正确使用媒体：运动中的营销.pdf

Getting Media Right Marketing in Motion2 3 The definition of media and advertising is broader than ever, such that the key to successful marketing is understanding and managing the flow of insights and information through all aspects of the business.If you think of the marketing cycle as fluid and constantly in motion, then the most important thing to ensure is that you have a constant, steady stream of insights moving through that cycle. You must understand how things move smoothly through the system, the outside influences that impact its efficiency positively and negatively and how they need to be measured or adjusted to properly manage and maintain momentum. Today, the role of marketers is evolving to be further entrenched in the business, touching all aspects of the “system” from overall business and product strategy, brand and communications, innovation, experience, and ultimately sales. Our responsibility is to transform, engage and activate to create a holistic brand experience that delivers short and long-term growth with optimized return on investment. Otherwise, we risk the opportunity to create an impact on the sales and brand experience. Marketing in Motion encapsulates the perspectives of nearly 500 senior-level marketers from advertisers, media and creative agencies, and media companies to examine the opportunities, challenges, and trends facing the industry and provide practical implications for getting media right. Lets get moving! Chapter 1 Transforming Strategy Chapter 2 Understanding People & Context Chapter 3 Creating Balance4 5 Transforming Strategy 1 Research enhances integration via collaboration. Most marketers feel their organisations are creating integrated marketing programs and research is helping them collaborate between their various departments to find synergies and create opportunities. The first step in Getting Media Right is to align your overall organisation to ensure there is seamless delivery across the marketing organisation and identify opportunities for synergy and collaboration. For most marketers, that integration has taken place. However 25% of Advertisers indicate their organisations are still struggling to integrate marketing efforts. One factor impacting successful integration is failing to understand how to use research to navigate movement throughout the organisation. Research brings marketing departments together, but a few silos still exist so there remain opportunities for further improvement. The idea of integrated marketing communications is well-established in my organisation. Strongly/Somewhat agree Research helps collaborate between various marketing departments. Advertisers 75% Agencies 84% Media 84% Disagree Agree 23% 76%6 7 Most marketers are confident they can assess performance, but there are gaps. Understanding brand performance across channels helps marketers realize how communications and experiences with customers improve (or decrease) brand awareness and perception, impacting brand growth. While there has been a slight improvement from last years study, 76% of marketers are still struggling with cross-channel performance. Its tough to assess how well my brand is performing across media channels. Somewhat/ Strongly agree Its tough to assess digital channels, given blind spots in measurement. Somewhat/ Strongly agree Marketers are slightly less concerned than last year about how blind spots in measurement, such as Walled Gardens, impact the ability to understand cross-channel performance. Either theyve seen improvement in measurement integrations or theyve come to accept that these areas exist in silos. However, 1 in 5 Advertisers dont have integrated media strategies across channels and platforms. Almost all marketers have integrated their media strategy into their overall brand strategy, however 1 in 5 Advertisers havent yet integrated their strategies across channels and platforms. This lack of alignment means Advertisers are missing out on opportunities both for more cohesive campaigns but also for creating marketing experiences that flow across all touchpoints and interactions with customers. How integrated are your media strategies across channels and platforms? How integrated is your media strategy into your overall brand strategy? Not integrated Integrated 14% 87% All 20% 81% 90% 11% 86% 14% Not integrated Integrated Advertisers Agencies Media 76% All 81% All8 9 Media and non-media touchpoints could be better integrated. Silos still exist in measuring non-media activities, such as sponsorships and events, thus make understanding short and long-term performance challenging. Many marketers recognise the importance of understanding competitive activities, but fewer often use them to guide their media planning. How integrated are your media and non-media activities (i.e. sponsors, events, POS)? How relevant are competitive activities when