2026品牌营销：不投“广告”，投资“生活”

Core Insights - Marketing is undergoing a historic shift from chasing traffic to integrating into consumers' daily lives, as brands face growth anxiety amid a saturated market and changing consumer values [1] Group 1: Trends in Scene Revolution - Trend 1: Multi-Screen Interaction - Brands are creating continuous narratives across multiple screens to maintain user engagement, exemplified by ZEGNA's collaboration with Huawei to enhance user experience through immersive storytelling [2][3] - Trend 2: Content Customization - Brands are focusing on niche communities rather than broad audiences, using tailored content to build trust, as seen with Grab's travel show in China [9][11] - Trend 3: AI with Empathy - AI is being utilized to provide personalized and responsive services, transforming user interactions into meaningful experiences, demonstrated by Abu Dhabi Tourism's smart travel project [13][14] - Trend 4: Ecological Co-Creation - Brands are forming alliances to create a shared narrative ecosystem, as illustrated by the "Scar Advocacy" initiative involving multiple partners to address maternal health issues [17][19] Group 2: Marketing Evolution - The marketing landscape is shifting from disruptive advertising to seamless integration into daily life, emphasizing the importance of understanding consumer needs and emotions across various contexts [22][23] - Brands must enhance their internal value propositions while leveraging external partnerships to navigate the evolving marketing environment effectively [22][23]