2021年营销人员工具包报告（英文）

The Marketer’s Toolkit 2021Navigate through uncertaintySIX CHALLENGES FOR 2021The report is based on three inputs:• A global survey of 1000+ marketing executives;• One-on-one interviews with more than 20 CMOs and marketing leaders;• A review of the latest best practice, research and examples on WARC.The report is built around the STEPIC methodology developed by WARC’s parent company Ascential – see page 6 for details.The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead. For each, it lists out the major implications and suggests some practical steps marketers can take in response.827486684104Responding to recessionStaying effective in the age of e-commerceEngaging at-home consumersSucceeding in the closed webStructuring for volatilityFinding the white space in wellnessIn this reportThe Marketer’s Toolkit 202122021 is the year to recover, rebuild and renewDavid Tiltman VP Content, WARC At some point in the next year, the focus will turn to the rebuild. How can marketers help their businesses, and society, come back stronger?This is the tenth time WARC has released a Marketer’s Toolkit – an annual guide to the trends and challenges of the coming year. It’s fair to say that the questions facing marketers as we approach 2021 are more profound than any previous year – from navigating the rest of the pandemic to plotting the rebuild; from planning across a tech oligopoly to responding meaningfully to the need for greater diversity. In many markets we are still in – to borrow a phrase from the writer Elizabeth Bowen – the ‘lightless middle of the tunnel’. Hopes of an effective vaccine are growing, but mass roll-out remains several months away.The pandemic of 2020 is a tragedy in itself, but as we look ahead it is the after-effects that will come to dominate marketers’ lives. The impact of recession changed consumer buying habits (both temporary and permanent), and acceleration of trends in tech and media all feature prominently in the feedback we received for this report.Marketing strategy increasingly requires scenario planning. And the base scenario (between best and worst case) for the Marketer’s Toolkit 2021 is as follows:1. A vaccine (or multiple vaccines) will be available for mass distribution in major markets by end of H1 2021. Until that time, consumers in many markets, notably in Europe and the US, will be subject to restrictions – these may wax and wane over many months. 2. As the pandemic recedes, the economic consequences of prolonged disruption start to become clear. A significant increase in unemployment compared with pre-pandemic levels will act as a drag on recovery. The supply-side shock of the initial pandemic period is replaced by a demand-side squeeze on consumers’ disposable incomes.3. The economic pain will be unevenly distributed, with markets that have contained the pandemic recovering more quickly (WARC is producing a separate Marketer’s Toolkit report on China for this reason). How