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powered-by=\"xiumi.us\">\n<section>\n<section><\/section>\n<section><\/section>\n<section><\/section>\n<\/section>\n<\/section>\n<section powered-by=\"xiumi.us\">\n<section>\n<section><img decoding=\"async\" data-ratio=\"0.5140625\" data-type=\"jpeg\" data-w=\"640\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/20171210_5a2cc334c884d.jpg\" alt=\"\u6570\u5b57\u8425\u9500\u7684\u201c\u53e6\u7c7b\u201d\u54c1\u724c\u6c9f\u901a\u65b9\u5f0f\"\/><\/section>\n<\/section>\n<\/section>\n<section powered-by=\"xiumi.us\">\n<section>\n<section>\n<p><\/p>\n<p>\u6709\u610f\u601d\u7684\u662f\uff0c\u4e0e\u5b9d\u6d01\u3001\u8054\u5408\u5229\u534e\u7684\u6536\u7f29\u6218\u7565\u8fe5\u5f02\uff0c\u6b27\u83b1\u96c5(L&#8217;oreal)\u5219\u8868\u793a\uff0c\u5c06\u5728\u8c37\u6b4c\u3001Facebook\u548c\u4e9a\u9a6c\u900a\u7b49\u7f51\u7ad9\u4e0a\u82b1\u8d39\u66f4\u591a\u7684\u9884\u7b97\u3002\u6570\u5b57\u5a92\u4f53\u5728\u6b27\u83b1\u96c5\u7684\u9884\u7b97\u5360\u6bd4\u4e2d\u589e\u5e45\u8f83\u5927\uff1a2013\u5e74\u6240\u5360\u4efd\u989d\u4e3a13%\uff0c2016\u5e74\u8fbe\u5230\u4e8630%\u3002<\/p>\n<p><\/p>\n<p>2017\u5e74\u4e0a\u534a\u5e74\uff0c\u6b27\u83b1\u96c5\u7684\u6570\u5b57\u5e7f\u544a\u652f\u51fa\u540c\u6bd4\u589e\u957f\u4e865%\uff0c\u5360\u5176\u5a92\u4f53\u9884\u7b97\u768435%\u3002\u6b27\u83b1\u96c5\u7684\u6570\u5b57\u5316\u4fe1\u5fc3\u6e90\u4e8e\u5176\u5145\u8db3\u7684\u4e13\u4e1a\u77e5\u8bc6\u50a8\u5907\uff1a<strong>\u81ea2010\u5e74\u4ee5\u6765\uff0c\u6b27\u83b1\u96c5\u5df2\u7ecf\u62db\u52df\u4e861600\u591a\u540d<span class=\"wpcom_tag_link\"><a href=\"https:\/\/www.growthhk.cn\/tag\/%e6%95%b0%e5%ad%97%e8%90%a5%e9%94%80\" title=\"\u6570\u5b57\u8425\u9500\" target=\"_blank\">\u6570\u5b57\u8425\u9500<\/a><\/span>\u4e13\u5bb6\u3002<\/strong><\/p>\n<p><\/p>\n<p>\u636e\u6b27\u83b1\u96c5\u82f1\u56fd\u548c\u7231\u5c14\u5170\u6570\u5b57\u4e3b\u7ba1\u5c3c\u514b\u2022\u5df4\u514b\u5229(Nick Buckley)\u4ecb\u7ecd\uff0c\u5176\u5bf9\u6570\u5b57\u5e7f\u544a\u7684\u6536\u76ca\u671f\u5f85\u4e3a\uff1a20%\u7684\u8425\u4e1a\u6536\u5165\u6765\u81ea\u7535\u5b50\u5546\u52a1\u5e73\u53f0\uff08\u5305\u62ec\u81ea\u5df1\u7684\u5b98\u7f51\uff09\uff0c\u6bd4\u5982\u52a0\u5f3a\u7535\u5b50\u5546\u52a1\u6e20\u9053\u5efa\u8bbe\u7684\u4f20\u7edf\u96f6\u552e\u5546Tesco\u6216\u4e9a\u9a6c\u900a(Amazon)\u7b49\u7535\u5b50\u5546\u52a1\u7f51\u7ad9\uff1b50% \u6765\u81ea\u5ba2\u6237\u5173\u7cfb\u7ba1\u7406\uff08CRM\uff09\u7cfb\u7edf\u8