2025全球数字营销趋势白皮书

Investment Rating - The report indicates a positive investment outlook for the digital marketing industry, with over 40% of advertisers planning to increase their advertising budgets in 2025 [3]. Core Insights - The report highlights the growing importance of social media channels, with platforms like Instagram and TikTok gaining significant traction among advertisers [12][40]. - Retail Media Networks (RMN) are emerging as a key focus for advertisers due to their ability to integrate first-party data and provide targeted advertising [82]. - The report emphasizes the continued growth of Connected TV (CTV) advertising, with a projected compound annual growth rate (CAGR) of 22.6% from 2020 to 2024 [104]. Summary by Sections Marketing Trends - Over 40% of advertisers plan to increase their budgets for various channels in 2025, indicating a shift towards digital marketing [3]. - The report shows a significant change in the importance placed on key marketing channels, with social media, RMN, and CTV gaining prominence [5][6]. Social Media Channels - Social media user numbers have surpassed 5 billion globally, with a penetration rate exceeding 60% [12]. - Instagram is recognized as a platform for building brand loyalty, while TikTok is becoming an "Everything App" with high user engagement [40][54]. - LinkedIn is evolving towards a more social platform, enhancing its appeal for B2B marketing [47]. Retail Media Networks - 70% of global marketers indicate that they will prioritize RMN in 2024, reflecting its growing importance in the advertising landscape [82]. - The RMN market in the U.S. is expected to double within three years, with Walmart and Amazon being the preferred platforms [84]. Connected TV Advertising - CTV advertising is experiencing rapid growth, with the U.S. being the largest market, accounting for 66% of global spending [104]. - 55% of advertisers plan to increase their CTV ad spending in 2025, highlighting its significance in the marketing mix [122]. Short Video Advertising - The short video advertising segment is projected to grow significantly, with a CAGR of 32.4% from 2020 to 2024 [126]. - Advertisers are increasingly recognizing the effectiveness of short videos in driving consumer engagement and sales [132]. Digital Out-of-Home Advertising - Digital out-of-home advertising is expected to see substantial growth, with a CAGR of 14.4% [142]. - The report notes that programmatic buying is becoming a more attractive option for advertisers in this space [146]. Influencer Marketing - Influencer marketing remains popular, with a growing number of advertisers willing to invest in this area [166]. - The report indicates a shift towards collaborating with micro and mid-tier influencers, reflecting changing strategies in influencer partnerships [171].