In 2023, sales-oriented marketing is the focal point, and channel marketing has become indispensable. QuestMobile data reveals that brand opportunities continue to emerge with the rollout of promotional policies. This article delves into the key trends and strategies that are shaping the future of channel marketing in 2023.
The Rise of Multi-Touchpoint Marketing
The integration of online advertising and offline channels has become more cohesive than ever. Brands are focusing not just on exposure but also on multi-touchpoint conversions. From online touchpoints to extended touchpoints, from content channels to sales channels, there is a panoramic integration of marketing strategies.
Sales-Oriented Marketing: The New Norm
Brands are laying out comprehensive channel strategies, focusing on enhancing the autonomy of collaborative channels and the conversion efficiency of owned channels. Brands that offer offline services and products are adopting a multi-conversion approach through exposure, membership, and promotions. Those focusing solely on product sales are collaborating across multiple channels, leveraging channel traffic to drive sales.
The Evolution of Brand Marketing
In the initial stages, brands focus on enhancing brand awareness while also paying attention to channel exposure and conversion. However, as the brand matures and sales stabilize, the focus shifts towards sustaining brand influence. In 2023, brands at all stages are emphasizing sales conversion.
Public and Private Domain Marketing
Brands aim to drive traffic to sales channels for conversion, balancing between owned channels and collaborative channels. The primary goal is to reduce traffic loss by adopting multi-channel strategies. Brands are using advertising content, ad redirects, event displays, and promotional messages to drive traffic to their owned channels, often linking all owned channels to improve the effectiveness of the traffic.
Social Media: The Gateway to Private Domains
Social media platforms are crucial for expanding into private domains, but the accumulation and conversion of private domain traffic require professional brand management. This is complemented by ongoing marketing activities and exposure. Brands are also driving traffic to collaborative channels, a necessary strategy to solidify sales channels in a competitive environment.
Consumer Behaviour and Channel Exposure
Brands are selecting products for channel advertising based on consumer behaviour and popularity. For example, in the food and beverage sector, beer is primarily consumed in offline dining venues, making it less likely to be advertised on e-commerce platforms.
The Shift in Marketing Expenditure
Brands are increasingly focusing on channels with higher conversion rates. The trend shows a shift from offline channel costs to online exposure and traffic driving. Brands are formulating media placement strategies based on marketing objectives, often balancing between media and channel exposure.
The Future of Channel Marketing
New business models are emerging, and e-commerce shopping festivals are losing their allure. Brands are focusing on channels with higher conversion rates, moving away from relying solely on platform promotions and holidays. Instead, they are adopting a multi-touchpoint marketing strategy across all channels, making e-commerce platforms more focused on sales conversion.
In 2023, sales conversion is the focal point for brands, both in owned channels like official websites, apps, live rooms, and direct stores, and in collaborative channels like e-commerce platforms, KOL live rooms, and agents. Brands are driving public domain traffic into private domains, constructing conversion paths.
For a more in-depth consultation on how to tap into these lucrative channel marketing strategies, contact us now.