埃森哲：2019年消费者调查（英文版）(24页).pdf

1、Leading brands are using data to humanise their customer relationships and learning where to draw the line between invasive and inventive. Accenture Interactives 2019 Consumer Pulse Survey European Summary See people, not patterns. See people, not patterns. Contents Milestones in digital advertising

2、 Just because you can doesnt mean you should Data gathering, within reason What customers want from digital advertising Regulations take hold The line in the sand The seamless experience Country by country analysis Methodology 3 5 7 9 11 12 14 15 23 Lessons from the front lines of digital advertisin

3、g on how to use data respectfully and responsibly. MANY EUROPEAN CONSUMERS FEEL BRANDS dont know them well enough to serve them in a way that makes them feel special, but when those brands seem to know too muchand act on that knowledgethey can quickly lose consumers trust. That push and pull between

4、 consumers desire to be known and their wish for privacy has increasingly become an issue for brands. As we mark the 25-year anniversary of what has been celebrated as one of the first digital banners, digital advertising plays a bigger role in the cultural conversation than ever before. Milestones

5、in digital advertising AT&T purchases a small ad on HotW that says “Have you ever clicked your mouse right here?” 1994 YouTube is founded. 2005 Google launches and by 2000 introduces AdWords, ushering in the pay-per-click model. 1998 Mobile traffic exceeds conventional web traffic for the first time

6、. 2015 Macromedia introduces Flash, the graphics and animation platform. 1996 The launch of iPhones App Store ushers in new opportunities for brands to reach consumers. 2008 The iPhone is introduced, and brands focus more on mobile advertising. 2007 Voice technology disrupts the digital advertising