of "Data + AI" Integration - The integration of "data + AI" offers new resources and productivity for brand marketing, enhancing the efficiency of resource allocation and decision-making [44][45] - This model allows brands to meet diverse consumer needs through personalized marketing strategies, improving customer satisfaction and loyalty [46] - The approach also mitigates systemic risks associated with high employee turnover in the advertising industry by digitizing and analyzing project experiences and client data [47]