CN111461806A - Marketing cloud service platform based on AR, AR intelligent device, system and method - Google Patents
Marketing cloud service platform based on AR, AR intelligent device, system and method Download PDFInfo
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Abstract
The invention discloses an AR-based marketing cloud service platform, AR intelligent equipment, an AR intelligent system and an AR intelligent method. The AR-based marketing cloud service platform comprises: the system comprises an AR interaction module, a data linkage module, a data analysis module and a data aggregation module; the AR interaction module performs AR interaction with the consumer through the AR intelligent equipment to obtain consumer data; the data linkage module realizes data sharing by coordinating data of consumers, merchants and manufacturers, so that intelligent linkage is performed among marketing links, and personalized consumer data is provided; the data analysis module carries out customer analysis insights based on data analysis and carries out personalized information recommendation on consumers; and the data aggregation module is used for integrating marketing data. The invention provides an AR marketing scheme based on AR technology, changes the marketing information flow from B2C to C2B, accords with the future marketing development trend, and can be flexibly produced and personalized and customized by merchants according to the real requirements of consumers by means of the AR technology.
Description
Technical Field
The invention relates to the technical field of digital marketing, in particular to an AR-based marketing cloud service platform, AR intelligent equipment, an AR intelligent system and an AR intelligent method.
Background
For a long time, the marketing faces the information dilemma, namely, the information flooding (the manufacturer throws a lot of information which can not make the consumer make a decision quickly to the consumer) or the information shortage (the consumer can not express the real requirement of the manufacturer to the manufacturer quickly). The root cause of this dilemma is that the message flow for traditional marketing is B2C, not C2B.
In the information flow direction of traditional marketing, the information of a C end on a demand side and a B end on a supply side is asymmetric, the C end does not know the supply of the B end, and the B end does not know the demand of the C end; the manufacturer of the B end throws a large amount of information to the consumer of the C end without considering the specific requirements of each consumer. In the information flow direction of traditional marketing, in order to realize information symmetry, the marketing decision flow is increased, and the decision efficiency is reduced.
Therefore, the following pain problems in the traditional marketing are not well solved: the traditional marketing mode B2C causes information asymmetry between consumers and manufacturers, and the manufacturers have slow response to the variation of the demands of the consumers; the price comparison on the internet is complicated, time and labor are wasted, the goods return rate is high, and time and labor are wasted; the online shopping experience effect is poor, and the user needs to buy a large number of commodities or needs to go to a physical store for experience.
According to research prediction, advertisement creatives will depend on big data in the near future instead of the current skatoom running empty; future marketing will penetrate everywhere to the eye of the consumer in a precise, data-visualized manner, in a fine, silent manner and without any disturbance. And AR (Augmented Reality) marketing based on AR technology will help realize future marketing modes.
Disclosure of Invention
The embodiment of the invention provides an AR-based marketing cloud service platform, an AR intelligent device, an AR intelligent system and an AR method, and aims to improve a marketing mode by utilizing an AR technology so as to solve some defects existing in a traditional marketing mode.
Therefore, the invention provides the following technical scheme:
in a first aspect, an AR-based marketing cloud service platform is provided, including:
the AR interaction module is used for communicating with the AR intelligent equipment to acquire consumer data uploaded by the AR intelligent equipment, the AR intelligent equipment is used for acquiring a real object scene image of a commodity, identifying the commodity through visual search, adding virtual AR marketing content in the real object scene image of the commodity, carrying out AR interaction with a consumer, acquiring consumer data in the interaction process and uploading the consumer data to the AR interaction module;
the data linkage module is used for connecting the consumer data server, the manufacturer data server and the merchant data server, realizing data sharing by coordinating data of consumers, merchants and manufacturers, analyzing and processing marketing supply and demand information in a unified manner, realizing the cooperation of different marketing links and realizing intelligent linkage among the marketing links; providing corresponding marketing data in real time according to the request of the AR intelligent equipment so that the AR intelligent equipment can add virtual AR marketing content in the real object scene image of the commodity; the personalized consumer data is provided for the manufacturer and the merchant, so that the manufacturer and the merchant can conveniently and quickly respond to the customer requirements, the personalized customized service is provided, and the final consumption appeal of the consumer is achieved through closed-loop seamless information docking;
the data analysis module is used for carrying out customer analysis insights based on data analysis, judging the consumption habits and demand positioning of consumers, carrying out personalized information recommendation on the consumers and realizing accurate marketing;
and the data aggregation module is used for integrating marketing data, aggregating and integrating consumer data, merchant data, manufacturer data and commodity data in the cloud big data warehouse so as to perform intelligent analysis on the marketing data by using an artificial intelligence technology.