fbe\u6210\u7684\u4e2a\u6027\u5316\u6c9f\u901a\uff1b\u6210\u4e3a\u7f51\u6c11100%\u70ed\u7231\u7684\u54c1\u724c\u3002\u4e3a\u6b64\uff0c\u5728\u6240\u6709\u7684\u4ed8\u8d39\u5e7f\u544a\u4e4b\u5916\uff0c\u6b27\u83b1\u96c5\u8fd8\u4f1a\u8003\u6838\u4ee5\u4e0b\u6307\u6807\uff1a<strong>\u81ea\u7136\u641c\u7d22\u5f15\u5165\u7684\u6d41\u91cf\uff0c\u505c\u7559\u65f6\u95f4\u3001\u6d4f\u89c8\u7f51\u9875\u7684\u6570\u91cf\uff0c\u4ee5\u53ca\u6b27\u83b1\u96c5\u54c1\u724c\u5728\u793e\u4ea4\u6e20\u9053\u4e0a\u6d3b\u52a8\u7684\u6d3b\u8dc3\u5ea6\u7b49\u3002<\/strong><\/p>\n<p><\/p>\n<p>\u6b27\u83b1\u96c5\u5bf9\u6295\u8d44\u56de\u62a5\u7387\uff08ROI\uff09\u7684\u8003\u91cf\u5305\u62ec\u591a\u4e2a\u7ef4\u5ea6\uff0c\u5728\u9500\u91cf\u4e4b\u5916\uff0c\u6ce8\u91cd\u8003\u6838\u6d88\u8d39\u8005\u662f\u5426\u66f4\u613f\u610f\u53c2\u4e0e\u5176\u6d3b\u52a8\u7b49\u8f6f\u6027\u6307\u6807\u3002<\/p>\n<p><\/p>\n<p>\u66f4\u4e25\u683c\u7684\u7a0b\u5e8f\u4fdd\u969c\u4e5f\u662f\u6b27\u83b1\u96c5\u575a\u5b9a\u52a0\u5927\u6570\u5b57\u5e7f\u544a\u6295\u5165\u7684\u539f\u56e0\u4e4b\u4e00\uff1a\u4e0e\u6570\u5b57\u5e7f\u544a\u5206\u6790\u516c\u53f8Moat\u548c\u5e7f\u544a\u9a8c\u8bc1\u516c\u53f8Integral Ad Science\u7b49\u7b2c\u4e09\u65b9\u5408\u4f5c\uff0c\u5bf9\u5176\u6570\u5b57\u5e7f\u544a\u6295\u5165\u8fdb\u884c\u76d1\u6d4b\uff0c\u7b2c\u4e09\u65b9\u53ca\u6b27\u83b1\u96c5\u5185\u90e8\u4e13\u4e1a\u4eba\u624d\u7684\u8fdb\u9a7b\uff0c\u80fd\u5e2e\u52a9\u5176\u4e86\u89e3\u5e7f\u544a\u662f\u5982\u4f55\u5728\u6240\u6709\u5e73\u53f0\u4e0a\u5448\u73b0\u7684\u3002\u6bd4\u5982\uff0c\u9488\u5bf9\u6b27\u83b1\u96c5\u7684\u54c1\u724c\u8bc9\u6c42\uff0c\u5e7f\u544a\u521b\u610f\u4e0e\u6e20\u9053\u7684\u9009\u62e9\u662f\u5426\u5408\u7406\u9ad8\u6548\u7b49\uff0c\u90fd\u9700\u8981\u901a\u8fc7\u6570\u5b57\u5e7f\u544a\u5e73\u53f0\u53ca\u6b27\u83b1\u96c5\u56e2\u961f\u9a8c\u8bc1\u3002<\/p>\n<p><\/p>\n<\/section>\n<\/section>\n<\/section>\n<section powered-by=\"xiumi.us\">\n<section>\n<section><\/section>\n<section><\/section>\n<section><\/section>\n<\/section>\n<\/section>\n<section powered-by=\"xiumi.us\">\n<section>\n<section><img decoding=\"async\" data-ratio=\"0.696875\" data-type=\"jpeg\" data-w=\"640\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/20171210_5a2cc334ef117.jpg\" alt=\"\u6570\u5b57\u8425\u9500\u7684\u201c\u53e6\u7c7b\u201d\u54c1\u724c\u6c9f\u901a\u65b9\u5f0f\"\/><\/section>\n<\/section>\n<\/section>\n<section