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1、The new era of connected media2Contents3 Introduction4 An ever-evolving ecosystem Continuous growth in ad spending Increasing complexity Changing consumer behaviors Tech revolutions Working towards a remedy 7 Its everywhere and always accelerating Localization Key Performance Indicators Data Content
2、 creation9 What problems are we solving?Organizational dilemmas Setting the right objectives How to balance campaigns Data-informed decision-making AI-enhanced content creation11 Introducing Connected Media Our Connected Media services Our channels 16 Success stories Revolutionizing outdoor brand di
3、stribution Precision lead generation in luxury property sales Growing portfolio revenues with Amazon DSP Ultra-personalization of cinemas in the age of streaming 19 Embracing the power of Connected Media Connect with us 22 About Wunderman Thompson3Introduction We live in an age when every scroll,cli
4、ck and swipe generates a lasting digital footprint.The realm of marketing and media is evolving by the minute,and brands rise and fall with viral trends.Here,strategies mutate at a rapid pace,and the distinction between consumers and creators becomes blurred.This interconnected world of media is a s
5、pace in which businesses fiercely compete for attention,relevance and conversions in ways that would have been unthinkable even a few years ago.This digital world is expanding in size,complexity and relevance.Statista 2023Spending in billion US dollars2004006008001000Digital advertising spending wor
6、ldwide from 2021 to 2026 (in billion US dollars)4An ever-evolving ecosystem5Continuous growth in ad spendingWorldwide digital advertising spend has been in a perpetual upward spiral for years and is projected to reach$836 billion by 20261.In the pursuit of consumer attention,companies around the wor
7、ld,big and small,are pouring their resources into their ever-expanding marketing efforts.Meanwhile,ecommerce is no longer just a web shop but an omnipresent enterprise trying to reach every possible customer in the best possible way,and growth in online shopping is scheduled to continue.Wunderman Th
8、ompsons 2023 Future Shopper report that surveyed over 31,000 consumers in 18 countries reveals that 58%of all consumer spending is now online,with that figure set to rise to 64%in 10 years time,according to consumer predictions.Furthermore,the proliferation of channels shows no abating with 67%of gl
9、obal shoppers saying they have now bought through a social media channel,and hours spent on social media continually on the rise.Its no surprise then that the fundamental shift from traditional to digital advertising is being followed by advertising budgets reaching every available digital channel.1
10、 all consumer spending is now online64%of spending will be online in 10 years time,according to consumer predictions67%of global shoppers say they have already bought through a social media channelTikTok passed Instagram in total daily minutes in 2022 and will pass Facebook in 2025Note:ages 18+;incl
11、udes all the time spent via any device.Source:Insider Intelligence|eMarketer,June 2023.200222023202420255,3145,8025,4915,3375,2095,1215,1905,0234,8014,4283,9973,2322,9892,4943,5453,1382,0146843,9144,1274,327Millions of minutes per day among the US adult population6 6Increasing complexityT
12、his surge in advertising spend doesnt come without its challenges.The digital realm is a double-edged sword,offering boundless opportunities while simultaneously posing formidable complexities.As marketers chase their target audiences across a labyrinth of platforms,the complexity multiplies exponen
13、tially.Each channel has its unique nuances,and audiences and businesses must adapt their strategies for each,all while maintaining a consistent brand voice.Staying ahead of the curve demands not only an understanding of current trends but also a proper handling of the budget allocation complexity.Co
14、mpanies need to anticipate how to find an optimum balance between earned and owned channels,now and in the future.Technological advancements,including artificial intelligence,data analytics,and programmatic advertising,are reshaping the marketing landscape at an astonishing pace.This results in an i
15、ncreasingly intricate web of possibilities and challenges for brands to navigate.Changing consumer behaviorsNo longer passive spectators,consumers have become active participants in the creation and sharing of content.They are the curators of their own digital experiences and that of their peers,sha
16、ping trends,dictating preferences,and demanding and valuing authenticity.Consumer behaviors now fluctuate across an expansive spectrum of digital touchpoints.For instance,US influencer marketing spend will grow more than three times faster than social ad spend in 2023,and it will remain ahead throug
