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互动营销机构信泽微登发布数字互动生态报告

  2015年5月,中国最佳互动营销机构信泽微登推出《2015中国数字互动生态报告》。描绘了中国数字营销的环境和必须重视的现实情况,将会帮助企业进行大范围数字品牌建设、数字营销战略发展、大规模数字媒体传播上取得成功。

  In may of 2015, China's best interactive marketing agency SC X-DIGITAL GLOBAL issued the 2015 China digital interactive report. Report describes China's digital marketing environment and must pay attention to the reality, will help the enterprises to carry out a wide range of digital branding, digital marketing strategy development, large-scale digital media solution on success.

  主要内容:

  ?73%的广告主表示2015年会增加数字营销预算

  ?参与调研的广告主中“非常关注”微信平台的比例达到67% 。77%广告主认为数字营销“缺乏第三方检查机制,效果数据存疑”。

  The main contents include:

  ? 73% of advertisers said 2015 digital marketing budget

  ? to participate in the research of advertisers "very concerned" WeChat platform ratio reached 67%. 77% advertisers think digital marketing "lack of third party inspection mechanism, the effect data in doubt".

  一、市场对数字广告持积极态度

  2015年的数字广告传播中,超过一半的广告主表示愿意“积极尝试各类新技术手段”,其他一些广告主则谨慎地“只选择较为成熟的渠道与技术手段”,没有人愿意“只维持网络曝光量的惯性投放”,也没有人选择“其他”。这种情况说明,广告主普遍都明白,在快速发展的数字营销领域,必须主动出击、及时跟进,否则可能就会失去机遇,甚至坐以待毙。

  1, advertisers on digital advertising positively

  In digital advertising in 2015, more than half of the advertisers expressed a willingness to try all kinds of new technology, "" positive, some other advertisers are cautiously," only to choose a mature channels and technology ", no one is willing to "only maintain network exposure of inertia on the", and no one choose "other". This kind of situation, advertisers generally understand, in the rapid development of digital marketing field, must be proactive, timely follow up, or may lose the opportunity, even doing nothing.

  在数字广告的预算变化方面,73%的广告主都表示2015年会增加,还有17%选择持平,没有人选择“下降超过5%”。

  In the digital advertising budget change, will increase 73% of advertisers have said 2015, and 17% was flat, no one choose "fell more than 5%".

  二、数字营销领域的挑战

  在涉及数字广告的具体运作时,77%的广告主坦言2015年最关注的问题是“缺乏第三方检查机制,效果数据存疑”,还有60%的广告主认同“诸多数字广告营销模式尚不明确,效果预期被认为抬高”。这都体现了在很多企业的数字营销过程尚未形成闭环的情况下,数字广告的效果评估和营销过程掌控仍是难点。

  2, the digital marketing still confused

  In relation to the specific operation of digital advertising, advertisers 77% confessed in 2015, the most concern is the lack of the third party inspection mechanism, the effect of data in doubt ", and 60% of advertisers agree that "many digital advertising marketing model is not yet clear, expected effect is considered to raise". All of this reflects the digital marketing process in many enterprises have yet to form a closed loop, digital advertising effect evaluation and the marketing process is difficult to control.

  在问及当前的数字广告效果评估方法是否可以满足2015年营销过程中的需要时,只有17%认为“可以满足需要”,大多数的广告主(77%)表示只“可以满足部分需要”。

  On whether the current digital advertising effect evaluation method can satisfy the need in the process of marketing in 2015, only 17% think "can meet the need", most of the advertisers (77%) said only "can meet the needs of the part.

  三、移动平台最受关注

  在数字营销快速发展的今天,新技术和新应用层出不穷。在以下七种营销技术、工具或者应用中,广告主在2015年最关注的分别是移动平台、整合数字营销和移动广告,其中“非常关注”微信平台的比例达到67%。

  3, WeChat platform have attracted the most attention

  In today's rapid development of digital marketing, new technology and new application. In the following seven marketing technology, tools or applications, the advertisers, respectively, in 2015 the most attention is WeChat platform, integrated digital marketing and mobile advertising, which is "very concerned" WeChat platform ratio reached 67%.

  四、社交、搜索、内容营销成热点

  “社会化营销”的接受度最高——只有11%的广告主表示会“少用”或者“不用”;而“搜索引擎营销”和“内容营销”被当做最基础的营销方法,选择“必用”的广告主比例都达到47%。

  4, social networking, search, content marketing become hot spots

  The acceptance of the "social marketing" highest - only 11% of advertisers are said to be "use less" or "no". And "search engine marketing" and "content marketing" as the most basic marketing method, choose "with" advertisers ratio reached 47%.

  五、广告主青睐整合营销

  2015年,跨媒体整合营销将更为普遍。调查中选择“不做跨媒体整合营销”的广告主仅有3%,社交、搜索、垂直、门户、视频五类媒体将是整合营销中最常见的组合元素,选择比例都在60%以上。

  5, advertisers favor integrated marketing

  In 2015, cross-media integrated marketing will become more common. Choose the "don't be cross media integrated marketing survey" advertisers only 3%, social networking, search, vertical, portal and video five types of media will be the combination of the most common elements in integrated marketing, choose ratio is above 60%.

  六、广告主尝试新技术意愿强烈

  移动设备传感器、多屏互动、二维码、大数据、地理位置信息、微电影/病毒视频等技术都在积极接受的范围之内,只有增强现实(AR)技术的接受度相对较低。

  6,strong appetite, advertisers try to new technology

  Mobile sensors, screen more interactive, qr code, data, geographical location, micro movie/viral video technology in the range of positive and accept, only the acceptance of the augmented reality (AR) technology is relatively low.

  信泽微登X-DIGITAL《2015中国数字互动生态报告》可以帮助零售商及消费品企业更好地了解消费者购物行为,更有针对性地提供全渠道体验。作为中国最佳互动营销机构,信泽微登X-DIGITAL率先实现了从4P资源驱动到4C生态互动的战略升级,让数字营销更具价值!

  SC X-DIGITAL GLOBAL "2015 China DIGITAL interactive ecological report can help retailers and consumer goods companies gain a better understanding of consumer shopping behavior, more targeted to provide full channel experience. As the best interactive marketing agency in China, SC X-DIGITAL GLOBAL first realized from 4 p resources drive strategic upgrade to 4 c ecological interaction, make DIGITAL marketing more valuable!

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