ǞǞǞ combined effect of inflation and the rumored recession have caused many companies to reduce their budgets in 2023: 10人中有4名CMOs said their company plans to spend less on marketing in 2023.

At the same time, nearly the same number of marketing leaders have added social channels to sell their products and services—and 65% have increased the number of channels they rely on. 

In other words: marketers are experimenting with experimenting with new channels to find out what will have the biggest impact on engagement in 2023—and what will give them the biggest bang for their buck. 

消费者对品牌的选择性越来越高

两年（以上）的持续数字轰炸已经给消费者带来了巨大的倦怠感。他们已经不再关注广告和电子邮件爆炸--选择更加个性化的体验和随时随地的支持。

然而，不相关的广告继续在各平台蔓延，在能够阅读文章或流媒体视频之前观看广告已成为常态--进一步加剧了广告疲劳。

Take this stat, for example: the average mobile user sees 每天30条广告 on Facebook alone. 

With some much noise, how can brands have their moment of quality engagement? 

通过倾听消费者的需求。

消费者正在寻找个人互动

81%的消费者 want brands to understand them better and know when and when not to approach them. They want to feel like they are talking to someone they know, with 3 out of 4 adults looking for business messaging to replicate personal interactions.

81%的消费者 want brands to understand them better and know when and when not to approach them.

在亚马逊、Netflix和Spotify的时代，个性化已经成为一个基本的期望，而不是一个 "好东西"。

信息传递帮助人们建立信任，并感到与企业有更多的联系，75%的成年人希望以与人相同的方式给企业发送信息。

资料来源：Harris Poll 2020年9月对美国、德国、英国、印度、墨西哥、巴西和印度尼西亚的在线调查，以了解他们对商业信息的看法。哈里斯民意调查2020年9月对美国、德国、英国、印度、墨西哥、巴西和印度尼西亚的在线调查，以了解他们对商业信息的想法。该调查由Facebook委托，在8214名18岁以上的成年人中进行，具体品牌和产品没有提及，包括WhatsApp。

57% of consumers say that messaging a business (e.g., via a chat app, text, or social media) feels more personal than calling. 

资料来源：Harris Poll 2020年9月对美国、德国、英国、印度、墨西哥、巴西和印度尼西亚的在线调查，以了解他们对商业信息的看法。哈里斯民意调查公司2020年9月对美国、德国、英国、印度、墨西哥、巴西和印度尼西亚进行了在线调查，了解他们对商业信息的想法。该调查由Facebook委托，在8214名18岁以上的成年人中进行，具体品牌和产品没有提及，包括WhatsApp。

If this personal interaction is lacking in your marketing plan, then you could be leaving money on the table. Messaging offers a wealth of untapped potential to build stronger personal connections — in turn increasing conversions and returning customers. It also increases opportunities to find out more about your consumers to further personalize the experience. 

And gathering data is a real challenge, 来自BCG的研究表明. While data-driven marketing can double revenue and increase cost savings by 1.6 times, only about 30% of companies are creating a single customer view across channels, and just 1% to 2% are using data to deliver a full cross-channel experience for their customers.

而且，为了实现这种个人层面的互动，你需要考虑你的企业有多大的亲和力。