AI 营销新范式 GEO：广告营销行业的新机遇 20260106 摘要 GO（Generative Optimization）旨在通过优化内容，使其在 AI 搜索 和聊天机器人中被主动提及，从而提升品牌曝光度，应对 AI 搜索快速增 长带来的传统 SEO 效果弱化。 GO 服务通过分析关键词、优化内容结构、增加权威数据来源，并将内 容分发至如维基百科、Reddit、母婴类垂直媒体等 AI 平台偏好的权威 渠道，以提高品牌内容的 AI 引用率。 衡量 GO 服务效果的核心指标是 AI 推荐度或提及率，通过监测这些指标 的显著提升来评估服务有效性，并根据效果调整优化策略。 提供 GO 服务需覆盖主流 AI 平台，了解各平台内容偏好，并高频跟踪模 型变化，技术门槛较高，更偏向技术服务，毛利率理论上高于传统广告 营销。 GO 市场处于早期阶段，市场空间有望达百亿美元量级，将部分替代 SEO，但不会完全取代，可能扩大整体市场规模，为广告营销公司带来 增量利润。 Q&A 什么是生成式引擎优化（Generative Engine Optimization, GO）？ 生成式引擎优化（GO）是一种新的 AI 营销模式，旨在提 ...

一方面，是AI技术在品牌营销中的大规模运用。多模态人工智能的快速发展和品牌广告预算的持续收缩，让越来越多的品牌转向AI创作，而以可口可乐 为代表的一部分品牌，已经将AI广告发展为品牌的标志性风格。 或许，也正是这股技术风潮，带动了人们的怀旧情绪，2025年，众多品牌都推出了主打复古风格的品牌营销。无论是今年麦当劳在全球同步推出的品牌活 动麦麦岛，或是Gap、Levis等品牌推出的备受赞誉的广告短片，都在社交平台上获得了大量的互动量。 除了表达方式的风格化，品牌在叙事层面也呈现出去中心化的特征，Nike 发布的 "So Win" 系列短片通过运动员与个体故事的叠加，使其不再局限于单一 竞技场景。而始祖鸟的"炸山"事件，或许可以视为是品牌主观意识过于强烈而造成负面结果的典型例证。 总而言之，将这些事件并置，不难发现，2025 年，品牌正在以前所未有的密度进入公共表达场域。表达工具更加成熟，内容生产门槛被持续压低，品牌 几乎可以随时、随地、以任何形式参与讨论。 但正是在这种看似全面释放的表达环境中，一个问题开始逐渐显影：当品牌无处不在地发声，它们是否仍然被当作一个清晰、可信的主体来理解？或者 说，在如此高密度的信息 ...

Core Insights - The article emphasizes a fundamental shift in Chinese brands going global, moving from geographical expansion and traffic monetization to defining categories and standards [1][2] - Companies are encouraged to leverage technology, cultural innovation, and AI to adapt to new market dynamics and consumer needs [2][19] Group 1: Great Direction - The focus has shifted from geographical expansion to becoming category standard definers, indicating a significant change in growth strategies for Chinese enterprises [5] - Understanding consumer needs and effectively responding through technology is crucial for success in the new phase of international expansion [7] Group 2: Underlying Risks - Efficiency alone is no longer sufficient; a comprehensive understanding of supply chains, including compliance, funding, and localization, is essential for navigating risks in international markets [11] - The article highlights the importance of building a robust supply chain to mitigate risks associated with regional conflicts and compliance issues [10][11] Group 3: Resilient Growth - Brand strength and AI are identified as critical pillars for long-term success, with brand power addressing pricing and cyclical challenges, while AI enhances efficiency and scalability [14][16] - The integration of brand strength and market insights is essential for navigating the complexities of global markets [9][19]

证券日报网讯1月6日，浙文互联（600986）在互动平台回答投资者提问时表示，公司数字文化、数字营 销均服务于消费市场的发展。比如，AI营销方面，公司HochiGEO聚焦"AI搜索"，助力大模型时代的搜 索引擎优化，帮助品牌信息精准触达目标用户，满足用户更好更高效的消费需求，在汽车、快消品领域 有较好的应用场景。数字文化方面，公司旗下星巢网络服务于游戏电竞文化出海，公司以此为抓手，持 续探索服务文化、电竞游戏、新消费、文博文创等形式的中华文化价值提升及出海路径。 ...