In one implementation mode, the first and second switches are connected in series,
the function of the AR interaction module is realized by adopting an AR technology;
the function of the data linkage module is realized by adopting a deep learning technology;
the function of the data analysis module is realized by adopting big data and cloud computing technology;
the function of the data aggregation module is realized by adopting a 5G technology.
In one implementation mode, the first and second switches are connected in series,
AR smart machine specifically is used for: the method comprises the steps of scanning commodities by using a camera in an actual marketing scene, acquiring images of a real object scene and real object positioning information, analyzing and processing the acquired information in real time, identifying the commodities through visual search, acquiring marketing data of the commodities, adding and dynamically displaying virtual AR marketing content in the images of the real object scene, and realizing AR interaction with consumers, wherein the AR marketing content comprises one or more of videos, animations, voices and 3D models.
In one implementation mode, the first and second switches are connected in series,
and the data analysis module is specifically used for carrying out data analysis and processing on the mass data based on the mass data in the AR marketing cloud service platform by adopting an artificial intelligence data mining technology, and providing a targeted marketing strategy.
In one implementation mode, the first and second switches are connected in series,
and the data analysis module adopts a neural network framework as algorithm support, adopts a multilink high-performance GPU for reasoning acceleration, and adopts a server cluster to provide calculation force support.
In one implementation mode, the first and second switches are connected in series,
the data aggregation module comprises one or more of the following functional sub-modules: the method comprises the steps of user behavior and feature analysis, accurate marketing information extraction, product guide and commissioning, brand crisis monitoring, key customer screening, user experience improvement, customer grading and market trend prediction.
In a second aspect, an AR smart device is provided, comprising:
the camera module is used for acquiring a real object scene image of the commodity;
the AR module is used for identifying the commodities through visual search, adding virtual AR marketing content in the real object scene images of the commodities, carrying out AR interaction with consumers and collecting consumer data in the interaction process;
and the communication module is used for acquiring marketing data from the AR-based marketing cloud service platform and uploading the acquired consumer data to the AR-based marketing cloud service platform.
Optionally, the AR smart device is a smart phone, a tablet computer, or smart glasses.
In a third aspect, an AR marketing system is provided, which includes:
the AR-based marketing cloud service platform of the first aspect; and an AR smart device as described in the second aspect.
In a fourth aspect, an AR marketing method is provided, including:
the method comprises the steps that AR intelligent equipment collects a real object scene image of a commodity, the commodity is identified through visual search, marketing data are obtained from an AR-based marketing cloud service platform, virtual AR marketing content is added into the real object scene image of the commodity, AR interaction is carried out between the commodity and a consumer, and consumer data are collected and uploaded in the interaction process;
the marketing cloud service platform based on the AR is communicated with the AR intelligent equipment, and corresponding marketing data are provided in real time according to the request of the AR intelligent equipment, so that the AR intelligent equipment can add virtual AR marketing content in the real object scene image of the commodity; acquiring consumer data uploaded by the AR intelligent equipment;
the marketing cloud service platform based on the AR provides personalized consumer data for manufacturers and merchants, so that the manufacturers and the merchants can conveniently and quickly respond to customer requirements, personalized customized services are provided, and final consumption appeal of consumers is achieved through closed-loop seamless information docking;
the marketing cloud service platform based on the AR is connected with a consumer data server, a manufacturer data server and a merchant data server, data sharing is realized by coordinating data of consumers, merchants and manufacturers, marketing supply and demand information is analyzed and processed in a unified manner, cooperation of different marketing links is realized, and intelligent linkage is performed among the marketing links;
the marketing cloud service platform based on the AR carries out customer analysis insights based on data analysis, judges the consumption habits and the demand positioning of consumers, carries out personalized information recommendation on the consumers and realizes accurate marketing;
marketing data integration is carried out on the AR-based marketing cloud service platform, and consumer data, merchant data, manufacturer data and commodity data are gathered and integrated in a cloud big data warehouse, so that intelligent analysis of marketing data is carried out by using an artificial intelligence technology.
