2024年绩效营销的力量研究报告(英).pdf

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ThePowerof

Performance

Marketingin2024

2024willbelikemanyothersinthatdisruption

willbeaconstant.Marketerswillnavigatethetraditional43%

headachesofoptimizingefficienciesacrosstheirefforts.

Buttherearesomenewtopicsthatneedtobeaddressed.ofmarketersarecurrentlyusing

Inthepursuitoftheultimateconsumerexperience,brandsproprietaryidentifierslike

willneedtodomoretobuilddirectrelationshipswithfirst-partydata

theiraddressableaudiencestoamassloyalcustomers.

Businessesthatareagileandleaninwillwinthedayand

exceedtheirrevenuegoals.

In2024,wewillseetheexponentialimpactofAIfinally25%

affectingday-to-daymarketingoperations.Someiterationsofmarketersarestillusing

willbefleetingandsuperfluous.ButAIthatharnessesthethird-partycookies

rightdataandmeaningfulsolutionsthatarerootedatthe

coreoftheireffortswillbevictorious.

Thisyearwillalsoseethereturnofcyclicalpolitical

adspendingwhichwillwreakhavoconbrandsheavily23%

investinginpaidchannelstrategies.Combinedwithcookie

areusingIDgraphsand/or

deprecationthathasalreadystarted,manymarketersare

non-cookiesolutions

facingsubstantialchallenges.

First-partydatashouldstillbethepriorityforbrandsthat

wanttobuildlong-termrelationshipswiththeircustomers.

Theimpactoftraditionalremarketingviapaidchannels89%

isstillindecline.Bolsteringyourowne

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