Bynder-2018年品牌宣传状况报告（英文）-2018.7-26页-4mb

2018 State of Branding Report Summary

Core Content

The 2018 State of Branding Report by OnBrand and Bynder, in collaboration with Survata, provides an in-depth analysis of the current trends and challenges in brand marketing. The report is based on interviews with 504 marketing decision-makers from the United States and the United Kingdom, conducted between January 30 and February 12, 2018.

Main Findings

1. Personalization is a Priority, but Tech Challenges Remain

• 89% of respondents agree that emerging technologies are critical for developing an engaging brand experience.
• 90% of marketers struggle to identify the right technologies to support personalization.
• 56% plan to personalize their marketing in 2018, driven by the need to meet rising consumer expectations.
• 44% of consumers say they are likely to become repeat buyers after a personalized shopping experience.

2. Voice Assistants are Dominating Tech Investments

• 40% of marketing decision-makers will invest in voice assistants in 2018.
• 39% are developing integrations through platforms like Facebook, Alexa, and Siri, or standalone solutions.
• The tone of the assistant is considered more important than gender, although 54% prefer a female voice.
• 75% of respondents emphasize the importance of ethical development in AI and chatbot solutions, including diverse teams and unbiased data sets.

3. Influencer Marketing is Still Hot

• 79% of respondents will invest in influencer marketing in 2018.
• 43% plan to invest more than in 2017.
• 22% are new to the market.
• Despite its popularity, ROI and transparency remain major concerns for brands.

4. Brand Activism is on the Rise

• 79% of respondents believe social and cultural issues will play a significant role in their branding and marketing strategy.
• 36% are excited about exploring brand activism and cause advocacy.
• Brands are expected to contribute to and influence societal issues, with 88% of consumers believing companies have the power to drive societal change.

5. Marketing Teams are Hiring More Tech Talent

• 53% of marketing managers will hire technical talent (e.g., experience designers, developers).
• 34% will bring on data scientists.
• 55% will hire more creative talent (e.g., videographers, designers, copywriters).
• Customer experience is the top priority, driving the need for technical expertise.

Key Challenges

1. Top Challenges for Marketers in 2018

1. Identifying the right technologies for our needs – 20%
2. Securing enough budget – 17%
3. Adapting to changing consumer behaviors – 15%
4. Ensuring all content is aligned with brand guidelines – 14%
5. Ensuring brand safety – 10%
6. Hiring top talent – 10%
7. Proving the ROI of our marketing activities – 9%
8. Getting actionable insights from data – 7%

2. Top Challenges When Incorporating New Technologies

1. Identifying the right technologies to serve as an extension of our brand – 90%
2. Securing enough budget – 37%
3. Bringing innovations to market before competitors – 32%
4. Internal adoption – 28%
5. No challenges – 8%

Demographics

• Role: 40% are sole decision-makers, 60% share decision-making.
• Country: 50% from the United Kingdom, 50% from the United States.
• Company Size:
  • 500-999: 18%
  • 1,000-1,999: 23%
  • 2,000-10,000: 34%
  • More than 10,000: 25%
• Industry:
  • Consumer Products: 12%
  • Education: 12%
  • Financial Services: 11%
  • Healthcare and Medical: 11%
  • Information Technology and Services: 11%
  • Other: 8%
  • Industrial and Manufacturing: 6%
  • Nonprofit/Government: 6%
  • Marketing/Design Agencies: 5%
  • Telecommunications: 5%
  • Travel and Tourism: 4%
  • Ecommerce: 2%
  • Media and Publishing: 2%
  • Staffing and Recruiting: 2%
  • Research: 1%
  • Software: 1%
  • Sports and Recreation: 1%

Technologies to Invest In (2018)

1. Beacon technology – 11%
2. Chatbots – 25%
3. Voice assistants – 40%
4. Augmented reality – 24%
5. Virtual reality – 37%
6. 360 video – 33%
7. Biometrics technology – 23%
8. Artificial intelligence – 34%
9. Mobile apps – 68%
10. Wearable apps – 26%
11. None of the above – 9%

Motivations for Emerging Tech Investment

1. Customer engagement – 38%
2. Brand development – 20%
3. Brand awareness – 17%
4. Customer loyalty – 15%
5. Automation – 10%

Preferred Gender for Chatbots/Voice Assistants

1. Female – 54%
2. Male – 17%
3. Genderless – 29%

Marketing Trends Excitement

1. Personalization – 56%
2. Influencer marketing – 42%
3. Brand activism / cause advocacy – 36%
4. Content atomization – 23%
5. Dark social monitoring – 12%
6. Guerilla marketing stunts – 12%
7. None of the above – 5%

Marketing Priorities for 2018

1. Customer experience – 25%
2. Brand awareness – 18%
3. Engagement – 15%
4. Customer retention / loyalty – 17%
5. New customer acquisition – 18%
6. Customer evangelism – 4%
7. Share of Voice – 3%

Marketing Team Roles Being Invested In

1. Technical talent (developers, UX designers, etc.) – 53%
2. Creative talent (videographers, designers, copywriters, etc.) – 55%
3. Data scientists – 34%
4. None of the above – 9%

Conclusion

The 2018 report highlights a shift in marketing priorities, with a strong focus on customer experience, personalization, and brand activism. Marketers are increasingly turning to voice assistants and AI to meet consumer demands, but face significant challenges in technology selection, budget allocation, and ethical development. The rise of influencer marketing continues to be a key strategy, though ROI and transparency remain unresolved issues. As the marketing landscape evolves, the integration of technical and creative talent becomes essential for brands to thrive in the digital age.