【行业研报】2023年B2C营销人员调查（英）_市场营销策划_重点报告20230802_doc.docx

optimoveTheOptimove2023SurveyofB2CMarketersInsightsandtrendsonmarketingstrategiesandtechno1ogiesimpactingcustomer1oya1tyretentionacquisitionchurnC1Vpersona1izationzero-partydatafirst-partydatacampaignautomationcustomer1oya1tymarketingROIEXECUTIVESUMMARYReportsrevea1Ihatfindinganewcustomercancostfivetimesmorethanretaininganexistingone.Inaddition,se11inganexistingcustomerhasa60-70%successrateversusa5-20%ofse11inganewcustomer.Yetthesurveyresu1tsinthisreportshowthatmarketerscontinuetoa11ocatemorebudgettoacquisitionmarketingversusretentionmarketinginthefaceofeconomicuncertainty.TheU.S.Federa1ReservecommentedinMarch2023that"Consumerspendingwasgenera11yseenasf1attodowns1ight1yamidcontinuedreportsofmoderatepricegrowth."P1us,PenC1resu1tsOfthreerecentOQtirnOVeSUrVeySshowthatconsumers*p1annedshoppingbudgetsareunpredictab1e.InAugust2023,nineteenpercent(19%)ofconsumersp1annedonspendingmore,inFebruary14%,and22%inMarch2023.Thissurveyrevea1sissuesthatcou1dho1dmarketersbackfromshiftingmorebudgettocustomer-1edretentionmarketing.Ita1sorevea1sacertaindifficu1tyinadaptingtonewtechno1ogiesthatdrivedeeperconnectionsandpersona1izationtotheirconsumers.Ofnoteisthatmanymarketersaremissingacrucia1coreingredienttohigh1yeffectiveretentionmarketing:extractingthemostva1uefromfirst-andzero-partydata.Customer-1edmarketingisthebasisforabrandtode1iverdeeperpersona1ization,equatingtobe甘erretentionandimprovedcustomer1ifetimeva1ue(C1V).Theconsu1tingfirmzMcKinsev&ComQc1vy,reportedaboutcustomer1edmarketing.Itnoted,uOthedownside,compensatingfortheva1ueofone1ostcustomercanrequiretheacquisitionofthreenewcustomers.Ontheupside,80percentoftheva1uecreationachievedbythewor1d'smostsuccessfu1growthcompaniescomesfromtheircorebusinessprincipa11y,un1ockingnewrevenuesfromexistingcustomers."Keyresu1ts:1. Marketerscontinuetobudgetmoreforacquisitionversusretention,despiteuncertaintywithconsumerspending.2. Marketerssaytacticsthatde1iverthemostbangforthebuckareretention/chumpreventionandincreasingCustomer1ifetimeVa1ue(C1V).3. Marketersrespondedthatcostsofacquisitionandretentionmarketingareup.4. Marketersincreasedigita1marketingspendespecia11yforsca1ingpersona1izationtoimproveretention.5. Quickerresponsetimeiskeyindeepeningcustomerre1ationships.Todoso,thetoppriorityformarketersisdetecting,prioritizing,andexecutingresponsestorea1-timeevents,whichde1iversthehighestva1uewhenoptimized.6. A1mostha1fofmarketers(49%)donothaveastrategyinp1aceforco11ectingzeropartydata,whi1e42%donothavestrategiesforfirst-partydata.7. Respondentsnotedthetopmarketingmistakesincustomeroutreachthathaveanegativeimpactonthebrandarethefo11owing:a)toomanymessagescausingmarketingfatigue,b)conf1ictingmessagesandpromotionsacrossdifferentchanne1s.8. Mostmarketers,eighty-eightpercent(88%)zincreasedthepercentageof,orarep1anningtoincreasetheirautomatedmarketingcampaignstode1ivermorere1evantpersona1izedmessages.Methodo1ogyTheOptimove2023SurveyofB2CMarketersqueried221senior1eve1marketingexecutivesinthesecondquarterof2023.ThesurveywasdesignedbyOptimoveandfie1dedbySurveyMonkey.Respondentsinc1udedexecutivesatcompanieswiththefo11owingB2Cmode1s:digita1-firstmu1ti-brand,who1esa1emanufacturers,traditiona1mu1ti-brands,digita1-firstdirect-to-consumerzandtraditiona1direct-to-consumerretai1erswithbrick-and-mortarout1ets.Respondentsinc1udedCEOs,CMOszandSVPsofmarketing.DETAI1EDFINDINGSDespiteuncertaintywithconsumerspending,marketersbudgetmoreforcost1yacquisitionoverretentionMarketerscontinuetobudgetmoreforacquisitionversusretention,despiteuncertaintywithconsumerspending.Theresu1tsshowthat54%ofmarketersarebudgetingmoreforacquisition,comparedto13%whobudgetmoreforretention.Theremaining33%sp1itthebudgeteven1y.Theresu1tsshow1itt1eornochangefromour2023resu1ts:52%a11ocatedmorethanha1ftocustomeracquisition,15%a11ocatedmorethanha1ftocustomerretention,and33%saidtheysp1itthebudgetequa11y.OfnoteisthatithasbeenreportedIhatfindinganewcustomercancostfivetimesmorethanretaininganexistingone.Inaddition,se11inganexistingcustomerhasa60-70%successrateversusa5-20%ofse11inganewcustomer.P1us,theva1ueOfOCeIoStCUStOmerCQnrequiretheCCCUiSitiOnofthreenewcustomers.AnC1,80QerCentOftheVQIUeCreQtiOnachievedbythewor1d'smostsuccessfu1growthcompaniescomesfromIheircorebusinessprincipa11y,un1ockingnewrevenuesfromexistingcustomers.Unpredictab1econsumerspendingTheresu1tsarereportedasconsumerspendingremainsf1at.AccordingtotheApri11OthBeigeBkReQortissuedbytheU.S.Federa1Reserve,uConsumerspendingwasgenera11yseenasf1attodowns1ight1yamidcontinuedreportsofmoderatepricegrowth."P1us,Pendresu1tsofthreerecentOQtirnOVesurveys,showthatconsumers1p1annedshoppingbudgetsareunpredictab1e.InAugust2023,nineteenpercent(19%)ofconsumersp1annedonspendingmore,February14%tand22%inMarch2023.Percentofconsumerswhop1anonspendingmorecomparedtothesametimeperiodinthepreviousyearBestROIMarketingTacticsRespondentssaymarketingtacticsthatde1iverthemostbangforthebuckare1)retentiochurnprevention,and2)focusingoncu