powered-by=\"xiumi.us\">\n<section>\n<section>\n<p><\/p>\n<p>\u4e0e\u6b27\u83b1\u96c5\u7684\u90e8\u7f72\u4e00\u81f4\uff0c\u8d8a\u6765\u8d8a\u591a\u7684\u4f01\u4e1a\u5bc4\u5e0c\u671b\u4e8e\u901a\u8fc7\u66f4\u4e25\u683c\u7684\u63a7\u5236\u89e3\u51b3\u6570\u5b57\u5e7f\u544a\u652f\u51fa\u7684\u6709\u6548\u6027\u95ee\u9898\u3002<\/p>\n<p><\/p>\n<p>\u7f8e\u56fd\u5e7f\u544a\u4e3b\u534f\u4f1a(ANA)\u53bb\u5e74\u7684\u4e00\u9879\u8c03\u67e5\u53d1\u73b0\uff0c<strong>\u54c1\u724c\u4e3b\u5bf9\u4ee3\u7406\u516c\u53f8\u6536\u53d6\u5e7f\u544a\u56de\u6263\uff0c\u4ee5\u53ca\u4e0d\u80fd\u7406\u89e3\u54c1\u724c\u7684\u8bc9\u6c42\u7b49\u611f\u5230\u62c5\u5fe7\u3002<\/strong><\/p>\n<p><\/p>\n<p>\u4e16\u754c\u5e7f\u544a\u4e3b\u8054\u76df(World Federation of Advertisers)\u5bf935\u4e2a\u5168\u7403\u54c1\u724c\u7684\u8c03\u67e5\u4e5f\u663e\u793a\uff0c\u900f\u660e\u5ea6\uff08Transparency\uff0c\u4f01\u4e1a\u5e7f\u544a\u91c7\u8d2d\u3001\u5a92\u4f53\u5e7f\u544a\u4ef7\u683c\u7b49\u4fe1\u606f\u662f\u5426\u5b8c\u5168\u516c\u5f00\u3001\u900f\u660e\uff09\u662f\u4f01\u4e1a\u6700\u5173\u5fc3\u7684\u95ee\u9898\u4e4b\u4e00\uff0c47%\u7684\u53d7\u8bbf\u4f01\u4e1a\u683c\u5916\u770b\u91cd\u8fd9\u4e00\u70b9\u3002\u54c1\u724c\u5b89\u5168\u4e5f\u662f\u91cd\u4e2d\u4e4b\u91cd\uff0c\u800c\u4e14\u5173\u6ce8\u5ea6\u6b63\u5728\u8fc5\u901f\u4e0a\u5347\uff0c70%\u7684\u53d7\u8bbf\u8005\u8868\u660e\u5728\u8fc7\u53bb\u7684\u4e00\u5e74\u4e2d\u66fe\u8003\u8651\u8fc7\u8fd9\u4e00\u70b9\u3002<\/p>\n<p><\/p>\n<p>\u5728\u8fc7\u53bb\u7684\u4e00\u5e74\u4e2d\uff0c65%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u901a\u8fc7\u5185\u90e8\u589e\u52a0\u7a0b\u5e8f\u5316\u8d2d\u4e70\u6280\u672f\u4eba\u5458\u7684\u65b9\u5f0f\u6765\u63d0\u9ad8\u5e94\u5bf9\u80fd\u529b\u300245%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u5728\u7a0b\u5e8f\u5316\u8d2d\u4e70\u65b9\u9762\u8fdb\u884c\u201c\u66f4\u4e25\u683c\u7684\u5408\u540c\u7ea6\u675f\u201d\uff0c41%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u8ba1\u5212\u4e25\u683c\u63a7\u5236\u8fd9\u65b9\u9762\u7684\u652f\u51fa\u300240%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u8ba1\u5212\u5f00\u53d1\u5185\u90e8\u8d44\u6e90\u89e3\u51b3\u5e7f\u544a\u6b3a\u8bc8\u95ee\u9898\uff1b34%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u6b63\u5728\u79ef\u6781\u5904\u7406\u5e7f\u544a\u6b3a\u8bc8\u95ee\u9898\uff0c\u5176\u4e2d6%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u5df2\u5728\u4e00\u5e74\u4e4b\u524d\u5b8c\u6210\u90e8\u7f72\u3002<\/p>\n<p><\/p>\n<p>\u8d8a\u6765\u8d8a\u591a\u7684\u5e02\u573a\