WARC-2020年营销工具报告（英文）61页_3mb

The Marketer's Toolkit 2020 Summary

Core Content

The Marketer's Toolkit 2020 report provides a comprehensive overview of the key trends and challenges that will shape marketing strategies in 2020. It is based on a survey of nearly 800 marketers and insights from CMOs and industry analysis. The report emphasizes the growing importance of brand activism, data privacy, sustainability, and advertising technology.

Main Trends and Key Points

1. Brand Activism and Social Purpose

• Brand purpose is evolving into brand activism: Marketers believe brands should take a stand on social issues, with over 75% of respondents agreeing.
• Consumer expectations are rising: Brands need to align with societal concerns, particularly environmental issues, to remain relevant.
• Risk of 'woke-washing': Consumers are skeptical of superficial or insincere activism, and brands must demonstrate genuine commitment.
• Examples: Nike's Colin Kaepernick campaign and Unilever's sustainability-focused brand purpose.

2. Data Privacy and Consumer Control

• Data privacy concerns are the top trend: Consumers are becoming more aware of and concerned about how their data is used.
• Regulatory action is intensifying: GDPR in Europe and CCPA in the US are pushing brands to be more transparent and ethical in data usage.
• Marketers must ensure compliance and consumer trust.

3. Sustainability and Conscious Consumerism

• Environmental issues are a major focus: 84% of marketers expect sustainability to influence their strategies, with higher percentages in Europe.
• Packaging and supply chain improvements: Brands are working to reduce plastic use and implement recycling-by-design.
• Examples: Carlsberg’s snap packs, H&M’s circular economy goals, and Alibaba’s efforts to reduce the environmental impact of Singles Day.

4. Ad Tech and Programmatic Evolution

• Programmatic is under scrutiny: Half of marketers believe it has not lived up to its potential due to issues with brand safety and context.
• Contextual targeting is gaining traction: Brands are shifting focus from audience-based targeting to context-driven advertising.
• Connected TV (CTV) is emerging: It is seen as a promising channel for more relevant and effective ads, especially in high-consideration categories.

5. Voice and AI: Limited Impact

• AI is a key priority: Marketers are focusing on AI for data analysis and campaign optimization.
• Voice remains a niche: Only 13% of marketers expect to invest in voice tech in 2020.
• Blockchain and AR/VR are not yet mainstream: Marketers are still cautious about their potential in the short term.

6. 5G as an Enabler

• 5G is seen as an enabler, not a transformative technology, with only 31% of marketers expecting it to be transformative.
• Asia is more optimistic: 46% of marketers in Asia see 5G as transformative, likely due to its importance in mobile-first markets.

Key Insights from CMOs

• Marc Pritchard (Procter & Gamble): Brands should focus on broader societal issues like sustainability, not just their own purposes.
• Gabriel Garcia (Expedia Group): Sustainability efforts can be a response to the growing environmental awareness and over-tourism.
• Jill Baskin (The Hershey Company): Marketers are investing in streaming TV and other emerging platforms.
• Cheryl Calverley (Eve Sleep): Programmatic is often brand-damaging due to over-targeting and fragmentation of audiences.
• Olivier Bockenmeyer (Samsung): The media landscape is evolving, and marketers must balance reach and relevance.

Potential Pitfalls

• Falling behind retailers: Retailers are pushing for sustainable packaging, and brands must stay ahead of these expectations.
• Short-term approach: Environmental and social initiatives must be long-term and authentic, not just marketing gimmicks.
• Ignoring the intention-behaviour gap: Consumers may say they care about sustainability but may not act on it; brands must incentivize real change.
• Navigating the connected TV mess: There is a lack of standardization and formats, making it difficult for brands to manage buys effectively.
• Over-targeting at the expense of reach: Marketers should balance reach and relevance, ensuring that they don't lose the benefits of mass exposure.
• Privacy concerns: Advertisers must be mindful of regulations when using addressable TV and other data-driven channels.

Sustainability as a Strategic Advantage

• Brands that embrace sustainability will win: In terms of retailer listings, effective marketing, and attracting talent.
• Unilever is a notable example, with its "sustainable living" purpose attracting both consumers and employees.
• Investor interest: Sustainable brands are more attractive to investors, as they align with broader social and environmental goals.

Further Reading and Resources

• Case studies: Carlsberg’s snap pack, adidas x Parley, and others.
• Reports:
  • The Greta effect (Society spin-off)
  • Context and connected TV: reinventing programmatic (Technology spin-off)
• Additional WARC articles:
  • What does your brand stand for? Why purpose is key to competitive agility
  • Sustainable shoppers buy the change they want to see in the world
  • Brands have a long way to go on plastic packaging
  • The evolution of purpose, why circularity is the new CSR
  • Why doing good is good for business
  • The true meaning of brand purpose: Why the most effective campaigns are inclusive, not divisive
  • Saving the planet nudge by nudge: Using behavioural economics to create effective communications for a sustainable future

Conclusion

The Marketer's Toolkit 2020 highlights the need for brands to be more socially responsible, data-aware, and technologically agile. As consumers demand more from brands in terms of purpose and sustainability, marketers must ensure authenticity and long-term strategy. At the same time, the evolution of ad tech, particularly in programmatic and connected TV, presents new opportunities and challenges that require careful navigation.