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0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">1、CMO被「不确定」考验</span></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">2022年,广告营销将有哪些变化?CMO们最有发言权。在一线直接打仗的他们,对于行业每个细微变化都有着既敏锐、又深刻的感受ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">最近收到一份广告营销行业的重磅调研报告ã€?022营销风向标调研》,这份报告由巨量引擎和凯度BrandZ联合完成ï¼?æœ?日在引擎奖上发布。它的调研对象是100位CMO,话题则覆盖整个行业的方方面面。详细阅读后,你会发掘出很多关键的信息ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">比如即便åœ?021年遭遇困难,但超过一半的CMOå¯?022年的营销与经营环境发展仍然保持乐观。值得注意的是,中国CMO们的乐观情绪(评åˆ?71.01)甚至超过了美国同行(评åˆ?69.6)ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://si1.go2yd.com/get-image/0wyD1IRfO9m" title="/" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">当然,这种乐观不只是一种情绪表达,它直接反映在了预算投入上—â€?8.67%的受访者表示将在今年增加营销投入。在宏观环境不甚明朗的当下,营销预算保持坚挺非常难得ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://si1.go2yd.com/get-image/0wyD1J4yCpa" title="/" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">但情况也不全然乐观,因为蒙头狂奔的阶段已经结束。从用户、效果到触点,整个行业都面临着极大的不确定。当市场变得越来越不可预测,CMO们的工作难度也显著增加:</p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">首先,用户变得不可预测ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">他们的媒介接触行为和消费审美趣味变得多元,比如消费者可能在鸿星尔克和韩束的直播间中「野性消费」,也会因为广告中出现的「眯眯眼」形象大动肝火。高è¾?0.7%的CMO提到自己正直面复杂的舆论环境,因为消费者结构的多元化带来了价值观的多元化,从而需要应对很多复杂发的局面ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">其次,效果变得不可预测ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">一方面,超过七成的CMO认为营销平台流量增长乏力,让品牌间竞争程度加剧;另一方面,六成受访者认为广告媒介投放成本的上涨,让ROI的提升成为难题。确实如此,僧(投放)多粥(流量)少的趋势暂时看不到缓解的势头ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">最后,触点变得不可预测ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">以往,企业只需面对有限的几个强势媒体;但现在,伴随用户注意力的碎片化,CMO们不得不对短视频、信息流、电商、社交、搜索等不同触点「雨露均沾」。然而,更多触点带来了管理问题—â€?7.19%的受访者表示正被「同一广告主题如何适应不同特征的媒体」所困扰,三分之二的CMO则表示跨媒介广告预算的合理分配让自己头疼ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">2、用「整合」对抗「不确定ã€?/span></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">历史是一个轮回,广告营销也不例外。当前这批CMO遭遇的烦恼,他们的前辈们也曾遇到ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">如果站在这一刻的时空语境,回读唐·舒尔茨的经典著作《整合营销传播》,你会惊讶地发现这本书就是在诠释当下—â€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">当时,绝大多数营销从业者更关注能带来直接利润的产品而非品牌,像极了过去几年行业关注效果转化、却忽视品牌建设ï¼?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">当时,营销花费从广告向促销加速转移,但企业却面临着投放费用分配的问题,像极了眼下CMO在触点管理上遭遇的严峻挑战;</p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">当时,大多数企业都是严格划分出一个个分散且独立的业务功能或部门,像极了当前企业由市场、营销、销售等部门「多龙治水」的局面ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">面对这种复杂的情况,唐·舒尔茨等美国学者们给出的答案简单直接:整合ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">「广告从业者对本行业的历史表现出漫不经心、根深蒂固的无知,他们一直在重新发现、重新命名陈旧的技巧(并以为他们从此创造出了前所未有的新发明)」,早在1997年,广告历史学家福克斯就曾这样写道ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">重新站在十字路口,方向选择比努力本身更加重要ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">所以,CMO们不妨化繁为简,重回历史寻找问题的解方。答案还是回到「整合」二字——借助「内容整合」「资产整合」和「链路整合」,CMO们足以应付来自用户、效果和触点的不确定ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在今年的引擎大会上,巨量引擎高级产品副总裁周盛提到了「全量增长」的概念,大意是将品牌建设、心智种草、销售转化融为一体。某种程度上,这也是应对当下新传播环境可行的「整合」方案ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">3、内容:整合碎片化注意力</span></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">人们每个月使用的App数量有多少个?不同机构给出的答案不同,但基本徘徊åœ?0个左右,它们都在让用户注意力日趋碎片化ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在传统媒体时代,通过「饱和式投放」便能霸占用户注意力。从恒源祥到脑白金,这样的招数屡见不鲜。但现在,这样的捷径某种程度上已被堵死。当用户注意力可以在不同渠道间快速游移,强推式「砸钱」并不能解决注意力碎片化的问题ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">2021å¹?月,不管人们在抖音、微博还是B站出没,「蜜雪冰城」都成为了人们热聊的话题。