Digiday：2023年全渠道营销状况报告（中译版）（22页）.pdf

1、The state of omnichannel marketing in 2023Navigating changing consumer behavior,overcoming barriers and optimizing measurement$The state of omnichannel marketing in 2023Navigating changing consumer behavior,overcoming barriers and optimizing measurementWhats in this reportIn 2023,omnichannel marketi

2、ng will continue to evolve.Even as omnichannel strategies have become the baseline for marketing,continued shifts in consumer habits coupled with the ever-increasing array of digital channels will require marketing teams to innovate and keep pace with their audiences.The vectors are numerous,and the

3、 opportunities to lose critical consumer attention are multiplying.But its not just the proliferation of channels and touchpoints which,in 2022,reached 22 connected devices on average per U.S.household,according to Deloitte.Challenges related to advertising identity will continue to evolve,disruptin

4、g how marketers reach audiences and measure program effectiveness.And budgets are once again in play,as rising inflation and economic concerns are prompting some advertisers to reconsider upper-funnel spending.“This year,we will see a renewed focus on the fundamentals,”said Angela Jones,global direc

5、tor of marketing effectiveness and intelligence at Amazon Ads.“Marketers will be expected to take a critical approach to identify which of their efforts are most closely aligned to the most important business objectives,to invest accordingly,and to measure effectively to demonstrate the true impact

6、of their work.In 2023,expect marketing teams to become even more closely aligned with other teams and step up as a driver of both brand awareness and growth.”To provide hardworking marketing teams with insights into the opportunities related to omnichannel marketing in 2023,this new State of the Ind