2022年全球营销趋势报告（英）-68页_30mb

2022 Global Marketing Trends Summary

Core Content

The 2022 Global Marketing Trends report highlights the importance of customer centricity in navigating a complex and evolving marketing landscape. It outlines seven key trends that focus on people, data, and experiences, emphasizing the need for brands to align with customer values, leverage data ethically, and create seamless, personalized interactions across both digital and physical environments.

Main Trends and Key Insights

1. Thriving through customer centricity

• Marketing must evolve to meet the expectations of increasingly discerning consumers.
• Brands are shifting from traditional metrics like price and quality to more holistic approaches that consider purpose, inclusivity, and data-driven personalization.
• The integration of digital and physical channels has made linear customer journeys obsolete, requiring a more dynamic and interconnected approach.

2. Purpose – A beacon for growth

• Purpose is becoming a key driver of growth, especially for high-growth brands.
• 66% more likely to use purpose to guide employee decision-making.
• 93% of high-growth brands have established key performance metrics tied to their purpose, compared to 72% of negative-growth brands.
• Purpose is not just about profit but about social impact, equity, and long-term stakeholder value.

3. Authentically inclusive marketing

• Consumers, particularly younger generations, expect brands to reflect diversity, equity, and inclusion (DEI) in both their messaging and operations.
• High-growth brands are 1.9X more likely to have DEI-related talent objectives.
• 57% of consumers are more loyal to brands that commit to addressing social inequities.
• Inclusive marketing is not only a moral imperative but also a competitive advantage.

4. Building the intelligent creative engine

• Brands are adopting agile talent strategies that blend creative and analytical capabilities.
• Marketers are increasingly turning to external creative agents, such as influencers, to better resonate with modern consumers.
• The goal is to create content that is relevant, timely, and emotionally engaging.

5. Meeting customers in a cookieless world

• With the decline of third-party cookies, brands must rethink first-party data strategies.
• High-growth brands are already leading the charge in building robust data infrastructure and leveraging customer insights to inform marketing decisions.
• Brands must focus on data privacy and consent-based strategies to maintain trust.

6. Designing a human-first data experience

• Balancing data utility with consumer trust is critical.
• Consumers want to know how their data is used and why it matters to them.
• Brands should design experiences that are transparent, ethical, and aligned with human values.

7. Elevating the hybrid experience

• The integration of digital and physical environments is essential for creating cohesive and meaningful customer experiences.
• Human-centered design principles are used to ensure that experiences are intuitive, accessible, and emotionally resonant.
• Brands must focus on seamless transitions between online and offline interactions.

8. Supercharging customer service with AI

• AI is being used to enhance customer service and personalization.
• The goal is to combine human insight with machine intelligence to create a more responsive and empathetic customer journey.
• AI can help in delivering timely, relevant, and knowledgeable service that aligns with customer needs.

Research Methodology

• Executive Survey: 1,099 C-suite executives from the US, UK, France, Japan, and the Netherlands were surveyed in April 2021.
• Consumer Survey: 11,500 global consumers aged 18+ from 19 countries were surveyed in May 2021.
• Executive Interviews: 18 in-depth interviews were conducted with leaders from global brands to gather insights on marketing trends.

Key Statistics

• 61–86% of consumers cite price and quality as top-three purchasing criteria.
• 57% of consumers are more loyal to brands that address social inequities.
• 66% of high-growth brands see purpose as a means to guide employee decision-making.
• 33% of high-growth brands have KPIs for diversity in talent retention, versus 17% of negative-growth brands.
• 23% of high-growth brands have ways to measure diversity in hiring, versus 15% of negative-growth brands.

Conclusion

The report underscores that marketing is evolving from a transactional function to a strategic lever for growth. Brands that prioritize customer-centricity, authentic purpose, and inclusive practices are better positioned to thrive in a rapidly changing market. By aligning with stakeholder values, leveraging data responsibly, and integrating creativity with analytics, brands can build trust, drive loyalty, and create sustainable, meaningful growth.