七大CMO揭秘2023营销趋势关键词

新年拨云见日，企业都在加速数字化建设，寻求“快稳准”的增长之道。2023年2月7日，腾讯企点营销再度携手大中华艾菲奖，持续战略赛道共建，共同开启“产业数字化：服务与营销赛道3.0时代！艾菲大中华区董事总经理徐浩宇、腾讯方领导以及领军品牌高管领袖共同对话产业数字化未来发展趋势，聚焦当下，共同探寻2023年营销方向。

一场产业数字化先锋领袖的思想交锋，营销圈的思想盛宴精彩揭晓！

一、“构建全域营销闭环，实现品效合一双赢”

人工智能是核心技术的体现在于赋能整个营销产业链，从品牌主，代理公司，广告平台的不同端口渗透，形成以数据分析和商业价值增长为驱动的营销闭环。艾菲大中华区董事总经理 徐浩宇先生希望企业都能告别单纯的展现式广告，走向以客户的销售与增长的实效性广告。强调精细化的运营和数据分析，实现以获客到交易到再获客再交易的良性循环，成功构建一个全域闭环式营销模式。品效合一是营销的最终命题，两者紧密统一，相互支撑和放大，实现不断迭代的品牌效应和效果效应，让品牌认知度与获客转化能力的双赢，真正提升客户价值与忠诚度。

二、“构建无缝原生一体化营销链路，给消费者丝滑绝佳体验”

随着数字技术的不断进步，消费者们对消费体验也有了更多的期待，他们希望在个人熟悉的平台上能够进一步实现无感体验。针对这一述求，腾讯云与智慧产业事业群副总裁 徐樱丹女士提出“基于腾讯天然的生态资源及连接优势，能够聚合社交场、内容场的优质资源，通过微信、企微、QQ 等社交媒体，以及小程序、公众号、企微社群等平台进行公私域融通的全触点覆盖。”这样一体的营销链路是无缝源生的，能够给到用户持续一贯的品牌体验，非常加分。

而从营销管理层面来说，当下用户行为数据以及媒体平台触点都是海量的，获取用户画像是个大难题，急切的需要实现整个营销体系的突破性升级！为此，腾讯企点营销产品飞轮组合提供了优质的解决方案，通过全息洞察、智能推荐、用户管理帮助企业全方位整合用户数据，提升全域洞察能力，更了解用户需求，才能更好地做营销推广。让运营实施以及管理决策更加自动和智能，不浪费每一份营销投入！

三、“立足初心回归产品与服务，提升用户满意度”

让企业营销回归于消费者本身，思考我们的产品能给消费者带来怎么样的权益与服务，是一个企业的初心。在被问及自己2023的营销关键词时，洲际酒店集团首席营销官 胡迎春女士提出了自己看法：“在风云变幻的环境中挑战重重，企业要深‘’以不变应万’之道。这个不变不是说一味地墨守成规，而是说自身必须有不变的立足点，比如专注于品牌产品本身，屏蔽外界一些纷乱的声音，将更多的精力投入到为消费者提供更好的产品与服务，像旅游行业致力于提供最好的住宿体验，提升用户满意度。换句话说，我们对外提供极致的产品和服务，以小见大这也是一种对社会的回馈，对企业的价值观以及应该承担的社会责任来说也是非常重要的！”

四、“聚合营销，实事求是赢增长”

如今我们正处于疫情后经济不稳定阶段，营销大环境也充斥着不确定性，不同营销方式能产生的效果价值也未可知。产业数字化先锋领袖：深圳中亿集团产研副总裁 乐文斌先生认为，当下通过聚合的方式制定更具安全性的营销方案，对于企业来说也是不错的选择。突破单一的营销投入，避免竹篮打水一场空，以组合式出击带来更多可能性，更好的推动企业发展。另外很重要的一点就是时代和行业都在变化，营销方式层出不穷，企业应当在“乱花渐欲迷人眼”的选择里，拨开云雾找到真正适合企业自己的“营销利刃”。只有这样，企业方能在百业待兴的浪潮下，牢牢抓住增长的机遇。

五、“技术创新助力品牌回归，与消费者强烈共情”

