2023年直接面向消费者的品牌报告.docx

Digita1channe1sarethekingsofDTCmarketing,andin1uencersru1echanne1-basedresu1tsOursurveyshowsthat2023wasprimari1yadigita1marketingyearforbrandsandagencies.Amongourrespondents,61%a11ocate41%ormoreoftheirmarketingbudgetstodigita1channe1ssuchassocia1media,SEM,disp1ayandinf1uencerpartnerships.Meanwhi1e,in-storeandOOHactivationsaccountedforsma11erpercentages一96%saidthesechanne1scomprise40%or1essoftheir2023budgeta11ocation.Q.Whatpercentageofyourmarketingbudgetisdedicatedtodigita1channe1ssuchassocia1media,searchenginemarketing,disp1ayadsandinf1uencerpartnerships?Howmuchisdedicatedtoin-storeandout-of-hometypemarketingchanne1s?Digita1Channe1s1n-storeOOHChanne1s0%*0%-1%Howourrespondentsprojectrevenuefromdigita1channe1sversuschanne1ssuchasin-storepurchasespaintsasimi1arpicturetotheirbudgetingresponses.Most(62%)expect41%ormoreoftheirannua1revenuefromon1inepurchasesandsubscriptions.In-storesa1esareexpectedtoaccountfor40%or1essofannua1revenueby94%ofourrespondents.Q.Overa11,whatpercentageofyourrevenuedoyouestimatewi11comefrompurchases/subscriptionsondigita1channe1ssuchase-commerce/owned-and-operatedsites,shoppab1emediaandthe1ike?Howmuchdoyouestimatewi11comefromin-storepurchases,inc1udingpop-upshops?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,""Thismeansthatc1ick-and-mortarbrandswi11needtostream1ineexperiencesbothin-storeandon1ineandtomakesurethatthey'reab1etokeeparecordacrossa11touchpoints.Brandswi11a1socontinuetoinvestinmicro-inf1uencermarketinganduser-generatedcontentwiththepopu1arityofsnackab1evideos.,Nowandinthenearfuture,inf1uencersonsocia1mediaareatthetopofthe1istregardinghowourbrandandagencyrespondentswinresu1tsfromtheirmarketingcampaigns-whetherthatmeansbui1dingawareness,drivingconversionsormarketingoutcomesinbetween.Inf1uencerswerethetoppickbyawidemarginwheneva1uating2023,sresu1ts(71%),andtheirpositiononthe1istc1imbs3pointsinourrespondents'expectationsfor2024(74%).Q.In2023,whatarethetopthreedigita1channe1sdrivingyourDTCmarketingoutcomes?Whichdoyouexpectwi11bethetopthreein2024?Se1ectthree.20232024Socia1MediaInf1uencers:_71%74%StreamingTV:，59%58%Retai1Media:40%34%SMS:29%30%Owned-and-Operated29%Socia1Media:29%Audio(Podcasts,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,ownedwebsite,organicandpaidsearchwhi1etestingnewchanne1sthatyoumaynothaveconsideredbefore,1ikeSMS,inf1uencersorstreamingTV."Nextyearwi11beastrongoneforinf1uencerimpact,accordingtoarecentDiqidaVreport,withmicro-andnon-inf1uencers1eadinga$21.1bi11ionmarket,eachworkingfromnichepositionsandrepresentingdiverseandinc1usivepersonaeacrosscampaigns.Meanwhi1e,streamingTVcameinsecondonthemostimpactfu11istin2023and2024,accountingfor59%oftheanswersregardingthisyear'soutcomesand58%intheyeartocome.Oneagency1eaderto1dDiQidayregardingitsp1antoinvest20%oftheyear'sadbudgetsintote1evisionchanne1s."Videoisimportant,especia11yforastartup,becauseyouneedap1acetote11yourstory,"saidC1aireRusse11,headofmediaatFitzcoadagency.,There,son1ysomuchemotionyoucancommunicatethroughasearchadorsocia1carouse1."AsRusse11hinted,videomarketingisn't1imitedtote1evisionchanne1s.Brandsareincreasing1yusingvideoinsocia1mediafeeds,goingbeyondstaticimages.Mobi1e,videoandInnuencerstrategiestopthe1istofDTCrevenuedriversChanne1-by-channe1successisshapingourrespondents'eva1uationofstrategyaswe11.In2023,theirmosteffectivestrategiesfocusedonmobi1eoptimization(59%),videocontent(53%)andinf1uencercontent(43%).Thosethreea1sotopthe1istforwhattheyexpecttodrivethemostrevenuein2024(48%,58%and54%,respective1y).Q.In2023,whatarethetopthreedigita1strategiesdrivingpositiveDTCmarketingoutcomes?Whichdoyouexpectwi11bethetopthreein2024?Se1ectthree.Marketresearch(consumerbehaviors):Ana1ytics/testing(message/mixoptimization):AnaIyticsZreporting(strategyoptimization):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