大流行病对电子商务应用的影响不容忽视，但在经历了一年多的 COVID-19 之后，品牌必须明白，并非所有的在线购物都以电子购买为终点。这也正是全渠道战略不能只关注购买点的原因。
According to research from NielsenIQ, COVID-19 fueled a 50% increase in U.S. omnichannel shopping last year, but less than half of the activity led to online purchases. Said differently, many omnichannel shoppers use digital channels for information rather than simply an electronic means to an end. That means that omnichannel marketing strategies that fixate on e-commerce buying exclude a significant portion of consumers—those whose shopping touchpoints include, but don’t end in, a digital one.
The needed adjustment is nuanced, but critical: Create seamless experiences from touchpoint to touchpoint instead of between on- and offline purchasing experiences. Omnichannel business and marketing strategies have grown increasingly important in recent years, but data collected for this year’s 尼尔森年度营销报告 suggests that marketers need to focus more on creating holistic experiences for consumers.
报告显示，各种规模的品牌都将获取客户列为今年的首要营销目标。虽然在 2020 年之后需要考虑销售增长的问题，但这也是意料之中的，调查对象计划在少数几个精选渠道而不是更全面地加强营销。
在当今数字化的媒体环境中，增加社交媒体和搜索等渠道的支出是非常合理的。但是，品牌不能忽视这些特定接触点之后的消费者旅程。要想成为成功的全渠道营销者，他们还需要在其他步骤上进行投资。对许多营销人员来说，这就提出了一个不同的挑战：测量。
Given the pull back in advertising last year, the pressure to prove return on investment (ROI) couldn’t be higher for marketers. That means measuring across all the channels brands allocate funding to, no matter how small the allocation. This is where we see a correlation between spending allocation and confidence in measurement: Brands plan to increase spend where they are most confident in their measurement ability. The caveat here is that confidence in measurement across channels is notably lacking.
我们所调查的营销人员非常重视自有媒体和自获媒体，他们非常希望了解跨平台的覆盖范围。未来，数字渠道的支出肯定会增加，尤其是在大流行的情况下，但自有媒体（网站、电子邮件）也需要作为基本考虑因素。鉴于品牌与消费者之间的实际互动减少，每个品牌的数字展示都需要更加努力。
如果营销人员真正希望提高客户获取率，他们就必须确保每个沟通渠道都能在营销过程中发挥作用。要有效做到这一点，他们需要正确的数据来个性化策略，并能够衡量其努力的影响，以便迅速采取行动。这就意味着营销人员需要投资正确的技术，同时在不断改进战略时考虑到隐私和身份问题。
For additional insights, download the 2021 Nielsen Marketing Report: Era of Adaptation.
