品牌出海正当时：Google AI 赋能营销怎么样助力增长？
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p26-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/8f008bf4133c4aeea931e51075f0b692~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725945725&x-signature=PG3njT5ao2ygABmU6Iy2duxW6Rs%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">全世界</span>贸易恢复的速度，似乎仍然不及预期。以外向型经济为主而被誉为世界经济“金丝雀”的韩国，在2022年<span style="color: black;">显现</span>了14年来首次贸易逆差。而在今年5月份，韩国贸易逆差依然存在，出口在上年<span style="color: black;">基本</span>上继续降低了15.2%。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而在日本，4月份贸易<span style="color: black;">一样</span><span style="color: black;">亦</span><span style="color: black;">显现</span>了32亿美元的逆差。4月的出口数据虽然同比增长了2.6%，但却<span style="color: black;">亦</span>是26个月<span style="color: black;">败兴</span>的新低，不及市场的预期。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而除了日韩贸易增速<span style="color: black;">小于</span>期待值之外，就连过去一段时间势头颇为强劲的新兴市场，增速<span style="color: black;">亦</span>在放缓。4月份越南商品进出口总额为535.7亿美元，不仅同比下降18.8%，环比<span style="color: black;">亦</span>在下降。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">就在<span style="color: black;">全世界</span>市场悲观之际，中国外贸<span style="color: black;">分部</span>却一度在一季度表现亮眼。在这其中，以电动汽车、太阳能电池、锂电池为<span style="color: black;">表率</span>的“新三样”，承担起了拉动增量的重任。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">而在贸易变动的产业结构之外，在消费结构上，出海其实<span style="color: black;">亦</span>潜藏着新的机遇。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">何处寻找增量？</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">针对</span>海外市场，据Google联合凯度发布的《BrandZ™中国<span style="color: black;">全世界</span>化品牌2023》报告调查数据<span style="color: black;">表示</span>：73%的消费者在尝试新品牌的时候，都不是被价格被打动的。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">用户更在乎的不是价格而是价值，<span style="color: black;">针对</span>消费者而言，</span><strong style="color: blue;"><span style="color: black;">相比起“性价比”，“心价比”这一概念在眼下反而更为重要</span></strong><span style="color: black;">——谷歌的<span style="color: black;">科研</span><span style="color: black;">表示</span>，打动消费者尝试新品牌的TOP5<span style="color: black;">原因</span>中，除性价比之外，很大一部分都是来自消费者内心的一种感觉：这<span style="color: black;">包含</span>了对<span style="color: black;">制品</span>和服务本身的<span style="color: black;">自信心</span>，以及对<span style="color: black;">运用</span>体验的好奇和期待。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">以英国市场为例，Google搜索的用户对“best最好的”这个词的搜索量，就<span style="color: black;">长时间</span>稳定高于对“cheap 便宜的”的搜索量。这说明，即使受到外界不确定性的冲击，许多消费者仍然不会舍弃对生活品质的追求。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/1e4b6f6dc5d44a4b9afaf88ecc63cc68~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725945725&x-signature=f221uAI1tTH6rHH10Rn9CPHMHwc%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在经济前景不明朗的当下，品牌把握住“心价比”的结构性机会，不仅<span style="color: black;">能够</span>从过往比拼性价比的竞争中破圈，与此<span style="color: black;">同期</span><span style="color: black;">亦</span>能撬动对价值更有追求的消费者，本土品牌出海迎来了新机遇。而<span style="color: black;">有些</span>品牌<span style="color: black;">已然</span>切中了这一时代命题。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">虽然有不少中国本土品牌，<span style="color: black;">已然</span><span style="color: black;">经过</span>对“心价比”进行诠释助力出海，但总体上中国品牌在海外的建设仍存在着巨大空间。<span style="color: black;">不外</span>品牌出海的时代潮头正在涌来：<span style="color: black;">按照</span><span style="color: black;">科研</span>，眼下海外55%的消费者会<span style="color: black;">思虑</span><span style="color: black;">更加多</span>的品牌。<span style="color: black;">亦</span><span style="color: black;">便是</span>说，</span><strong style="color: blue;"><span style="color: black;">中国品牌<span style="color: black;">持有</span>越来越多的机会进入<span style="color: black;">全世界</span>主流市场视野。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">然则</span>对<span style="color: black;">非常多</span><span style="color: black;">宣传</span>主<span style="color: black;">来讲</span>，<span style="color: black;">怎样</span>成功将品牌形象完整传递到海外消费者心智中，向来都是一个<span style="color: black;">困难</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">消弭“<span style="color: black;">自信心</span>落差”</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而在海外消费者端，其实<span style="color: black;">始终</span>都存在着信息获取的焦虑。