Uberall

2022年11月1日

盡管該報告發現，北美略占多數的企業(57%)已經有了一個中等成熟的方法來讓自己在網上被發現，但在優化轉化率(53%)和提高忠誠度(50%)方麵，客戶體驗下降了。本地營銷成熟度的下降是由於商家未能將必要的工具和策略納入這部分客戶旅程。研究發現，全球62%的企業不分析情緒，也沒有客戶忠誠度計劃，而65%的企業不使用評論管理工具。盡管企業對於Get Found和Be Chosen階段有稍強的成熟度方法，但是在這兩個方麵都可以進行改進。事實上，北美17%的多地企業表示，他們根本不使用企業列表。此外，39%的公司在其網站上沒有列出本地商店的列表，近一半(48%)的公司沒有為每個本地商店提供本地網頁，這使得潛在客戶更難找到他們。在被選中的問題上，42%的受訪北美企業不經常回複評價，69%的企業缺乏客戶推薦計劃。在這些方麵的改進不僅可以提高品牌的曝光度，還可以提高考慮和線上到線下的轉化率。報告發現，美國和加拿大企業的成熟度遠高於歐洲同行，分別為49%和63%。在接受調查的歐洲國家中，英國企業得分最高，為47%，法國企業平均得分為42%，德國企業得分最低，為36%。 The study also found that every country, with the exception of Canada, had subpar maturity levels in the areas of being chosen and driving loyalty – helping to contribute to an overall poor global average maturity. “In the current economic climate, settling for average puts brands at a disadvantage. It’s a certainty that consumers continue leveraging digital channels with nearly every purchase decision they make. Hence location-based businesses can only win if they create seamless experiences that bridge the digital and real world,” adds Hübner. “For businesses worldwide to gain and keep customers they need to put more resources into local digital marketing so they can influence high-intent buyers closer to the point of purchase.” Financial and Retail Sectors Register Strongest Maturity Levels The report finds that globally the financial services industry is the most mature (54%), followed closely by the retail sector (52%). On the other hand, the verticals for gas or EV service stations and convenience stores (46%), as well as restaurants, food, and beverage (46%), are slightly below the global average (48%). Businesses in hospitality, tourism, and leisure lag behind with an overall maturity of only 40%.