安布思沛-2021聚焦未来：商业和数据与消费者注意力的关联（英文）-2021.4-39页_8mb

FUTURE FOCUS 2021: BRANDS ACCELERATED

Summary

Core Content

The Future Focus 2021: Brands Accelerated report by iProspect explores the evolving intersection of culture, content, data, and technology in driving brand growth. It highlights the need for brands to integrate brand and performance marketing effectively to create consistent consumer experiences, improve measurement, and build long-term value. The report also delves into key trends and strategies that are reshaping the commerce landscape in the post-pandemic world.

Main Viewpoints

• Growth at the intersection of brand and performance:
  iProspect argues that successful brands must balance short-term performance gains with long-term brand building. This integration allows for more efficient marketing efforts and better consumer engagement.

• The importance of exploitation and exploration:
  The report emphasizes the need for brands to manage both exploitation (maximizing current returns) and exploration (investing in future opportunities). This balance is crucial for navigating uncertainty and driving sustainable growth.

• Commerce Everywhere:
  The pandemic has accelerated the shift of commerce into the home environment. Brands must adapt by creating personalized, convenient, and immersive shopping experiences that align with changing consumer behaviors.

• The role of technology in commerce:
  Innovations such as 5G, Wi-Fi 6, and LiDAR are enabling new forms of interactive and seamless shopping. These technologies are transforming how consumers engage with brands and how brands can create compelling digital experiences.

• Shoppable media and livestreaming:
  Digital platforms are increasingly embedding commerce features into media content, allowing for direct consumer engagement. Livestreaming, in particular, is redefining TV shopping channels and creating new opportunities for brands to connect with audiences.

Key Trends and Opportunities

1. Commerce Everywhere

• Home as the new commerce frontier:
  With more time spent at home, brands are focusing on creating value in this space through personalization, multi-functional products, and immersive experiences.

• Smart home devices:
  Connected devices such as smart fridges, TVs, and lighting systems are becoming key points of interaction for consumers. Brands can leverage these to offer personalized recommendations and enhance the shopping experience.

• Subscription and ownership models:
  The rise of subscription-based services and on-demand rental options is changing how consumers interact with products. Brands must adapt to these new models to stay relevant.

2. Shoppable by Design

• Interactive and conversational commerce:
  Brands are using shoppable media, such as Google’s tap-and-hold feature and YouTube’s browsable catalogues, to create seamless transitions from content to commerce.

• Livestreaming as a powerful tool:
  Platforms like TikTok, Taobao Live, and Instagram are transforming how brands engage with consumers through real-time, interactive shopping experiences. This trend is especially impactful for Gen Z and Millennials.

• Voice and chat commerce:
  Voice assistants and chatbots are becoming viable channels for commerce. These tools enable brands to offer personalized recommendations, reminders, and even direct purchases, enhancing the consumer experience.

3. The New Data Playbook

• Data privacy as a key challenge:
  With increased consumer awareness of data privacy, brands must adopt transparent and ethical data practices to maintain trust and engagement.

• Tracking prevention and bias:
  The report highlights the need for brands to adapt to tracking prevention technologies and ensure their data strategies are free from bias, which can affect consumer trust and marketing effectiveness.

• Adopting a growth mindset:
  Brands should focus on building long-term capabilities in data, content, and ad tech to support both short-term performance and future brand health.

Strategic Recommendations

• Invest in long-term capabilities:
  Marketers should prioritize long-term investments in data, content, and online commerce to future-proof their strategies and build stronger customer relationships.

• Balance exploitation and exploration:
  Brands must maintain a dual focus on maximizing current returns and exploring new opportunities. This balance ensures both immediate success and long-term innovation.

• Enhance consumer experience through personalization and convenience:
  Creating shoppable-by-design experiences, leveraging voice and chat technologies, and using smart devices to offer contextual recommendations are all key to improving consumer engagement.

• Embrace new media formats:
  Utilizing shoppable media, livestreaming, and interactive content can help brands connect with audiences in more meaningful and measurable ways.

Conclusion

Future Focus 2021: Brands Accelerated underscores the importance of aligning brand and performance strategies in a rapidly evolving digital landscape. With the rise of home-based commerce, smart technologies, and interactive media, brands have unprecedented opportunities to drive growth and build lasting relationships. The report encourages a balanced approach between exploitation and exploration, and emphasizes the need for ethical, data-driven, and consumer-centric strategies to succeed in the new era of marketing.