在疫情后的消费“修复期”，最为重要的并不是创造一个超级声量的营销活动或是一个华丽的营销创意，而是回归到品牌价值本初，与消费者诚恳共情进行有效的沟通。朝云集团的首席运营官 王冬女士表示：“想要打造品牌流量，比起找到精准人群，人群适配的合理性才是当下首要。“精准”一词强调的是销售一环中转化过程，而我们的关键在于是营与销的动能结合，因而找到与品牌定位相适配的人群更加迫切。当然不管外界环境如何变化，企业采取怎么样的营销方式，可以确定技术仍然是营销的王牌，例如智能AI这样的技术突破，为我们带来更多的可能性，只有技术手段上的不断创新才能迎合我们对所有营销趋势发展的动向变化！”

六、“迎接新兴数字技术，为企业增长赋能”

企业营销总是五花八门的，各行有各行的门道，创维汽车联合创始人 王君宇先生聊到汽车行业时说到：“在新能源汽车行业普遍非常关注人工智能，包括自动驾驶技术以及CHAT GPT等。从今年资本市场的反应来看也可以验证这一点，凡事跟CHAT GPT相关的股价都大幅上涨，这也代表人工智能正在进入一个新的阶段。数字化是不可否认的未来发展趋势，与企业增长息息相关，大大提升企业管理的效率，节省时间成本，对企业增长产生巨大的动力。疫情放开后，各大企业都希望在新的一年收获增长，我认为需要具备几个要素，第一是具备杀手般的自觉，第二是具备自我净化的能力，吸纳新技术，第三是擅长迎接破坏性的创新，第四是擅长品类的开创。在此也希望企业精耕于这四个维度，在百业待兴的大潮下获得新的发展，业绩顺利迈入一个新台阶。”

七、“拥抱新周期，全面洞察消费者非理性行为，多内容触达消费者”

过去几年，在疫情大环境下企业更多的关注短期市场，以顺利存活为企业目标。华润三九的市场总经理 于子恒先生认为：“如今疫情全面放开，2023必将开启一个新的经济周期，我们应该基于消费者需求制定更加长远的企业发展战略。在运营层面，我们要更多的理解消费者的非理性行为，消费需求本就是非常多变的。消费者可能以一个任务线索进入到消费场景却产生了多元化的需求，我们应当从任务、线索以及多元需求等不同层面去理解消费者的非理性决策。数字媒体交互导致消费者喜好难以被单一定义，现在必须生产成千上万条内容来尽可能的匹配不同个性需求。与此同时，在多内容形式的基础上我们应当推出更多服务性体验，与消费者产生深度链接，构建良性循环，方有可能赢得相对长远的未来！”

“关注00后用户需求，重塑消费者体验”

对于企业疫情后如何让业绩回升快速增长，知名美妆集团CIO X先生，觉得很关键的一点在于二次销售，利用以往积累的客源让消费者产生复购，或是“以一带多”推荐给身边的朋友促进销售裂变。除了充分利用资源优势，还得提升自己产品以及服务的竞争力。疫情期间消费体验不同程度的缺失，放开后企业应当致力于重塑消费者体验，提升产品场景的互动性，让消费者重新感受到产品的吸引力。另外我们还需要关注新成长起来的消费群体——00后。近年来00后逐渐成为很多产品的消费主力军。他们对于产品的期望与80、90后存在天壤之别。不管是数字化的产品供应商还是提供生态环境的厂商，都应该关注他们的喜好需求，针对性的增加对他们友好的用户体验，这才是长远发展之计。

2023企业增长新周期全面开启，产业数字化浪潮下，构建“以消费者为中心”的全链路一体化营销路径，利用好产品与好服务全面提升客户体验是企业增长的“稳定基石”，一体化的智能营销则是企业增长的“秘密武器”。企业必须要明白，数字化的目的是为了持续创造长期价值，利用智能技术了解自己的用户，也了解自己，才能真正实现企业运营的量/效/质全面提升，实现品效双赢！

翻译：

In the New Year, enterprises are accelerating digital construction and seeking a “fast, stable and accurate” growth path. On February 7, 2023, Tencent Enterprise Point Marketing once again joined hands with the Greater China Effie Award, continued to build a strategic track, and jointly opened the “Industrial digitalization: Service and Marketing Track 3.0 era!” Xu Haoyu, Managing Director of Effie Greater China, Tencent leaders and leading brand executive leaders jointly talked about the future development trend of industrial digitalization, focused on the present and jointly explored the marketing direction in 2023.