17、h 2025,according to an Insider Intelligence/eMarketer forecast2.Influencer marketing is steering consumer choices more and more by personal endorsements.Online audiences experience rapidly shifting trends,demanding a level of agility from brands and specifically marketers.2 revolutionsIn parallel,ar
18、tificial intelligence,machine learning,and data analytics have become the trusted allies of businesses seeking to understand,predict and tailor to changing consumer behavior.Data-driven decisions born from these advancements fuel personalized marketing strategies,automating and optimizing engagement
19、 and conversion.Working towards a remedyThis backdrop of continuous growth,increasing complexity,changing consumer behaviors,and tech advancements are all intensifying the media challenges brands face.In this guide,we will delve deeper into these,highlighting the specific pain points experienced by
20、businesses navigating the media landscape and exploring how Connected Media can offer a remedy.7Its everywhere and always accelerating8LocalizationIn a global world,businesses must tailor their messaging to resonate with diverse audiences across different regions and languages.The connected media la
21、ndscape magnifies this challenge as content,campaigns,and communications must be localized and adapted at scale.Neglecting this can lead to misinterpretation,alienation,or worse,damage to the brands reputation.Content creationThe heart of connected media lies in content creation.Its not about produc
22、ing more;its about producing better and tailored towards individuals.Quality is king in a world where attention spans are fleeting.Crafting content that captures attention,resonates with the audience,and compels action,is an ever-growing challenge.Figure out what your customers need,where they are s
23、earching and what they expect.To make an impact,you need to tailor your content.The real challenge is to do this at scale.Key Performance IndicatorsMetrics and key performance indicators are the compass by which businesses navigate the digital landscape.The rapid pace of content production and the m
24、ultiplicity of channels make it challenging to identify and measure the right indicators.Traditional KPIs may need to be redefined or supplemented with new metrics to capture the nuances of the plethora of digital consumers journeys.PersonalizationTo cater to every customers unique preferences,behav
25、iors,and interests,an almost infinite volume of content is required.This challenge extends beyond content creation to the challenging task of consistent delivery and efficient management.Strategically orchestrating content across channels,each with its particular audience,format,and engagement rules
26、,adds complexity.Delivering the right content on the right platform at the right moment touches every aspect of marketing operations.DataData presents both a goldmine and a minefield.The sheer volume of data generated across channels can be overwhelming.Yet,its not just about collecting data;its abo
27、ut extracting meaningful insights that inform decision-making.The risk here is drowning in data without finding the pearls of wisdom hidden within;collecting too much while leveraging too little.Reviewing results without taking action.You need robust data strategies to filter the noise and unearth a
28、ctionable intelligence thats aligned with objectives,KPIs and drivers of success.Its everywhere and always accelerating The contemporary media landscape is characterized by an unrelenting demand for content,constantly escalating in both speed and volume.With every consumer having their highly unique
29、 digital experiences,every platform,interaction,and click presents an opportunity for engagement.Brands and marketers are not merely competing with each other;they are in a race against their own capabilities,striving to meet the ceaseless expectations of their audiences.The challenge here isnt sole
30、ly in content production but also in showing up consistently and managing it all efficiently.It involves strategically orchestrating content across a myriad of channels,each with its distinct audience,format,and rules of engagement.This multifaceted challenge of delivering the right content on the r
31、ight platform at the right moment lies at the heart of the interconnected media landscape and touches every aspect of marketing operations.9What problems are we solving?10What problems are we solving?Brands and organizations frequently pose questions that reflect the complexities of the media landsc
32、ape,and addressing them effectively is essential for success.Organizational dilemmasData-informed decision-makingOne pressing concern is how to organize global and local efforts within a brands marketing strategy.Companies often grapple to strike the right balance between centralization and localiza
33、tion.They must determine how to harmonize global objectives with local nuances,ensuring that their campaigns resonate with diverse audiences across the world,while remaining cost effective.Data is the compass in the media landscape,but the abundance of data can be overwhelming,especially if the arch
