2023-03-08-Kantar-连接功率4.0-优化接触点效率的见解（英）_50页_8mb

Summary of Power of Connection 4.0

Key Insights

• Overall Approach: Integrated marketing using multiple media channels is more effective, but marketers struggle to optimize touchpoints. A balanced strategy that combines paid, owned, and earned media is essential for building brands.
• Channel Effectiveness: TV leads in overall brand impact due to high reach and frequency, but cost-effectiveness decreases at high spend levels. Digital channels like social media and podcasts offer cost-effective extensions to TV, while radio provides decent reach but is less cost-effective due to high costs.
• Consumer Trends: The COVID-19 pandemic accelerated digital transformation, with social commerce and online platforms growing. However, there is a growing desire to return to traditional media like cinema and in-person events.
• Recommendations:
  • Tailor creative content to each channel for better synergy and relevance.
  • Use targeted approaches to reach specific audiences, leveraging data and context.
  • Focus on authentic content, such as influencer partnerships and branded experiences, to enhance engagement.
  • Integrate campaigns across channels for up to 57% higher effectiveness compared to non-integrated strategies.
• Future Outlook:
  • Emerging trends include voice-enabled ads, augmented reality, and the metaverse for immersive experiences.
  • Sustainability challenges and evolving regulations could impact media choices.
  • Social media will continue to grow, especially with features like live shopping and social commerce.
• Cross-Channel Performance:
  • High-receptivity channels include cinema, print, and sponsorships.
  • Cost-effective options for brand impact include Facebook, POS, and YouTube.
  • Word-of-mouth and product experience remain powerful but harder to control.
• Methodologies and Data: Based on Kantar's global databases, including case studies and norm data, providing actionable insights for marketers.