2022年营销趋势报告（英）-31页_3mb

2022 Marketing Trends Summary

Core Content

This report provides an overview of the evolving marketing landscape in 2022, focusing on budget allocation, channel preferences, and challenges faced by in-house marketers across five countries: the US, the UK, Germany, France, and the Netherlands, as well as India. It also highlights consumer attitudes towards advertising and the shifting priorities between performance and branding campaigns.

Main Points

1. Marketing Budgets for 2022

• Majority of budgets are increasing: 66% of marketers expect to increase their budgets in 2022, with only 7.3% anticipating a decrease.
• Stable budgets: 26.7% of marketers will keep their budgets the same.
• Regional differences:
  • France leads with 75% of marketers expecting budget increases.
  • US has the highest percentage of budget decreases at 16%.
  • Germany is the most stable, with 40% of marketers keeping budgets the same.
• Agency spending: 71.2% of marketers plan to increase spending on agency partners, with India showing the highest increase at 92.9%.

2. New Media Mix for 2022

• Top three channels (outside of digital advertising) are:
  • Mobile advertising (47.5%)
  • Podcasts (41.8%)
  • CTV (Connected TV) (36.3%)
• Podcasts are gaining popularity due to their high recall rate (86% of US consumers remember podcast ads) and affordability.
• Traditional media such as OOH (out-of-home), radio, and linear TV remain relevant and are still part of the media mix.
• Radio is making a comeback, especially in the US, with 54% of marketers planning to invest in it in 2022.

3. Performance vs. Branding Campaigns

• Long-term branding is the priority for most marketers, with 65.5% focusing on branding efforts versus 31.3% on performance.
• France and the Netherlands are the most brand-focused, with 73% and 71% respectively.
• Germany is the least brand-focused, but still allocates 59% of its budget to brand campaigns.
• Branding and performance are becoming more integrated, with brands aiming for a measurable, attributable approach.

4. Marketers' Top Challenges

• Data management and privacy regulations are the top two concerns.
• Hiring and retention of team members is also a significant challenge.
• External factors such as the pandemic and regulations are less of a concern, suggesting marketers are more confident in their ability to adapt.

5. Consumer Attitudes Towards Advertising

• Targeted advertising is still valued by consumers: 58% find advertising helpful if it's relevant, and 43% would find it more helpful with better targeting.
• Trust in advertising: 33% of consumers don't trust any form of advertising, which poses a reputational risk.
• Preferred and least preferred channels:
  • TV ads are the most trusted (38%), but also the most annoying (33%).
  • Digital ads are the least trusted (8%), with email marketing being the most irritating (23% for 18-22 age group, 30% for 23-35 and 36-55 age groups).
  • Influencer marketing is most trusted by the 18-22 age group.

Key Insights

• The marketing industry is rebounding, with increased budgets and a shift towards more diverse and scalable advertising channels.
• Podcasts and CTV are emerging as key channels, offering new opportunities for reaching audiences.
• The integration of branding and performance is becoming more common, as brands seek to balance both for long-term growth.
• Privacy concerns are a major challenge, especially with the end of third-party cookies and iOS changes.
• Consumer trust remains a critical issue, with brands needing to balance personalization and privacy to maintain positive perceptions.

Conclusion

2022 is expected to be a year of growth and transformation for the marketing industry. With increased budgets, new channels, and a focus on long-term branding, marketers are adapting to a more complex and data-driven environment. However, challenges such as privacy regulations and maintaining consumer trust will require strategic and innovative approaches to ensure continued success.