MarketUP：活动营销实战指南白皮书（2022）（56页）.pdf

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6、rketUp_Yoomi_6116490MarketUp_Yoomi_6116490数字化营销不断推动着活动营销的变革，场景的应用范围、新的市场需求以及数字化的解决方案不断更新，驱使企业进行营销领域的变革。通过走访与调研发现，目前企业在活动营销领域面临几个新的变化与难题：第一，活动营销的市场正在快速迭代；第二，消费者个性化的市场需求，考验活动营销团队的协作与配合；第三，活动营销包含太多内容，很难一下子消化。活动营销不仅是做完活动就结束了，而是会涉及到营销、销售、产品、供应链、技术服务等方方面面的环节。针对以上问题，我们考察了上千场营销增长活动，同时走访与调研了相关领域的负责人。我们发现，对于活