According to the technical scheme, the embodiment of the invention has the following advantages:
the marketing cloud service platform based on the AR, the AR intelligent device, the system and the method are an AR marketing scheme based on the AR technology. AR marketing is based on multi-party big data of consumers, commodities and manufacturers, the marketing information flow is changed from B2C to C2B, and the future marketing development trend is met. In future marketing mode, the information flow would be C2B. AR marketing will establish an effective information link between the consumer and the vendor, merchant. The interaction between the real physical world and the virtual information world is realized by means of the AR technology, the use of the AR technology determines that the accurate point-to-point transmission mode is presented, the information symmetry of the C end of the demand side and the B end of the supply side can be quickly realized, and the decision efficiency of a consumer is exponentially improved. AR marketing can be based on data analysis to carry out client insights, judge consumer's consumption habits and demand location, carry out individualized information recommendation to the consumer, thereby the consumer produces the third dimension's experience of reality to commodity, realizes accurate marketing. AR marketing can enable consumers to experience commodities by themselves and discover real requirements of the consumers quickly by means of AR technology, and merchants can carry out flexible production and personalized customization according to the real requirements of the consumers.
AR marketing takes a consumer as a main body, enhances the real experience of the consumer and a target commodity by means of AR technology, and simultaneously has incomparable randomness and convenience. The system is not limited by time and space, changes 2D network shopping into 3D shopping, and can present the most abundant marketing product publicity to consumers anywhere. AR marketing can be triggered by physical objects, pictures, or other relevant information of the merchandise at any time, anywhere, fragmented. Through AR interaction with commodities, based on high-dimensional rich presentation of commodity information, consumers can visually and quickly know commodities and specifications thereof, and make clear of own buying intentions, so that connection with merchants is realized. AR/VR (Virtual Reality) provides more data for sale, meets the consumption requirements of flattening, fragmenting, customizing and individualizing, improves the decision efficiency of consumers and facilitates the rapid achievement of sale.
Drawings
In order to more clearly illustrate the technical solutions of the embodiments of the present invention, the drawings needed to be used in the description of the embodiments are briefly introduced below, and it is obvious that the drawings in the following description are only some embodiments of the present invention, and it is obvious for those skilled in the art to obtain other drawings based on these drawings without creative efforts.
Fig. 1 is a schematic structural diagram of an AR-based marketing cloud service platform according to an embodiment of the present invention;
fig. 2 is a schematic structural diagram of an AR marketing system according to an embodiment of the present invention;
FIG. 3 is a schematic technical diagram of an AR-based marketing cloud service platform according to an embodiment of the present invention;
FIG. 4 is a schematic diagram of the hierarchy of the AR marketing system in an embodiment of the present invention;
fig. 5 is a schematic structural diagram of an AR smart device according to an embodiment of the present invention;
fig. 6 is a flowchart illustrating an AR marketing method according to an embodiment of the present invention.
Detailed Description
In order to make the technical solutions of the present invention better understood, the technical solutions in the embodiments of the present invention will be clearly and completely described below with reference to the drawings in the embodiments of the present invention, and it is obvious that the described embodiments are only a part of the embodiments of the present invention, and not all of the embodiments. All other embodiments, which can be derived by a person skilled in the art from the embodiments given herein without making any creative effort, shall fall within the protection scope of the present invention.
The terms "including" and "having," and any variations thereof, in the description and claims of this invention and the above-described drawings are intended to cover non-exclusive inclusions. For example, a process, method, system, article, or apparatus that comprises a list of steps or elements is not limited to only those steps or elements listed, but may alternatively include other steps or elements not listed, or inherent to such process, method, article, or apparatus.
The following are detailed descriptions of the respective embodiments.
Referring to fig. 1, an embodiment of the present invention provides an AR-based marketing cloud service platform (referred to as AR marketing cloud service platform or AR marketing platform herein for short), which mainly includes the following functional modules: the system comprises an AR interaction module 101, a data linkage module 102, a data analysis module 103 and a data aggregation module 104.
Referring to fig. 2, the AR-based marketing cloud service platform of the present invention, together with the AR smart device, the data server, and the like, form an AR marketing system. The AR intelligent device can comprise an IOS mobile phone, an Android mobile phone and other intelligent mobile phones, AR intelligent glasses, a tablet computer and the like. The data servers may include a vendor data server, a consumer data server, and a merchant data server, among others.