34、itecture and infrastructure to collect,store and use data are lacking.Clients are eager to make data-informed decisions but struggle with sifting through the noise to extract valuable insights.Setting the right objectivesAI-enhanced content creationThe task of setting objectives in a dynamic environ
35、ment can be daunting.Brands often seek guidance on establishing precise and actionable goals that align with their overarching strategy.The challenge is not merely setting objectives but also monitoring and adjusting them in real-time to adapt to the ever-shifting digital landscape.The advent of art
36、ificial intelligence offers unprecedented opportunities for content creation,but it also poses questions about how to harness its full potential.Clients often inquire about how to use AI for content creation,ensuring that it not only enhances efficiency but also maintains the human touch required fo
37、r authentic engagement.How to balance campaignsClients enquire about how to effectively balance paid media efforts with organic strategies.Determining where to invest resources for maximum impact whether its in paid advertising or organic content is a critical decision that requires a nuanced approa
38、ch.How should we organize global and local operations to facilitate excellent connected media?How do we set up our tech and data infrastructure to create actionable insights to make informed decisions?Can you help us set the right objectives and find ways to properly measure them?Do we need to use A
39、I to augment content creation,and how do we use it safely and efficiently?How should we balance our investments in paid and organic media to grow sustainably?How do we efficiently orchestrate campaigns based on push and pull mechanisms?11Introducing Connected Media1212Introducing Connected Media In
40、addressing the challenges above,Connected Media emerges as the solution.Connected Media is Wunderman Thompsons integrated,full-service global media practice,focused on delivering customer experiences for ambitious brands.Weve been working with clients to solve their media-related challenges for year
41、s.By introducing Connected Media,we are bringing all our media services together into one holistic offer,closely aligned to our other areas of expertise.Connected Media drives performance and growth,bridging brand and performance marketing for omni-channel results.It provides a framework that enable
42、s businesses to harmonize their owned,earned and paid media effort,both globally and locally.With Connected Media you can set precise objectives,and strategically orchestrate campaigns.It empowers data-driven decision-making by streamlining data analysis,and it harnesses AI for content creation that
43、 resonates with target audiences.It is of paramount importance to optimize the full spectrum of customer journeys and keep doing so.We support our clients to drive measurable business outcomes,equipping them with strategies,tools,and expertise needed to thrive in this digital age.Planning and strate
44、gyWe recognize that achieving omni-channel growth begins with defining precise targets,optimal audiences,and selecting the right channels.Our dedicated experts only allocate budgets where it drives impact,to ensure maximum return on investment.Our expertise in planning and strategy encompasses marke
45、t research&analysis,marketing strategy development,segmentation&targeting,brand positioning&messaging,channel selection&integration,and long-term planning&adaptability.Media managementThe core of effective media management lies in defining audiences based on data,and driving transactions with media
46、and content where they are in their journey,across paid,owned,and earned channels.We figure out how to balance channels to avoid cannibalization.Our expertise in this domain lies in audience segmentation,data analytics,channel selection,content strategy,budget allocation and performance optimization
47、.Measurement and reporting Its crucial to understand that driving impact cant be done solely by guessing.Its science,starting with measuring the right performance indicators.We begin by establishing a core objective.From there,we define the key metrics within a comprehensive KPI framework.We excel i
48、n data analytics,performance metrics,dashboard creation,attribution modelling,A/B testing and experimentation,and ROI analysis.Campaign optimizationWe engage in real-time analysis and make necessary adjustments for optimal marketing impact,ensuring that your campaigns maintain agility and adapt to e
49、volving consumer behaviors and emerging trends.Whether its orchestrating campaigns using push and pull mechanisms or crafting content tailored to diverse audiences across various channels,our focus remains on delivering results that matter.With a keen eye on ROI,we measure the impact of owned channe
