Introduction: easy technology works in full-chain capacity for technology+services, helping brands to capture the new growth opportunities of ai marketing。
The presenter described ms. Cai fong, chief operator of easy technology, who had more than 17 years of experience in marketing and use research, and had insight into current developments and trends in the global field of digital marketing, digital advertising and electronic commerce. A number of research advisory bodies have led business outreach efforts to support cross-domain business expansion through insight into global marketing trends, integrated business strategy layouts, and enhanced resource integration to support branding and provide a global perspective for synergistic development in domestic and foreign markets. To return to the user-centred marketing nature of the ai-era marketing strategy, leading the team to construct the ai+ data double-drive at the level of ai technology applications, to reach across platform user contacts and achieve the goal of deep connectivity to users and efficient transformation of growth。
At the strategic level of the enterprise, what do you think is the core value of geo to brand players? What are the irreplaceable competitive advantages that geo can bring to an enterprise compared to traditional marketing practices such as seos
Cai fong: the big ai model brings a shift in traffic paradigm. The traditional search engine allows users to search for their own answers in multiple pages of links, while ai gives direct answers to user questions. Large model-generated answers usually recommend only 5-7 brands, and when brands do not appear in ai-generated answers, they face the crisis of an ai traffic vacuum, so brand concerns about whether and in what way to appear in ai. The core value of geo optimization lies in helping brand layout ai ecology and taking over ai traffic entry。
2. In the light of the current situation, what stage is the development of the geo sector? What are the core drivers of industry development? How can geo service providers be classified
Cai fong: the industry is in the early stages of booming demand and supply, but its pattern is undefined and poorly regulated. The central driving force driving growth in the sector is the rapid growth of ai flows, especially during the spring of this year's a platform's competition for traffic, which has led to a growing number of brands looking for growth opportunities in the ai ecology。
The current geo service providers are broadly classified into three categories: (i) the former seo-based service providers, with extensive service experience and resources deposited but relatively weak technical capabilities; (ii) the technology-oriented service providers, driven by the ai-based self-study algorithms or models, whose research and development teams generally have an ai-based scientific and technological background, but with insufficient experience in the marketing industry and limited resource outreach; and (iii) integrated service-+ technology service providers, such as easy-to-easily technology, with technical skills such as consumer insight, industry knowledge profiles, head customer service, and self-study techniques to provide a one-stop geo service。
3. What is the optimized workflow of geo? What are your core competitive and differential advantages in geo operations
Cai fong: geo optimizes work processes in four stages。
(1) the intent of the user is to find out first which questions the user asks in the ai search. In the past, we could see users searching for heat-related data on media platforms, but the big ai model did not reveal user questions. In its past service experience, easytech has built a knowledge base of different industries, built an industry knowledge map, combined with user insinuations, which can map user images of different subdivisions, analyse user preferences and consumption intentions; and social media ugc content analysis as a complement, extracting real consumer comments and compiling lists of questions from consumers。
(2) a diagnostic of the status of the brand, mapping of the identity of the brand before its optimization. Easytech simulates real user questions through large model-driven rpa (automation of robotic processes), captures ai-generated answers and references, and analyses ai visibility and brand volume。
(3) content generation to help brands build quality authoritative content systems. Easytech builds a knowledge base based on product documents provided by the brand, or directly interfaces with the brander's knowledge base to generate content through knowledge mapping enhanced rag technology to ensure that content is consistent with brand information and accurate compliance; it also simulates the probability that manuscripts will be quoted by ai before content is released, pre-judges the entry effect of large models to improve efficiency。
(4) results delivery, using the saas tool + smart body service model, charging for `outcome or service', covering visibility, accuracy and brand image management。
4. What indicators does your division focus on monitoring impact? What indicators do branders care about? How can impact monitoring data be obtained
Cai fong: easy technologies provides a “1+3” impact assessment system。
One process indicator: content reference rates, including those for geo-specific optimized content and for brand-based official pr, short video, etc., analysing content-friendly to ai in terms of content structure/formatization, distribution channels, etc。
Three outcome indicators: visibility, brand image, accuracy. Visibility, the core answer, “does the brand appear” and some of the brands will be refined into top1, top3, top 10 visibility, which is also the most important indicator of initial brand interest. Brand image, core answer, “how's the brand image?” monitors the positive/negative information dimensions of the brand in ai questions and integrates ai sentiment into the overall brand-wide relationship system. Ai itself does not produce negative content and presents only the result of a search of negative information on the whole network, which in turn guides brand management across the network. Accuracy, the core answer, “incorrect information”, includes both the accuracy of objective information, such as product parameters, and the compatibility of ai responses with product outlets and brand promotion objectives。
5. What is the current corporate understanding and acceptance of geo? What are your core strategies in promoting conceptual literacy, market education and client trust
