2021-12-05-德勤-2022年全球营销趋势报告（英）_68页_30mb

2022 Global Marketing Trends Summary

Core Content

The 2022 Global Marketing Trends report highlights the evolving role of marketing in a complex and rapidly changing business landscape. It emphasizes the importance of customer centricity as the central theme, focusing on how brands can thrive by aligning with the values and expectations of their consumers. The report outlines seven key trends, organized into three categories: people, data, and experiences, which together form a 360-degree engagement approach.

Main Trends and Key Insights

1. Thriving through customer centricity

• Marketing must evolve to meet the demands of a new era, where customer engagement is no longer linear.
• Brands are expected to deliver personalized, contextual experiences while maintaining transparency and ethical use of data.
• Consumers now value more than just price and quality; they prioritize purpose, inclusivity, and meaningful experiences.

2. Purpose—A beacon for growth

• Purpose has become a strategic priority for high-growth brands, moving beyond profit to address societal issues.
• Purpose is seen as a competitive differentiator, helping brands align with stakeholder values and expectations.
• 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 their purpose.
• 93% of high-growth brands have established KPIs tied to their purpose, compared to 72% of negative-growth brands.

3. Authentically inclusive marketing

• Inclusivity is no longer just a buzzword; it is a core expectation of diverse consumers, especially younger generations.
• High-growth brands are 1.9X more likely to have DEI-related talent objectives than lower-growth brands.
• 57% of consumers are more loyal to brands that address social inequities.
• Brands must ensure authentic representation in both their messaging and operations to resonate with today’s customers.

4. Building the intelligent creative engine

• Marketers must adopt agile talent strategies to create content that resonates with modern consumers.
• Brands are leveraging external talent, such as influencers, as creative agents rather than just spokespeople.
• The goal is to build a creative and analytical synergy that better addresses customer needs and drives engagement.

5. Meeting customers in a cookieless world

• With the decline of third-party cookies, brands must rethink data strategies and focus on first-party data.
• High-growth brands are ahead of the curve in developing robust first-party data strategies.
• This shift requires a new approach to data collection and usage, ensuring it is ethical and transparent.

6. Designing a human-first data experience

• The focus is on balancing data utility with consumer trust.
• Brands must ensure data usage is perceived as helpful and not intrusive.
• This involves personalization that aligns with individual consumer preferences and values.

7. Elevating the hybrid experience

• Brands must create cohesive, human-centered experiences across both digital and physical environments.
• The integration of human-centered design principles is essential for delivering seamless customer interactions.
• This includes designing experiences that reflect brand values and foster emotional connections.

8. Supercharging customer service with AI

• AI is being used to enhance customer service and provide timely, personalized offers.
• The goal is to combine AI with human insight to deliver a true end-to-end customer experience.
• This trend highlights the importance of AI-driven personalization and emotional intelligence in customer service.

Key Information

• Research Methodology: The report is based on two global surveys and 18 in-depth interviews with CMOs and executives.
  • Executive Survey: 1,099 C-suite executives from the US, UK, France, Japan, and the Netherlands.
  • Consumer Survey: 11,500 consumers aged 18+ from 19 countries.
• Key Findings:
  • High-growth brands are more likely to integrate purpose, DEI, and data strategies into their operations.
  • Consumer expectations are shifting toward ethical, inclusive, and purpose-driven brands.
  • AI and data infrastructure are critical for delivering personalized and dynamic customer experiences.
• Endnote: Marketing budgets have dropped to 6.4% of overall revenue, yet consumer expectations are at an all-time high.

Conclusion

The report underscores that marketing is no longer just about selling products; it is about building meaningful relationships with customers through purpose, inclusivity, and data-driven engagement. High-growth brands are leading the way by embedding these values into their strategies, ensuring alignment across all organizational levels, and delivering experiences that resonate with diverse consumer needs.