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">按照</span>谷歌的<span style="color: black;">科研</span>，有多达五分之四的消费者都<span style="color: black;">暗示</span>必须感觉到自己尽心做了<span style="color: black;">科研</span>，<span style="color: black;">才可</span>相信自己做出的消费决策是正确的，<span style="color: black;">同期</span>还有多达有76%的消费者，都会<span style="color: black;">可疑</span>自己看到的信息可能<span style="color: black;">拥有</span>误导性。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">一方面<span style="color: black;">巴望</span><span style="color: black;">更加多</span>信息，但又对信息<span style="color: black;">精细</span>度<span style="color: black;">无</span>足够的<span style="color: black;">自信心</span>——</span><strong style="color: blue;"><span style="color: black;">这二者之间的巨大鸿沟，<span style="color: black;">一般</span>被<span style="color: black;">叫作</span>之为“<span style="color: black;">自信心</span>落差”</span></strong><span style="color: black;">。而在出海过程中，中国品牌<span style="color: black;">怎样</span>顺利<span style="color: black;">处理</span>消费者的<span style="color: black;">自信心</span>落差<span style="color: black;">困难</span>，将会直接关系到品牌形象的心智传递。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/0900b3f2b5bb43b69d1dc62651382cef~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725945725&x-signature=F3nckce2MvNTTlcXJwuyOsKuTtE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">填补<span style="color: black;">自信心</span>落差，让用户能“<span style="color: black;">安心</span>买”，品牌有<span style="color: black;">非常多</span><span style="color: black;">能够</span>做。</span></strong><span style="color: black;"><span style="color: black;">例如</span>，<span style="color: black;">咱们</span>熟知的<span style="color: black;">长时间</span><span style="color: black;">败兴</span>一个常用的<span style="color: black;">处理</span><span style="color: black;">方法</span>，是<span style="color: black;">经过</span>与消费者之间具备信任关系的第三方<span style="color: black;">公司</span>来为品牌背书。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">行业榜单便是一个例子。比方说，当消费者看到Insta360入选2020年 Fast Company 最具创新力<span style="color: black;">机构</span>榜单时，就会<span style="color: black;">认识</span>到这是一个受到行业权威认可的品牌，从而更愿意相信它并作出消费决策。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/cd9f2bd8eb004976a17b49ecf48bb229~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725945725&x-signature=WXgcpDLl1jW9ibTHCkugfPes5GE%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">品牌<span style="color: black;">得到</span>这些背书和认可代言固然重要，而与此<span style="color: black;">同期</span>，想要让用户接触到这些信息并且赋予信任，<span style="color: black;">那样</span></span><strong style="color: blue;"><span style="color: black;">值得用户信赖的平台<span style="color: black;">针对</span>品牌的传播就<span style="color: black;">显出</span>至关重要。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">消费者会更信任<span style="color: black;">哪些</span>在自己信赖的平台上<span style="color: black;">认识</span>到的品牌信息，并将这份信任迁移到品牌身上，从而对品牌产生更强的<span style="color: black;">自信心</span>。</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">按照</span><span style="color: black;">科研</span><span style="color: black;">发掘</span>：在<span style="color: black;">区别</span>信息<span style="color: black;">途径</span>中，Google Search能够最有力地向消费<span style="color: black;">供给</span>可信赖的信息线索。而<span style="color: black;">因为</span>消费者搜索<span style="color: black;">目的</span>和匹配的品牌高度<span style="color: black;">关联</span>，搜索<span style="color: black;">宣传</span><span style="color: black;">能够</span>有效<span style="color: black;">帮忙</span>品牌触达潜在客户，<span style="color: black;">提高</span>销量。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">视频平台<span style="color: black;">亦</span>是同理。比方说内容更为详实、KOL更具备影响力的YouTube 创作者视频，就<span style="color: black;">能够</span>有效激发消费者的<span style="color: black;">自信心</span>。缩短<span style="color: black;">思虑</span>周期并且加速购买决策。