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 ...

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]

作为最传统也最有效的营销方式，代言人营销始终占据品牌传播的核心位置，诞生过许多经典案例。 往远看，周杰伦一句"把你捧在手心"，让优乐美成为80、90后的青春记忆；和杨幂的合作，则让溜溜梅成功破圈，知名度连上数个台阶。往近看，台铃电 动车牵手王一博后，品牌搜索指数暴涨2740%；肖战成为欧莱雅男士全球代言人当天，品牌全平台销售额飙升，多款产品售罄。 长期以来，大牌明星、顶流偶像一直是各大品牌争抢目标。但如今，代言人营销思路发生了许多改变："冷门"代言人愈发常见，顶流不再是唯一选项；代 言人数量激增、更换频率加快，甚至出现"泛滥"之势。 变化背后，有着复杂的市场成因：市场竞争加剧、传播媒介碎片化，消费者也需要更真实、多元的情感连接。代言人营销的核心价值或许从未改变，但品 牌的具体策略需要与时俱进，才能在变局中延续生命力。 品牌代言人新趋势：多元混搭、热衷玩梗、日渐"邪门" 代言人营销的重要性毋庸置疑。 根据东娱传媒发布的《2025代言人营销白皮书》，今年前三季度代言人官宣数量同比增长22.61%，呈现量价齐飞态势，品牌依旧十分依赖这一营销手 段。但面对流量红利减退、舆论趋势飘忽不定、用户审美日趋多元的新局面，品牌 ...

Core Insights - The focus of destination marketing has shifted from natural resources and hotel quality to leveraging social media influence and celebrity endorsements to attract tourists [1][4][7] Group 1: Celebrity Endorsements - New Zealand Tourism Board appointed actor Li Xian as its tourism ambassador to attract Chinese tourists by showcasing authentic experiences [1][2] - Australia Tourism Board invited actor and singer Yu Shi to participate in content creation, emphasizing the importance of real experiences over traditional advertising [3][4] - The trend of using celebrities as storytellers rather than mere advertisers reflects a deeper understanding of consumer engagement in the tourism sector [4][7] Group 2: Marketing Strategies - The shift from simple advertising to co-creation of content with celebrities aims to resonate with younger audiences who prefer authentic narratives [3][4] - Data-driven approaches are increasingly being adopted by tourism boards to select celebrities whose audience aligns with their target demographics, enhancing the effectiveness of marketing campaigns [6][7] - The competition among tourism destinations is now about who can create compelling stories that connect emotionally with potential travelers [7] Group 3: Challenges and Considerations - The reliance on celebrity endorsements carries risks, as public perception can change rapidly, impacting the effectiveness of marketing efforts [5] - There is a need for a balance between the idealized experiences presented by celebrities and the actual tourist experiences to avoid backlash [5][6] - The integration of data analysis, social media engagement, and visitor experience is crucial for successful destination marketing in the current landscape [5][6]