WARC-2020年营销工具报告（英文）-2019.12-61页_3mb

报告摘要

Marketer's Toolkit 2020 Summary

Core Content

The Marketer's Toolkit 2020 is a comprehensive, evidence-based guide for marketers to navigate the evolving landscape of 2020. It is built on three main inputs: a survey of nearly 800 client and agency-side executives, interviews with 10 CMOs, and WARC's analysis of case studies and best practices from 2019. The report focuses on five key drivers of change: Society, Technology, Economy, Industry, and Policy, offering insights into near-term trends and strategies.

Main Trends and Key Insights

Society

Brand Activism: The concept of brand purpose is evolving into brand activism, with 75% of marketers believing brands should take a stand on social issues.
Consumer Privacy: Growing concern about data privacy is expected to have the greatest impact on marketing strategies in 2020. This is driven by both consumer awareness and regulatory actions.
Conscious Consumerism: Environmental issues are a major driver of consumer behavior, with 84% of respondents indicating that sustainability and conscious consumerism will impact their marketing strategies. The trend is particularly strong in Europe (48% significant impact) compared to North America and Asia (31%).
Sustainability as a Business Imperative: Brands are under pressure to address environmental concerns, including packaging and supply chain. Examples include:
- Tesco aiming to remove one billion pieces of plastic by 2020.
- H&M targeting a climate-neutral supply chain by 2030.
- Carlsberg developing recyclable snap packs and paper beer bottles.
Post-Trust Society: Brands are increasingly expected to align with social causes to regain or build trust with consumers, especially in the absence of government action on critical issues.

Technology

Artificial Intelligence (AI): AI remains the top priority for brands, driven by the need to leverage data effectively.
Voice Technology: Despite hype, voice is still seen as a minority pursuit, with limited traction and capability.
Blockchain and AR/VR: These technologies are considered niche and not a major focus for most marketers.
5G: Seen as an enabler rather than a transformative technology. 46% of Asian marketers view it as transformative, reflecting the importance of mobile in these markets.
Connected TV and Contextual Targeting: The shift from audience-based buying to contextual targeting is gaining momentum. Connected TV is expected to play a significant role in the future of programmatic advertising, with a focus on quality environments and addressable ads.
Programmatic Challenges: Many marketers believe programmatic has failed to live up to its potential, with a growing emphasis on brand safety and context over cost.

Key Pitfalls to Avoid

Falling Behind Retailers: Retailers are pushing for less plastic and more sustainable packaging, and brands must be proactive to stay ahead.
Short-Termism: Marketers should avoid short-term, superficial initiatives and instead focus on long-term, credible sustainability strategies.
Ignoring the Intention-Behaviour Gap: There is a disconnect between what consumers say they want and what they actually do. Brands should use behavioral economics to drive real change.
Over-Targeting at the Expense of Reach: While addressability is important, it should not come at the cost of mass reach. Brands should aim for quality scale by combining reach with relevance.
Navigating a Mess of Standards: Connected TV faces challenges due to a lack of standardization in formats and systems. Marketers must be cautious and informed.
Privacy Concerns: With regulations like GDPR and CCPA, brands must ensure permission-based targeting in addressable channels.

CMO Comments

Marc Pritchard (Procter & Gamble): Brands should address environmental issues like plastic packaging and food waste as part of broader corporate responsibility, not just brand purpose.
Jill Baskin (The Hershey Company): Streaming TV is a key focus, but addressable TV risks fragmenting audiences and reducing the impact of brand fame.
Angela Steele (Carat USA): Addressability should enhance creativity and relevance, not just targeting. Brands should focus on segmenting reach rather than narrowing it.

Conclusion

The Marketer's Toolkit 2020 highlights the need for brands to align with societal values, leverage technology strategically, and avoid short-termism. Sustainability, data privacy, and contextual advertising are key areas of focus, with the report emphasizing the importance of authenticity, long-term planning, and consumer alignment.