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/e117df87a9c145e0811dd87e223bc079~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725945725&x-signature=eVVSiepqahvIOjS%2F5YrwaH%2BaZbQ%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">源自</span>：1. Google <span style="color: black;">拜托</span> Kantar / Quantumn 发布的 2022 年度 "EVOS 2.0 : Trust in Times of Uncertainty" 调研报告；2. Google <span style="color: black;">拜托</span> Talk Shoppe 发布的 2022 年度 "Shopping at the Speed of Culture study" 调研报告</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">靠谱</span>的平台固然<span style="color: black;">能够</span><span style="color: black;">帮忙</span>品牌方消除<span style="color: black;">自信心</span>落差，但品牌方在出海中面临的其他挑战，就需要<span style="color: black;">更加多</span>的工具来进行<span style="color: black;">帮忙</span>。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">AI赋能<span style="color: black;">已然</span>到来</span></strong></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><span style="color: black;">宣传</span>主眼下面临的困难之一，是消费者的<span style="color: black;">需要</span>越来越独特。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">如今Google Search 的搜索词，有15%都是全新没见过的。而<span style="color: black;">倘若</span>想要在<span style="color: black;">短期</span>内完成对消费者<span style="color: black;">行径</span>和偏好的分析，并匹<span style="color: black;">协同</span>适的营销策略，运用AI的赋能的营销<span style="color: black;">处理</span><span style="color: black;">方法</span>就<span style="color: black;">显出</span>尤为重要。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;"><span style="color: black;">实质</span>上，由Google AI赋能的营销<span style="color: black;">处理</span><span style="color: black;">方法</span>早已<span style="color: black;">显现</span>，而AI <span style="color: black;">亦</span>是 Google Ads 的核心。</span></strong><span style="color: black;">除了<span style="color: black;">大众</span>熟知的效果最大化<span style="color: black;">宣传</span>之外，AI <span style="color: black;">亦</span><span style="color: black;">已然</span>服务于智能出价<span style="color: black;">制品</span>：在出价策略上，<span style="color: black;">能够</span><span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主在最合适的<span style="color: black;">机会</span>，将内容展示给最合适的受众。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">不止如此，在<span style="color: black;">宣传</span>内容生产环节，Google AI赋能的营销<span style="color: black;">处理</span><span style="color: black;">方法</span><span style="color: black;">亦</span><span style="color: black;">能够</span>实现高质量创意素材的规模化生产；并<span style="color: black;">经过</span><span style="color: black;">帮忙</span><span style="color: black;">宣传</span>主<span style="color: black;">创立</span>正确的营销衡量体系，让预算真正为生意<span style="color: black;">目的</span>带来“价值”。</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">而在<span style="color: black;">近期</span>举办的新的Google Marketing Live上，<span style="color: black;">制品</span>专家分享了一系列<span style="color: black;">更加多</span>技术创新与<span style="color: black;">宣传</span><span style="color: black;">制品</span>的更新。AI <span style="color: black;">亦</span>将从优化创意、用户连接、效果衡量等方方面面为品牌<span style="color: black;">提高</span>效率，让营销真正<span style="color: black;">作为</span>出海企业的增长引擎。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/634019f890594dba8d56c62403f86cb7~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725945725&x-signature=gIExI3ZST%2BWvYs3L8SJh%2Ftsv%2B%2Bk%3D" style="width: 50%; margin-bottom: 20px;"></div>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">图为GML活动现场</span></span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">您<span style="color: black;">能够</span>点击阅读原文</span></strong><span style="color: black;">拜访</span>Google Marketing Live活动页面，<span style="color: black;">认识</span><span style="color: black;">更加多</span>精彩内容，获取BrandZ完整榜单和报告。</span></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;">在海外用户更加注重“心价比”的趋势里，以及Google AI赋能的营销<span style="color: black;">处理</span>方案加持下，中国出海品牌眼下正在迎来出海结构性的新机遇。中国品牌重塑<span style="color: black;">全世界</span>格局的<span style="color: black;">机会</span>，就在眼前。</span></span></p>
<div style="color: black; text-align: left; margin-bottom: 10px;"><img src="https://p3-sign.toutiaoimg.com/tos-cn-i-qvj2lq49k0/c0eb7362fdf944819cefe25bc32cc10e~noop.image?_iz=58558&from=article.pc_detail&lk3s=953192f4&x-expires=1725945725&x-signature=3OSPGS0FFnoGw50%2BcwE43p3q0co%3D" style="width: 50%; margin-bottom: 20px;"></div>
这篇文章真的让我受益匪浅，外链发布感谢分享！ 楼主的文章非常有意义，提升了我的知识水平。
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