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营销科学家谈2024营销趋势
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营销科学家谈2024营销趋势
作者: 广告门会员
2023-12-29 14:23 浏览 · 962
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报告认为,逆周期效应将成为品牌投资的重要策略。在经济不景气时,很多企业倾向于削减广告预算,但事实上,这正是加大品牌投资的最佳时机;建立长期ROI评估体系被认为是品效兼顾的关键;媒介选择要有逆向思维,找到价值洼地;内容的重要性被强调为是媒体的3倍;营销中的户外广告被视为机遇,但同时也存在ROI难以评估的问题;反数字化趋势将带动线下体验的回归。随着数字化的普及,线下消费有时被忽视了。然而,反数字化趋势正在兴起,线下体验重新成为一种新的趋势。
报告还指出,社区折扣店对于品牌形象的提升并不友好;随着全球化进程的推进,向外向下延伸成为企业拓展市场的重要策略;人才内卷是当前营销领域面临的一个问题;短剧营销也将成为一种备受关注的推广方式。
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