u8425\u9500\u673a\u6784\u5728\u4e0e\u6570\u5b57\u5e7f\u544a\u5e73\u53f0\u7b7e\u7f72\u5408\u540c\u65f6\uff0c\u5f3a\u8c03\u5bf9\u771f\u5b9e\u6570\u636e\u7684\u6240\u6709\u6743\uff0c\u5176\u4e2d38%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u5df2\u7ecf\u5c06\u8fd9\u4e00\u70b9\u5199\u5165\u5408\u540c\uff0c\u8ba1\u5212\u5f15\u5165\u8fd9\u4e00\u8981\u6c42\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u4e3a24%\u300253%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u5728\u5408\u540c\u4e2d\u52a0\u5165\u4e86\u5177\u4f53\u7684\u5ba1\u8ba1\u6761\u6b3e\uff0c9%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u4e5f\u8ba1\u5212\u8fd9\u6837\u6267\u884c\u3002<\/p>\n<p><\/p>\n<p>60%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u5f00\u59cb\u91cd\u65b0\u76d1\u6d4b\u5176\u5728\u8c37\u6b4c\u3001Facebook\u8fd9\u7c7b\u8d85\u5927\u5e7f\u544a\u5e73\u53f0\u4e0a\u6295\u653e\u5e7f\u544a\u7684\u7a0b\u5e8f\u53ca\u5de5\u5177\uff1b54%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u5df2\u7ecf\u5f00\u59cb\u4e0e\u7b2c\u4e09\u65b9\u5408\u4f5c\uff0c\u76d1\u63a7\u5e7f\u544a\u6295\u653e\u7684\u4f4d\u7f6e\uff1b37%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u4e0d\u518d\u5728\u4e0d\u5141\u8bb8\u7b2c\u4e09\u65b9\u9a8c\u8bc1\u7684\u5e73\u53f0\u4e0a\u6295\u653e\u5e7f\u544a\u3002<\/p>\n<p><\/p>\n<p>\u6b64\u5916\uff0c63%\u7684\u53d7\u8bbf\u8005\u8868\u793a\u53ea\u5411\u771f\u6b63\u53ef\u89c1\u7684\u5e7f\u544a\u4ed8\u8d39\uff0c37%\u7684\u53d7\u8bbf\u8005\u5219\u8bbe\u5b9a\u4e86\u81ea\u5df1\u7684\u53ef\u89c1\u6027\u6807\u51c6\u3002<\/p>\n<p><\/p>\n<p>\u5e7f\u544a\u6b3a\u8bc8\u4ecd\u7136\u88ab\u89c6\u4e3a\u4e00\u4e2a\u4e25\u91cd\u7684\u95ee\u9898\uff0c54%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u5f00\u59cb\u4e0e\u7b2c\u4e09\u65b9\u53cd\u5e7f\u544a\u6b3a\u8bc8\u673a\u6784\u5408\u4f5c\uff0c34%\u7684\u53d7\u8c03\u67e5\u4f01\u4e1a\u8c03\u6574\u4e86\u5e7f\u544a\u6548\u679c\u8861\u91cf\u6307\u6807\uff0c\u4e0d\u518d\u91c7\u7528\u6309\u5c55\u793a\u6536\u8d39\u7684CPM\uff08Cost Per Mille\uff0c\u6bcf\u5343\u4eba\u6210\u672c\uff0c\u5e7f\u544a\u6295\u653e\u8fc7\u7a0b\u4e2d\uff0c\u770b\/\u542c\u5230\u67d0\u5e7f\u544a\u7684\u6bcf1000\u4e2a\u4eba\u5e73\u5747\u5206\u62c5\u7684\u5e7f\u544a\u6210\u672c\uff09\u3002<\/p>\n<p><\/p>\n<\/section>\n<\/section>\n<\/section>\n<section powered-by=\"xiumi.us\">\n<section>\n<section><\/section>\n<section><\/section>\n<section><\/section>\n<\/section>\n<\/section>\n<section