Focus Media(SZ:002027) Xin Lang Cai Jing·2025-12-09 05:33Core Viewpoint - The 2025 China Entrepreneur Influence Entrepreneur Conference emphasizes the need for brands to adapt to the fragmented internet era by focusing on centralized communication and building lasting brand value through effective advertising strategies [1][5]. Group 1: Advertising Strategies - In the fragmented era, brands should prioritize centralized communication and consensus, as the internet has made precise messaging more challenging [3][7]. - Brands need to cultivate their own traffic rather than relying solely on rented traffic from KOLs, influencers, or platforms, as true brand loyalty leads to sustainable traffic [3][7]. - The concept of "planting trees" instead of just "planting grass" is crucial; brands should focus on establishing core values that resonate deeply with consumers rather than just creating content [4][8]. Group 2: Brand Engagement - A healthy brand ecosystem should include both "trees" and "grass," symbolizing a balance of core values and engaging content [4][8]. - Effective advertising should not only reach consumers but also influence their behavior, moving beyond mere exposure to creating meaningful connections [4][8]. - The challenge in brand advertising lies in achieving measurable results while navigating the complexities of digital platforms, necessitating a focus on precision, attribution, interaction, and optimization [4][8]. Group 3: AI and Advertising Innovation - The advent of AI is transforming advertising, allowing for smarter targeting, attribution, and optimization, which enhances the effectiveness of brand messaging [4][8]. - An example from the company shows that they run 200 different ad versions daily, tailored to various demographics and locations, continuously improving based on data feedback [4][8].