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FACEBOOK全漏斗营销手册.pdf

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Facebook 公司Facebook 公司A.What Why HowB.Facebook 010203011.Facebook IQPerformance Branding2.Performance branding and how it is reinventing marketing ROI2020 6 3.Toolbox Marketing:Are Brand and Performance Marketing Converging?2019 2+12020 2Netflix 3Barry Enderwick Netflix*$400 Q10a.$400*(N=863)22.4%27.3%50.3%(N=793)10.6%32.2%57.3%(N=425)24.2%30.4%45.4%(N=602)20.4%37.4%42.2%(N=589)23.4%38.2%38.4%(N=414)27.3%42.8%29.7%(N=477)42.1%26.2%31.7%(N=4163)22.9%33.0%44.1%34%22%26%25%37%42%59%35%35%59%42%37%25%26%22%34%23%23%18%18%18%26%33%23%23%33%26%18%18%18%23%23%Q18-Retail Banking Consumer Journey StudyFacebook 4,082 18 2018 11 2019 2 90%60%1.Retail Banking Consumer Journey Study Facebook 1,026 18 2018 11 2019 2 2 IBM/NRF Retail Guidance 2018Sparks&Honey Gen Z Report 201752%/1.Retail Banking Consumer Journey StudyFacebook 1,026 18 2018 11 2019 2 2.Center for Generational KineticsGeneration Z in 2017:2017 4 3.IBM/NRF Retail Guidance 2018Sparks&Honey Gen Z Report 2017182%69%Travel Trend Report 2019|6 Brands Opting for a Personalized Travel Experience 2019|Busiest Weekend For Travel Searches Since Lockdown Began2020 6 29|Travels New Normal|5.Facebook IQ Edelman Trust Barometer12,000 2020 3 02AWhat123456Facebook 50%|Facebook Facebook Facebook Facebook(DAR)(TAR)Facebook Facebook Facebook/AWhy/Facebook/-Global CPG Campaigns with both Brand and Conversion Lift Studies2017-2018=0.30=0.55AHow(Dynamic Ad)/Facebook/$VS$Facebook Facebook/XX/Facebook BOPPOFacebook Actionable Insights 1,020 1,020 9.1 1.3 Instagram Facebook 10.5 10.5 23.9Facebook 3%3%1.9%14.3%2.9 Facebook(Collaborative Ad)31%27.9 Lazada Shopee 31%37%TECNOFacebook 160 Facebook 160 Facebook 1.7 1.7 9 Facebook 9 03Facebook Facebook|Facebook Facebook Facebook Facebook Facebook Millward BrownFacebook Facebook Facebook Facebook Facebook Facebook Millward Brown Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook Facebook GfkFacebook Facebook Facebook FBFBFBFacebook API(SDK/API)x/x1./2./3./4.Facebook 1.Messenger 2.Spark AR3.*4.Facebook 1.Messenger/Facebook 2.Spark ARAR Facebook/Instagram 3.4.Facebook Facebook Facebook 1.Messenger Spark ARFacebook 2.1.Messenger1.Messenger 1.Facebook 1.Messenger 1.Facebook Pay 1.Facebook 2.Facebook Pay Facebook 1.2.3.4.CBB 5.1.2.3.4.CBB 5.MFCCPASBrandedContent Ads1.2.3.4.5.6.7.CBB 1.2.3.CTMLG/CTWALG4.5.6.+Messenger 7.CBB+FBFBMessengerWhatsApp1.2.Facebook Pay3.CBB 4.1.2.CBB Instagram/Facebook 3.CBB+4.FB
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