deciding your own media strategy? Are you measuring the effectiveness of competitive media activity to provide inspiration for your own media planning? Very integrated Not very integrated Always Often Very Extremely Moderately relevant Advertisers 16% 29% 35% Agencies 19% 45% 24% Media 18% 39% 31% Advertisers 9% 26% Media 22% 12% Agencies 27% 17% Agencies Advertisers 27% 74% 33% 67% Media 32% 68%10 11 Case study: Winning the smart speaker race When marketers look across media and non-media touchpoints, and consider how they are faring relative to competition, new strategic insights can be uncovered. What really drives brand growth? Competitive analysis Top 10 impactful touchpoints for category Analyzing 27 touchpoints along the consumer journey across 8 smart speaker brands showed that the 10 most impactful touchpoints contribute 62% of the brand equity. Maximising those touchpoints is key to winning the smart speaker race. Interestingly, besides TV ads, recommendations by friends and family are the second strongest brand driver. When people hear recommendations about Sonos their experience is around 100% more persuasive than Google. For BOSE it is still 50% better. Luckily for Amazon, not many people talk about these small brands as they have a low reach of memory. 1. TV ad 12.5% 2. Friends/Family 8.5% 3. Search engine visibility 6.0% 4. Product in-store 5.9% 5. Own product usage 5.6% 6. Seen others use 5.2% 7. Online video ad 5.1% 8. Usage of other products 4.7% 9. Tests/Reviews/News 4.3% 10. Product in online shop 4.2% Quality of touchpoints experience Recommendation by friends/family Reach of memory 0.0 0% 5% 10% 15% 20% 1.0 2.5 4.0 4.5 0.5 2.0 3.5 1.5 3.0 Google Sonos Sony Panasonic Apple BOSE Amazon Ultimate Ears12 13 Fewer than 10% say they have all the data they need. While a proliferation of data exists, getting the right data needed to make informed decisions is still a struggle. Fewer than 10% of marketers feel they have all of the data they need, but Advertisers and Agencies feel they have larger gaps than Media see in their organisations. However, its not all negative in 2018, 55% of marketers said they had gaps in the data they need to have access to, so the industry is seeing improvement in finding and getting access to the right data. There are gaps in the data I need to have access to I have some of the data I need to have access to I have all of the data I need to have access to Which best captures your perspective on the data available to you? 52% 7% 41% Advertisers 54% 39% 7% Agencies 62% 30% 8% Media Third party and in-house data is most trusted in the industry. What sources of data do you trust? 80% Third party research from our vendors or partners. 75% In-house data created by our research or data science teams. 50% Data from our agencies (media and/or creative) 44% Data from tech companies or DMPs or DSPs. 41% Data from publishers and media partners.14 15 Many advertisers still struggle to create insights from data. Even once you have all of the data you need, it still needs to be analysed in a way that uncovers useful insights. A large portion of Advertisers (47%) still arent confident in their ability to integrate multiple data sources and create meaningful insights. And both Advertisers and Media have seen an overall decrease in confidence over the last several years nearly doubling their lack of confidence. This is especially true of marketers in North America, who show even less confidence, likely because they have access to a much larger data pool, creating a bigger task in sifting through and analysing data, especially if some of that data still exists in silos. To address this, marketers should re-evaluate the data available to determine its actual usefulness, and work with partners who can guide transforming complex data sets into actionable insights. Many organisations are not nimble enough to act on real-time data. Not only is having the right data and being able to create insights from it vital to prosper, but also doing so in a timely manner to create short and long-term impact. With data still sitting in silos in some cases, there exists a potential for creating multiple versions of the truth as people may extract and interpret data differently. Having a solid data engineering foundation is critical so that marketers can not only ingest the data they have, but implement the findings. Marketers should work to align teams and decision-making processes to utilise data and Advertisers should lean on their Agencies who are more confident in organising and manipulating data. How confident are you that your organisation is able to integrate multiple data sources to produce actionable insights? Not very/Not at all confident How successful is your organisation at being able to act on real-time data? Not successful Moderately successful Successful Not at all confident Media Agencies Advertisers Media 