Please refer to fig. 3, which is a schematic diagram illustrating a technical principle of an AR-based marketing cloud service platform according to an embodiment of the present invention. With reference to fig. 1 to 3, the functional modules of the AR marketing cloud service platform are described as follows:
the AR interaction module 101 is used for communicating with the AR intelligent equipment to obtain consumer data uploaded by the AR intelligent equipment, the AR intelligent equipment is used for collecting real object scene images of commodities, identifying the commodities through visual search, adding virtual AR marketing contents in the real object scene images of the commodities, carrying out AR interaction with consumers, collecting consumer data in an interaction process and uploading the consumer data to the AR interaction module.
The data linkage module 102 is used for connecting a consumer data server, a manufacturer data server and a merchant data server, realizing data sharing by coordinating data of consumers, merchants and manufacturers, analyzing and processing marketing supply and demand information in a unified manner, realizing the cooperation of different marketing links and realizing intelligent linkage among the marketing links; providing corresponding marketing data in real time according to the request of the AR intelligent equipment so that the AR intelligent equipment can add virtual AR marketing content in the real object scene image of the commodity; the personalized consumer data is provided for the manufacturer and the merchant, so that the manufacturer and the merchant can conveniently and quickly respond to the customer requirements, the personalized customized service is provided, and the final consumption appeal of the consumer is achieved through closed-loop seamless information docking.
And the data analysis module 103 is used for carrying out customer analysis insights based on data analysis, judging the consumption habits and demand positioning of consumers, carrying out personalized information recommendation on the consumers and realizing accurate marketing.
And the data aggregation module 104 is used for integrating marketing data, aggregating and integrating consumer data, merchant data, manufacturer data and commodity data in a cloud big data warehouse so as to perform intelligent analysis on the marketing data by using an artificial intelligence technology.
The "data linkage module 102" is a system function module for connecting consumer data, manufacturer data and product data in the AR marketing system, and the "deep learning" is a technical basis for implementing the function module. The "data analysis module 103" is a system function module for data analysis in the AR marketing system, and the "big data" and "cloud computing" are technical bases for implementing the function module. The data aggregation module 104 is a system functional module for integrating a plurality of marketing data in the AR marketing system, and the 5G technology implements a data basis of the functional module.
That is, the function of the AR interaction module 101 may be implemented by using AR technology; the function of the data linkage module 102 can be realized by adopting a deep learning technology; the functions of the data analysis module 103 can be realized by big data and cloud computing technology; the function of the data aggregation module 104 can be implemented by using 5G technology.
In the embodiment of the invention, the AR intelligent device refers to an AR intelligent mobile terminal, such as a smart phone, smart glasses, a tablet computer and the like. AR smart machine supplies the consumer to use, and its concrete effect lies in: : the method comprises the steps of scanning commodities by using a camera in an actual marketing scene, acquiring images of a real object scene and real object positioning information, analyzing and processing the acquired information in real time, identifying the commodities through visual search, acquiring marketing data of the commodities, adding and dynamically displaying virtual AR marketing content in the images of the real object scene, and realizing AR interaction with consumers, wherein the AR marketing content comprises one or more of videos, animations, voices and 3D models.
In the embodiment of the invention, the AR interaction module 101 enables the consumer and the commodity information to perform AR high-dimensional interaction by means of an AR technology, presents the most productive and marketing product publicity to the consumer anywhere, has incomparable randomness and convenience, and is flexibly produced and customized by a merchant according to the real requirements of the consumer. The consumption modes of flattening, fragmenting, customizing and individualizing are realized, the decision efficiency of consumers is improved, and the rapid achievement of sales is facilitated.
The general implementation process and steps of the AR interaction comprise: the consumer uses the camera to scan to commodity in kind in actual marketing scene with the help of AR smart machine, and AR smart machine carries out real-time analysis and processing with real object locating information. The AR intelligent device dynamically displays virtual AR contents (including videos, animations, voices, 3D models and the like) in the real-object scene image by means of the installed AR marketing software, the consumer increases multi-directional cognition on actual consumer products/commodities through the virtual AR contents provided by the AR marketing software, consumer information can be transmitted to the AR marketing cloud service platform in real time, powerful information support is provided for the consumer, and the consumer is promoted to quickly achieve marketing.
In the embodiment of the invention, the Data linkage (Data L inkage) module 102 can be used for realizing Data sharing by coordinating marketing Data of users, distributors and manufacturers so as to integrate the system, analyzing and processing marketing supply and demand information uniformly, realizing the cooperation of different marketing links and realizing intelligent linkage among the marketing links.
