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……

Core Insights - The article emphasizes the significant changes expected in the AI industry by 2026, driven by increased capital investment, systematic competition among models, and intensified competition in foundational applications [3] Group 1: Marketing Trends in 2025 - 2025 is projected to be a "harvest year" for marketing, with "emotion" becoming a core productivity driver influencing various industries and products [4] - The marketing landscape will see three major peaks: popular IP marketing from New Year's to Spring Festival, new product marketing from Labor Day to 618, and diverse marketing from Mid-Autumn Festival and National Day to Double 11 [4] - Emotional marketing will enhance brand connections by deeply exploring consumer emotional tags, leading to innovative collaborations like "Luckin Coffee X Line Dog" and "Morning Glory Stationery X 'Wang Wang Mountain Little Monster'" [4] Group 2: Industry Opportunities - Traditional industries such as food services and apparel will benefit from emotional marketing, with their respective co-branding marketing shares at 18.5% and 12.1% in 2025 [5] - AI marketing will gain momentum as AI technology matures, supported by government policies like the AI labeling system, making it a "new prominent field" [5] - Virtual idols will dominate content interaction, while intelligent marketing will evolve from single-point to cross-platform strategies, enhancing user engagement [5] Group 3: Brand Marketing Strategies - Brands will focus on diverse marketing strategies in 2025, balancing traditional methods with deeper AI marketing applications [9] - Key marketing nodes will include new product launches and public sentiment management, with content platforms playing a crucial role in brand communication [12][14] - Brands will increasingly align marketing efforts with holiday events, using emotional and AI marketing to convey brand values [19] Group 4: Co-branding and Emotional Marketing - Co-branding will thrive under the consumer logic of "buying for emotions," with brands leveraging deep understanding of consumer psychology and social emotions [24][26] - Brands will focus on aligning IP cultural cores with their value genes, creating fresh experiences that resonate with both IP and brand characteristics [28] - The overlap between mainstream IP users and core brand users will be emphasized to strengthen emotional connections [30] Group 5: AI Marketing Evolution - AI marketing will become a central topic in 2025, driving continuous optimization of marketing models [39] - The rise of AI virtual digital humans will shift from traditional models to AI-native entities, expanding their application across industries [43] - User operations will transition from segmented approaches to generative user management, enhancing marketing content across various scenarios [45] Group 6: Channel Marketing Dynamics - Online channels will see steady growth in traffic, with brands concentrating marketing resources on these channels [58] - Hard advertising will focus on e-commerce and live-streaming channels to shorten conversion paths [60] - The beauty industry will expand its offline channels, shifting marketing highlights from "flagship stores" to diverse concepts like "experience labs" [66]