30% 20% 50% Agencies 45% 30% 24% Advertisers 16% 58% 26% Advertisers 47% Agencies 26% Media 31% 10% 10% 5% 4% 5% 2% 6% 5% 11% 19% 3% 11% 2016 2017 2018 201916 17 Understanding People & Context 2 2020 will bring more focus to digital channels, and a decrease in print media. Agencies are leading the movement in newer channels like Advanced TV and Podcasts. An increase in advanced TV An increase in podcasts Advertisers 38% Agencies 64% Media 49% Advertisers 47% Agencies 75% Media 51% In the next year, do you expect your budget in the following channels to Increase Stay the same Decrease Extraordinary increase Traditional TV Magazines Online video Print of sale (POS) Advanced TV Online display Cinema Social networks Radio Outdoor Newspapers Podcast 3% 6% 10% 12% 14% 11% 19% 35% 38% 34% 66% 70% 34% 54% 50% 49% 46% 51% 25% 24% 52% 35% 31% 16% 16% 15% 8% 5% 34% 54% 27% 63% 24% 70% 13% 84%18 19 Many forces are guiding the digital marketing industry to a cookieless world. Marketers are concerned about how a cookieless world will impact the industry. Concerns about measurement in a cookieless world. My company has already started preparing for the move to a cookieless world. 43% 22% 23% 48% Somewhat agree Strongly agree Concerned about providing impactful measurement in a cookieless world. Inability to track digital media via cookies will disrupt the industry. But large portions of the industry nearly half of Agencies and nearly three-quarters of Advertisers havent begun preparation for such a change. Marketers will need to work with partners who have integrated tagless measurement or offer controlled exposure lab alternatives. 44% 29% 30% 16% 16% 19% Strongly disagree Somewhat disagree Advertisers Agencies Media Targeting the right people requires a deep human understanding through enhanced profile-based segments. 80% of marketers currently use programmatic targeting for their campaigns and thats expected to grow to 90% in the next year. Still, nearly one in three of Advertisers arent confident theyre even successfully targeting the right audiences, while Agencies show much greater confidence in their abilities. How confident are you that your organisation is successfully targeting the right audiences? Very/Somewhat confident How valuable is the application of survey data (i.e. customer needs, attitudes and values) in improving profile-based targeting segments? Advertisers 68% Agencies 87% Media 74% Not valuable Somewhat valuable Valuable All 76% 19% 6% One way to improve targeting is to enhance profile-based segments by applying attitudinal survey data to better understand and reach the right audiences.20 21 Research drives decision-making in the industry. Which factors most influence how you allocate media budget among channels? 66% 63% 56% 56% 55% 53% 43% 24% 26% Preferred channels for our target audience, based on research Channels that are appropriate for specific campaign objectives Channels where our target consumers are most receptive Channels that have been successful in the past, based on research Channels that can be easily measured and/or demonstrate ROI Channel costs/budget New marketing channels/ marketing industry innovation Ease of measuring sales response Channels that our management trusts/prefer Marketers top reasons for allocating budget are all tied to research knowing target audiences and where theyre receptive to messages, those that have been successful in the past and are easily measured to demonstrate ROI. However, few marketers consider the ease at which sales response can be measured as a primary factor. Long gone, it seems, are the days in which decisions are made based on preferences from management.22 23 Marketers need to begin campaign optimisation earlier in the cycle. Today, campaign optimisation can begin as early as during the initial ideation and strategy phase and be carried through the entire campaign lifecycle. But many marketers are still waiting until later in the campaign lifecycle, when theyre thinking of media placements or even until the campaign is live, to begin optimisation. That creates more effort and less efficiency in creating campaigns that work, because the opportunity to adjust the campaign in earlier stages is missed. Marketers agree that custom content is important, but need to better understand context. Nearly two thirds of marketers agree that developing custom content is an important challenge they must tackle, but when it comes to understanding how context impacts creative executions, theres still a gap. At what phase during the campaign lifecycle do you begin optimisation? How important is developing custom content for marketers today? How confident are you that your organisation understands the impact of context on creative executions? When we are thinking about the media buy or placements When we are developing creative or content strategy When we are thinking of initial i