The general implementation process and steps of data linkage can include: and connecting the AR marketing software and the AR marketing cloud service platform in real time through data. The AR marketing software feeds back information of various aspects of the commodities in real time, the AR marketing cloud service platform provides corresponding background data in real time, and all-around linkage of the commodity information of the AR interaction site is completed. Marketing service is provided for the consumers to the maximum extent, and the personalized data of the consumers are transmitted back to the cloud service platform in real time to generate customized commodity demand response.
In the embodiment of the present invention, the Data Analysis module 103 may be configured to perform customer Analysis insights (consumer consumption habits and demand positioning) based on Data Analysis, perform personalized information recommendation on consumers, and implement accurate marketing. Based on the supply and demand data of the consumers and the factories, the information flow of marketing is changed from B2C to C2B, and efficient information analysis is established. And information symmetry of the C end of the demand side and the B end of the supply side is rapidly realized.
The general implementation flow and steps of data analysis may include: based on massive marketing data in the AR marketing cloud service platform, by means of artificial intelligent data mining technologies such as deep learning and machine learning, the marketing data are subjected to data analysis and processing, a targeted marketing strategy is proposed, the consumption desire of consumers is improved, and the production logistics organization capacity of manufacturers is improved. The system adopts mature neural network frames such as TensorFlow and the like as algorithm support, adopts a multilink high-performance GPU for reasoning acceleration, and adopts a server cluster to provide computational support.
That is to say, the data analysis module 103 may be specifically configured to perform data analysis and processing on mass data based on mass data in the AR marketing cloud service platform by using an artificial intelligence data mining technology, and provide a targeted marketing strategy. Optionally, the data analysis module 103 uses a neural network framework as an algorithm support, uses a multilink high-performance GPU for reasoning acceleration, and uses a server cluster to provide a computational power support.
In the embodiment of the present invention, the Data Convergence (Data Convergence) module 104 may be configured to converge and integrate user Data, commodity Data, manufacturer Data, and the like in a cloud big Data warehouse, and complete intelligent analysis of marketing Data by means of an artificial intelligence technology. The following functions can be realized: the method comprises the following steps of user behavior and feature analysis, accurate marketing information extraction, product guide and commissioning, brand crisis monitoring, key customer screening, user experience improvement, customer grading, marketing trend prediction and other marketing big data construction.
The general implementation process and steps of data aggregation may include: the AR marketing software and the mass commodity data as well as the merchant data and the consumer customized data are gathered together. And a large storage unit is used as a physical data storage device, so that the safety and reliability of data are ensured. And a strict data security strategy is adopted, so that data are prevented from being lost outwards, and the privacy of a user is ensured, wherein the data are the data basis of the whole AR marketing cloud service platform.
That is, the data aggregation module 104 may include one or more of the following functional sub-modules: the method comprises the steps of user behavior and feature analysis, accurate marketing information extraction, product guide and commissioning, brand crisis monitoring, key customer screening, user experience improvement, customer grading and market trend prediction.
Please refer to fig. 4, which is a schematic diagram of the hierarchical structure of the AR marketing system. As can be seen from the figure, the data processing system is divided into four layers from outside to inside, namely AR interaction, data linkage, data analysis and data aggregation; corresponding to the four functional modules described above. The relationship among the four layers of AR interaction, data linkage, data analysis and data aggregation is as follows:
(1) the outmost layer, namely 'AR interaction', is distributed around AR (augmented reality) visual search by using intelligent equipment such as a mobile phone and the like, so that people can use the intelligent equipment in daily life, and product marketing is performed by using special visual search AR software. AR visual search has great commercialization potential because the most straightforward way to search for something a user wants to buy can also retrieve relevant product information. The existing text search and voice search only can find a range of the current objects, and accurate retrieval is difficult to achieve. AR opens up a completely new world for the implementation of augmented reality marketing. For example, an application that uses AR technology to show the size and placement of furniture, users can freely match their own coffee tables, wallpaper, and light fixtures. Meanwhile, AR visual search has more applications in space detection, intelligent decoration and space beautification, and consumers can screen out a lot of effective information in an AR delivery mode.
(2) This outer layer-data linkage: the personalized consumption needs of consumers are linked with product production data of manufacturers, AI (artificial intelligence) is utilized to collect user data, and personalized customized service is released.
(3) Next inner layer-data analysis: various data in the AR marketing system are analyzed and counted, and reference basis is provided for information such as consumption behaviors, purchasing desire, manufacturer production plans and the like.