原因很简单,「洗脑」的主题曲激发了人们二创的热情,在病毒式增殖传播的过程中,品牌滚雪球似地获得了庞大影响力——是内容,让所有人原本分散的注意力短暂聚拢在一起ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">去年底,在与TalkingData副总裁闫辉交流时,他提到过去几年行业更关注「人」,也就是目标用户和潜客挖掘,但却缺乏对「内容」的研究ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">他的观点与不少CMO的看法不谋而合:有68.26%的CMO将在今年加强品牌内容建设,有71.15%的受访者则表示将加强包括IP合作和明æ˜?达人合作等内容创新ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://si1.go2yd.com/get-image/0wyD1JacwWJ" title="/" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">行业领导者对内容不约而同的重视,很大程度上源于「内容」已经超越「渠道」成为流量获取的核心要素ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">具体来说,新的一年如何在「内容整合」上布局?总结为两点:第一,重视立体化内容的搭建;第二,为内容找好「后路」ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">首先,要重视立体化内容的搭建。所谓立体化,是指既需要头部IP内容「高举高打」的高穿透力,也需要达人原生内容「蜂群效应」的强覆盖性,只有内容的横纵结合才能保证对碎片化注意力的整合ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在IP内容合作方面,蓝河乳业具有代表性。通过与《点赞!达人秀》等节目的合作,蓝河乳业在中国激烈的乳业市场竞争中迅速扩大声量,通过软性植入建立起「绵羊奶ç²?高端奶粉」的新品类认知ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">而在达人原生内容方面,几乎所有品牌都加快了达人营销布局ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在今年引擎奖评奖过程中,可以发现很多品牌在去年达人营销的尝试上堪称「激进」——农夫山泉在2020年只与颜值和美食两类达人进行过合作,到了2021年,它合作的达人已经分布åœ?1个垂类中。与此同时,达人制作的内容数量增长接è¿?倍,品牌形象跟随达人覆盖了更多圈层的消费者ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://si1.go2yd.com/get-image/0wyD1KbUYGo" title="/" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">其次,为内容找好「后路」。所谓后路便是内容直达后链路的能力,包括与转化、留资组件和直播、转化场景的协同。不管是头部IP内容抑或达人原生内容都理应做到这一点,因为每一次由内容带来的流量转化机会都弥足珍贵ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">而在百位CMO调查中,高达98.7%的受访者认可「流量与内容协同,助力销售线索留存和把握新商机」,这是报告中共识度最高的结论之一。除此之外,也有超九成CMO认可内容需要将转化的高效性纳入考量——简而言之,内容最终仍要为转化服务ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">总的来说,内容成为品牌抵抗碎片化注意力的利器,要用好它既需要搭建起多层次的内容体系,同时也要让它在后链路上开花结果ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">4、资产:整合碎片化Campaign</span></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">如果观察国内数字营销平台近期的动作,你会发现「资产」成为了被高频提及的词语ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">åœ?æœ?日巨量引擎举办的引擎大会上,有一场分会场的主题是「ONE资产」;而在去年12月,B站也åœ?021 bilibili AD TALK上提到,要通过「品牌银行」帮助企业构建数字世界的品牌资产ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在广告营销行业中提「资产」,这是一种明显的「货币化」策略,平台有意引导广告主更多关注广告营销的科学性和长效性。背后的潜台词是,即便投放的广告不能马上转化成销售业绩,但「每一步,都算数」,它们都在为业绩的成长添砖加瓦ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">刚好,企业也需要这样的量化工具ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">比如借助「O-5A」模型,巨量引擎平台上的广告主可以快速了解与用户关系的亲疏远近,并据此安排下一轮营销方案ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">所谓「O-5A」,是将所有用户划分为机会用户(O)、感知用户(A1)、好奇用户(A2)、询问用户(A3)、行动用户(A4)和拥护用户(A5)等六类ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://si1.go2yd.com/get-image/0wyD1LwaTkJ" title="/" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在巨量云图上,品牌主可以了解三方面信息:第一,每层级用户资产分别积累多少;第二,层级间的流转效率如何;第三,每层级用户从哪里来、到哪里去。通过这三大类信息,企业能够将不同时间点推出的碎片化Campaign整合到「资产」视角下统一评估、调整和统筹规划ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">具体来说,「资产整合」给CMO带来的变化体现在四个方面ï¼?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">第一,从质化心态到量化心态。「资产」本身就意味着量化,CMO可以摈弃自己的个体经验和审美偏向,通过数据更客观地指导和复盘Campaign与策略ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">比如波司登去å¹?0月与Burberry前设计总监合作打造「风衣羽绒服」品类。数据显示,它当时面临的主要问题是A3人群流转占比过低,已经成为掣肘销售转化的短板。随后,它对广告营销策略有针对性地做出调整,最终使得A3人群资产提升251.27%,新品风衣羽绒服的GMV也顺利跨è¿?000万元的门槛ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://si1.go2yd.com/get-image/0wyD1MxGAo0" title="/" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">第二,从即时心态到长效心态。最近在与企业交流时,能发现他们越来越重视「蓄水」。「蓄水」的意思是前期将更多流量引入私域,并等待大促、节庆等高转化时点实现批量转化ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">企业思维的变化意义深远,他们开始更多的耐心静候机会。