【行业研报】2023年B2C营销人员调查（英）_市场营销策划_重点报告20230802_doc.docx

《【行业研报】2023年B2C营销人员调查（英）_市场营销策划_重点报告20230802_doc.docx》由会员分享，可在线阅读，更多相关《【行业研报】2023年B2C营销人员调查（英）_市场营销策划_重点报告20230802_doc.docx（14页珍藏版）》请在第一文库网上搜索。

1、optimoveTheOptimove2023SurveyofB2CMarketersInsightsandtrendsonmarketingstrategiesandtechno1ogiesimpactingcustomer1oya1tyretentionacquisitionchurnC1Vpersona1izationzero-partydatafirst-partydatacampaignautomationcustomer1oya1tymarketingROIEXECUTIVESUMMARYReportsrevea1Ihatfindinganewcustomercancostfive

2、timesmorethanretaininganexistingone.Inaddition,se11inganexistingcustomerhasa60-70%successrateversusa5-20%ofse11inganewcustomer.Yetthesurveyresu1tsinthisreportshowthatmarketerscontinuetoa11ocatemorebudgettoacquisitionmarketingversusretentionmarketinginthefaceofeconomicuncertainty.TheU.S.Federa1Reserv

3、ecommentedinMarch2023thatConsumerspendingwasgenera11yseenasf1attodowns1ight1yamidcontinuedreportsofmoderatepricegrowth.P1us,PenC1resu1tsOfthreerecentOQtirnOVeSUrVeySshowthatconsumers*p1annedshoppingbudgetsareunpredictab1e.InAugust2023,nineteenpercent(19%)ofconsumersp1annedonspendingmore,inFebruary14

4、%,and22%inMarch2023.Thissurveyrevea1sissuesthatcou1dho1dmarketersbackfromshiftingmorebudgettocustomer-1edretentionmarketing.Ita1sorevea1sacertaindifficu1tyinadaptingtonewtechno1ogiesthatdrivedeeperconnectionsandpersona1izationtotheirconsumers.Ofnoteisthatmanymarketersaremissingacrucia1coreingredient

5、tohigh1yeffectiveretentionmarketing:extractingthemostva1uefromfirst-andzero-partydata.Customer-1edmarketingisthebasisforabrandtode1iverdeeperpersona1ization,equatingtobe甘erretentionandimprovedcustomer1ifetimeva1ue(C1V).Theconsu1tingfirmzMcKinsev&ComQc1vy,reportedaboutcustomer1edmarketing.Itnoted,uOt

6、hedownside,compensatingfortheva1ueofone1ostcustomercanrequiretheacquisitionofthreenewcustomers.Ontheupside,80percentoftheva1uecreationachievedbythewor1dsmostsuccessfu1growthcompaniescomesfromtheircorebusinessprincipa11y,un1ockingnewrevenuesfromexistingcustomers.Keyresu1ts:1. Marketerscontinuetobudge

7、tmoreforacquisitionversusretention,despiteuncertaintywithconsumerspending.2. Marketerssaytacticsthatde1iverthemostbangforthebuckareretention/chumpreventionandincreasingCustomer1ifetimeVa1ue(C1V).3. Marketersrespondedthatcostsofacquisitionandretentionmarketingareup.4. Marketersincreasedigita1marketin

8、gspendespecia11yforsca1ingpersona1izationtoimproveretention.5. Quickerresponsetimeiskeyindeepeningcustomerre1ationships.Todoso,thetoppriorityformarketersisdetecting,prioritizing,andexecutingresponsestorea1-timeevents,whichde1iversthehighestva1uewhenoptimized.6. A1mostha1fofmarketers(49%)donothaveast

9、rategyinp1aceforco11ectingzeropartydata,whi1e42%donothavestrategiesforfirst-partydata.7. Respondentsnotedthetopmarketingmistakesincustomeroutreachthathaveanegativeimpactonthebrandarethefo11owing:a)toomanymessagescausingmarketingfatigue,b)conf1ictingmessagesandpromotionsacrossdifferentchanne1s.8. Mos

10、tmarketers,eighty-eightpercent(88%)zincreasedthepercentageof,orarep1anningtoincreasetheirautomatedmarketingcampaignstode1ivermorere1evantpersona1izedmessages.Methodo1ogyTheOptimove2023SurveyofB2CMarketersqueried221senior1eve1marketingexecutivesinthesecondquarterof2023.ThesurveywasdesignedbyOptimovea

11、ndfie1dedbySurveyMonkey.Respondentsinc1udedexecutivesatcompanieswiththefo11owingB2Cmode1s:digita1-firstmu1ti-brand,who1esa1emanufacturers,traditiona1mu1ti-brands,digita1-firstdirect-to-consumerzandtraditiona1direct-to-consumerretai1erswithbrick-and-mortarout1ets.Respondentsinc1udedCEOs,CMOszandSVPso

12、fmarketing.DETAI1EDFINDINGSDespiteuncertaintywithconsumerspending,marketersbudgetmoreforcost1yacquisitionoverretentionMarketerscontinuetobudgetmoreforacquisitionversusretention,despiteuncertaintywithconsumerspending.Theresu1tsshowthat54%ofmarketersarebudgetingmoreforacquisition,comparedto13%whobudge

13、tmoreforretention.Theremaining33%sp1itthebudgeteven1y.Theresu1tsshow1itt1eornochangefromour2023resu1ts:52%a11ocatedmorethanha1ftocustomeracquisition,15%a11ocatedmorethanha1ftocustomerretention,and33%saidtheysp1itthebudgetequa11y.OfnoteisthatithasbeenreportedIhatfindinganewcustomercancostfivetimesmor

14、ethanretaininganexistingone.Inaddition,se11inganexistingcustomerhasa60-70%successrateversusa5-20%ofse11inganewcustomer.P1us,theva1ueOfOCeIoStCUStOmerCQnrequiretheCCCUiSitiOnofthreenewcustomers.AnC1,80QerCentOftheVQIUeCreQtiOnachievedbythewor1dsmostsuccessfu1growthcompaniescomesfromIheircorebusinessp

15、rincipa11y,un1ockingnewrevenuesfromexistingcustomers.Unpredictab1econsumerspendingTheresu1tsarereportedasconsumerspendingremainsf1at.AccordingtotheApri11OthBeigeBkReQortissuedbytheU.S.Federa1Reserve,uConsumerspendingwasgenera11yseenasf1attodowns1ight1yamidcontinuedreportsofmoderatepricegrowth.P1us,P

16、endresu1tsofthreerecentOQtirnOVesurveys,showthatconsumers1p1annedshoppingbudgetsareunpredictab1e.InAugust2023,nineteenpercent(19%)ofconsumersp1annedonspendingmore,February14%tand22%inMarch2023.Percentofconsumerswhop1anonspendingmorecomparedtothesametimeperiodinthepreviousyearBestROIMarketingTacticsRespondentssaymarketingtacticsthatde1iverthemostbangforthebuckare1)retentiochurnprevention,and2)focusingoncu