(4) Innermost layer-data aggregation: the module is the bottommost module in the AR marketing system and assists in gathering and processing consumer data, commodity data and manufacturer data.
Referring to fig. 5, an embodiment of the present invention further provides an AR smart device, including:
the camera module 501 is used for acquiring a real scene image of a commodity;
the AR module 502 is used for identifying commodities through visual search, adding virtual AR marketing content in a real object scene image of the commodities, performing AR interaction with consumers, and collecting consumer data in the interaction process;
the communication module 503 is configured to acquire marketing data from the AR-based marketing cloud service platform, and upload the acquired consumer data to the AR-based marketing cloud service platform.
The AR intelligent device is a smart phone, smart glasses, a tablet computer or the like. The smart phone may be an IOS phone or an Android phone.
Referring to fig. 2, an embodiment of the invention further provides an AR marketing system. The system may include: the AR-based marketing cloud service platform of the above embodiment, and the AR smart device of the above embodiment; data servers may also be included, such as factory production data servers, consumer data servers, merchant data servers, and the like.
The AR marketing cloud service platform is an intermediate node of the whole system, and all data requests and data transmissions are finally stored in the AR marketing cloud service platform.
AR smart machine end: the apple IOS mobile phone, the Android mobile phone, the AR smart glasses and the like are supported. These AR intelligent mobile terminals are the media through which consumers build contact with the goods themselves. The AR marketing software is loaded on AR intelligent devices of different platforms, scans information, adds virtual AR marketing elements (such as 3D models, animations, videos, voices and pictures) in original commodity scene images, and enables consumers to customize various attributes (colors, appearances, materials and textures) of commodities through the AR marketing software and provide previews in real time. And finally, storing the software data in the AR marketing cloud service platform server.
Each data server: different servers such as a manufacturer production data server, a consumption data server, a merchant data server and the like are included, different data channel sources are provided for the AR marketing system, and the servers correspond to the AR marketing system in a personal mode: manufacturers, consumers, intermediate distributors. The server data of 3 aspects are uniformly gathered in the AR marketing cloud server through the network, and the data in the AR marketing cloud server can be ensured to randomly change along with the change of the consumption market.
Referring to fig. 6, an embodiment of the present invention further provides an AR marketing method based on the AR marketing system as described above, where the method includes:
601. the method comprises the steps that AR intelligent equipment collects a real object scene image of a commodity, the commodity is identified through visual search, marketing data are obtained from an AR-based marketing cloud service platform, virtual AR marketing content is added into the real object scene image of the commodity, AR interaction is carried out between the commodity and a consumer, and consumer data are collected and uploaded in the interaction process;
602. the marketing cloud service platform based on the AR is communicated with the AR intelligent equipment, and corresponding marketing data are provided in real time according to the request of the AR intelligent equipment, so that the AR intelligent equipment can add virtual AR marketing content in the real object scene image of the commodity; acquiring consumer data uploaded by the AR intelligent equipment;
603. the marketing cloud service platform based on the AR provides personalized consumer data for manufacturers and merchants, so that the manufacturers and the merchants can conveniently and quickly respond to customer requirements, personalized customized services are provided, and final consumption appeal of consumers is achieved through closed-loop seamless information docking;
604. the marketing cloud service platform based on the AR is connected with a consumer data server, a manufacturer data server and a merchant data server, data sharing is realized by coordinating data of consumers, merchants and manufacturers, marketing supply and demand information is analyzed and processed in a unified manner, cooperation of different marketing links is realized, and intelligent linkage is performed among the marketing links;
605. the marketing cloud service platform based on the AR carries out customer analysis insights based on data analysis, judges the consumption habits and the demand positioning of consumers, carries out personalized information recommendation on the consumers and realizes accurate marketing;
606. marketing data integration is carried out on the AR-based marketing cloud service platform, and consumer data, merchant data, manufacturer data and commodity data are gathered and integrated in a cloud big data warehouse, so that intelligent analysis of marketing data is carried out by using an artificial intelligence technology.
