2020年营销工具报告.pdf

2020 The Marketers T oolkit THE DEFINITIVE, EVIDENCE-BASED AND PRACTICAL GUIDE FOR YOUR MARKETING PLANSAbout this report This is the ninth annual Marketers T oolkit from WARC but for 2020 we have introduced a new methodology. This report adopts the STEIP methodology developed by WARCs sister brands within the Ascential group of companies. As marketers finalise their plans for the year ahead, WARC has pulled together a comprehensive guide of what to expect, and what you can do about it. Welcome to the Marketers T oolkit 2020. Theres certainly plenty to plan for. 2020 will be the year many marketers around the world take action to reverse the drift to short-termism, while the walled gardens strengthen their grip on performance marketing spend. Itll be a year when brands review the environmental impact of their packaging, and when regulators and consumers combine to demand more on data privacy. And itll be a year when the big tech stories wont just be the latest gadgets, but the reshaping of ad tech around context and connected TV. The Marketers T oolkit 2020 is not just another end-of year review The report is built on three inputs: A survey of nearly 800 client and agency-side executives around the world, following our STEIP drivers of change methodology; Interviews with 10 CMOs from around the world; Our own analysis of the research, best practice and case studies weve published on WARC in 2019. As such, the Marketers T oolkit is a guide to which near-term trends your peers are prioritising, and what you can do to keep ahead of the market. This document summarises the data and the thinking. WARC subscribers can read a full data report plus five in-depth chapters at warc/toolkit. SOCIETY TECHNOLOGY S T E I P The Marketers T oolkit 2020 was created in association with the following Ascential brands: STEIP covers five drivers of change that will affect marketers next year: Society, T echnology, Economy, Industry and Policy. By combining these five focus areas, the report provides a bottom-up assessment of the influences on 2020 marketing strategy. ECONOMY INDUSTRY POLICY What does 2020 have in store?The drivers altering consumer behaviour and preferences Brand purpose is evolving into brand activism the vast majority of respondents in WARCs Marketers T oolkit agree that it is important to take a stand on social issues. There are two stand-out trends that brands are responding to. The growing concern around consumer privacy online is expected to have a broad impact on marketing strategies in 2020, and that trend will be accelerated in some markets by regulatory action. The second trend is the ongoing rise of conscious consumerism, after environmental issues came to the fore in 2020. Brands are likely to accelerate their response to this trend, with particular focus on packaging and the supply chain. Society Copyright WARC 2019. All rights reserved.Marketers believe they need to take a stand The evolution of brand purpose into brand activism is clear in the WARC Marketers T oolkit survey. There is a widespread belief among marketers that brands have a powerful role to play in society more than 75% of marketers agree that brands need to take a stand on social issues. The stand-out example so far has been Nikes work with Colin Kaepernick. The movement towards activism may reflect a struggle by many to have a cultural impact through more traditional means. Almost half of the responding marketers agreed that it is harder for brands to influence culture at scale in the current climate. 13% 13% NEUTRAL AGREE STRONGL Y AGREE DISAGREE STRONGL Y DISAGREE 13% 34% 19% 28% 6% 37% 40% 16% 5% 2% Brands need to take a stand on social issues In the current climate it is harder for brands to influence culture at scale SOURCE: WARC Marketers T oolkit 2020 survey Themes from the data Copyright WARC 2019. All rights reserved.NOT IMPORTANT QUITE IMPORTANT VERY IMPORTANT DATA: PRIVACY , CONSUMER CONTROL, ETHICAL INTERNET ENVIRONMENT: CONSCIOUS CONSUMPTION AND SUSTAINABILITY LOW ATTENTION ECONOMY CHANGING SOCIAL MEDIA HABITS: DIGITAL DETOXING, INFLUNCER BACKLASH DIVERSITY AND INCLUSIVITY WELLNESS: MENTAL HEALTH, SELF-CARE, BURNOUT brands may need to incentivise customers to use it for example, customers are rewarded for sustainable behaviour with 10% off their next purchase. This pressure is also being felt by online retail. Alibaba has been trying to respond to criticism of the environmental impact of its annual Singles Day e-commerce event. Initiatives in 2019 included the creation of 75,000 permanent recycling stations nationally to recycle cardboard and reduce the impact of consumption. Brands need more than purpose to take a stand successfully Given the growing consumer interest in environmental issues, brands may be tempted to double down on purpose communications. There is risk here. A recent Edelman survey showed more than half of consumers thought purpose was merely a marketing ploy rather than evidence of any genuine conviction. The same study pointed out that trust in a brand is not enough. It is only when the three elements of product, customer experience and purpose are combined that brands really start to reap the benefits. WARC subscribers can go deeper into the Greta effect in the Society spin-off report of Marketers T oolkit 2020 Copyright WARC 2019. All rights reserved.