Cai fong: through the geo smart body platform, easytech offers an ai question-and-answer diagnostic of brands, analyses their visibility, content layout gaps, and direction for optimization, so that brands can visualize their problems and the value of geo. Together with our original well-cooperative core clients as angel clients, we work together to sharpen the geo cooperation process and methodology to make the service model more mature and more relevant to the real needs of the brand. Based on well-established service models and cases, we participate in market-takers, such as major industry summits, to mobilize potential customers in actual cases。
In addition, easy technology actively participates in industry self-regulation, initiatives launched by industry organizations, etc., and promotes industry norm-building to enhance the overall confidence of brands in the geo industry。
6. How does the geo optimization strategy differ from one industry to another? What stages have the geo optimization gone through and what are the real value to clients
Cai fong: the geo strategy for different sectors is generally consistent, and the differences are mainly reflected in the implementation phase. The choice of media platforms and content is indirectly affected by differences in the focus on the ai large model platform among the target populations of different industries. For example, outside clients in the 3c industry are very interested in the game, so geo optimizes its focus on monitoring large models of the concentration of young groups, such as bean buns and kimi; the main marketing positions in the make-up industry are poaching and tremors, so geo optimizes its focus on quiz and bean buns。
Combining the characteristics of consumer decision-making with the experience and strengths of easy technology, we have chosen four industries, 3cs, make-up, great health, mother and child, to focus on deep-dry farming, as well as other industries. Currently, the main service sector is the head enterprise。
In the case of the 3c sector geo optimization, the ladder optimization was completed in three stages:
(1) increasing brand visibility. This is the most important element of the initial focus of most of the brand's geo optimization. We helped clients raise their brand visibility from 40 per cent to 80 per cent of the eight sub-categories and more than 700 consumer issues, leading to industry first。
(2) increasing product visibility. When brand visibility increased to a certain level, clients started to focus on the market position of flagship products. Prior to optimization, some of the products recommended in the large model were low-end, old products; after optimization, emphasis was placed on upgrading the brand owner's promotion product in ai to achieve the upgrade of upsell。
(iii) supporting the expansion of brands. The brand is firmly in the lead in the division of the tracks and new possibilities need to be explored. In the traditional festivities, 3c digital products are uncompetitive in terms of marketing base and intellectual building, and are unable to compete for seats with old players such as gold, creation, symphony and cosmetics for a short time through traditional marketing. By excavating the behaviour of users who ask questions about ai to get a sense of courtesy and strategizing, we found a marketing opportunity for the mouse keyboard earpiece type to deliver the scene. After the geo was optimized, we helped our clients to get into the top of top3 for the maroon festival, where brand visibility rose from 7 per cent to 50 per cent。
More importantly, geo services offer clients a range of added value:
Helping cross-sectoral value synergies within brands. In the process of optimizing the geo, we screen accounts that are more expensive and appropriate to the brand, based on the accounts of the soybean packs, and produce recommendations for the brand shake team to optimize the 4000+ quotes, the suudo account pool and short video titles, increasing the reference rate from 8% to 28% of the brand shakes content, without increasing the cost of marketing; and, at the same time, aligning the entire chain by providing content and product builders to brand electric teams, distributors。
7. What is your opinion that the black-producing geo irregularities were exposed at the 315th night? What is your vision of industry compliance development
Cai fong: the industry is in the early stages of development and the presence of a number of undesirable service providers who interfere with market order through non-compliance is the essence of 315 exposures. Easy technology follows industry compliance lines and is determined not to touch "black hat" operations。
Compliance development requires shared responsibility among upstream and downstream actors in the industry — content platforms need to take responsibility for content auditing; large modelling platforms need technological upgrading, such as more cross-certification and traceability technology screening of information authority to improve reliability of output content; and policy regulation and industry self-regulation work together to strengthen regulatory management. We also expect industry associations to issue industry standards and certifications to be known as regular geo service providers。
8. What are the implications for the technological layout and business strategies of enterprises of the evolution of large models and platform rules? What are the key changes that you think the geo industry is about to undergo, taking into account the trends in the industry over the next 1-2 years? What is your strategic plan in the face of these trends
Caifan: the business strategy of the mainstream large model reveals that each platform is building its own commercial ecological closure. Chatgpt went online in april last year, making it possible to buy directly without jumping; domestically, kimi started putting up a commodity link in july, which can be linked to a shelf electrician, such as kyoto, skycat, and acropolis; and subsequently, 100-do hearts, bean buns, and chiu asks. In the commercial eco-closure, geo is an important player in integrating ecological and internal content, and the increased visibility of brands in ai will enhance the display of commodity links, thereby facilitating the development of electrician business. The future of easy technology will focus on geo+ content, as well as on cross-platform content integration and traffic conversion by geo+ electricians, not only helping brands to produce short video content and advertising content, but also being able to channel brand electricians in traditional marketing areas to promote brand traffic-to-market transformation. The future commercialization of the platform has evolved to a certain stage, with the possibility of launching bid ranking (gem) operations, similar to the simultaneous layout of the traditional search engine seos and sems, and the integration of geos and gems in the larger future model scenario. As the leading service provider in the geo industry, easytech will be opening up the gem business and connecting it with other business。
