德勤：2022全球营销趋势报告（EN）_68页_30mb

报告摘要

2022 Global Marketing Trends Summary

Core Content

The 2022 Global Marketing Trends report highlights the evolving landscape of marketing, emphasizing the need for brands to thrive through customer centricity. The report outlines seven key trends that focus on a 360-degree approach to customer engagement, integrating people, data, and experiences. These trends are derived from extensive research involving global surveys and in-depth interviews with executives and consumers.

Main Trends

1. Thriving through customer centricity

Brands must move beyond traditional marketing strategies to create dynamic, personalized customer experiences.
Customer expectations have shifted: they seek tailored experiences, are more cautious about data usage, and value convenience at a higher level.
Marketing budgets have shrunk, but consumer expectations have risen, requiring more strategic and integrated approaches.

2. Purpose—A beacon for growth

Purpose is no longer just an aspiration but a strategic priority for high-growth brands.
Purpose drives employee behavior, aligns with stakeholder values, and differentiates brands in the market.
High-growth brands are 66% more likely to use purpose to guide employee decision-making and 41% more likely to align corporate social responsibility with purpose.
93% of high-growth brands have established KPIs tied to their purpose, compared to 72% of negative-growth brands.

3. Authentically inclusive marketing

Consumers, especially younger generations, expect brands to reflect diversity and inclusion in their messaging and practices.
High-growth brands are 1.9X more likely to have DEI-related talent objectives than negative-growth brands.
57% of consumers are more loyal to brands that commit to addressing social inequities.
Brands must demonstrate genuine efforts in DEI to resonate with future customers, including representation in advertising and behind-the-scenes operations.

4. Building the intelligent creative engine

Marketers need to adopt agile and unconventional talent strategies to better connect with customers.
Brands are rethinking their creative teams to include influencers and other external voices as creative agents.
This shift allows for more culturally relevant and timely content that aligns with customer needs and values.

5. Meeting customers in a cookieless world

With the decline of third-party cookies, brands must focus on first-party data strategies.
High-growth brands are already ahead in this transition, building robust data collection and management systems.
Brands should prioritize data privacy and transparency to maintain consumer trust and loyalty.

6. Designing a human-first data experience

Brands must balance data usage with consumer comfort, ensuring that data collection is both helpful and respectful.
This involves understanding the ethical implications of data use and aligning it with the customer's expectations.
A human-first approach helps build long-term trust and ensures that data-driven decisions serve the customer's best interests.

7. Elevating the hybrid experience

The customer experience must be seamless across digital and physical environments.
Human-centered design principles are essential in creating cohesive and meaningful interactions.
Brands should focus on integrating both online and offline touchpoints to deliver a unified experience.

8. Supercharging customer service with AI

AI can enhance customer service by providing timely and personalized support.
Integrating AI with human expertise ensures a more comprehensive and empathetic customer journey.
This approach helps brands meet consumer expectations for informed and responsive service.

Key Insights

Purpose is becoming a key driver of growth, influencing both internal operations and external brand perception.
Inclusivity is critical in attracting and retaining customers, especially younger demographics.
Data strategy is evolving, with a focus on first-party data and ethical considerations.
Talent and creativity are being redefined to align with cultural and consumer trends.
AI integration is transforming customer service, enabling more personalized and efficient interactions.
Hybrid experiences are essential in today’s multi-channel environment, requiring a human-first design philosophy.

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+ were surveyed in May 2021 across 19 countries.
Executive Interviews: 18 in-depth interviews with global brand leaders were conducted throughout 2021.
The data underscores the importance of aligning brand purpose with stakeholder values and customer needs.

Authors

Jennifer Veenstra: Executive leader of Deloitte's Global CMO Program, focusing on customer experience and digital transformation.
Stacy Kemp: Principal at Deloitte Consulting LLP, driving innovation and customer experience strategies.
Barbara Venneman: Global Advertising, Marketing & Commerce leader at Deloitte Digital, emphasizing data-driven customer experiences.
Tim Murphy: Director of Research and Insights for Deloitte's CMO Program, analyzing marketing trends and CMO dynamics.

Endnotes

Kelly Blum and Gloria Omale, "Gartner says marketing budgets have plummeted to 6.4% of overall company revenue in 2021," Gartner, July 14, 2021.
OneTrust, "Home page," accessed September 3, 2021.
US Census data, highlighting demographic changes.
2021 Gallup poll on LGBTQ identity growth.
World Health Organization report on disability prevalence.
Consumer survey results showing Gen Z's expectations around social impact.

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