增长重点：2026年的优惠和忠诚度

AI, Personalization, And Trusted Media Networks Are Seen AsCritical Enablers Of Key Business Objectives Get started Key Findings Overview Loyalty programs are standard practice for brands seeking deepercustomer understanding and repeatpurchases.1However, effectiveloyalty programs are much easier said than done. The challenges Traditional marketing is no longer enough: 84%of respondents’ brands are looking for new,profitable acquisition channels. Trusted CMNs In our survey of 322 directors and above responsible for theirbrands’ customer offers and loyalty decisions, we found thatbrands struggle to execute on their most important priorities,losing business opportunities. To enable more effective strategies,companies are turning to AI, analytics, and trusted media networks Personalized offers drive sales: 82% agreethat delivering the right offer at the right time Clean first-party data, robust measurement, andcontextual segmentation can be transformationalfor driving outcomes like boosting return on ad Growth Is Imperative, But Limited ResourcesStymie Offer And Loyalty Programs Over the next 12 months, marketing efforts will focus on drivinggrowth (both top- and bottom-line) by improving customeracquisition and retention. However, 72% of respondents reported With continually rising acquisition costs and pressure on marketersto deliver more with less, it’s no surprise that when looking at themost critical marketing objective, improving return on ad spend 72%of respondents said resource limitationsprevent their organization from fully capitalizing Brands Struggle To Achieve Tactical Priorities Three primary pillars underscore efforts to drive growth: AI, trust andsafety, and data strategy. But a majority of brands are struggling with Brands need speed and precision, ranking AI capabilities asthe most important tactical priority to achieving their marketingobjectives. But the AI imperative is twofold: Successfully leveraging Other key tactical priorities include improving the ability to use datafor offer personalization (71%) and gaining access to meaningful data Audience Quality, Brand Safety Are AmongThe Most Critical Channel Features Key Criteria When Evaluating New MediaChannels Eighty-four percent of respondents told us that their organizationsare actively seeking new acquisition channels. When evaluatingnew paid media channels, brands are looking for various features Other top considerations include access to first-party data,competitive separation, and ease of onboarding. One ofadvertising’s fastest-growing channels — commerce media —satisfies marketers’ priorities. It’s relatively brand-safe because Cost, Lack Of Customer Insights Limit AbilityTo Improve Offers, Rewards, And Loyalty Despite loyalty programs’ significant upside, 78% of respondentsreported their organization needs to take greater advantage of them. The most common challenges brands face improving offers, rewards,and loyalty programs include rising paid media costs, an incompleteview of customers’ preferences across different channels, and siloedsystems that make personalization difficult. But these challenges 99%of respondents reported that theirorganization faces barriers to improving offers, Why Marketing Programs Falter The barriers preventing brands from improving their offers, rewards,and loyalty programs result in various consequences, the mostcommon being the inability to accurately measure attribution. As Other consequences include low conversion rates from traditionaladvertising, difficulty planning budgets due to inefficient ROAS Personalizing Experiences With Customer Data Get The Right Data Insights To Drive Loyalty Despite wanting to reach high-quality, high-intent audiences,60% of respondents said their organizations struggle to use theirown customer data. Data access and quality issues have plagued Brands see the most success when using their own permissioneddata to drive loyalty; however, many still have not been able to bringtogether their brands' own disparate data sources across their Ultimately, modern B2C marketing and loyalty programs requireorganizations to collect and leverage multiple sources of customerinsight. This effort is considerable but necessary and enables CMNs Are An Emerging Solution But MustDeliver Across Multiple Dimensions While CMNs offer the ability to precisely reach in-market shoppers,they must also offer various complementary features to deliverpromised value. Leaders in this study report a wide list of very Principally, leaders are looking for CMNs that can help themunderstand and activate their key audiences through clean first-party data, as well as easily and effectively measure the impactof campaigns. They also seek exclusive opportunities to reach Brands Stand To Benefit From CommerceMedia Networks CMNs offer significant value, with at least two-thirds of respondentsreporting that every capability in this study can offer transformationalor large benefits