Totem：2024年社交商务研究报告-品牌增长新范式（英文版）（111页）.pdf

1、2024SOCIAL COMMERCE ON THE RISEA NEW MODE FOR BRAND GROWTHWhen measured against the backdrop of the last 20+years in digital marketing,social has been largely under-appreciated as a mode for driving commerce.Where search and performance have been pivotal at all stages along the path-to-purchase,soci

2、al has seemingly only had marginal impact on sales outcomes.The real impact of social on sales has been largely hidden-with even the best attribution models not always able to reveal its full impact.As paid search and performance modes of digital marketing continue to plateau,a range of social comme

3、rce tactics hold break thru potential for growth brands.Livestream sales,influencer/affiliate selling,brand collaborations,private traffic,messenger/chat commerce,group sales,and AR/VR,have all proven to be extremely effective in digital-focused markets like China and Asia.Many of these tactics/feat

4、ures are also shinning through in the US but,taken as a whole,still have a long way to go in more mature and traditional marketing regions(regions where previous modes of digital engagement hold sway).GenZ and younger audiences are at the forefront of change in the US.These digital natives have a cl

5、ear preference for social media as THE place to inform purchase decisions and are increasingly converting purchases through a range of social commerce touch points.At the same time,disruptors like TikTok,Shein and Temu(all coming from a future-forward China)are accelerating the pace of change global

6、ly,introducing new features and routines,at a rate that incumbents(eg.Facebook)are struggling to keep up with(lest they cannibalize existing business models).As we progress through the next waves of digital growth,audiences will change behaviors(toward social commerce)more fully as trust,quality and