情绪营销还对AI营销浪潮带来了助推。随着AI技术越来越成熟和持续赋能，以及国家相关部门持续出台行业政策及标准（如AI标识制度 等），让AI营销成为"新显学"，而无论是数字人技术还是智能营销体系，都可以帮助品牌和媒介平台更快速捕捉用户情绪、高效的占领 用户心智。 虚拟偶像方面，2025年1-11月份，言和、初音未来、洛天依牢牢占据内容互动量前三的位置；智能营销方面，从单点到跨OS、跨屏，基 于场景的千人千面触达正在改变营销模式；用户运营方面，基于对用户即时意图和情绪的理解，生成跨场景的营销内容体系，已经成为 可能，人群标签化运营体系正在被生成式用户运营体系取代！ 可以说，这场营销革命的大幕才刚刚拉开，接下来，随着AI技术的持续迭代，营销的内涵和外延将发生根本性的变化……具体各家表现 如何？不妨看报告吧。 今天给大家盘点一下2025年营销热点事件。QuestMobile数据显示，2025年可谓是营销"丰收年"，"情绪"成为核心生产力，用户情绪不仅 决定了诸多行业和产品走向（例如labubu的爆火），还构建起了融合"品牌心智占领"、"营销爆点频出"与"爆款产品销售"于一体的闭环体 系。 这不仅点燃了全年的消费热潮， ...

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]

当前市场对蓝色光标的关注点，高度聚焦于其在AI营销领域的业务布局。公司推出的专为营销行业打造 的BlueAI应用引擎，以及孵化的多个AI智能体，被视为其业务发展的核心驱动力。据公司公开信息，其 AI驱动业务已取得显著进展。同时，有分析指出，蓝色光标深耕出海营销业务，全球化布局深化。 | 分时 五日 日K 周K 月K 5分 15分 30分 60分 | | | | 五档盘口 | | 明细 | | --- | --- | --- | --- | --- | --- | --- | | 最新:13.35 涨跌额:1.83 涨跌幅:+15.89% | | 均价:12.31 2026-01-05 13:15 | | 委比 +16.94% | | 委差 4772.02 | | 13.65 | | | 18.49% | 英5 | 13.39 | 686 | | 12.94 | | | 12,33% | | | | | | | | | 卖4 | 13,38 | 377 | | | | | 6.16% | 卖3 | 13.37 | 1027 | | | | | | 卖2 | 13.36 | 768 | | 11.52 JR.I. ...

香港聯合交易所有限公司與證券及期貨事務監察委員會對本申請版本的內容概不負責，對其準確性或完整 性亦不發表任何意見，並明確表示概不就因本申請版本全部或任何部分內容而產生或因倚賴該等內容而引 致的任何損失承擔任何責任。 INMYSHOW DIGITAL TECHNOLOGY (GROUP) CO., LTD. 天下秀數字科技（集團）股份有限公司 （「本公司」） （於中華人民共和國註冊成立的股份有限公司） 的申請版本 警告 本申請版本乃根據香港聯合交易所有限公司（「聯交所」）╱證券及期貨事務監察委員會（「證監會」）的要求而 刊發，僅用作提供資訊予香港公眾人士。 本申請版本為草擬本，其內所載資訊並不完整，亦可能會作出重大變動。 閣下閱覽本文件，即代表 閣 下知悉、接納並向本公司、本公司的保薦人、整體協調人、顧問或包銷團成員表示同意： 倘於適當時候向香港公眾人士提出要約或邀請，準投資者務請僅依據與香港公司註冊處處長註冊的本公司 招股章程作出投資決定；招股章程的文本將於發售期內向公眾提供。 警 告 (a) 本文件僅為向香港投資者提供有關本公司的資料，概無任何其他目的；投資者不應根據本文件中的 資料作出任何投資決定； (b ...