An ideological clash of industrial digital pioneer leaders, the feast of ideas in the marketing circle was unveiled!

First, “Build a global marketing closed loop, to achieve a win-win combination of product and efficiency”

Ai is the embodiment of the core technology that empowers the entire marketing industry chain, penetrating from different ports of brand owners, agency companies, and advertising platforms to form a marketing closed loop driven by data analysis and business value growth. Mr. Xu Haoyu, Managing Director of Effie Greater China, hopes that enterprises can bid farewell to simple display advertising, and move towards practical advertising based on customer sales and growth. It emphasizes refined operation and data analysis to achieve a virtuous cycle from customer acquisition to transaction to customer re-acquisition and re-transaction, and successfully builds a global closed-loop marketing model. The combination of product and effect is the final proposition of marketing. The two are closely unified, support and amplify each other, achieve continuous iterative brand effect and effect effect, make brand recognition and customer conversion ability win-win, and truly enhance customer value and loyalty.

Second, “Build a seamless native integrated marketing link to give consumers a silky experience”

With the continuous advancement of digital technology, consumers have more expectations for consumption experience, and they want to further achieve a non-sensory experience on a personally familiar platform. In response to this request, Ms. Xu Yingdan, vice president of Tencent Cloud and smart Industry business Group, proposed that “based on Tencent’s natural ecological resources and connectivity advantages, it can aggregate high-quality resources of social field and content field, and carry out full-touch coverage of public-private domain integration through social media such as wechat, enterprise micro, QQ, and small programs, public accounts, enterprise micro communities and other platforms.” Such an integrated marketing link is seamless and can give users a consistent brand experience, which is very helpful.

From the marketing management level, the current user behavior data and media platform touchpoints are massive, the acquisition of user portraits is a big problem, the urgent need to achieve a breakthrough upgrade of the entire marketing system! To this end, Tencent enterprise marketing product flywheel combination provides a high-quality solution, through holographic insight, intelligent recommendation, user management to help enterprises comprehensively integrate user data, improve the global insight ability, better understanding of user needs, in order to better do marketing promotion. Make operational implementation and management decisions more automatic and intelligent, and do not waste every marketing investment!

Third, “Based on the original intention to return to products and services, improve user satisfaction”

Let the enterprise marketing return to the consumer itself, thinking about what rights and services our products can bring to the consumer, is the original heart of an enterprise. When asked about her own marketing keywords for 2023, Ms. Hu Yingchun, chief marketing officer of intercontinental Hotels Group, put forward her own views: “In the changing environment, there are many challenges, and enterprises should be deep in the way of ‘ ‘with no change’.

This change does not mean blindly adhering to the rules, but it means that they must have a constant foothold, such as focusing on the brand product itself, shielding some chaotic voices from the outside world, and putting more energy into providing consumers with better products and services, like the tourism industry is committed to providing the best accommodation experience and improving user satisfaction. In other words, we provide the ultimate products and services to the outside world, which is also a kind of feedback to the society, and it is also very important for the company’s values and social responsibilities!”

Fourth, “Aggregate marketing, seeking truth from facts to win growth”

Today, we are in a period of post-pandemic economic instability, the marketing environment is also full of uncertainty, and the effect of different marketing methods can produce value is unknown. Industrial digital pioneer leader: Mr. Le Wenbin, vice president of industrial research of Shenzhen Zhongyi Group, believes that at present, it is also a good choice for enterprises to develop more secure marketing programs through aggregation.

Break through a single marketing investment, avoid a blank basket. And bring more possibilities to the combined attack to better promote the development of enterprises. Another very important point is that The Times and the industry are changing, marketing methods emerge in an endless flow, enterprises should be in the “chaotic flower gradually charming eye” choice, clear the clouds to find the “marketing edge” that really suits the enterprise. Only in this way, enterprises can firmly grasp the opportunities for growth under the wave of enthusiasm.

