Meta：东南亚消费者的3个最佳接触点（2022）（英文版）（14页）.pdf

1、Creating an Omnichannel Strategythrough Influential touchpointsA golden formula for demand generation Marketing has a pervasive and complex problem to solve,which is to develop a golden formula when planning to generate demand from driving:Brand HealthBuilding long term durable brand attributes that

2、 generate preference,loyalty and the ability to leverage a price premiumBrand WealthConverting this set of positive attributes into sales.2CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS 3A golden formula for demand generation Publicis Data Intelligence team,which has extensive expe

3、rience in conducting multi touchpoint studies,has carried out over 1,400 projects with 1.2 million+interviews across 20,000 brands in 73 markets on 378 touch points,leveraged the Touchpoints MCA framework to help marketers and planners better understand the role of paid,owned and earned channels and

4、 how they can play a complementary role together in consumers discovery to purchase journey.Adding on to Publicis Data Intelligences breadth of experience,Meta collaborated with the Publicis Data Intelligence team and commissioned five studies to highlight key opportunities and insights in driving m

5、edia optimization for better consumer acquisition and retention in Southeast Asia.These studies provide a cross-channel view of the effectiveness of most elements of demand generation spend.At a strategic level,the insights help to integrate planning across marketing,sales channels,brands and market

6、s.At a tactical level,they are used by market leaders to shape and manage activation plans,potentially resulting in large shifts in spend allocation across channels and consumer touchpoints.This is also where Meta and Publicis provide perspectives on how to create bigger synergies in the key influen