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調查:近三成CMO計劃未來一年使用10個以上數字平台進行營銷活動
阿思達克 11-22 15:21
廣告科技公司The Trade Desk(TTD.US)委託市場研究公司Kantar進行一項《數字營銷未來 2022調查》指出,北亞地區的首席營銷官(CMO)積極以嶄新手法,發掘不同營銷平台的機會。CMO需要全通路(Omnichannel)和全面的數據戰略,適當地衡工量值,才能使品牌和業務站於領先位置。 調查指出,香港地區企業去年平均使用9個平台進行品牌宣傳,用量較中國內地(8)、台灣地區(8)、日本(7)及韓國(6)企業為多。而且有27%的受訪CMO表示,計劃在未來12個月使用10個或更多數字平台進行營銷活動。調查亦指出,有三分之一北亞區CMO使用點選率或每次點擊成本等指標,去計算品牌宣傳攻勢的成效。 對於市場預計第三方cookies將於未來兩年內退場,調查指83%受訪CMO已經局部放棄使用,轉而收集第一方數據,以便制定營銷計劃。但是有三分之二的受訪CMO覺得他們還未準備好應對失去cookies的網絡局面,或相應對策只在起步階段。這情況以香港地區及中國內地的CMO為甚,當中近六成受訪者表示,仍然把第三方數據視作主要的數據來源。(ca/u) ~
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