Econsultancy-COVID19对营销策略的影响（英文）-2020.3.31-93页_8mb

Summary of the Document: "Is your marketing strategy out of touch?"

Core Content

This document presents findings from a global research study conducted by Cheetah Digital in collaboration with Econsultancy, focusing on how consumer behavior and expectations are evolving in the context of the COVID-19 pandemic. The report highlights the shift in consumer attitudes toward marketing strategies, emphasizing the importance of personalization, privacy, and loyalty in the current digital landscape.

Main Findings

• Email Marketing Dominance: Email is significantly more effective than banner ads, social media native apps, and organic posts in driving sales, with a 180% higher effectiveness.
• Consumer Loyalty: Two-thirds of consumers are loyal and willing to pay more or wait longer for a preferred brand, provided they receive offers, discounts, or personalized recommendations.
• Privacy Concerns: Consumers are increasingly concerned about their data privacy, with only 1/3 being comfortable with their online activity being tracked to deliver offers.
• Zero-Party Data Strategy: Marketers are encouraged to adopt zero-party data strategies, where consumers willingly share data in exchange for value, rather than relying on third-party data.

Key Insights

• Shopper Behaviors and Insights:

  • In Japan, only 24% make purchase decisions based on best price or value.
  • 13% of Japanese consumers consider brand responsibility when making purchases.
  • In Spain, 71% of consumers have downloaded retail apps, and 30% have made purchases via mobile due to email campaigns.
  • Spain consumers show distinct trends: some are early adopters, while others are trend followers or indifferent to trends.

• Value Exchange Economy:

  • U.S. consumers value discounts, loyalty points, and exclusive access to offers.
  • In the U.K., 53% are willing to trade data for goods or services, while 33% are not yet willing.
  • In France, 30% of consumers don’t trust social media platforms with their data, and their behavior has changed.
  • In Australia, 62% of consumers found cookie-based personalized offers unacceptable or maybe acceptable, while 7% found them unacceptable.

• Privacy Breaches:

  • In the U.S., 34% of consumers have been affected by privacy breaches, and 51% don’t personally know anyone affected.
  • In France, 30% of consumers don’t trust social media platforms with their data, and their behavior has changed.
  • In Spain, 22% of consumers know someone affected by a privacy breach.

• Cookie Usage and Personalization:

  • In the U.K., 40% of consumers find personalized display ads acceptable, while 36% are uncomfortable.
  • In Australia, 30% of consumers found cookie-based relevant content acceptable.
  • In France, 30% of consumers found cookie-based relevant content acceptable.
  • In Japan, 24% of consumers found cookie-based dynamic experiences acceptable.
  • In Spain, 34% of consumers found cookie-based dynamic experiences acceptable.

Industry Trust Levels

• United Kingdom:
  • Financial & Banking is the most trusted industry for data usage (48% trust, 17% distrust).
  • Retail is seen as neutral by 59% of consumers.
• United States:
  • Retail is the most trusted industry (53% trust, 20% distrust).
  • Technology Providers are neutral for 39% of consumers.
• France:
  • Retail is the most trusted industry (49% trust, 19% distrust).
  • Gaming & Gambling is distrusted by 42% of consumers.
• Japan:
  • Retail is the most trusted industry (59% trust, 15% distrust).
  • Gaming & Gambling is distrusted by 45% of consumers.
• Spain:
  • Retail is the most trusted industry (49% trust, 16% distrust).
  • Gaming & Gambling is distrusted by 49% of consumers.

Conclusion

The report underscores the need for brands to adapt their marketing strategies to align with evolving consumer expectations, particularly in terms of privacy, personalization, and loyalty. Marketers are advised to focus on zero-party data collection, build meaningful relationships with consumers, and offer clear value in exchange for data. The findings highlight a global shift toward more cautious data sharing, with varying levels of trust across industries and regions.