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<script>window._bd_share_config={"common":{"bdSnsKey":{},"bdText":"","bdMini":"2","bdMiniList":false,"bdPic":"","bdStyle":"0","bdSize":"16"},"share":{"tag":"share_1","bdSize":32,"bdCustomStyle":"http://ats.taiwan.cn/homepage2021/css/bgBdShare2021.css"}};with(document)0[(getElementsByTagName('head')[0]||body).appendChild(createElement('script')).src='http://103.249.53.35/gate/big5/bdimg.share.baidu.com/static/api/js/share.js?v=89860593.js?cdnversion='+~(-new Date()/36e5)];</script>  </div> </div> <div id="bdShareBtn"></div> </div>  </div> <div class="contentArea"> <div class=TRS_Editor><p>　　台灣網4月18日訊據臺灣《工商時報》報道，網路快速發展，廣告投放趨勢也從線下快速轉移至線上。Facebook臺灣地區數字原生行業總經理姚榮豪表示，剖析消費者在購物歷程各階段的複雜性後，單純以“最終點擊”（last click）來衡量廣告效益，已無法客觀評估，品牌需思考如何讓購物體驗再進化，並以更綜觀的總業績增幅（Incrementality）的概念進行效益評估，才能使廣告效益達到優化。</p> <p>　　據報道，Facebook近日在臺灣新辦公室舉辦數字行銷培訓課程，與品牌業者分享最新電商趨勢及最前瞻的行銷策略，並公佈Facebook委託尼爾森針對臺灣網路購物大規模趨勢調查結果。</p> <p>　　Facebook調查指出，從臺灣網友購物歷程來看，在“發現新產品”到“影響購買決定”這個過程中，8成以上的受訪消費者表示，接觸到的資訊渠道、媒體數量都較3年前多。此外，用戶遊移于不同裝置，購物旅程變得越來越複雜，品牌必須更加了解消費者接觸的資訊渠道，以做好全方位的掌握。</p> <p>　　Facebook臺灣地區數字原生行業總經理姚榮豪表示，用戶在購物旅程的每個階段中皆高度倚賴資訊，品牌要了解產品在不同階段的曝光量是如何影響消費者最後的決定，才能真正有效的接觸到用戶。隨著購物歷程的複雜性提高，單純以“最終點擊”（last click）來衡量廣告效益，已無法客觀評估，必須改以更綜觀的總業績增幅（Incrementality）的概念思考，才能使廣告效果達到優化。</p> <p>　　臺灣生活市集共同創辦人兼總經理廖家欣表示，通過Facebook總業績增幅的概念，為旗下生活市集電商平臺在兩個月內帶來了27％的成長，代表過去電商最在意的“最終點擊”，並非是最佳評估成效的方法。面對資訊碎片化的時代，電商必須更了解消費者購買歷程中的資訊接受時機，才能做出更有效的投放。</p> <p>　<b>　Facebook調查發現，消費者購物旅程中，光是資訊接觸點，就高達12個，而不同的產品類型中，消費者使用的資訊管道又各不相同。</b>例如，以服飾配件來說，消費者在初期發現產品，進而觸發近一步了解的意願。另外如，社群媒體較搜索引擎更為重要，食品飲料更依賴口碑的資訊，而購買個人產品的消費者，則同時看重社群媒體資訊及網路口碑。根據尼爾森“開拓臺灣網購無限可能”白皮書指出，因應移動裝置帶來的網路購物趨勢，品牌應思考如何讓購物體驗再進化，“有效率且順暢的購物流程”將成為移動裝置的購物關鍵。</p> <p>　　Facebook建議，應用創新科技讓品牌可以隨時與消費者接觸很重要，例如聊天機器人、語音購物系統，或整合AR技術創造新的購物體驗，都是不錯的方式。(台灣網王怡然)</p></div> <div class="editor f14">[責任編輯：王怡然]</div> </div>  <div class="page-number"> <script type="text/javascript"> createPageHTML(1, 0, "t20190418_12157550", 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