2025年B2C营销状况报告

2025state ofB2C marketing margin pressure, economic volatility,and sky-high customer expectations Explore the report FOREWORD WINNINGSTRATEGIES What high-performing brands do differently Marketing today isn't just moving faster-it's evolving Goals, gaps, and growth indicators What B2C marketers should do now Why the old playbook no longer works Marketing today isn't just moving faster-it's evolving more intense. But here's what we've seen: the brands leading the way aren't doing more. They're doing it differently. ytics to create a seamless journey-from the firstinteraction to long-term loyalty. marketers at high-performing companies are thinking beyond acquisition and prioritizing lifetime value. They'rebuilding trust. They're aligning withedback and insight to improve every partof the experience. understandingofyourcustomer everything. It comes from doing the right things-faster, together, and with purpose. INTRODUCTION The newB2C marketinglandscape while personalizing at scale and competing on experience. INTRODUCTION How the most successful B2Cbrands are navigating economicpressures and evolving expectations In 2025, economic uncertainty isn't the exception-it's the operatingenvironment. From rising tariffs and inflation to channel fragmentationand stricter privacy laws, B2C marketers face unprecedented pressureto do more with less: drive growth, prove ROl fast, retain customersand meet customer expectations. full alignment across marketing and customer service. Our researchshows that these brands are 156% more likely to significantly exceedtheir marketing goals. challenges, consumer expectations, and opportunities, Klaviyosurveyed 1,500+ global marketers in March 2025. In this report,we review the insights, takeaways, and ways leading brands aregetting ahead. Key findings Consumer journey Brands are embracing cross-channel journeys, but many struggleto unify data. performers invest in unified platforms. and resume across different platforms, and they demand real-timeorchestration. integrated data infrastructure to leverage their full capabilities. Focus on retention is low, with many brands still prioritizing High-performing brands align marketing and customer service acquisition and ROl over loyalty.Marketers are much more likely to use engagement as a KPl functions to drive higher growth.Many brands cite poor alignment between marketing, sales, and customer service as the reason they lack a unified customer view. than customer lifetime value (CLV). SETTING THE SCENE The moment we're in:shrinking margins, slowergrowth, and higher expectations shifting. And the margin for error is razor thin. Marketersneed every dollar to deliver long-term value. Market and operational pressures Economic volatility, rising CACs, and shifting consumer behavior have madeit harder-and more expensive-to grow. Traditional marketing tactics are falling short in an environment defined bytighter budgets and customers who are more value-conscious of marketers say retention is their top goal are increasing. No surprise, when margins are shrinking as tariffs andfulfillment costs climb. Global privacy regulations are making acquisitionharder, and recession signals are pushing consumer spend toward essentialsand long-term value. under pressure to improve repeatable ROl. Most marketers are workingwith bloated tech stacks thatlimit their view of thecustomer and diminish ROl Most marketing teams use 6-15 marketing tools. Even businesseswith over S100 million in annual recurring revenue (ARR) still relyon 11-15 tools to manage their marketing strategies. their marketing tech stack. 60%of marketing teamshave 6-15 tools in theirmarketing stacks. 18%cite cross-teamcollaboration challengesas the top barrier to aunified customer view. 14%point to data silos as theNo. 1 barrier to real-timecustomer views. Marketing challenges arecentered around data andtech stacks Q26. Which of the following best describes your company'sbiggest challenge in achieving a comprehensive, real-timeview ofyour customers (select one) With such complex tech stacks, it's no surprise that almost a fifth oforganizations cite collaboration challenges across marketing, sales,and customer service as the main barrier to gaining a full view ofthe customer. retargeting, making traditional acquisition plays more expensive. Marketing directors and execsare aligned on prioritizing ROl-but not on exactly how toachieve it Q28. Which of the following marketing goals is yourcompany's biggest priority in 2025? (select one) Across B2C marketing teams, respondents are prioritizing ROl,efficiency, acquisition, and market expansion in 2025. But when webreak priorities down by role, two different stories emerge. While bothmarketing directors and executives are both focusing on growth, theydiffer in how they envision getting there. customer acquisition--a strong signal of focusing on the top of thefunnel. They're thinking about bra