GroupM:2020年数字营销的消费者信任报告(英文版)(31页).pdf

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1、CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 DO WE HAVE IT? WHY WE NEED IT. HOW WE CAN BUILD IT. 2 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 All rights reserved. This publication is protected by copyright. No part of it may be reproduced, stored in a retrieval system, or transmitted in any 。

2、form, or by any means, electronic, mechanical, photocopying or otherwise, without written permission from the copyright owners. Every effort has been made to ensure the accuracy of the contents, but the publishers and copyright owners cannot accept liability in respect of errors or omissions. Reader。

3、s will appreciate that the data is up-to-date only to the extent that its availability, compilation and printed schedules allowed and is subject to change. PROLOGUE 4 EXECUTIVE SUMMARY 5 TRUST IN DIGITAL MARKETING: IT MATTERS 6 BUILDING TRUST THROUGH PLATFORMS 10 BUILDING TRUST WITH DATA 14 BUILDING。

4、 TRUST BEYOND ADVERTISING 24 CONCLUSION 30 CONTENTS This white paper is part of GroupMs “Consumer Eye: Marketing Technology” thought leadership initiative, which explores emerging media-related technologies from the perspective of consumers. This initiative seeks to envision the future and discover 。

5、implications for the disruptors, the disrupted and all advertisers, which is critical as the impact of technology on marketing grows. Using GroupMs LIVE Panel recontact capability, we conducted an online survey among 13,900 middle- to upper-income consumers ages 18 to 49 in 23 countries around the g。

6、lobe from July to September 2019. Sample size breakdown as follows: Argentina . . . . . . . . . . . . . . . . . . . . . . . . . . 600 Australia . . . . . . . . . . . . . . . . . . . . . . . . . . . 606 Canada. . . . . . . . . . . . . . . . . . . . . . . . . . . . 606 China . . . . . . . . . . . . . 。

7、. . . . . . . . . . . . . . . . .607 France. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 601 Germany. . . . . . . . . . . . . . . . . . . . . . . . . . . 602 Hong Kong SAR . . . . . . . . . . . . . . . . . . . . . . 600 India . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 。

8、600 Indonesia . . . . . . . . . . . . . . . . . . . . . . . . . . 600 Italy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 600 Japan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 603 Malaysia . . . . . . . . . . . . . . . . . . . . . . . . . . . 602 Mexico. . . . . . . . . .。

9、 . . . . . . . . . . . . . . . . . . . . 611 New Zealand . . . . . . . . . . . . . . . . . . . . . . . . 604 Philippines. . . . . . . . . . . . . . . . . . . . . . . . . . 638 Singapore . . . . . . . . . . . . . . . . . . . . . . . . . . 600 South Korea. . . . . . . . . . . . . . . . . . . . . . . .。

10、 . 600 Spain . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 602 Taiwan . . . . . . . . . . . . . . . . . . . . . . . . . . . . 602 Thailand . . . . . . . . . . . . . . . . . . . . . . . . . . . 604 United Kingdom. . . . . . . . . . . . . . . . . . . . . . 600 United States . . . . . . . .。

11、 . . . . . . . . . . . . . . . 608 Vietnam . . . . . . . . . . . . . . . . . . . . . . . . . . . 604 4 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 In the days before this document was due to be released, the world began experiencing the global spread of the COVID-19 virus. While a prologue like。

12、 this cannot hope to cover the full global implications of this pandemic, the nature of the crisis reinforces many of the principles already outlined in the paper. When building trust through platforms, brands will need to determine what, if any, COVID-19 content they are comfortable appearing adjac。

13、ent to. This is not an easy task given the breadth and depth of reporting on the topic, and the variations in quality that go along with it. At the very least, brands will want to avoid appearing next to the plethora of misinformation and “fake news” on the virus. The right digital partners will nee。

14、d to be selected to execute the determined strategy. With regard to building trust with data, the implications are not yet completely clear, but it is certainly possible the COVID-19 outbreak will accelerate consumers awareness of data privacy. Consumers may become more tolerant of their data being 。

15、used for societal good (i.e.: in the tracking of movements for public health related issues) but more demanding of their data not being exploited for commercial gain without their consent. This requires an even more vigilant, future-facing, data strategy. As for building trust beyond advertising, th。

16、e pandemic will likely increase consumers scrutiny of the direct communications they receive from brands. This will require even closer management of the customer experience, including the nature of the content, levels of personalization and frequency. Similarly, with influencers, it will become eve。

17、n more important to ensure the right influencers are selected to represent your brand, particularly in a world where we can expect even further acceleration in e-commerce growth. These are topics we will revisit in the future. PROLOGUE 5 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 EXECUTIVE SUM。

18、MARY Every day, advertisers invest billions of dollars in digital marketing to build their brands and drive sales. However, our research indicates many of these investments are made at significant risk of inefficiency, wastage orworst of allharm to the brands they were supposed to support. What make。

19、s some brands more successful than others in digital marketing? Why are some brands deserted in favor of alternatives? How can we build a responsible digital marketing ecosystem? This paper provides perspective on these questions, with trust as the common theme. This report is based on comprehensive。

20、 research of 13,900 consumers in 23 countries across four continents. It presents a global view while also identifying key differences by region and market. In the report, we focus on three areas of consumers trust relationship with digital marketing, highlighting the key interventions required to t。

21、urn risk into opportunity. First, we illustrate how brands are impacted by the digital environments in which they appear, and how we can implement the right frameworks, partners and technology to leverage the platforms and publishers best suited for them. Second, we highlight the breadth of concerns。

22、 over data privacy and the organizational, technical and regulatory solutions to build trust in a world that offers consumers control. Last, we show how fatigue with digital advertising requires us to better leverage direct relationships with consumers and influencers, while still applying strategic。

23、 and tactical rigor. 6 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 In 2018, GroupM reported on the implications of data privacy issues on brand trust in Asia Pacific. We highlighted how a failure to adapt to the changing requirements of data privacy jeopardizes an increasing number of businesse。

24、s, and we outlined strategies for brands to turn risks into strengths. In 2020, we want to expand this by gauging consumers opinions on digital marketing overall. Do consumers trust digital marketing? How does this affect trust in brands? Does it matter? And what can we do about it? It is certainly 。

25、timely for us to do this. November 2019 was the setting for the 1982 film “Blade Runner,” which, with its vision of oversized billboards and blimps, painted a dystopian future of ubiquitous digital advertising. While a credible assumption at the time, the reality has evolved somewhat differently. In。

26、 the actual 2019, we were probably closer to the vision of 2002s “Minority Report” in predicting the one-to-one personalization of advertising. The differing visions of these two films reflect their spanning of the pre- and post-eras of digital advertising, illustrating how far we have come in a sho。

27、rt period of time. It is easy to forget that the first clickable web banner only debuted in 1994. Digital advertising capabilities and investment have grown exponentially since then; the industry is worth over USD$294 billion today and accounts for over 49 percent of global media spending.* While re。

28、ality may not be as bleak as either of the movies forecast, it is this pace of change that compels us to take a moment for reflection. TRUST IN DIGITAL MARKETING: IT MATTERS *Source: GroupM, “This Year Next Year,” 2019 7 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 In positioning the central the。

29、me as trust, we first need to define what we mean by that. In this paper, we define it not only in the narrow sense of whether what is being said is true or not, but also in the broader sense of a relationship. Trusting someone means you think they are reliable, you have confidence they will protect。

30、 your emotional and physical well-being, and you are influenced by what they say. Of course, a consumers relationship with a brands digital marketing is not directly comparable to their personal relationships, but we believe the principles are consistent and important. Indeed, we know that trust in 。

31、companies and brands is a key driver of business growth. Figure 1 shows the relationship between TrustR (a composite of measure of trust and the likelihood to recommend) and brand value, as determined by the annual BrandZ Top 100 Most Valuable Global Brands ranking. More trust equals better business。

32、 results. This paper will focus on the consumers perspective. As an industry, we can be consumed by technology while forgetting that a consumera human beingsits at the end of it. What does a consumer think about the sprawling world of digital marketing in modern times, and what are the implications 。

33、for brand trust? This paper also provides a global perspective based on results from 13,900 interviews conducted in 23 countries: 14 in Asia Pacific, two in North America, two in Latin America and five in Europe. It aims to reveal not only what is common globally, but also how insights and implicati。

34、ons may differ between regions and countries. We focus on middle- to upper-income consumers in each country. When taking a global view, this ensures consumers have enough access to technology and makes the paper more representative of how things will evolve in the near future, rather than at the tim。

35、e of writing. Source: Kantar BrandZ FIGURE 1: RELATIONSHIP BETWEEN TRUSTR AND BRAND VALUE Greater $ Value Higher TrustR 2009 BrandZ Top 100 Global Brands TRUST IN DIGITAL MARKETING: IT MATTERS 7 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 To frame this discussion, let us begin by broadening our。

36、 lens from digital marketing to technologytwo fields that are inextricably linked. We can see from Figure 2 that most consumers around the world feel that technology has made their lives better. Figure 2 also shows us this tendency is even more true in emerging markets where advancements in technolo。

37、gy have directly overlapped with the rapid growth in those markets economies and living standards. However, as seen in Figure 3 on page 8, while consumers are generally positive toward technology, they are not as positive toward digital advertising. Across markets, we asked consumers which advertisi。

38、ng touchpoints gave them a more positive impression of brands. For all the digital advertising touchpoints we covered, less than a quarter of respondents for any one touchpoint indicated it gave them a positive impression. Of course, it is not news that consumers downplay the impact of advertising, 。

39、but when we put it in the context of television, we can see the discrepancy. While people may complain about TV ad breaks and claim they do not influence their behavior, the percentage of consumers indicating the ads give them a more positive impression about brands is significantly higher than for 。

40、any digital mediathe figure ranges from 1.6 times to over three times higher. Based on 13,900 survey respondents ages 1849 across 23 markets in Asia Pacific, Europe, Latin America and North America FIGURE 2: PERCENTAGE OF CONSUMERS WHO SAY TECHNOLOGY MAKES THEIR LIVES BETTER Q: Which of the followin。

41、g statements do you agree with? Global Average Argentina India Indonesia Malaysia Phillippines Taiwan Thailand China Vietnam Mexico Italy Singapore New Zealand Spain South Korea Canada United Kingdom Hong Kong SAR United States Australia Germany Japan France 60% 73% 72% 72% 71% 69% 68% 68% 66% 66% 6。

42、5% 62% 61% 60% 58% 54% 53% 53% 52% 51% 50% 47% 44% 37% TRUST IN DIGITAL MARKETING: IT MATTERS 8 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 9 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 FIGURE 3: PERCENTAGE OF CONSUMERS WHO INDICATE AN ADVERTISING TOUCHPOINT GIVES THEM A MORE POSITIVE IMPR。

43、ESSION OF BRANDS Based on 13,900 survey respondents ages 1849 across 23 markets in Asia Pacific, Europe, Latin America and North America Q: Which of the following give you a more positive impression of brands? TV ads39% DIGITAL ADVERTISING TYPE GLOBAL AVERAGE TV INDEX VS. DIGITAL AD TYPE Social netw。

44、ork ads24%163 Recommendations (influencer)20%195 Video platform ads17%229 In-game ads13%300 E-commerce platform ads12%325 As an industry, this should cause us to reflect on our shift to digital advertising and the impact on total communications effectiveness. In particular, even if digital advertisi。

45、ng platforms are driving short term results today, are we building trust to ensure they drive results in the future? Our perspective is not that we need to pull back from digital marketing, but that we should push forward in ways that respect and leverage consumers evolving relationship with it. Thi。

46、s will benefit brands and consumers alike. We will focus on three areas of consumers trust relationship with digital marketing in this paper. In “Building Trust Through Platforms,” we will focus on consumer perceptions of digital advertising supply the locations where ads appearand the marketing opp。

47、ortunities that exist in improving its management. In “Building Trust with Data,” we will focus on consumer perceptions of data being used for advertising purposes and how we can create a new concord of trust, while meeting applicable regulatory requirements. Finally in “Building Trust Beyond Advert。

48、ising,” we will look at issues of fatigue with digital advertising, focusing on opportunities to build relationships with consumers beyond traditional advertising. We propose that by taking a step back to consider trust along these dimensions, we will enable a more consumer-focused, strategic, long-。

49、term perspective that will increase trust in the whole digital marketing ecosystem, and ultimately benefit consumers and brands alike. TRUST IN DIGITAL MARKETING: IT MATTERS 10 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 BUILDING TRUST THROUGH PLATFORMS In our 2018 paper, “Data Privacy and Brand Trust in Asia Pacific,” we highlighted 2018 as the year the world awoke to digital data privacy. Many of the broader concerns over the health。

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