Sou Hu Cai Jing·2025-12-16 09:54Core Insights - The 2025 New Media Marketing Trends Report for the cultural and tourism industry highlights a fundamental shift in marketing logic driven by digitalization, moving from broad exposure to data-driven, emotionally resonant, and technology-enabled marketing paradigms [1] Group 1: Marketing Goals and Strategies - Marketing objectives are evolving towards a "brand effectiveness and sales integration" model, where brand exposure and sales conversion are increasingly unified, exemplified by Ctrip's "Parent Travel Guardian" project, which achieved a 300% increase in GMV [2][4] - The collaboration between brands and social media platforms is transitioning from simple ad placements to resource integration and content co-creation, maximizing traffic leverage through tailored marketing IPs [3][5] Group 2: Technological Integration - AIGC (Artificial Intelligence Generated Content) is becoming a standard tool in the industry, enhancing content efficiency and creativity, as demonstrated by Ctrip's use of AIGC tools that resulted in a 70% completion rate for promotional videos [4][6] - The use of technology in transforming offline experiences into shareable digital content is reshaping how attractions engage visitors, with examples like Meituan's interactive projects in scenic areas [8][9] Group 3: Emotional Engagement and Community Building - The creation of cultural tourism IPs is shifting from mere symbolism to experiential engagement, with successful examples like the "Grassland Fortune Doll" that resonated emotionally with users, leading to increased tourism orders [5][7] - Marketing events are evolving into social phenomena, as seen in the Guinness World Record challenge by Fliggy and Changbai Mountain Wanda, which enhanced user participation and brand visibility [6][8] Group 4: Targeted Marketing and Community Engagement - The industry is entering a "segmented era," focusing on niche interest groups for deeper engagement, as illustrated by Kaiyuan Travel's health lifestyle community initiatives that successfully converted community traffic into revenue [7][9] - The integration of various cultural elements through "IP+" strategies is creating a new ecosystem for tourism consumption, with companies like Tongcheng Travel achieving over 30 billion in content exposure and business conversion [9]