2024年企业数字化营销变革及AI应用研究报告（英文版）

DigitalX 2024: Digital Marketing Evolution, Instore Performance & AI

Introduction

This report marks the first edition of DigitalX, focusing on the evolution of digital marketing and the role of AI in enhancing customer engagement. The report emphasizes the shift from traditional digital marketing practices to a more holistic, data-driven approach. Key drivers include advancements in technology and changes in consumer behavior due to new data privacy regulations.

Strategic Overview

The report introduces the concept of "full-funnel marketing," which involves engaging consumers at every stage of their decision-making process. This approach aims to create memorable customer experiences, both online and offline. Retailers and brands are increasingly adopting this strategy to leverage data and AI for better customer insights and engagement.

Rethinking Omnichannel

The term "omnichannel" is undergoing a reevaluation. While it was initially seen as a top-down initiative aimed at seamlessly integrating various sales channels, it is now being viewed from the consumer's perspective. The focus is shifting towards reducing friction and providing a seamless shopping experience. Leading retailers, such as Screwfix, exemplify successful omnichannel strategies by tailoring their offerings to meet customer needs efficiently.

Key Data Points

• Consumer Behavior: Shoppers are influenced by a variety of factors including influencers, coupons, social media, and mobile app notifications. For instance, 38.4% of consumers consider general coupons and discounts when choosing new products.
• Customer Loyalty: Returning customers tend to spend more and share more data, contributing significantly to sales and customer retention.
• Full-Funnel Marketing: This approach considers the entire customer journey, from awareness to conversion, leveraging data and AI to enhance engagement.

Case Studies

• Screwfix: Demonstrates a successful omnichannel strategy by analyzing customer behavior and building offerings that make life easier for busy tradespeople.
• Other Companies: Profiles of companies like HP, John Lewis, L’Oréal, Nike, PepsiCo, Sainsbury’s, Shein, Sweaty Betty, and Ugg highlight diverse approaches to digital marketing and customer engagement.

Conclusion

The report concludes that full-funnel marketing and a customer-centric approach to omnichannel will continue to be central to 21st-century retail. By leveraging data and AI, retailers can create more personalized and engaging experiences, driving both short-term sales and long-term customer loyalty.

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This summary captures the key points and data from the report, highlighting the evolving landscape of digital marketing and the importance of customer-centric strategies.