GroupM 2015 China Digital Playbook
近期，群邑集团的《GroupM 2015 China Digital Playbook》中英文双版正式发布。这份年度报告将着重指出5个需要注意的关键领域，并通过切实可行的建议帮助大家提高对数字营销的信心。
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主要内容：
1. 品牌程序化购买蓄势待发
利用程序化购买还原数字营销的本来面目：高效实现规模化的受众购买。
2. 品牌如何从BAT的数据战争中获利？
大数据已做好了着陆的准备：与BAT（百度、阿里、腾讯）等大型媒体伙伴的合作为广告主带来了切实可行的解决方案。
3. PC、电视让位移动
移动已成第一屏，是时候“重置”媒介策略了。
4. 从电子商务中学习效果营销之道
通过电商，学习和运用效果营销的原理——实时的，数据为基础的，动态调整的，效果驱动的。
5. 跳出前贴片 投资多元化
前贴片的潜力已被压榨殆尽，寻求多元的投资方法将会起到事半功倍的效果，尤其是品牌的内容蓝海。
今年，我们还特别采访了群邑集团各个agency的数字营销专家，并将其整理为Q&A“前线访谈”板块，为大家带来一线市场的声音。
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欢迎大家下载，希望可以借此提供思维碰撞的机会，共同探讨中国未来的媒介趋势和投资策略。
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Recently GroupM has published its 2015 China Digital Playbook in both English and Chinese, an annual attempt to help brand marketers grasp key trends and formulate strategies for success in China’s ultra-vibrant online marketing landscape.
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Table of Contents:
1. 2015 as the Breakout Year for Brands and Programmatic
Brands must begin to tap China’s advanced performance infrastructure to efficiently achieve targeted reach at scale via programmatic ad buys
2. How Brands Benefit from BAT Big Data Wars
Big data finally becomes readily accessible to marketers, particularly through BAT (Baidu, Alibaba, Tencent) and other major publishers
3. PC and TV as Extensions of Mobile
Hitting the re-set button on China media strategy now that mobile is the #1 screen in every way
4. Making E-commerce Your Performance Marketing Laboratory
Marketers must learn and apply the principles of e-commerce performance marketing – real-time, data-backed, bid-based, and performance-driven
5. Getting More Visual Bang for the Video Buck
The most foolproof way for brands to find success in digital is to produce great video content, which will then travel far and wide online
In this year’s edition, we have also included a series of Q&As “Voices from the Front Lines” featuring key thought leaders across GroupM agencies.
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The Playbook is meant to initiate discussion and debate on key trends and best media practice in China. Welcome to download here.
Click here to download English version
Click here to download Chinese version
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引用地址: http://digimarketing.cn/?p=2250