Fifth, “Technological innovation helps the brand return, and strong empathy with consumers”

In the “repair period” of consumption after the epidemic. The most important thing is not to create a super loud marketing campaign or a gorgeous marketing idea. But to return to the origin of brand value and communicate effectively with consumers sincerely and empathically. Ms. Wang Dong, chief operating officer of Chaoyun Group, said: “If you want to build brand traffic, compared with finding accurate people, the rationality of crowd adaptation is the first priority at present.

The word “precision” emphasizes the transformation process in the sales circle. And our key is to combine the kinetic energy of sales and sales. So it is more urgent to find the crowd that matches the brand positioning. Of course, no matter how the external environment changes, what kind of marketing methods enterprises adopt. You can determine that technology is still the trump card of marketing. Such as technological breakthroughs such as intelligent AI, bring us more possibilities, only continuous innovation in technical means can meet our changes in the development of all marketing trends!”

Sixth, “embrace emerging digital technologies to Empower Business Growth”

Corporate marketing is always varied, all walks of life, Mr. Wang Junyu, co-founder of Skyworth Automobile, talking about the automotive industry, said: “In the new energy automobile industry is generally very concerned about artificial intelligence, including autonomous driving technology and CHAT GPT. This can also be verified from the reaction of the capital market this year. And the share price related to CHAT GPT has risen sharply. Which also represents that artificial intelligence is entering a new stage.

Digitalization is an undeniable future development trend. Which is closely related to the growth of enterprises. Greatly improving the efficiency of enterprise management, saving time and cost, and generating huge driving force for enterprise growth. After the release of the epidemic, all major enterprises hope to harvest growth in the New Year. I think there are several elements that need to be possessed. The first is to have the killer consciousness. The second is to have the ability to purify oneself and absorb new technologies. The third is to be good at welcoming disruptive innovation. And the fourth is to be good at creating categories. Here, I also hope that enterprises can concentrate on these four dimensions, obtain new development under the tide of all industries, and successfully enter a new level of performance.”

Seventh, “embrace the new cycle, comprehensive insight into consumer irrational behavior, multi-content to reach consumers”

In the past few years, in the context of the epidemic environment, enterprises have paid more attention to the short-term market, with smooth survival as the enterprise goal. Mr. Yu Ziheng, general manager of the market of China Resources 39, said: “Now that the epidemic is fully liberalized, 2023 will surely open a new economic cycle. And we should formulate a more long-term corporate development strategy based on consumer demand.” At the operational level, we need to understand more about the irrational behavior of consumers. And consumer demand is very variable.

Consumers may enter the consumption scene with a task clue but produce diversified demands. We should understand the irrational decisions of consumers from different levels such as tasks, clues and diversified demands. Digital media interactions make it difficult to define consumer preferences in a single way. And thousands of pieces of content must now be produced to match as many individual needs as possible. At the same time, we should introduce more service experiences on the basis of multiple content formats, generate deep links with consumers, and build a virtuous circle, which is likely to win the relatively long term future!”

“Focus on the needs of post-00s users and reshape the consumer experience”

For the enterprise how to make the performance recover and grow rapidly after the epidemic, Mr. CIO X, a well-known beauty group, feels that the key point is secondary sales, using the accumulated customer sources in the past to let consumers buy again, or “with more” to recommend to friends around to promote sales fission. In addition to making full use of the advantages of resources. But also to enhance the competitiveness of their products and services. During the epidemic period, the consumption experience was missing to varying degrees. And after the liberalization, enterprises should be committed to reshaping the consumer experience, improving the interaction of product scenes. And making consumers feel the attractiveness of products again.

In addition, we also need to pay attention to the new growth of consumer groups – post-00s. In recent years, the post-00s have gradually become the main consumer force of many products. Their expectations for products are very different from those of the 80s and 90s. Whether it is a digital product supplier or a manufacturer that provides an ecological environment. They should pay attention to their preferences and needs. And increase the user experience friendly to them, which is the way to long-term development.

2023 The new cycle of enterprise growth is fully opened. Under the wave of industrial digitalization. The construction of a “consumer-centered” full-link integrated marketing path. And the use of good products and good services to comprehensively improve customer experience is the “stable cornerstone” of enterprise growth.

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