面对数字营销更加谨慎.PDFVIP

W INNING AT DIGITAL 赢在数字营销 How to unlock the full potential of digital marketing 如何释放数字营销的全部潜力 2013 INTRODUCTION 介 绍 he rapid development of online platforms in China has led digital to become the Tmaster key to unlocking the full potential of paid, owned, and earned media. But where many marketing strategies fall short is adapting digital into an integrated brand consumer experience rather than an isolated communication channel. As marketers and their agencies face greater pressure to reduce offline spending and ramp up online interactive spending, measurement is the part that’s hindering marketers from embracing new forms of widespread media and cross-platform campaigns with confidence. So how can brands link digital directly back to ROI measurement and business objectives? 着数字媒体在中国的飞速发展，数字媒体营销在广告主的整体营销战略中占据了越来越重要的位置，甚 随至成为整个营销战略成败的关键。广告主的营销团队以及他们的代理商正面临着更大压力 —— 缩减线 下花费，增加互动投入，以期获得更大投资回报。由此伴生的数字营销花费及投资回报率的计算成为一 直困扰广告主的难题。广告主对于移动媒体和跨屏媒体投入非常谨慎，营销效果无疑是影响广告主未来决策的最重要 因素。面对数字媒体和整合媒体的汹汹来袭，广告主需要思考如何提升专业知识和加强与广告代理商的合作。 This White Paper from marketing consultancy R3 and digital consultancy AdMaster is designed to give marketers and their agencies some insight into online media platforms are the ones raking in the highest marketing WHICH spend? are the greatest challenges faced by marketers in the online WHAT space? can brands best implement integrated strategies with measurable HOW results? are the areas of digital in which marketers are demanding more WHAT upskilling? This report is designed to start, not end a dialog. If you have your own views on Digital, we welcome hearing about them at @r3ww , @r3chin