Zenith-2018年全球广告行业报告（英文）-2018.4-28页-2mb

Global Intelligence 2018: The Year Ahead Summary

Introduction

Global Intelligence 2018: The Year Ahead is the sixth annual trends report from Zenith, focusing on the top eight recurring consumer and technology trends. Unlike previous years, the report takes a broader approach, considering insights from global cool hunters and futurologists. It also integrates content from Zenith's Advertising Expenditure Forecast report, now in its 30th year. The report highlights the growing concentration of adspend in big markets and big cities, and the increasing dominance of digital platforms.

Core Trends

1. The Post-Truth World

• Definition: A world where emotion and populism influence public opinion more than facts.
• 2017 Highlights:
  • The rise of fake news and its spread via social media platforms like Facebook and Twitter.
  • 62% of Americans consume news via social media.
  • Confirmation bias and the ease of spreading misinformation led to increased public outrage.
• 2018 Outlook:
  • More scrutiny and vigilance will be needed to combat fake news.
  • Platforms like Google and Facebook are beginning to take action against fake news distributors.
  • Brand safety will remain a critical concern for advertisers.

2. New Kids on the Blockchain

• Definition: The use of blockchain to create secure, transparent, and peer-to-peer trust.
• 2017 Highlights:
  • The value of Bitcoin rose sharply, bringing blockchain into the spotlight.
  • Over 1,324 globally traded cryptocurrencies rely on blockchain.
  • Blockchain has the potential to revolutionize finance, security, and media.
• 2018 Outlook:
  • Blockchain is expected to go mainstream, driven by venture capital and investor interest.
  • Brands will need to harness blockchain to offer greater control, transparency, and fair pricing.
  • Applications in media and advertising, such as Basic Attention Token, are anticipated.

3. The New Consumer Pro-Activity

• Definition: Consumers are becoming more active and socially conscious, driving change through social media.
• 2017 Highlights:
  • Populism and social movements like #MeToo gained traction.
  • Consumers are more likely to support brands that align with social causes.
  • The #MeToo movement led to a significant sales spike for Ivanka Trump's brand.
• 2018 Outlook:
  • Populism is expected to extend to key social issues.
  • Brands should focus on perennial targeting based on mindset and interests, not just demographics.
  • Consumers will look for brands that reflect their values and offer meaningful experiences.

4. Rethinking Targeting

• Definition: A shift in marketing strategies to better understand and target consumers based on their behaviors and interests.
• 2017 Highlights:
  • There was a focus on Gen Z, but over-35s and over-55s are also significant for future consumer spending.
  • Marketers often over-focus on younger demographics and overlook older ones.
• 2018 Outlook:
  • Marketers should rethink targeting strategies to reflect the fluidity of life stages.
  • Targeting should be based on mindset and interests rather than just demographics.
  • Brands need to adapt their messaging to align with consumer behavior and purchase journey.

5. Experience on Demand

• Definition: The expectation for brands to offer personalized, in-the-moment experiences.
• 2017 Highlights:
  • The experience economy was a major trend, with businesses offering tailored services.
  • Examples include Alexa recommending music, Airbnb offering concierge services, and IKEA integrating digital labor into its offerings.
• 2018 Outlook:
  • Experience-on-demand will be the new normal, with services becoming built-in to products.
  • Brands must deliver exceptional, real-time experiences that adapt to changing consumer needs.
  • Digital-based services will play a key role in enhancing consumer experiences.

6. Artificial Intelligence

• Definition: The use of AI to create personalized experiences and improve customer service.
• 2017 Highlights:
  • AI was used to deliver tailored recommendations and improve customer engagement.
  • The report emphasized the importance of AI in the evolving marketing landscape.
• 2018 Outlook:
  • AI will continue to shape consumer experiences, with brands investing in personalized services.
  • The challenge is to deliver exceptional, in-the-moment service that meets consumer expectations.

7. Shop as You View

• Definition: The integration of shoppable content into live events and real-time viewing experiences.
• 2017 Highlights:
  • Shoppable content became more prevalent, especially on digital platforms.
  • Brands are following consumers onto the mobile internet, where adspend is growing rapidly.
• 2018 Outlook:
  • Seamless shopping experiences will be critical, with shoppable content appearing in live formats.
  • Mobile internet advertising is expected to grow significantly, while desktop and print advertising will decline.

8. The Voice

• Definition: The growing importance of voice-based interactions in marketing and advertising.
• 2017 Highlights:
  • Voice technology was increasingly used in consumer interactions, such as voice assistants.
  • Voice shopping was gaining momentum, with more consumers using voice commands to make purchases.
• 2018 Outlook:
  • Voice-based interactions will become more common, offering new ways for brands to engage with consumers.
  • Brands should explore voice technology to improve customer service and shopping experiences.

Key Takeaways

• Trust: The post-truth world and blockchain will play a major role in rebuilding consumer trust and ensuring transparency.
• Inclusivity: Brands must align with social causes and avoid controversial messaging to maintain relevance.
• Immediacy: Consumers expect real-time, personalized experiences, driven by AI and digital transformation.
• Seamless Interaction: Shoppable content and voice technology will enhance the shopping experience and consumer engagement.

Conclusion

The 2018 marketing landscape is shaped by a combination of consumer behavior, technological advancements, and social movements. Marketers must adapt to these trends by focusing on brand safety, inclusivity, real-time experiences, and seamless interactions. The report emphasizes the need for brands to be proactive, leveraging new technologies and insights to stay relevant and competitive.