2022 出海精华攻略（上）| 五大营销策略

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数据来源

1.Think with Google, Nurturing Your Omnichannel Ecosystem Pillar 1: Lay the Groundwork

2.Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU, IN, CN, BR, MX, ES, ZA, KR ~n=300 online consumers 18+ per market. Jan 28-31, 2021

3.Google Data, Global English, Nov3, 2020 – Jan 1, 2021 vs Nov 3, 2019 – Jan 1, 2020

4.Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU,  IN, CN, BR, MX, ES, ZA, KR ~n=300 online consumers 18+ per market. Jan 28-31, 2021

5.Harvard Business Review Analytics Services Survey, December 2018

6.NewsCred Insights (commissioned Sirkin Research), The State of Marketing in  2020: The Impact of COVID-19 & the Top Trends for Marketing Teams Navigating 2021

7.Think with Google, Nurturing Your Omnichannel Ecosystem Pillar 2: Embed Memorable Experiences

8.Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU,  IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Mar 25-28, 2021

9.Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU,  IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Feb 26 – Feb 28, 2021

10.Google/Heart+Mind Strategies, ‘Getting Things Done on Mobile’, Feb. 2018,  n=704, JP, A18+ smartphone users

11.Google/Kantar, The Journey Reshaped, AU, IN, JP, KR, A18+, Sept. 2020– Nov.  2020. Home and Garden: Past category shoppers: n=1316, Purchased preferred brand:  n=516 Beauty and Personal Care: Past category shoppers: n=1341, Purchased preferred  brand: n=849 APAC results include a rollup of Australia, India, Japan, and South Korea.  Market contributions are based on sample population and internet penetration.

12.Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU,  IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Aug 13-16, 2020

13.Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU,  IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Mar 25-28, 2021

14.Think with Google, Nurturing Your Omnichannel Ecosystem Pillar 3: Learn from Marketing Life Cycles

15.Google commissioned Ipsos COVID-19 tracker, US, CA, UK, FR, DE, IT, AU, JP, RU, IN, CN, BR, MX, ES, ZA, KR n=1000 online consumers 18+ per market. Feb 26 – Feb 28, 2021

16.Think with Google, Paving the path to proven success experimentation playbook

17.https://services.google.com/fh/files/misc/apac_retail_guide_2021.pdf

18.https://support.google.com/google-ads/answer/6394265?hl=en&ref_topic=7279627

19.Think with Google, How to bring your marketing mix modeling into the 21st century

20.https://support.google.com/google-ads/answer/6100636?hl=en

21.https://support.google.com/google-ads/topic/9941533

22.https://developers.google.com/ads-data-hub

23.Think with Google, Nurturing Your Omnichannel Ecosystem Pillar 4: Fuel Growth

24.Think with Google, First-party data playbook for marketing: A guide to inspire APAC brands

25.https://support.google.com/google-ads/answer/7065882?hl=en

26.https://support.google.com/google-ads/answer/6190165?hl=en

27.MarketWatch, Global, Press Release: Global Smart Connected TV Market Growth Analysis with Industry Trends 2021, March 4, 2021.

28.Global Web Index: Wave Q1 2020, VN, TH, PH, ID, MY, SG.

29.YouTube Internal Data, Global, March 11, 2019–April 10, 2019 vs. March 11, 2020–April 10, 2020.

30.YouTube Internal Data, Global, Dec. 2020.

31.Think with Google, How the streaming boom has landed us back in the living room

32,33,4,35,36 Google/Kantar, ID, TH, SG, Apps: How to realize their full value research, n=2073, online/offline respondents aged 18 to 64, 2021.

37.Google/Kantar, ID, TH, SG, Apps: How to realize their full value research, n=2073, online/offline respondents aged 18 to 64, 2021.

38.https://services.google.com/fh/files/misc/finance_app_playbook.pdf

39.https://hbr.org/2020/10/marketers-underuse-ad-experiments-thats-a-big-mistake

40.Paving the path to proven success experimentation playbook

41.Think with Google, Why APAC has been slower to embrace diversity, equity, and inclusion

42.Think with Google, 3 practical steps businesses can take to improve gender equality in the workplace

43.https://www.rea-group.com/social-impact/diversity-and-inclusion/

44.https://www.rea-group.com/careers/springboard-to-tech-program/

（来源：谷歌营销商学院）

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