2020年营销工具报告（英文）-WARC-201912_61页_3mb

报告摘要

Marketer's Toolkit 2020 Summary

Core Content

The Marketer's Toolkit 2020 is a comprehensive guide that outlines key trends and challenges for marketers in the coming year. It is based on a survey of nearly 800 executives, interviews with CMOs, and analysis of WARC's 2019 research, case studies, and best practices. The report provides insights into societal, technological, economic, industry, and policy shifts that will influence marketing strategies in 2020.

Main Trends and Key Information

1. Societal Trends

Brand Activism and Purpose:
Brand purpose is evolving into brand activism, with over 75% of marketers agreeing that brands should take a stand on social issues. Examples include Nike's collaboration with Colin Kaepernick, which sparked significant discussion and engagement.
Consumer Privacy Concerns:
Data privacy is a major concern for consumers, and it is expected to heavily impact marketing strategies in 2020. This is driven by both consumer demand and regulatory action, such as the GDPR in Europe and the upcoming CCPA in the US.
Conscious Consumerism and Sustainability:
Environmental issues are driving a shift towards conscious consumerism. 84% of respondents believe sustainability and conscious consumerism will impact their marketing strategies. This is especially pronounced in Europe, where 48% of marketers said it would have a significant impact, compared to 31% in North America and Asia.
Post-Trust Society:
Trust in institutions is declining, and brands are stepping in to fill the void. This has led to increased alignment with social causes, such as H&M’s efforts in sustainability and Dick's Sporting Goods banning assault rifles.
Intention-Behaviour Gap:
Consumers may say they care about sustainability but do not always act on it. Brands must incentivize sustainable behavior through convenient, desirable, and affordable products. Carlsberg’s Snap Pack is an example of this, using recyclable glue and incentivizing reuse.

2. Technological Trends

Artificial Intelligence (AI):
AI is a top priority for brands, as it helps in making sense of data and improving targeting capabilities. However, it is not yet seen as a voice revolution.
Voice and Emerging Tech:
Voice technology remains a minority pursuit, with 69% of marketers not prepared for its widespread use. Blockchain is also viewed with skepticism, with only 13% expecting to invest in it.
5G as an Enabler:
5G is expected to enhance content delivery and enable other technologies, though only 31% see it as transformative. In Asia, the figure is higher at 46%, reflecting the importance of mobile.
Context and Connected TV (CTV):
The shift from audience-based buying to contextual targeting is gaining traction. CTV is seen as a way to deliver quality scale, combining reach with relevance. However, it is still costlier than traditional TV when compared on a demographic basis, though more efficient when factoring in wasted reach.
Programmatic Evolution:
Programmatic is at a crucial point, with many brands expressing concern over its failure to live up to potential. The focus is moving towards brand safety and context, with 72% of advertisers stating that these are now more important than cost.

3. Economic and Industry Trends

Retailer Influence:
Retailers are pushing brands to reduce plastic use and improve sustainability. Brands must stay ahead of these demands to retain shelf space and customer trust.
Performance Marketing and Walled Gardens:
Performance marketing spend is increasingly concentrated within walled gardens (e.g., Google and Facebook). Marketers are advised to stay ahead of these trends and diversify their strategies.
Investor and Consumer Demand:
Sustainability is not just a consumer issue but also an investment concern. Brands that demonstrate authentic sustainability and social purpose will be more attractive to both consumers and investors.

Key Takeaways

Brand activism is becoming more important than traditional brand purpose.
Data privacy is a growing concern, requiring careful handling of consumer data.
Conscious consumerism is driving sustainable practices, especially in packaging and supply chains.
Connected TV is emerging as a key channel for contextual targeting and addressable advertising, though challenges remain with inventory and cost.
Programmatic is evolving to prioritize context and brand safety over cost.
Sustainability is now a critical factor in retailer relationships, consumer engagement, and attracting talent.

CMO Insights

Marc Pritchard (Procter & Gamble): Brands should address environmental issues beyond their own purpose, as these are broader societal concerns.
Jill Baskin (The Hershey Company): Addressable TV fragments audiences and may not be as effective as traditional TV in driving brand fame.
Angela Steele (Carat USA): Addressability is about creative relevance, not just targeting. Brands must communicate effectively to their audience segments.
Olivier Bockenmeyer (Samsung): Marketers should focus on quality scale by combining meaningful reach with consumer relevance.

Potential Pitfalls

Over-optimizing for short-term impact:
Brands should avoid making empty promises or half-hearted initiatives around sustainability. Credible, long-term strategies are necessary.
Ignoring the intention-behaviour gap:
Consumers may not act on their stated values. Brands should use behavioral economics to encourage sustainable behavior.
Navigating the complexity of connected TV:
The lack of standardization and the complexity of formats and systems pose challenges for brands. Moves towards standardization are underway, but may take time.
Losing mass reach:
Addressable TV may reduce reach, so brands should balance targeting with frequency management to avoid overexposure.