再者，因赛集团将全面提升品牌营销与效果营销（红人营销、精准营销、社区转化）的协同能力，致力 于为客户提供品效一体、全链路贯通的整体营销解决方案，真正帮助客户实现品牌资产沉淀与业务增长 的双重目标。我们的目标是成为在行业内兼具深厚专业优势与技术应用优势的全链路营销服务集团。这 要求我们在服务广度、深度和专业高度上持续提升与进化。 最后，因赛集团将整合资源，针对重点战略客户的需求，聚焦重点海外市场，通过投资并购或战略合作 等方式，布局建设在海外市场的服务能力和体系，并加强数据中台建设，加大与海外主流媒体平台的合 作，打造标杆案例，逐步构建国际化的品牌出海营销服务体系，助力中国品牌在海外市场开疆拓土，同 时，确保公司在高质量发展的同时行稳致远，保障各方利益，赢得长久信任。 （编辑 张昕） 本报讯 （记者李雯珊 见习记者张美娜）近日，广东因赛品牌营销集团股份有限公司（以下简称"因赛集 团"）董事长、CTO刘震发表新春致辞。他表示，2025年，智能营销服务行业经历持续变革，对公司经 营发展构成严峻考验，但因赛集团全体人员没有退缩，而是以坚定的信念、专业的智慧和变革的勇气， 交出了一份来之不易的答卷。 展望2026年，刘 ...

Core Insights - The article emphasizes the need for a shift in marketing strategies for 2025, moving away from overly segmented marketing maps that yield short-term results but fail to create lasting brand equity [6][9][10]. Group 1: Content Marketing - The traditional approach of breaking down product selling points into multiple segments for targeted marketing is becoming ineffective, as it leads to fragmented messaging and diminishing returns after initial success [7][9]. - A more effective strategy involves maintaining a cohesive brand message while allowing flexibility in content format and targeting over a longer period [9][10]. - Successful marketing requires a consistent narrative across all platforms, including short videos and live streams, to enhance conversion rates and overall ROI [12][13]. Group 2: Effective Testing and Research - The essence of product feature testing is to determine whether a feature can drive sales, with a focus on ROI rather than superficial engagement metrics [16][17]. - Research should prioritize understanding the motivations of non-customers, as insights from this group can reveal untapped market opportunities [22][24]. Group 3: Finding Market Opportunities - Non-customers represent significant potential for discovering new selling points and scenarios that can broaden market reach and drive product innovation [26][27]. - Insights from non-buyers can inform product development and marketing strategies, as demonstrated by past experiences in user research [27][28]. Group 4: Douyin Marketing Strategies - In 2025, Douyin marketing focuses on financial accountability and precise operational tactics, with a clear understanding of cost structures and profitability [32][33]. - Brands are encouraged to establish separate budget pools for different marketing strategies to optimize spending and maximize returns [34]. Group 5: Xiaohongshu Content and Metrics - Content on Xiaohongshu should balance between traditional and innovative approaches, with a focus on emotional engagement to drive user interaction [36][37]. - The effectiveness of marketing campaigns should be evaluated using comprehensive metrics that consider both front-end engagement and back-end conversion rates [42]. Group 6: Marketing Leadership - Marketing leaders are advised to streamline their focus, concentrating on core objectives and eliminating unnecessary initiatives that do not contribute to profitability [44]. - Effective management involves understanding the underlying motivations of both superiors and subordinates to align goals and expectations [46]. Group 7: Marketing Talent Development - There is a noticeable gap in marketing expertise among professionals over 35, who may struggle with new content marketing strategies and digital platforms [48][51]. - Continuous learning and adaptation in non-familiar areas are crucial for marketing professionals to avoid inefficiencies and miscommunication with younger team members [54][55]. Group 8: AI in Marketing - The use of AI in marketing is evolving, with applications ranging from basic execution tasks to more complex exploratory work, enhancing efficiency and insight generation [56][58].