本地企业可以采用的3种营销策略来提高盈利能力

Summary of Advertising Strategies in the Changing Digital Landscape

The landscape of advertising is shifting, with social commerce growing explosively and consumers demanding more control over their online data usage. Understanding the effects of these changes is crucial for maintaining a profitable advertising strategy, as consumer behavior, customer experience, and measurement continue to drive advertising budget decisions, albeit differently.

Challenges in Channel Effectiveness and Decision-Making

Determining which channels are effective remains a challenge for local advertisers, especially with evolving customer needs and data restrictions. The dilemma revolves around whether to invest in traditional channels such as TV and direct mail or to opt for targeted digital ads on platforms like TikTok and Xiaohongshu. Grasping the rapidly changing digital environment is essential for strategic business shifts.

Key Marketing Strategies for Local Businesses

Three significant marketing strategies have transformed how local businesses discover engagement and measure success, demonstrated through real advertising examples in the automotive industry:

1. Driving Short-Term Sales with Brand Advertising: Brand advertising can enhance direct response (DR) campaigns, as evidenced by a case where a car dealership reallocated 50% of its budget to brand storytelling, resulting in increased impressions, reduced costs, and an 11-fold increase in advertising return on investment (ROI).
2. Engaging Customers with Conversational Commerce: Brands are turning to messaging apps like Facebook Messenger and WhatsApp to create frictionless purchase paths, enabling a more convenient customer experience. For example, a dealership saw appointments increase from 25% to 59% by replacing forms with direct messaging.
3. Rethinking Measurement in a Cookie-less Future: Changes in data collection due to regulations and platform updates necessitate a new approach to measuring advertising success. Marketing Mix Modeling (MMM) offers a solution by using aggregated data to understand channel impact without relying on user-level engagement metrics.

Adapting to the Privacy-First World

Brands need to adapt to respect people's privacy choices while still gathering meaningful insights. MMM is one tool that helps in this respect, ensuring that marketing remains a game of adaptation and evolution.

Conclusion

Thriving brands of the future will be those that focus on building emotional connections through brand promotion, creating seamless experiences with conversational commerce, and implementing new measurement tools that support privacy-first approaches.

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