WARC-2021年营销人员工具包报告（英文）-2021.1-123页_12mb

The Marketer's Toolkit 2021 Summary

Core Content

The Marketer's Toolkit 2021 report by WARC outlines six major challenges that brands will face in the year ahead, based on a global survey of over 1,000 marketing executives, interviews with CMOs, and analysis of current best practices and trends. The report is grounded in the STEPIC methodology, which evaluates marketing changes through six key areas: Society, Technology, Economy, Policy, Industry, and Creativity.

Main Challenges and Key Implications

1. Responding to Recession

• Core Content: Marketers are preparing for a tough economic climate. While budgets may increase compared to 2020, they are unlikely to return to 2019 levels.
• Key Implications:
  • Shift towards performance marketing and shoppable ads.
  • Brand-building is under pressure but remains a strategic priority for those in a strong position.
  • Media costs have dropped, offering opportunities for more effective brand advertising.
  • Short-termism is a concern, but brand marketers are better at balancing short and long-term strategies than their agency counterparts.

2. Staying Effective in the Age of E-commerce

• Core Content: The pandemic has accelerated e-commerce growth, and marketers are adapting to this new normal.
• Key Implications:
  • Brands are exploring direct-to-consumer (DTC) models to increase repeat purchases.
  • Omnichannel retailers like Walmart and Kroger are becoming more media-savvy.
  • Social commerce is rising, with platforms like TikTok and Instagram leading the charge.
  • Shoppable video content and live-streaming are key to reducing purchase friction.

3. Engaging At-Home Consumers

• Core Content: With many consumers still confined to their homes, brands must find ways to integrate into this new lifestyle.
• Key Implications:
  • At-home media such as gaming and streaming TV is growing.
  • Enhancing the home lifestyle is a consumer priority.
  • Local becomes a key factor in categories like travel and retail.
  • Packaging and delivery are becoming critical touchpoints for brand engagement.

4. Succeeding in the Closed Web

• Core Content: The third-party cookie is becoming obsolete due to regulatory changes and platform control.
• Key Implications:
  • Walled gardens (Facebook, Google, Amazon, TikTok) are gaining more ad investment.
  • Marketers must find new ways to target and measure audiences within these closed ecosystems.
  • Influencer marketing is expected to grow, with 73% of advertisers planning to increase spend in this area.

5. Structuring for Volatility

• Core Content: Marketers are adapting to the uncertainty of the post-pandemic landscape.
• Key Implications:
  • Digital transformation is a top priority for most businesses.
  • Brands are investing in flexible structures to navigate market fluctuations.
  • In-house marketing is on the rise due to cost and speed considerations.
  • Diversity and inclusion remain underdeveloped areas in marketing leadership.

6. Finding the White Space in Wellness

• Core Content: Health and wellness continue to be a central theme as consumers prioritize wellbeing.
• Key Implications:
  • Brands are shifting focus to preventative health and mental wellness.
  • Digital health innovation is booming.
  • Fitness, health, and beauty categories are moving online.
  • Inclusivity and trust are essential for brand success in this space.

Key Takeaways

• Brand-building remains a strategic priority, especially for those in a strong financial position.
• Shoppability and conversion-focused media are becoming more important.
• Value is a central consumer concern, with brands adapting their offerings and pricing.
• Creativity must evolve to be more distinctive, relatable, and human-centric.
• Short-termism is prevalent, but long-term strategy is still being pursued by brand marketers.
• Lo-fi and user-generated content are gaining traction due to their authenticity and cost-effectiveness.
• China is expected to be a key growth market, avoiding the worst of the economic fallout.
• Influencer marketing and social commerce are growing in importance.
• Performance marketing and digital transformation are seen as critical for long-term resilience.

Expert Insights

• David Tiltman (VP Content, WARC): 2021 is a year for recovery, rebuilding, and renewal.
• Agatha Soh (Regional Head of Marketing, Shopee): Marketers must deliver value and prepare for recovery.
• Marc Pritchard (Chief Brand Officer, Procter & Gamble): Branding is a long-term asset, not just a sales tactic.
• Conny Braams (Chief Digital and Marketing Officer, Unilever): Brands should continue to communicate even during uncertainty.
• Dhiren Amin (CMO APAC, Kraft Heinz): Focus on the future of consumer habits and market shifts.

Case Studies

• Myntra: Increased brand visibility through consistent advertising and expanded to new markets.
• Coca-Cola: Streamlined its brand portfolio by eliminating underperforming brands.

Final Thoughts

The report emphasizes that while the pandemic has created uncertainty and economic challenges, it has also opened new opportunities for brands to innovate, adapt, and connect with consumers in meaningful ways. Marketers are advised to focus on value, distinctiveness, and shoppability, while also being mindful of creativity and long-term brand strategy.