【数字营销】从“卖产品”到“给情绪”，未来营销的核心是交心！

Core Insights - The concept of "human touch" has become a frequent term in marketing, emphasizing the value of authenticity and relatability in a world increasingly dominated by AI [1] - Brands are shifting from transactional marketing to emotional connections, focusing on genuine interactions with consumers [1] Group 1: Engaging with Humor and Relatability - Brands are increasingly using humor and memes to connect with younger audiences, making marketing feel more natural and relatable [2] - The collaboration between McDonald's and Mercedes-Benz exemplifies this trend, as they created a playful campaign that resonated with young consumers through shared cultural references [2] - NIO's response to user-generated humor showcases how brands can turn online jokes into real-life marketing opportunities, enhancing engagement and relatability [4] Group 2: Understanding User Emotions - Successful brands are those that can identify and respond to the emotional needs of their audience, acting as "emotional companions" [7] - For instance, Gaode's "National Top 100 Restaurants" guide was created based on user sentiment, helping consumers navigate their dining choices during holidays [7] - Brands that address collective emotional states, such as post-holiday blues, can create meaningful connections, as seen in campaigns that offer comforting products [9] Group 3: Listening and Responding to Consumer Feedback - Brands are increasingly adopting a "listening" approach, responding to consumer feedback in real-time to enhance engagement [14] - The integration of humor and consumer feedback in campaigns, such as the clever use of character names in advertisements, demonstrates the effectiveness of this strategy [16] - Companies like Xiaomi are implementing mechanisms for user participation in product development, ensuring that consumer voices are heard and valued [18]