Wunderkind：2024年绩效营销的力量研究报告（英文版）

新用户首篇研报专享优惠价

报告摘要

The Power of Performance Marketing in 2024the state of performance marketing22024 will be like many others in that disruption will be a constant.Marketers will navigate the traditional headaches of optimizing efficiencies across their efforts.But there are some new topics that need to be addressed.In the pursuit of the ultimate consumer experience,brands will need to do more to build direct relationships with their addressable audiences to amass loyal customers.Businesses that are agile and lean in will win the day and exceed their revenue goals.In 2024,we will see the exponential impact of AI finally affecting day-to-day marketing operations.Some iterations will be fleeting and superfluous.But AI that harnesses the right data and meaningful solutions that are rooted at the core of their efforts will be victorious.This year will also see the return of cyclical political ad spending which will wreak havoc on brands heavily investing in paid channel strategies.Combined with cookie deprecation that has already started,many marketers are facing substantial challenges.First-party data should still be the priority for brands that want to build long-term relationships with their customers.The impact of traditional remarketing via paid channels is still in decline.Bolstering your owned channels such as email,text and your web properties,is the key to success.In fact,global consumer studies have found that email beats display ads by over 100%for delivering a click to purchase.And personalizing your messaging across email and text delivers even higher results.Lets dig into what performance marketing looks like in 2024 and beyond.43#%of marketers are currently using proprietary identifiers like first-party dataare using ID graphs and/or non-cookie solutionsof retailers still use third-party cookies for programmatic adsSource:eMarketer25%of marketers are still using third-party cookiesthe state of performance marketing3The State of Performance MarketingDemise of Third-Party Dat