In summary, the embodiments of the present invention provide an AR-based marketing cloud service platform, an AR smart device, an AR marketing system, and an AR marketing method. According to the technical scheme, the embodiment of the invention has the following advantages:
the marketing cloud service platform based on the AR, the AR intelligent device, the system and the method are an AR marketing scheme based on the AR technology. AR marketing is based on multi-party big data of consumers, commodities and manufacturers, the marketing information flow is changed from B2C to C2B, and the future marketing development trend is met. In future marketing mode, the information flow would be C2B. AR marketing will establish an effective information link between the consumer and the vendor, merchant. The interaction between the real physical world and the virtual information world is realized by means of the AR technology, the use of the AR technology determines that the accurate point-to-point transmission mode is presented, the information symmetry of the C end of the demand side and the B end of the supply side can be quickly realized, and the decision efficiency of a consumer is exponentially improved. AR marketing can be based on data analysis to carry out client insights, judge consumer's consumption habits and demand location, carry out individualized information recommendation to the consumer, thereby the consumer produces the third dimension's experience of reality to commodity, realizes accurate marketing. AR marketing can enable consumers to experience commodities by themselves and discover real requirements of the consumers quickly by means of AR technology, and merchants can carry out flexible production and personalized customization according to the real requirements of the consumers.
AR marketing takes a consumer as a main body, enhances the real experience of the consumer and a target commodity by means of AR technology, and simultaneously has incomparable randomness and convenience. The system is not limited by time and space, changes 2D network shopping into 3D shopping, and can present the most abundant marketing product publicity to consumers anywhere. AR marketing can be triggered by physical objects, pictures, or other relevant information of the merchandise at any time, anywhere, fragmented. Through AR interaction with commodities, based on high-dimensional rich presentation of commodity information, consumers can visually and quickly know commodities and specifications thereof, and make clear of own buying intentions, so that connection with merchants is realized. AR/VR (Virtual Reality) provides more data for sale, meets the consumption requirements of flattening, fragmenting, customizing and individualizing, improves the decision efficiency of consumers and facilitates the rapid achievement of sale.
In the near future, the entire world will become a big marketplace in the future with the aid of AR technology. In the shopping mall, consumers experience and know commodities at any time and any place through AR interaction by means of smart phones or AR glasses, shopping is realized, and the limitation of sales places is not needed; at this time, the consumer does not passively participate in the marketing campaign, but plays the role of a marketing rules director. On the consumption side, active marketing of fragmented consumers at any time, any place and any need becomes ubiquitous; on the supply side, flexible production on demand offers personalized services to consumers.
The function of the physical storefront is changed, the function of the physical storefront as a store is greatly reduced, and the physical storefront plays more roles of factory culture display and consumer emotion ties.
Examples are: in the near future, a consumer sees an interesting or favorite commodity, such as an automobile, at a friend's house or on the street, and then the user swipes the commodity with a smart phone or AR glasses, so that various related data of the commodity can be presented to the user in a 3D form, corresponding detailed information can be displayed on the real details of the commodity in a virtual-real fusion manner, and a desired effect, such as changing the color of an automobile cushion, can be visualized through AR interaction. If further integrated with a body sensing device, the consumer can also feel the touch to the product, such as feel the comfort level of a car seat cushion.
In the above embodiments, the descriptions of the respective embodiments have respective emphasis, and for parts that are not described in detail in a certain embodiment, reference may be made to the related descriptions of other embodiments.
The above embodiments are only used to illustrate the technical solution of the present invention, and not to limit the same; those of ordinary skill in the art will understand that: the technical solutions described in the above embodiments may still be modified, or some technical features may be equivalently replaced; and such modifications or substitutions do not depart from the spirit and scope of the corresponding technical solutions of the embodiments of the present invention.
Claims (10)
1. An AR-based marketing cloud service platform, comprising:
the AR interaction module is used for communicating with the AR intelligent equipment to acquire consumer data uploaded by the AR intelligent equipment, the AR intelligent equipment is used for acquiring a real object scene image of a commodity, identifying the commodity through visual search, adding virtual AR marketing content in the real object scene image of the commodity, carrying out AR interaction with a consumer, acquiring consumer data in the interaction process and uploading the consumer data to the AR interaction module;
the data linkage module is used for connecting the consumer data server, the manufacturer data server and the merchant data server, realizing data sharing by coordinating data of consumers, merchants and manufacturers, analyzing and processing marketing supply and demand information in a unified manner, realizing the cooperation of different marketing links and realizing intelligent linkage among the marketing links; providing corresponding marketing data in real time according to the request of the AR intelligent equipment so that the AR intelligent equipment can add virtual AR marketing content in the real object scene image of the commodity; the personalized consumer data is provided for the manufacturer and the merchant, so that the manufacturer and the merchant can conveniently and quickly respond to the customer requirements, the personalized customized service is provided, and the final consumption appeal of the consumer is achieved through closed-loop seamless information docking;
the data analysis module is used for carrying out customer analysis insights based on data analysis, judging the consumption habits and demand positioning of consumers, carrying out personalized information recommendation on the consumers and realizing accurate marketing;
and the data aggregation module is used for integrating marketing data, aggregating and integrating consumer data, merchant data, manufacturer data and commodity data in the cloud big data warehouse so as to perform intelligent analysis on the marketing data by using an artificial intelligence technology.
