凯度-媒介权利报告2018（英文）-2019.7-36页_17mb
报告摘要
Summary of "Getting Media Right 2018"
Core Content
The document "Getting Media Right 2018" presents an analysis of the challenges and trends in marketing performance measurement and media strategy integration. It highlights the ongoing struggle of marketers to effectively measure and prove return on investment (ROI), particularly in the context of balancing short-term sales and long-term brand building. The study also explores the importance of integrated, holistic marketing strategies and the role of data in driving better campaign performance.
Main Points and Key Insights
1. Marketers Still Struggle with ROI Measurement
- Short-term focus remains dominant: 40% of marketers focus primarily on short-term sales as the main indicator of advertising success.
- Blended approach is needed: While most marketers understand the need for a balanced approach between short-term sales and long-term brand building, only 56% apply this across most or all activities.
- Confidence in ROI measurement is low: Less than half of advertisers (47%) are confident in their ability to create insights from integrated data.
2. Integrated Strategies Are Not Fully Realised
- Self-perception vs. consumer perception: 82% of marketers believe they have integrated strategies, but only 58% of consumers perceive campaigns as integrated.
- Gen Y marketers are more critical: Younger generations (Gen Y) are more likely to identify gaps in integration and expect better alignment across platforms and channels.
- Lack of understanding touchpoints: 35% of Gen Y marketers feel their organisation doesn't understand consumer touchpoints, compared to 20% of Gen X and 20% of Boomers.
3. Harmonising Measurement Across Channels is a Challenge
- Perceived gaps in research tools: Marketers identify cross-platform, cross-device, and social platform measurement as the top three gaps.
- Inconsistent metrics: TV measurement still relies heavily on reach and frequency, while digital and mobile use ROI-focused metrics.
- Walled gardens hinder measurement: Social platforms act as "walled gardens," making cross-channel measurement difficult.
4. Using Insights Early and Often is a Growing Trend
- Earlier optimisation: 47% of marketers begin optimisation earlier in the campaign lifecycle than the previous year.
- Gen Y leads in early optimisation: Female marketers and Gen Y are more proactive in moving optimisation earlier.
- Real-time data confidence is low: Only 51% of advertisers feel their organisation can act on real-time data, which may be slowing the adoption of early optimisation strategies.
5. Media Mix and Allocation Remain a Challenge
- Confidence in media mix is mixed: 76% of organisations are confident in their overall media mix, but only 68% are confident in the balance between digital and offline.
- Gen Y less confident in media mix: Gen Y marketers show less confidence in their media mix and the balance between digital and offline media.
- Key factors in media allocation: Marketers consider campaign-specific objectives, ease of measurement, and cost as primary factors in media budget decisions.
Global Variations
| Theme | North America (NA) | Latin America (LatAm) | Europe | Asia-Pacific (APAC) |
|---|---|---|---|---|
| Drive long and short-term ROI | Most clear that proving ROI is the biggest challenge | Only region where omni-channel behaviour is a higher priority than ROI | Conducting more balanced short and long term measurement | Most confident with the balance between brand & performance marketing |
| Integrate strategies | Most confident about data integration | Least likely to have integrated strategies | Most likely to have integrated strategies | Most likely to have data gaps |
| Harmonise measurement | Most likely to use sales lift research | Find it toughest to assess performance across channels | Bigger gaps in cross-platform and in-app measurement | Most likely to use brand effectiveness measurement |
| Use insights early and often | Most confident they can act in real-time, but still moving optimisation earlier | Less confident they can act in real-time, so moving optimization earlier | Already the earliest optimisers, most likely to be moving even earlier | Least likely to be optimising early, despite not being very confident they can act in real-time |
| Master the media mix | Campaign-specific objectives given greater weight | Least confident in their media mix | Least confident in the digital vs traditional balance | Most confident in their media mix |
Methodology
- Survey Participants: Senior marketing leaders from advertisers, agencies, and media companies.
- Timeframe: Conducted between July and August 2018.
- Sample Size: Total respondents = 468.
- Advertisers: 166
- Agencies: 216
- Media: 86
- Female: 215
- Male: 249
- Gen Y: 155
- Gen X: 202
- Boomers: 102
- Regions: North America (175), Latin America (61), Europe (85), Asia-Pacific (87).
Conclusion
The study underscores the need for a more integrated and data-driven approach to marketing. Marketers are increasingly aware of the limitations of traditional metrics and are moving towards a blended model that includes both short-term and long-term performance indicators. However, the industry still faces significant challenges in data integration, cross-channel measurement, and optimisation timing. Younger generations of marketers, particularly Gen Y, are pushing for more holistic strategies and greater transparency in how marketing efforts are measured and allocated. The report provides actionable insights for improving marketing effectiveness through better data use, strategic alignment, and a more balanced media mix.
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