“ As a global company, we are ensuring that were addressing environmental issues that have to do with the mass tourism and over-tourism that were seeing in different parts of the world. Particularly in Asia, you go to different places and all you can see in the water is plastic. “ We focus on community impact, things like safe drinking water, disaster relief, gender equality, diversity and inclusion, and sustainability. Those are our pillars. Then what we do is we ask each brand to think about, What is your ambition to be a force for good and a force for growth in any one of those areas that fits with your brand? “ T aking a stand is important but I think thats separate Issues like plastics in packaging, food waste, or nutrition in food transcend businesses and brands. They are things that companies should be doing in a broad sense irrespective of their brand purpose because theyre critical not only from a consumer point of view but from an investment point of view. Marc Pritchard CHIEF BRAND OFFICER, PROCTER sustainable packaging should be positioned as enhancing the brand, not as a necessary evil. Carlsberg identified the most receptive audience the ones most passionate about environmental concerns who embraced the new packaging first, and built out from there. With both soft and hard metrics showing it catching on, Carlsberg is expanding distribution and its also developing a paper beer bottle. Copyright WARC 2019. All rights reserved.Think about 2016 the year of the Brexit vote in the UK and the US presidential election that landed Donald T rump in office It was the year that created our post-truth society a landscape where suddenly, whether its in politics or other types of institution, appealing to peoples emotions became more important than facts. As misinformation became more commonplace, it was natural to question reality, to wonder: “Whats true? And whats false?” If you pivot forward to 2019, weve had three to four years of living in that environment, landing us in the post-trust society. Weve gone from post truth, to post trust. This has created white space for marketers. This white space, which used to be partially filled by other institutions, is now where brands are carving out a place to gain or regain trust, aligning themselves with causes and concerns that both fit with their brands and attract post- trust consumers. Its why we see retailers like Dicks Sporting Goods banning the sale of assault rifles in the US in the absence of government action, and why a brand like start-up menswear company Noah offered refunds to Trump supporters who might be offended by the brands liberal political stance. It can also serve as an antidote for brands whose historic ways of doing business dont jibe with the times. H&M may be known as the flagship brand of fast fashion but it could be argued this has given focus to its sustainability efforts. Its ambitious goals include shifting the company to a circular economy where clothes are recycled into new products. The post-trust society has also exacerbated the feeling that governments are not dealing with many of the issues that concern us today, and that, too, creates white space where brands can step in. Where government has let us down, brands might pick us up Case in point: the June 2018 unveiling of Dominos Paving for Pizza project, which works with local governments in the US to fix roads. Initially planning to provide grants in 20 locations, two months later it was expanded nationwide after people from all 50 states submitted requests for road repairs. The company humorously aligned the mission with protecting consumers precious pizza on the way to their front door, but the underlying message is serious where government has let us down, brands might pick us up. Expert commentary The role of brands in a post-trust world Sarah Owen SENIOR EDITOR, WGSN Read Sarah Owens full commentary in the Society spin-off report of Marketers T oolkit 2020 Copyright WARC 2019. All rights reserved.