2020年营销工具报告（英文）

2020The Marketer’s ToolkitTHE DEFINITIVE, EVIDENCE-BASED AND PRACTICAL GUIDE FOR YOUR MARKETING PLANSAbout thisreportThis is the ninth annual Marketer’s Toolkit from WARC – but for 2020 we have introduced a new methodology.This report adopts the STEIP methodology developed by WARC’s 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 Marketer’s Toolkit 2020.There’s 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. It’ll 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 it’ll be a year when the big tech stories won’t just be the latest gadgets, but the reshaping of ad tech around context and connected TV.The Marketer’s Toolkit 2020 is not just another end-of year reviewThe 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 we’ve published on WARC in 2019. As such, the Marketer’s Toolkit 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.com/toolkit.SOCIETYTECHNOLOGYSTEIPThe Marketer’s Toolkit 2020 was created in association with the following Ascential brands:STEIP covers five drivers of change that will affect marketers next year: Society, Technology, Economy, Industry and Policy. By combining these five focus areas, the report provides a bottom-up assessment of the influences on 2020 marketing strategy.ECONOMYINDUSTRYPOLICYWhat does 2020 have in store?The driversaltering consumerbehaviour andpreferencesBrand purpose is evolving into brand activism – the vast majority of respondents in WARC’s Marketer’s Toolkit 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 standThe evolution of ‘brand purpose’ into ‘brand activism’ is clear i