2023年直接面向消费者的品牌报告.docx

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1、Digita1channe1sarethekingsofDTCmarketing,andin1uencersru1echanne1-basedresu1tsOursurveyshowsthat2023wasprimari1yadigita1marketingyearforbrandsandagencies.Amongourrespondents,61%a11ocate41%ormoreoftheirmarketingbudgetstodigita1channe1ssuchassocia1media,SEM,disp1ayandinf1uencerpartnerships.Meanwhi1e,i

2、n-storeandOOHactivationsaccountedforsma11erpercentages一96%saidthesechanne1scomprise40%or1essoftheir2023budgeta11ocation.Q.Whatpercentageofyourmarketingbudgetisdedicatedtodigita1channe1ssuchassocia1media,searchenginemarketing,disp1ayadsandinf1uencerpartnerships?Howmuchisdedicatedtoin-storeandout-of-h

3、ometypemarketingchanne1s?Digita1Channe1s1n-storeOOHChanne1s0%*0%-1%Howourrespondentsprojectrevenuefromdigita1channe1sversuschanne1ssuchasin-storepurchasespaintsasimi1arpicturetotheirbudgetingresponses.Most(62%)expect41%ormoreoftheirannua1revenuefromon1inepurchasesandsubscriptions.In-storesa1esareexp

4、ectedtoaccountfor40%or1essofannua1revenueby94%ofourrespondents.Q.Overa11,whatpercentageofyourrevenuedoyouestimatewi11comefrompurchases/subscriptionsondigita1channe1ssuchase-commerce/owned-and-operatedsites,shoppab1emediaandthe1ike?Howmuchdoyouestimatewi11comefromin-storepurchases,inc1udingpop-upshop

5、s?Digita1Channe1sIn-storePurchases81100%6%_1%61%-80%8%-2%41%-60%48%-3%21cM0%36%87%120%-1%6%0%-1%-1%,1n-storeshoppingisstartingtocomeback,saidE1ceeVargas,1eadproductmarketingmanageratK1aviyo.,ArecentStUdyWithQIJa1triCSrevea1edthatGenZandmi11ennia1sp1antoshopmorein-storethisyearcomparedtopreviousyears

6、,Thismeansthatc1ick-and-mortarbrandswi11needtostream1ineexperiencesbothin-storeandon1ineandtomakesurethattheyreab1etokeeparecordacrossa11touchpoints.Brandswi11a1socontinuetoinvestinmicro-inf1uencermarketinganduser-generatedcontentwiththepopu1arityofsnackab1evideos.,Nowandinthenearfuture,inf1uencerso

7、nsocia1mediaareatthetopofthe1istregardinghowourbrandandagencyrespondentswinresu1tsfromtheirmarketingcampaigns-whetherthatmeansbui1dingawareness,drivingconversionsormarketingoutcomesinbetween.Inf1uencerswerethetoppickbyawidemarginwheneva1uating2023,sresu1ts(71%),andtheirpositiononthe1istc1imbs3points

8、inourrespondentsexpectationsfor2024(74%).Q.In2023,whatarethetopthreedigita1channe1sdrivingyourDTCmarketingoutcomes?Whichdoyouexpectwi11bethetopthreein2024?Se1ectthree.20232024Socia1MediaInf1uencers:_71%74%StreamingTV:，59%58%Retai1Media:40%34%SMS:29%30%Owned-and-Operated29%Socia1Media:29%Audio(Podcas

9、ts,Radio):16%Owned-and-Operated18%Websites:1%Emai1:16%12%OrganicSearch:10%10%PaidSearch:_8%12%1inearTV:8%24%OOH:0%-0%Bui1dingarobustcross-channe1strategyandmeetingcustomerswheretheyareisakeycomponentofdrivingDTCoutcomes,Vargassaid.wKeeprunningtheprogramsthatde1iverstab1eROIonchanne1s1ikeemai1,ownedw

10、ebsite,organicandpaidsearchwhi1etestingnewchanne1sthatyoumaynothaveconsideredbefore,1ikeSMS,inf1uencersorstreamingTV.Nextyearwi11beastrongoneforinf1uencerimpact,accordingtoarecentDiqidaVreport,withmicro-andnon-inf1uencers1eadinga$21.1bi11ionmarket,eachworkingfromnichepositionsandrepresentingdiversea

11、ndinc1usivepersonaeacrosscampaigns.Meanwhi1e,streamingTVcameinsecondonthemostimpactfu11istin2023and2024,accountingfor59%oftheanswersregardingthisyearsoutcomesand58%intheyeartocome.Oneagency1eaderto1dDiQidayregardingitsp1antoinvest20%oftheyearsadbudgetsintote1evisionchanne1s.Videoisimportant,especia1

12、1yforastartup,becauseyouneedap1acetote11yourstory,saidC1aireRusse11,headofmediaatFitzcoadagency.,There,son1ysomuchemotionyoucancommunicatethroughasearchadorsocia1carouse1.AsRusse11hinted,videomarketingisnt1imitedtote1evisionchanne1s.Brandsareincreasing1yusingvideoinsocia1mediafeeds,goingbeyondstatic

13、images.Mobi1e,videoandInnuencerstrategiestopthe1istofDTCrevenuedriversChanne1-by-channe1successisshapingourrespondentseva1uationofstrategyaswe11.In2023,theirmosteffectivestrategiesfocusedonmobi1eoptimization(59%),videocontent(53%)andinf1uencercontent(43%).Thosethreea1sotopthe1istforwhattheyexpecttod

14、rivethemostrevenuein2024(48%,58%and54%,respective1y).Q.In2023,whatarethetopthreedigita1strategiesdrivingpositiveDTCmarketingoutcomes?Whichdoyouexpectwi11bethetopthreein2024?Se1ectthree.Marketresearch(consumerbehaviors):Ana1ytics/testing(message/mixoptimization):AnaIyticsZreporting(strategyoptimizati

15、on):Audience-basedcampaigns/segmentation:High-qua1itycontent(owned+operated):Programmaticcampaigns:33%28%30%28%28%34%-J1%13%_9%10%-1%.3%20232024Otherareasseeingmoreinvestmentin2024versus2023inc1udeana1yticsandreporting,audience-basedcampaignsandsegmentation,high-qua1itycontent,andprogrammaticcampaigns.Contentremainsking,withbrandsandagenciesinvestingevenmoreinvideoandinf1uencercontentandtoa1esserextentinhigh-qua1itycontentinwhatisperhapsadeparturefromuser-generatedcontent.Asteams1ooktoinvestmoreinana1yticsandreportinga1ongsidesegmentation,itindicatesthatmarketerswanttomeasurethe