深度-Bynder-2021年品牌报告（英文）-2021.6-41页_1mb

2021 State of Branding Report Summary

Core Content

The 2021 State of Branding Report, produced by Bynder and OnBrand in collaboration with Vanson Bourne, surveyed 1,600 marketing and creative professionals across various industries, company sizes, and regions. The report explores the evolving landscape of branding, focusing on digital transformation and creative automation as pivotal trends in 2021.

Main Points

1. Digital Transformation and Digital Experience Initiatives

• Accelerated Adoption: 50% of marketers reported that digital transformation and digital experience initiatives have started or accelerated in 2021. 24% said they are already "fully digital."
• Impact on Marketing: The most significant impact of digital transformation was generating more digital content and creative output (59%), followed by implementing new digital experience technologies (58%) and investing in customer data and analytics (55%).
• Challenges: 18% of marketers reported that digital initiatives slowed or stopped, while 8% had no initiatives in place. This highlights a disparity in digital maturity across brands.
• Pandemic Influence: 85% of marketers said that the pandemic significantly or slightly increased the demand for content, with no video, design, or creative role reporting a decrease in demand.

2. Creative Output and Automation

• Automation Acceptance: There has been a dramatic shift in perception regarding automation. In 2020, 23% said branding couldn’t be automated, but in 2021, only 1% held that view.
• Key Uses of Automation:
  • Create content more efficiently (17%)
  • Maintain brand consistency (14%)
  • Enable agile marketing to drive experimentation (13%)
• Time-Wasters:
  • Ad hoc requests (most impactful for creative teams)
  • Minor adjustments to fit content to channels
  • Repetitive creative tasks (format, size, and copy changes)
• Benefits of Automation:
  • Increased efficiency (55%)
  • Freeing up time for strategic work (50%)
  • Improving brand consistency (50%)

3. Marketer Confidence and Strategic Priorities

• Confidence Levels: 72% of marketers felt completely or very confident they could meet the demand for creative and content in 2021, despite 73% admitting to producing less content than planned in 2020.
• Strategic Shifts: Marketers are increasingly looking to scale content production and re-use assets to meet rising demands. 48% plan to increase headcount, and 45% plan to repurpose customer and partner content.

4. Role Differences

• CMO vs. Creative Teams: CMOs and VP-level marketers showed more confidence in meeting content demands (79%) than video, design, and creative professionals (62%).
• Agency Perspective: Agencies are seen as more agile and effective in managing content demands and adopting automation. 95% of agencies reported it is easy to keep up with creative content requests.

Key Insights

• Content Demand: The demand for content has increased significantly due to the pandemic, with 41% YoY growth in campaigns and content.
• Technology Investment: 52% of marketers plan to increase their technology budget to scale content creation, indicating a growing reliance on digital tools.
• DAM Importance: 80% of marketers believe a centralized Digital Asset Management (DAM) solution would improve team performance, yet only 54% of organizations consider DAM a critical component of their martech stack.
• Personalization: Despite challenges with data quality, 82% of marketers still see personalization as an effective way to connect with consumers.

Methodology and Demographics

• Sample Size: 1,600 respondents from the US (600), UK (400), Germany (225), France (225), and the Netherlands (150).
• Industry Distribution:
  • 14% Technology
  • 14% Creative or marketing agency
  • 5% Consumer goods
  • 10% Healthcare
  • 11% Industrial goods and manufacturing
  • 14% Financial services
  • 11% Travel and hospitality
  • 8% Government and education
  • 12% Other
• Business Type:
  • 30% B2B
  • 19% B2C
  • 46% Both B2B and B2C
  • 5% Non-profit or government
• Job Roles:
  • 22% Marketing director/VP of marketing/CMO
  • 27% Marketing manager
  • 23% Other marketing roles
  • 11% Brand strategy manager/director
  • 4% Design, video, and creative services
  • 5% Digital marketing services
  • 6% Marketing operations
• Company Size:
  • 19% 250-499
  • 21% 500-999
  • 21% 1,000-2,999
  • 18% 3,000-4,999
  • 16% 5,000-10,000
  • 5% More than 10,000

Conclusion

The report underscores the growing importance of digital transformation and creative automation in modern marketing. Marketers are increasingly adopting technology to manage the rising content demands and improve brand consistency. While challenges remain, particularly with data quality and the maturity of tech ecosystems, the trend is clear: brands are embracing automation as a strategic enabler of creativity and efficiency.