2. The AR based marketing cloud service platform of claim 1,
the function of the AR interaction module is realized by adopting an AR technology;
the function of the data linkage module is realized by adopting a deep learning technology;
the function of the data analysis module is realized by adopting big data and cloud computing technology;
the function of the data aggregation module is realized by adopting a 5G technology.
3. The AR based marketing cloud service platform of claim 1,
the AR smart device is specifically configured to: the method comprises the steps of scanning commodities by using a camera in an actual marketing scene, acquiring images of a real object scene and real object positioning information, analyzing and processing the acquired information in real time, identifying the commodities through visual search, acquiring marketing data of the commodities, adding and dynamically displaying virtual AR marketing content in the images of the real object scene, and realizing AR interaction with consumers, wherein the AR marketing content comprises one or more of videos, animations, voices and 3D models.
4. The AR based marketing cloud service platform of claim 1,
the data analysis module is specifically used for carrying out data analysis and processing on mass data based on the mass data in the AR marketing cloud service platform by adopting an artificial intelligence data mining technology, and providing a targeted marketing strategy.
5. The AR based marketing cloud service platform of claim 1,
the data analysis module adopts a neural network framework as algorithm support, adopts a multilink high-performance GPU for reasoning acceleration, and adopts a server cluster to provide computing support.
6. The AR based marketing cloud service platform of claim 1,
the data aggregation module comprises one or more of the following functional sub-modules: the method comprises the steps of user behavior and feature analysis, accurate marketing information extraction, product guide and commissioning, brand crisis monitoring, key customer screening, user experience improvement, customer grading and market trend prediction.
7. An AR smart device, comprising:
the camera module is used for acquiring a real object scene image of the commodity;
the AR module is used for identifying the commodities through visual search, adding virtual AR marketing content in the real object scene images of the commodities, carrying out AR interaction with consumers and collecting consumer data in the interaction process;
and the communication module is used for acquiring marketing data from the AR-based marketing cloud service platform and uploading the acquired consumer data to the AR-based marketing cloud service platform.
8. The AR smart device of claim 1,
the AR intelligent device is a smart phone or smart glasses.
9. An AR marketing system, comprising:
the AR-based marketing cloud service platform of claim 1; and an AR smart device as claimed in claim 8.
10. An AR marketing method, comprising:
the method comprises the steps that AR intelligent equipment collects a real object scene image of a commodity, the commodity is identified through visual search, marketing data are obtained from an AR-based marketing cloud service platform, virtual AR marketing content is added into the real object scene image of the commodity, AR interaction is carried out between the commodity and a consumer, and consumer data are collected and uploaded in the interaction process;
the marketing cloud service platform based on the AR is communicated with the AR intelligent equipment, and corresponding marketing data are provided in real time according to the request of the AR intelligent equipment, so that the AR intelligent equipment can add virtual AR marketing content in the real object scene image of the commodity; acquiring consumer data uploaded by the AR intelligent equipment;
the marketing cloud service platform based on the AR provides personalized consumer data for manufacturers and merchants, so that the manufacturers and the merchants can conveniently and quickly respond to customer requirements, personalized customized services are provided, and final consumption appeal of consumers is achieved through closed-loop seamless information docking;
the marketing cloud service platform based on the AR is connected with a consumer data server, a manufacturer data server and a merchant data server, data sharing is realized by coordinating data of consumers, merchants and manufacturers, marketing supply and demand information is analyzed and processed in a unified manner, cooperation of different marketing links is realized, and intelligent linkage is performed among the marketing links;
the marketing cloud service platform based on the AR carries out customer analysis insights based on data analysis, judges the consumption habits and the demand positioning of consumers, carries out personalized information recommendation on the consumers and realizes accurate marketing;
marketing data integration is carried out on the AR-based marketing cloud service platform, and consumer data, merchant data, manufacturer data and commodity data are gathered and integrated in a cloud big data warehouse, so that intelligent analysis of marketing data is carried out by using an artificial intelligence technology.
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