powered-by=\"xiumi.us\">\n<section>\n<section><img decoding=\"async\" data-ratio=\"0.665625\" data-type=\"jpeg\" data-w=\"640\" src=\"https:\/\/www.growthhk.cn\/wp-content\/uploads\/20171210_5a2cc3351dabd.jpg\" alt=\"\u6570\u5b57\u8425\u9500\u7684\u201c\u53e6\u7c7b\u201d\u54c1\u724c\u6c9f\u901a\u65b9\u5f0f\"\/><\/section>\n<\/section>\n<\/section>\n<section powered-by=\"xiumi.us\">\n<section>\n<section>\n<p><\/p>\n<p>\u5bf9\u6b64\uff0c\u4e00\u4e9b\u6709\u8fdc\u89c1\u7684\u4e1a\u5185\u4eba\u58eb\u53d1\u51fa\u9884\u8b66\uff0c\u8868\u793a\u4f01\u4e1a\u666e\u904d\u5728\u7f51\u7edc\u5e7f\u544a\u4e0a\u8fdb\u884c\u4e86\u8fc7\u5ea6\u6295\u8d44\u3002\u53bb\u5e74\uff0cWPP\u9996\u5e2d\u6267\u884c\u5b98\u82cf\u94ed\u5929\u7235\u58eb(Sir Martin Sorrell)\u8868\u793a\uff0c\u4eba\u4eec\u5bf9\u6570\u5b57\u5e7f\u544a\u7684\u53ef\u89c1\u6027\uff08Viewability\uff0c\u6307\u5e7f\u544a\u80fd\u5426\u771f\u6b63\u5411\u7528\u6237\u5c55\u793a\uff0c\u4e00\u822c\u8ba4\u4e3a\uff0c\u4e00\u4e2a\u5c55\u793a\u5e7f\u544a50%\u7684\u90e8\u5206\u5728\u5c4f\u5e55\u4e0a\u663e\u793a\u4e86\u8d85\u8fc71\u79d2\u949f\uff0c\u5373\u4e3a\u53ef\u89c1\u5c55\u793a\uff09\u3001\u5e7f\u544a\u6b3a\u8bc8\u548c\u8861\u91cf\u6807\u51c6\u7684\u62c5\u5fe7\uff0c\u5c06\u6709\u53ef\u80fd\u9020\u6210\u672a\u6765\u51e0\u5e74\u6570\u5b57\u5e7f\u544a\u589e\u901f\u653e\u7f13\u3002\u4ed6\u900f\u9732\uff0c\u53bb\u5e74\u66fe\u6709\u4e00\u4e2a\u5927\u4f01\u4e1a\u51cf\u5c11\u4e86\u5728\u793e\u4ea4\u7f51\u7ad9Facebook\u7684\u5e7f\u544a\u6295\u653e\u9884\u7b97\u3002<\/p>\n<p><\/p>\n<p>\u5927\u591a\u6570\u4f01\u4e1a\u53ef\u80fd\u4f1a\u50cf\u5b9d\u6d01\u4e00\u6837\uff0c<strong>\u91cd\u65b0\u8bc4\u4f30\u5e7f\u544a\u9884\u7b97\uff0c\u51cf\u5c11\u65e0\u6548\u652f\u51fa\uff0c\u5e76\u91cd\u89c6\u5728\u6570\u5b57\u5e73\u53f0\u4e0a\u7684\u63a8\u5e7f\u80fd\u5426\u4e3a\u5176\u54c1\u724c\u5f62\u8c61\u52a0\u5206\u3002<\/strong><\/p>\n<p><\/p>\n<p>\u503c\u5f97\u6ce8\u610f\u7684\u662f\uff0c\u76ee\u524d\u6570\u5b57\u5e7f\u544a\u4ecd\u7136\u5904\u4e8e\u9ad8\u901f\u589e\u957f\u4e4b\u4e2d\uff0c\u5e76\u672a\u663e\u73b0\u9893\u52bf\u3002\u82f1\u56fd\u5e7f\u544a\u4ece\u4e1a\u8005\u534f\u4f1a(Institute of Practitioners in Advertising)\u6700\u65b0\u7684\u5b63\u5ea6\u98ce\u5411\u6807\u8c03\u67e5\u663e\u793a\uff0c\u4eca\u5e74\u7b2c\u4e8c\u5b63\u5ea6\u7f51\u7edc\u5e7f\u544a\u589e\u5e45\u4e3a\u8fd1\u5341\u5e74\u6765\u6700\u5927\uff1b\u4e16\u754c\u5e7f\u544a\u4e2d\u5fc3\uff08World Advertising Research 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