QuestMobile 2025年营销热点事件盘点：“情绪”成为核心生产力，IP营销频出爆点，AI营销革命大幕拉开

Group 1 - The core theme of 2025 marketing is the integration of "emotion" as a driving force, influencing various industries and product trends, creating a closed-loop system that combines brand mental occupation, frequent marketing highlights, and blockbuster product sales [1] - The year 2025 is characterized by three major marketing peaks: popular IP marketing from New Year's to Spring Festival, new product marketing from Labor Day to 618, and diversified marketing from Mid-Autumn Festival and National Day to Double 11 [1][2] - Emotional marketing is driving traditional industries like food service and apparel, with co-branding marketing accounting for 18.5% and 12.1% respectively in these sectors [2] Group 2 - AI marketing is becoming a core topic in 2025, with advancements in AI technology enabling brands to capture user emotions more effectively and optimize marketing strategies [2][33] - The rise of virtual idols and AI-driven user operations is changing marketing paradigms, moving from traditional user segmentation to generative user management systems [2][38] - Content platforms are crucial for brand communication, triggering chain reactions that enhance brand visibility and engagement [9][2] Group 3 - Brands are increasingly focusing on emotional connections with users, utilizing co-branding strategies that resonate with consumer psychology and social emotions [18][20] - The marketing landscape is shifting towards a more diversified approach, with brands reducing conventional holiday marketing in favor of emotional and AI-driven strategies [13][3] - The importance of key marketing nodes, such as new product launches and public sentiment management, is emphasized as critical for brand success [7][2] Group 4 - The marketing rhythm aligns with holiday events, allowing brands to leverage these moments to convey their values effectively [11][3] - The focus on user-centric marketing is evident, with brands engaging in deeper interactions with segmented audiences to enhance marketing effectiveness [41][4] - The pet-related market is expanding, reflecting the growing diversity in consumer needs and the emotional connections brands are fostering with pet owners [43][4] Group 5 - Online channels are experiencing steady growth, with brands concentrating their marketing resources in these areas [50][5] - The beauty industry is shifting its marketing focus from flagship stores to experiential concepts like "scene laboratories" and "art experience pods" in high-tier cities [58][5] - E-commerce platforms are enhancing their offline retail strategies to optimize efficiency and expand data entry points [56][5]