2023-06-22-德勤-2023年全球营销趋势报告_45页_4mb

2023 Global Marketing Trends Summary

Trend 1: Brands Answer Economic Instability with Marketing Investments

• Leading priorities include accelerating digital transformation, expanding into new markets, and enhancing customer personalization.
• Data-driven personalization via AI and machine learning is key to reducing costs and improving customer loyalty.
• Collaboration with IT and cross-functional teams ensures seamless integration of marketing systems and customer-centricity.

Trend 2: Chief Marketing Officers Drive Growth through Internal Sustainability

• Top internal priorities: improving sustainable practices, promoting eco-friendly products/services, and establishing long-term commitments.
• Industries like Energy, Resources, Industrials (ER&I) and Life Sciences & Health Care (LS&HC) lead in sustainability investments, focusing on carbon reduction and inclusive capabilities.
• Key recommendations: focus internally, adopt a “be, say, do” approach, and unify organizational efforts.

Trend 3: Creativity as a Force for Growth

• Creativity is essential for standing out in a competitive landscape; high-growth brands prioritize it by fostering cross-functional collaboration and risk-taking.
• CMOs can lead creative initiatives by redefining creativity beyond campaigns and integrating it into products and services.
• Partnerships with creators and external stakeholders enhance brand authenticity and community engagement.

Trend 4: Rising Technologies for Marketers

• Blockchain is being adopted for privacy and data control, especially under regulatory pressures.
• The metaverse is a growing interest area, with brands exploring virtual experiences and linking physical-digital interactions.
• Recommendations include defining clear objectives, addressing implementation challenges (like talent gaps), and starting strategic groundwork.

Key Takeaways:

• Strategic Investments: Brands must adapt to economic pressures by leveraging technology and sustainability for growth.
• Human-Centric Creativity: Combining data with human-centered methodologies is key to innovation and staying relevant.
• Technical Integration: Prioritizing technologies like AI, blockchain, and the metaverse requires careful planning to maintain brand legacy and address implementation barriers.
• Overall, the report emphasizes adaptability, authenticity, and a forward-looking approach to navigate 2023 marketing challenges.