全漏斗营销手册.pptx

Facebook 公司 Facebook 公司 What Why How A. B. 01 02 03 Facebook 01 1. Facebook IQ Performance Branding 2. Performance branding and how it is reinventing marketing ROI 2020 6 3. Toolbox Marketing: Are Brand and Performance Marketing Converging? 2019 2 + 1 2020 2 Netflix 3 Barry Enderwick Netflix * $400 Q10a. $400 * (N=863) 22.4% 27.3% 50.3% (N=793) 10.6% 32.2% 57.3% (N=425) 24.2% 30.4% 45.4% (N=602) 20.4% 37.4% 42.2% (N=589) 23.4% 38.2% 38.4% (N=414) 27.3% 42.8% 29.7% (N=477) 42.1% 26.2% 31.7% (N=4163) 22.9% 33.0% 44.1% 34% 22% 26% 25% 37% 42% 59% 35% 35% 59% 42% 37% 25% 26% 22% 34% 23% 23% 18% 18% 18% 26% 33% 23% 23% 33% 26% 18% 18% 18% 23% 23% Q18- Facebook Retail Banking Consumer Journey Study 4,082 18 2018 11 2019 2 90% 60% Facebook 1. Retail Banking Consumer Journey Study 1,026 18 2018 11 2019 2 2 IBM/NRF Retail Guidance 2018 Sparks Honey Gen Z Report 2017 52% / Facebook 1. Retail Banking Consumer Journey Study 1,026 18 2018 11 2019 2 2. Center for Generational Kinetics Generation Z in 2017: 2017 4 3. IBM/NRF Retail Guidance 2018 Sparks Honey Gen Z Report 2017 1 82% 69% 1. Travel Trend Report 2019 | 2. 6 Brands Opting for a Personalized Travel Experience 2019 | 3. Busiest Weekend For Travel Searches Since Lockdown Began 2020 6 29 | 4. Travel’s New Normal | 5. Facebook IQ Edelman Trust Barometer 12,000 2020 3 02 A What 1 2 3 4 5 6 Facebook 50% | | | | | | Facebook Facebook Facebook Facebook (DAR) (TAR) Facebook Facebook Facebook / A Why / Facebook / / / - Global CPG Campaigns with both Brand and Conversion Lift Studies 2017-2018 = 0.30 = 0.55 A How (Dynamic Ad) / / / Facebook / / / $ VS $$ Facebook Facebook / / / / / XX / Facebook B OPPO Insights Facebook Actionable 1,020 1,020 9.1 1.3 Instagram Facebook 10.5 10.5 2 3.9 Facebook 3% 3% 1.9% 14.3% 2.9 Facebook (Collaborative Ad) 31% 27.9 Lazada Shopee 31% 37% TECNO Facebook 160 Facebook 160 Facebook 1.7 1.7 9 Facebook 9 03 Facebook Facebook | | Facebook Facebook • Facebook • • • Facebook Faceb