直销品牌报告：媒体和吸引消费者（英文）.pptx

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1、Objective3BenchmarkandunderstandDirectBrandmediaplanning/buyingdecisionsStrategies&objectivesMediaselection&preferencesMediabuys:driversAdvertisingmeasurementEarned/ownedimpactonpaidmediaMediamanagementWherenext?Methodology4OnlinesurveyexecutedbyIpsosa

2、mong330direct-to-consumerbrandmediaprofessionalsCompaniesrepresentallmajorconsumerbrandcategoriesResponseswereanonymousandaggregatedNote:CompanyinformationgleanedintandemwiththeDirectBrandFoundersInsightsBenchmarkstudy5DirectBrands:ProfileDirectBrands:

3、Profile6FounderandCMONon-founderandCMONon-FounderSVP/VPinMKTG/ADNon-FounderSeniorExecutive/ConsultantinMKTG/ADSeniorDirectororDirectorofMKTG/ADSupervisor,SeniorManagerorManagerofMKTG/ADMediaStrategist,PlannerorBuyer4%6%4%37%38%9%2%TitlesGender65%35%Mal

4、esFemales17%14%11%20%21%16%1-1920-4950-99100-499500+Don'tKnowSizeofCompany#offull-timeemployeesDirectBrandsprimarytarget:Millennials(ish)7Base:Total,n=330Tothebestofyourability,whatshareofyourcustomerscanbeattributedtothefollowinggenerations?-Mean(Incl

5、.0)Summary20%29%26%17%10%GenZ(0-22yearsold)Millennials(23-38yearsold)GenX(39-54yearsold)Boomers(55-73yearsold)SilentGeneration(74-94yearsold)AverageShareofCustomersbyGenerationPaidmediadrivesbranddisruption!8Base:Relyorwouldrelysolelyonearnedmedia,n=29

6、8PleaseconsideryourOwnedandEarnedMedia.DoyounoworhaveyoueverreliedonlyonEarnedMedia(i.e.noinvestmentinPAIDadvertisingcampaigns)?YouindicatedthatyouhavereliedorwouldconsiderrelyingsolelyonOwnedandEarnedMedia.Pleasechoosethestatementwhichbestreflectsyour

7、expectations.BelievetheymustinvestinPAIDmedia98%72%Thinktheycangodarkforatleastaperiodoftime9DirectBrands:MediaSelectionDisruptorslaunchonsocialchannels…10Base:Total,n=330;InvestedinSocialatLaunch,n=203WhenyoufirstlaunchedyourDirecttoConsumer(DTC)brand

8、,whatpercentage,ifany,ofyourmarketing/advertisingbudgetwasinvestedinSocialMedia?YouindicatedthatyouinvestedinSocialMediaatlaunch.Pleaseestimatewhatthepercentageofyoursocialbudgetwasbymediabrand.-Mean(Incl.0)5%4%6%5%11%14%16%19%YouTubeIn