虚拟数字人的数字营销模式探析——以“超写实数字人”AYAYI为例

Analysis of Digital Marketing Model of Virtual Human——Take AYAYI, a MetaHuman for an Example

数字营销模式的良性深入发展是虚拟数字人数字营销成功的关键。在描述虚拟数字人与数字营销现状的基础上,拓展新型的数字营销模式(KOL营销、UGC内容营销),垂直细分虚拟数字人的多场景营销模式。以“超写实数字人”AYAYI为例,研究AYAYI的数字营销模式,分析AYAYI营销成功的原因。最后,基于虚拟数字人行业和数字营销,提出有针对性的行业营销发展建议,助力虚拟数字人行业健康发展。

The benign and in-depth development of digital marketing mode is the key to the success of digital marketing of virtual digital people. On the basis of defining the status quo of virtual human and digital marketing,we should expand the new digital marketing mode(KOL marketing, UGC content marketing) and vertically subdivide the multi-scene marketing mode of virtual human. In addition, taking AYAYI as an example, this paper studies AYAYI’s digital marketing model and analyzes the reasons for AYAYI’s successful marketing. Finally,based on the virtual digital people industry and digital marketing, put forward targeted industry marketing development suggestions, to help the healthy development of virtual digital people industry.