2023年广告主营销趋势洞察  

Advertiser Marketing Trend Insights 2023

作　　者：赵梅 杜国清[2] 陈怡[3] 严婷婷 Zhao Mei;Du Guoqing;Chen Yi;Yan Tingting

机构地区：[1]央视市场研究(CTR) [2]中国传媒大学广告学院 [3]中国传媒大学广告学院科研办

出　　处：《现代广告》2023年第14期62-65,共4页Modern Advertising

摘　　要：立足于2023年后疫情时代“拐点”,广告主营销策略发生了什么变化?本次定量与定性相结合的广告主调查显示,广告主态度理性,谨慎开支,确定了“降本增效”为营销的主基调。由此,广告主在品效逻辑、媒体投放与内容营销方面都相应做出调整与优化。面对充满不确定性的市场环境,广告主降低规模式扩张速度,转向精细化、高质量发展路径,越发理智、成熟地应对市场变化。In the year of 2023,which is considered as the"turning point"of the post-pandemic era,what changes in advertisers'marketing strategies are there?Based on a combined quantitative and qualitative survey of advertisers,it was found that they have become more rational and cautious in their spending,with a focus on“cost reduction and efficiency improvement”as the main marketing approach.As a result,advertisers have made corresponding changes and adjustments in terms of the decision logic of choosing between brand advertising and performance advertising,media placement structure,and content marketing.Faced with an uncertain market environment,advertisers have slowed down their expansion speed and shifted towards a refined and high-quality development path,and have responded to market changes with increasing rationality and maturity.

关 键 词：广告主 营销 媒体 AIGC 

分 类 号：F27[经济管理—企业管理]