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When setting ad budgets, brands should consider not only immediate marketing results but also the long-term value of brand building.
By viewing sports IP through the new dimension of UGC, we find that diversity has significantly increased, with many niche activities also actively discussed in the social media discourse.
Today, the accumulation of digital assets has become a crucial strategy for DTC sports marketing in many events and is key to building a comprehensive sports marketing funnel.
As AI technology matures, more brands are planning to adopt AI marketing strategies. Miaozhen has been continuously developing related technologies and capabilities and has already begun exploring AI collaborations with some brands.
Miaozhen assists brands in planning their marketing investments by using data models to evaluate the value of each investment.
For example, by comparing the sponsorship evaluation index (SEI) of the World Cup and a well-known variety show, it was found that the World Cup provides sponsors with a higher SEI, outperforming the industry benchmark.
Based on Miaozhen’s big data on interest tribes, monitor changes in sports audience segments and agilely adjust targeting strategies.
For example, the “2023 Sports Marketing White Paper” shows that cycling has experienced both high growth and high volume, forming a distinct tribe. The cycling tribe, whether in terms of the bikes themselves, apparel, gear, or related transportation expenses, demonstrates a high marketing value within this segment.
By accumulating and analyzing digital information from events, brands can accurately identify and target their audience, achieving effective marketing reach.
Events are no longer just about the experience of on-site spectators. Their digital expansion provides brands and sponsors with richer collaboration platforms and marketing opportunities, maximizing the use of traffic and assets.
One notable advantage in the sports field is the abundance of existing raw video footage, which may not have been fully accumulated and utilized.
With the development of AI technology, sports IP owners with vast amounts of raw video footage can now leverage intelligent methods for content creation and management. This approach effectively enhances the efficiency of short video production, reduces time and financial costs, and opens new avenues for innovation and dissemination of sports content.