之所以发生这样的转变,「资产化」成为功臣。以前,人们除了转化数据以外,很难把握广告的价值;但现在,通过用户资产的增减,企业能够用数据判断Campaign的效果,这让品牌投放更加科学ã€?nbsp;</p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">第三,从成本心态到盈利心态。从CMO调研报告中能看到一个可喜变化,CMO们开始有底气去主动承担更深度的KPI考核指标——有七成受访者将在今年加强考虑「生意经营」问题,四分之三的CMO表示将在「用户增长」和「市场份额增长」上有所作为ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://si1.go2yd.com/get-image/0wyD1NYByyz" title="/" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">随着广告营销从「成本部门」定位向「经营部门」定位转变,CMO们活跃的舞台不仅更辽阔,他们在公司中的地位也将显著提升ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">第四,从粗放心态到精细心态。有了营销科学和数据资产的支撑,营销人员也开始有能力关注多维度节点指标,实现精细化地生意经营ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">城野医生就在投前、投中和投后全链引入了营销科学理念。在投放之前,它根据兴趣标签、关键词、自定义人群包等方式高效拉新,在投中针对不同人群特点有针对性地展示不同内容,而在投后又基于数据优化人群定向和创意内容。在层层提效下,它在抖音上的5A人群从原本的60万增长到äº?648万,提升幅度高达78倍ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">通过「资产整合」,CMO们在广告营销上的所有努力都可以被货币化为具体数据,业务的开展也变得更具可预测性——比如在å?1前,如果A3人群显著增多,那么企业就知道可以提前增加库存、调配物流能力并设置一个更高的GMV目标ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><span style="box-sizing: border-box; font-weight: 700;">5、链路:整合碎片化触ç‚?/span></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">过去一年,「品效销一体化」成为企业关注的焦点——高è¾?9.33%的CMO认为åœ?022年需要建立「生äº?宣发-互动-转化一体化内容营销模式」ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">事实上,梳理过去十余年广告营销理念的变迁,能够发现一条从品牌主导、效果主导、品效协同到品效销一体化的历史演进脉络ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><img src="https://si1.go2yd.com/get-image/0wyD1OW6zCl" title="/" style="box-sizing: border-box; border: 0px; vertical-align: dle; display: block; width: 847.5px;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在最早的传统媒体和互联网门户网站主导时期,由于缺乏后链路转化环节,当时的企业更习惯于「大投放+大媒ä½?大品牌」的品牌玩法ï¼?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">随着以RTB为代表的程序化广告形态出现,企业开始将更多注意力转移到效果层面,希望广告能够推进即时转化;</p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">再往后,品效协同的概念在前几年风靡起来,人们开始认识到品牌和效果不再是相互割裂的硬币两面,而是可以相互促进、共同提升;</p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">而从去年开始,又出现了「品效销一体化」的概念并广受欢迎。与前面的几个广告营销理念相比,「品效销一体化」将链路拆分得更精细,同时也注重「品带效」「效带销」「销带品」的正向循环ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">所谓「品」是指企业依托大流量平台、高质量IP和品牌化内容,塑造品牌形象、建立品牌认知、强化品牌信任;所谓「效」则包括了「种草」「留资」「询问」「搜索」「进入直播间」等深度交互行为,它们也成为用户购买转化的先兆指标ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在引擎奖的诸多案例中,都能看到「先品后效」让广告拥有更好的数据表现——护肤品牌优时颜就整合了星图和千川,首先投放「不挂车」(即没有小黄车、小风车等转化组件)的达人推荐视频增强信任感,随后序贯投放巨量千川竞价广告将建立信任感的用户引入直播间。这样的创新做法,使得转化率和互动率表现都得到了显著提高ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">而所谓「销」指的是依托电商、下载等转化场景完成「最后一击」。某种程度上,它既是品和效之后的自然延伸,同时也通过「以销带品」的方式推动新循环的产生——不少新消费品牌都是通过某款爆品打响了知名度,比如零糖气泡水让元气森林被更多人了解ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在「品效销一体化」的布局思路下,看似碎片化的触点各自归位、各司其职。只要建立起正常的运营和流转逻辑,CMO管理触点将不再困难ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">站在岁末年初回顾过去、展望未来,可以发现CMO在新一年面对的不确定性压力依然不减。但同时也要看到「抱团取暖」能够顺利应对压力,对内容、资产和链路的「整合」能够有效地应对注意力、营销活动和触点的碎片化问题ã€?/p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);"><br style="box-sizing: border-box;"></p><p style="box-sizing: border-box; margin: 0px; line-height: 2; padding: 0px; text-align: justify; font-size: 16px; font-family: Regular, Arial, sans-serif; background-color: rgb(255, 255, 255);">在新的环境下,营销行业需要重拾「整合」理念。它既是度过危机的必然选择,也是应对未来的正确策略ã€?/p></div> <br /> </div><div class="bdsharebuttonbox"><A class=bds_more href="#" data-cmd="more"></A><A class=bds_qzone title=分享到QQ空间 href="#" data-cmd="qzone"></A><A class=bds_tsina 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