有效性剖析：2022 更新版 汇集新思路，展示有效广告投资的关键组成部分，通过原始报告中营销人员的五个关键优先事项进行了探讨。 Brand equity & strength Brand identity & image Brand purpose Marketing to B2B audiences Emotion Diversity & portrayal in advertising Humour & jokes Personalisation Data protection & privacy Data-driven marketing Direct to consumer E-commerce & mobile retail Brand growth Creativity & effectiveness Effectiveness studies Long-term vs short-term effectiveness Measuring ROI MMM & attribution Customer experience Marketing in a recession Marketing budgets Media & communications budgets Digital media effectiveness Cross-media & multimedia effects Reach and frequency, recency Account planning, strategic planning Diverse hiring practices Attention
