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营销者说在2014年,数字营销带来的快速变化,还会继续。在2013年,国内的营销环境和媒体技术发生了很多的变化:·首先是在线视频营销预算的增长,我们看到,营销预算在从传统电视转移至在线视频,以宏盟媒体在中国业务中在线视频的增长为例,2013年这个数字约达到40%;·其次,电子商务开始成为整合品牌营销中各个数字渠道的入口;·另一个快速增长的领域是程序化购买,以宏盟媒体集团旗下、基于RTB(实时竞价)的跨渠道程序化购买部门Accuen为例,在2013年里赢得了30多个新客户,并拓展了程序化购买产品,包括展示类、富媒体、移动类、前置式以及优质的私有广告交易。Accuen还被艾瑞咨询评选为2013年度最佳程序化购买平台、赢得Campaign Asia Pacific大中华区2013年度“最佳专项服务代理商”银奖。可以肯定的是,在2014年,这样的变化还会继续。原因很简单,也就在3~4年前,当一位国际品牌客户来到中国市场建立品牌认知时,可
Marketers say the rapid changes that digital marketing has brought in 2014 will continue. In 2013, many changes have taken place in the domestic marketing environment and media technologies: • The first is the growth in online video marketing budgets. We see that the marketing budget is shifting from traditional television to online video, with Omnicom’s presence in China Online video growth, for example, reached about 40% in 2013. Second, e-commerce has begun to become an entry point for integrating various digital channels in brand marketing. Another area of rapid growth is programmatic buying. In the case of Omnicom Media Group For example, Accuen, a cross-channel, programmatic buying unit based on RTB (real-time bidding), won more than 30 new customers in 2013 and expanded its programmatic purchases of products including display, rich media, mobile, Home and high quality private advertising deals. Accuen was also selected by iResearch Consulting as the best programmatic buying platform for 2013 and won the Silver Medal Campaign Asia Pacific’s “Best Special Service Agent” 2013 in Greater China. To be sure, in 2014, such changes will continue. The reason is very simple, but also in 3 to 4 years ago, when an international brand customers came to the Chinese market to establish brand awareness, may