Online Class Notes (Ally)

Vocabulary

highlighted part : yellow

overrated: （adj）被高估的

We can analyze the future trend from three points.

• In terms of content:  Using authentic, personalized and interactive content to better impress consumers, with emphasis on video formats.
• In terms of strategy, to achieve long-term ROI, brand should not only drive traffic to private domains but also to offline stores via marketing campaigns and nurture audience into loyal brand fans to achieve onmi-channel.
• In terms of technology, AI will be widely applied to the entire media buying process including forecast, orders, and analysis, to guarantee efficiency and accuracy.
• 内容方面，投放的内容需要更具真实以及温度，通过个性化及具有互动性的内容打动消费者。视频形式将作为重点
• 策略方面，追求长效ROI，通过营销活动把用户导入企业私域，反复运营发展成忠粉，此外打通平台数据，实现营销闭环
• 技术方面，人工智能将运用广泛于投放下单、数据分析预测等方面，提高投放效率及精准性
• What are the biggest challenges you face/problems you want to solve?
  • The monopolies of media giants in China are constantly posing challenges. For example, in China, there are two major platforms: WeChat and Tmall by Alibaba. Their systems are not compatible with each other, so we need to develop different strategies for each system.
  • 媒体巨头的垄断以及新平台崛起的不确定性，正不断带来挑战
  • Due to uncertainty of the new rising platforms, it is necessary to have flexible and cost-effective media buying strategy. For example, TikTok and “Lv Zhou” – Instagram Chinese Version are new platforms in China. We must learn to adapt to and develop new strategies for these platforms. There are too many new platforms, and on a limited budget, we must be able to choose from these potential startups.
  • 如何实现品效合一，即将品牌曝光于销售转化兼得，同时更好地效果追踪，并灵活调整策略，以及日渐严格的隐私保护法背景下，如何打通多平台数据打通，并运用于运营分析
  • How to better increase awareness and better convert exposure into sales still needs more discussion. We have learnings from our advertisement campaigns but as the government policies surrounding consumer privacy tightens, it is becoming harder for us to track the effectiveness of our strategies. Cross-platform consumer data is important to our future strategies. Could you give us your input on how to achieve this?
  • • Deeper analytical capability is our priority. It is still important to track consumer shopping preference and relevant data under the current strict privacy policies. This analysis is helpful for adjusting our future strategies.
    • 更深层次的分析能力，第一手掌握受众的兴趣标签及消费者行为，从而更灵活调整营销策略，降低试错成本。
    • Key data may include but is not limited to consumer media habits, interest, and their attitude toward advertorial content.

1. Areas to prioritize as we think about our strategy and key enablers for evolving into a leading digital marketing organization globally
   • Where should we aim to differentiate ourselves?
     • Consolidate our position in the Chinese market as the leading denim brand and convert customers into loyal fans. Strengthen and communicate our brand story to larger audience and younger generation
     • 巩固丹宁领导地位，说好品牌故事，巩固忠粉圈层，借助他们实现口碑传播
   • Where should we prioritize to innovate?
     • Video content, including short videos and live streaming.
     • Build up loyal fan community to consolidate brand culture among them
     • Smart customer service on social media platforms may help optimize purchasing process.
     • 视频内容，包括短视频以及品牌直播形式
     • 打造忠粉社群(私域流量)，巩固圈层地位

客户服务的智能化以及购买流程的优化

Based on our initial research, we’ve identified a handful of emerging trends in the media buying ecosystem that we’d like to discuss / validate with you:

• Consumer privacy and the importance of 1st Party data given eventual cookie deprecation
• Measurement platforms and technology solutions to enable better tracking and management of data
• Attribution model and metrics for measuring performance across top, middle and bottom of the funnel
• Emerging media platforms to grow reach and consideration
• Opportunities around personalization and improved consumer experience
• Automation – AI and machine learning
• 消费者隐私和第一方数据的重要性，最终放弃cookie
• 测量平台和技术解决方案，以实现更好的数据跟踪和管理
• 用于衡量漏斗顶部、中部和底部表现的归因模型和参数
• 新兴媒体平台，以扩大覆盖面和考虑范围
• 个性化和改善消费者体验的机会
• 自动化——人工智能和机器学习

We are interested in your thoughts / input around these areas, and any others that are top-of- mind for you when you think about how we should enable LS&Co with best-in-class digital media capabilities

• Emerging media platforms to increase reach and consideration
  • In the era of information fragmentation, media boundaries are vanishing. Some influencers are gathering more impact than traditional media. Niche influencers like e-sports players can be key opinion leader when reaching certain groups, such as the younger generation.
• 新兴媒体平台，以扩大覆盖面和考虑范围

在信息碎片化时代，媒体边界正在消失。 一些有影响力的人聚集的影响力比传统媒体更大。 在与特定群体交谈时，电子竞技玩家等小众影响者可以成为关键的意见领袖。

• Nowadays, every young consumer has the potential to become a micro influencer. It is important to reach the younger consumer population. Once their brand loyalty is formed, they can all be micro influencers in their consumer groups. Professional forums and niche communities are also important to produce high-quality content and loyal consumers.

垂直的论坛、小众社区，也是产出优质内容以及孵化忠实用户的基地

• Audio media (including podcasts and music platforms) are also noteworthy. Podcasts attract enormous high-quality groups, while music media attract youngsters.
• 音频媒体（包含播客及音乐媒体）也值得关注。播客逐渐诞生许多高质量族群，同时音乐媒体也聚集众多年轻一代

Opportunities around personalization and improved consumer experience

• Personalized content may lead to higher conversion. However, the current challenge lies in how to accurately track audience data on consumer behavior.
  个性化和改善消费者体验的机会
• 一个性化内容可能会带来更高的转化率。然而，当前的挑战在于如何准确追踪消费者行为的受众数据。

• Automation – AI and machine learning
  • The application of AI can help save some labor costs in customer service, such as replying to simple questions.
  • 人工智能，尤其聊天机器人的运用可以帮助客户服务节省部分人力成本。通过机器人可以解决服务中的简单问题

Pronunciation

feet

fit – short I