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in 2024, the most noteworthy marketing area is still ip marketing.

from the wuliangye logo on cctv's spring festival gala to the crazy brand placements in "hot and spicy" and "flowering flowers"; from tianshui malatang, which "makes a city popular with a bowl of malatang", matchmaker wang po, to the shocking launch of xiaomi su7; from the clever tricks of various brands at the paris olympics to corporate executives personally going live to sell goods and build personal ip... ip marketing in 2024 has shown unprecedented vitality and diversity. the explosion of these brands, cities, and film and television marketing has undoubtedly brought us more inspiration and thinking: ip marketing is reshaping the rules of brand traffic.

in the current traffic era of "price volume" and "expensive traffic", ip marketing can become a traffic entrance, and can also be a gripper for integrating fragmented traffic, saving brands a lot of advertising and marketing costs. under the general trend of reducing costs and increasing efficiency, brands that have mastered ip can also be said to have fundamentally mastered traffic autonomy and then efficiently reach consumers. grasping ip marketing seems to be the only way for major brands to survive and develop this year.

but when successful ip marketing becomes popular, the challenges of ip marketing cannot be ignored:

first, big ips are too expensive to invest in, small ips have little influence and no effect, and there are legal risks if you use ips to your advantage. investing in a small ip first and then "taking a small bet for a big gain" is like "buying a lottery ticket and hoping for a big win";

second, ip marketing methods are highly homogenized. various brands compete to cooperate with big ips, but few of them are remembered.

third, although ip marketing can increase exposure, subsequent sales conversion requires continuous investment, which cannot be solved by ip marketing alone;

fourth, in the era of traffic, the life cycle of ip is getting shorter and shorter. an ip may only be a hit for a few weeks. investing in such ips often fails to grasp the timing, and "gets up early and catches the market late";

fifth, the current situation of ip becoming “fan circle” is getting worse. since the beginning of this year, there are many precedents of brands spending a lot of money to purchase ip licenses, but eventually facing a backlash from the ip fan group or “selective neglect”.

therefore, in this era of information overload and in the current complex situation, how to accurately position and carry out ip marketing, and achieve breaking the circle and converting traffic into sales through ip marketing, is a question that every brand and marketer should think about.

the 9th china content marketing summit will be held in beijing on september 12, with the theme of "ai from empowerment to omnipotence", inviting cutting-edge experts and scholars in the industry and front-line marketing practitioners to discuss the marketing changes brought about by ai. this forum will set up a special session on ip marketing, and will invite the operators behind the popular ip marketing cases, senior media people and brand owners to discuss the new trends of ip marketing and unlock new ways of ip marketing in the traffic era.

guests who have confirmed their attendance and are being invited include xiaopeng huitian, saic passenger vehicle, jiyue automobile, emma technology, byd, haier group, chando, wanglaoji, zhongshun jie rou, jingrun pearl, google, ibm, lenovo, iflytek, baidu smart cloud, netease media, kuaishou magnetic engine, sensetime, impact, kunlun wanwei, space seeker, ultron, lemon studios-hao you neng ling, pr newswire, haoming digital technology and many other well-known brands and marketing experts. stay tuned for more industry leaders who will be attending the event.

the registration channel has been opened. if you are interested in learning about the most cutting-edge new trends, new developments and new methods of playing in domestic ip marketing, please click the link below to register for the conference!

registration link: https://hdxu.cn/puqbi

registration qr code: