增长指南—2022年营销趋势.docx

The Growth Guide Marketing trends for 2022 The Growth Guide Marketing trends for 2022 01INTRODUCTION PA G E 3 01 02HEY BIG SPENDERS: 02 MARKETING BUDGETS FOR 2022 03A NEW MEDIA MIX FOR 2022: WHAT 03 CHANNELS WILL MARKETERS BE SPENDING ON?  PA G E 8 PA G E 1 1 04THE GREAT DEBATE: PERFORMANCE VERSUS BRANDING CAMPAIGNS 04  PA G E 1 8 05FACING HEADWINDS: MARKETERS’ TOP CHALLENGES 05  PA G E 23 06CONSUMERS IN CONTROL: 06 USER ATTITUDES TOWARDS ADVERTISING  PA G E 2 7 01 I 01 Introduction There’s no doubt it’s been a tumultuous couple of years. COVID-19 has been referred to as a global Black Swan event, an un- precedented and unexpec- ted incident that carries an extreme impact. 3 01IN T R ODU C T ION 01 While it’s still up for debate whether COVID was a true Black Swan event, there’s no doubt it created huge ripple effects through society. For brands, these unpredictable circumstances forced them to discard the standard marketing playbook and re-examine how to connect with consumers in a time of crisis. At DCMN, we wanted to take a closer look at where we stand right now and what impact a disrupted 2020 and 2021 has had on the marketing industry. How have the past two years impact- ed marketers’ use of advertising channels — and their budgets? How many are using their marketing to address wider structural issues, such as inclusivity and sustainability? And just how opti- mistic are they heading into the new year? That’s why we enlisted leading market researchers Censuswide to help us survey in-house marketers across five countries — the US, the UK, Germany, France, the Netherlands and India — about their growth goals, planning and challenges going into 2022. 4 5 5 01IN T R ODU C T ION 01 The results are impressive, and point to a marketing rebound in the coming year: advertising budgets are set to increase for the majority of marketers, and investment in channels such as pod- casts and CTV providing plenty of new opportunities to reach diverse audie