增长指南-2022年营销趋势

ewheartingor2022ewheMaretingtendsor202201INTRODUCTION PAGE30102HEYBIGSPENDERS:02MARKETINGBUDGETSFOR22203ANEWMEDIAMIXFOR222:WHT03CHANNELSWILLMARKETERSBESPENDINGON?

PAGE8PAGE1104THEGRETDEBTE:PERFORMANCEVERSUSBRANDINGCAMAIGNS04

PAGE1805CINGHEAWINDS:MARKETERS’TOPCHALLENGES05

PAGE2306CONSUMERSINCONTROL:06USERTTITUDESTARDSAVERTISING

PAGE2701 I01Introductionsotsnasefs.D9sndosalBknt,n-dd-dttsnxet.301INTRODUCTION01etslprerDsaeBlknt,sottedeefetsht.rs,eeesedmocdedmglkde-ewoethsnaefs.tDN,eedotearkteetdtwdttaed0d1sdnemgr.Hweettos-edm’efrgls—dert?Hwmyegermgosrls,hstydtt?dtwi-ceygoew?tsyeedgmtseopsryemssfes—eS,eUK,Gm,,eNlsda—terwhls,lgdsgo2.45501INTRODUCTION01etse,dtoamgdneg:rgtsetoeremtyfms,dtnlshs-ctsdTVgtyfwrsohes.hetagawdfwhre-gr,tlloehtss—ynogn,dwels-giSdeefs.eesrtleuaggfwemgl-cesed,euhetsdpufernwhlsgo2.01 INTRODUCTIONTLDR—THEREPORTTAGLANCEMny:emty)fm’tsetoen2,ht.%ftstoe.tsdsrse-:1.%ftsloledoeerfyrsykh.P.8hetmedam:Btslloetn-ghwmtsdrg-ls.Oteflr,eeelsmslnosndtneteer,ctsdT.P.11umesnt:Degy-s,sltyfrmdrtedr,h%fGmnssgydfdselfyerted.H,%fstedy’ttymfr,getlsmsleedoftdol.P.27601 INTRODUCTIONMETHODOLOGYertsnhedyeffDN.ered0edemsneS,eK,Gm,,elsdatOr1.lhyDNstsmsedn..DNed2GmnstOr1.702s9902MARKETINGBUDGETSFOR202202oksf,eedotartgfwm’tsegfrakytos.eswaenslfesre:l,%ft’leeerten2,h6%tgesedt.%ftse.hmsetn,h%sgertsto.Onerefeem,%fSmssyertstoee—ettflmtsred.Gmystt:%-edtertltyes.Btwhiebudgtsaestoiseorthemajoityfma-ers,figuesintheUK,theUS,IndiaandGemaypaitamoenuanedpicu:ormaer’whosebudgtisstode-ceas,thyllneedotigentheirpursestingsaonside-abeamout—bteen30–%.TheThemajorityofbudgetsareincreasingBudgetUKUIndiaGermanyrancetherlandsIncreasing69%68%71%55%5%58%Decreasing9%16%6%5%1%7%Styingthesame22%16%23%40%%35%03tld?121203WHATCHANNELSWILLMARKETERSSPENDON?03Awrclsraweax.Oteftl-,eeelsmslnosndtneteerg.,cts1.)dTV6..eergdTVeeno-csneltrr,ctrgs-setgwt.Btctsfrttynsfmt—r,s,-edsrlos.ctseloennoeetecedtefd—nae,%fSssdyedeegrgndnact.ylofrcltygnt,derroenTVs,r.gsrls,leahsH,odTVwydepee—gyelnlrtfm’l.03 WHATCHANNELSWILLMARKETERSSPENDON?AAnwmediamixfor2022Outsideofdigitaladvertising,whatarethetopthreechannelsmarketerswillbefocusingonin2022?50%450%42%36%

35%

34%

33%0%20%Mobileadvertising

Podcasts CTV

OOH

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Germany

France NetherlandsMobileadvertisinPodcastsCTV

OOHRadioLinearT

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Germany

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INDIANETHERLANDSerferformanceersusbrandingUKUIndiaGermanyrancetherlandsBrandingefforts66%62%62%59%73%71%Performanceefforts30%35%33%7%26%27%Neither4%3%5%4%1%2%04PERFORMANCEVERSUSBRANDMARKETING04Hwdoesthistransleiobudgtsandadspen?Oe-all,maersassignjusterhaf5.)ftheirbudgtsoongembrandingeforts,andthether44.%otheirperomanegoals.,tsshetr—0nre—tceettog-rts..demsnGmyeedetedhmgfrts,elonget—n,%ferltsodcs.COUNTRYAVGBUDGETFORBRANDINGAVGBUDGETFORPERFORMANCEUK56,6%43,4%A56,3%43,7%a54,2%45,8%Gm59%41%e52,7%4,3%ls52,7%4,3%21222204PERFORMANCEVERSUSBRANDMARKETING04etnrmemgsnynetws,wyelselometyroetsts.Ggo2,sleedomeprssftaynerlfrtshecedt-sl.eetrtls,hsTVdHcs,leedotae-me-nh,deeced-tsoeer.Me,edytenddr-meleeyedsskop-hlcsna,te.sseyertrsdgcs,rmrmemgsetsoromys.ewgaftns,htrsgolyeemdtnegfrts,rnnermge.05’p05MARKETERS’TOPCHALLENGES05estyoeetgoew,mseloctesyenero-yk.Ortsedgletsftadegphyelssertots.ssedyygde-nfms,heo-cedGtndeefe-ysgekec—merd.Exls,hsDsdels,enyt%.sdnttsec-yctgedfec—tyeedfentwyycntermge,nexeesednsedrelttos.2405 MARKETERS’TOPCHALLENGESacingchallenges50%550%

50%

Whataremarketerstopthreebiggestchallengesatthemoment?43%38%28%25%15%0%20%Managinglargeamountofdata

Keepingupwithprivacyregulations

Hiring&retentionoteammember

Jugglingperformanceandbrandinggoals

Lackbudget

Lackofcommunicationbetweenteams

ExternalfactorssuchasCOVIDregulations

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