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群邑发布《2024年双11全域营销洞察》

GroupM China 群邑中国 2024-11-12
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史上最早且最长的双11刚刚落下帷幕。今年双11有哪些新变化、亮点和机遇?群邑最新发布的《2024年双11全域营销洞察》综合分析了各平台在双11期间的策略、流量、销售趋势以及热门类目的销售排名,同时探讨了品牌今年在双11遇到的挑战和全域营销之道,为从业者提供了全面的洞察和启发。

 

群邑Nexus中国区总裁张慧敏 (Jerman Zhang) 总结道:“今年是群邑发布大促营销系列报告的第十年。对于品牌而言,双11早已不是电商销售这单一场景,而是融合了数据、品牌、内容、种草、效果、到电商转化的全域全链路的品牌建设和生意增长之道。这份报告融合了我们一线的实操总结和思考,期待继续携手客户和平台伙伴们探索全域机遇。”

 

2024双11六大关键词:

提前抢跑;互惠互利;互联互通;心智渗透;全域链接;AI破局

 

品牌如何在双11突围「人+货+内容+场」

「人」: 消费者的行为决策变得更加谨慎,他们更加注重产品的实用性和长期使用价值。同时,平台的流量增长也面临着挑战。因此,品牌需要重塑投资逻辑,把握全域人群的机会,以吸引和留住消费者。

 

「货」「内容」: 市场竞争格局加剧,多品牌之间的竞争变得异常激烈,品牌必须合理分配货品投资,增强品牌叙事/内容,以确保在竞争中保持优势。

 

「场」:在多平台混战的复杂环境中,平台不断革新迭代,品牌需要进行跨平台全域整合,利用AI技术赋能人工决策。

 

数据驱动全域营销 – 5A方法

为了更好地帮助品牌提升全域营销创收能力,报告详细分析了5A方法,即从数据洞察(Analysis)、曝光蓄水(Awareness)、内容种草(Appeal)、加热引流(Activation)到电商转化(Action)5个阶段的具体策略和对应能力。

报告二维码.png

扫描二维码或点击链接(http://h5.ppj.io/w87g9m2V/index.html?v=6

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关联公司: GroupM China 群邑中国
标签: 双十一 双11 群邑 全域营销
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