50、ls to only allocate budgets where they are needed.13Our Connected Media services14AuditingOur dedicated teams delve into your existing setup to pinpoint areas for enhancement and optimize every facet to yield instant results,along with long-term strategic initiatives that promise lasting impact.We p
51、rioritize incremental value to your operations,highlighted in a roadmap to elevated success.In-housing Our team of experts is well-equipped to collaborate closely with your teams,offering guidance and expertise to help structure your organization for success.Through close collaboration,we work with
52、clients to identify which aspects of their media strategy can be transitioned in-house,all while ensuring that efficiency and effectiveness remain paramount.Our approach extends beyond conventional agency-client dynamics with expertise in this field being training&skill development,process and workf
53、low optimization,technology integration,strategic planning and execution,performance measurement and analytics,and change management and cultural integration.LocalizationWe harness the strength of our international network to not only define,create,and translate but also to optimize hyper-local cont
54、ent and campaigns,tailored to specific regions to easily enter new markets.Our localization expertise includes cultural sensitivity&adaptation,language expertise,market research&analysis,user experience(UX)&user interface(UI)design,SEO and keyword analysis,and legal and regulatory compliance.Trainin
55、gWhether youre at the management level or the operational level,we provide training for teams and individuals at every tier.This spans various aspects of the ever-evolving digital landscape,ensuring that you remain at the forefront of industry trends.Our hands-on learning courses include strategy an
56、d planning,media management,data and analytics,conversion rate optimization,and CRM and marketing automation.Our Connected Media services1515Our channelsPaid SearchAudioSEOOOH(Out of Home)Commerce&Retail MediaConnected TVSocialDirect MailProgrammaticEmail16Successstories1717Success storiesRevolution
57、izing outdoor brand distributionIn response to a changing retail landscape,an iconic family of outdoor brands partnered with us to address their distribution challenges.Focused on a D2C strategy,we revamped their approach,leveraging digital channels such as web and social experiences,targeted advert
58、ising,and data-driven insights.The results were transformative:400%growth in revenue(year 2)30%D2C revenue share(year 3)40%find in store clicks increase(year 4)Precision lead generation in luxury property salesIn pursuit of efficiently connecting with potential luxury property buyers,we implemented
59、a targeted strategy that yielded remarkable results in just 90 days.Our approach focused on smarter targeting and engagement,generating high-quality leads for a luxury property development in India:700+marketing qualified leads in just 90 days$2 million USDin property sales25x ROIon media spend1818S
60、uccess storiesGrowing portfolio revenues with Amazon DSPFor a global consumer packaged goods(CPG)leader based in Luxembourg,we embarked on a mission to combat market saturation and drive growth among new-to-brand customers through Amazon advertising.The solution,leveraging Amazon DSP,yielded impress
61、ive outcomes:2.37 ROAS56%increase in new-to-brand customers+311%increase in orders vs previous yearUltra-personalization of cinemas in the age of streamingWhere streaming platforms were reshaping the landscape of cinema attendances,we turned to an innovative approach to boost online sales and fill t
62、heatre seats for Cinemex in Mexico.The solution,Biocinema,is an ultra-customized strategy for each film and potential movie-goer,with maximum precision ads.Deep personal analysis combined with a collection of data provided by todays tools resulted in filled theatres and showed that Mexicans do buy o
63、nline,if they are effectively engaged.+190%online sales23%reduced cost per acquisition620+theatres filled in one year with tickets sold through digital campaigns19Embracing the power of Connected Media2020Embracing the power of Connected MediaIn an age defined by digital footprints and exponential c
64、hange,the realm of marketing and media has evolved into a dynamic landscape where brands battle for attention,and consumers wield unparalleled influence.As advertising spend continues its upward spiral,opportunities in the digital realm go hand-in-hand with complexities.Technology,changing consumer
65、behaviors,and the unrelenting demand for personalized content underscore the challenges faced by businesses in this landscape.Connected Media emerges as the solution,bridging brand and performance marketing for omni-channel success.It empowers global and local efforts,sets precise objectives,orchest
66、rates strategic campaigns,and leverages data and AI for impactful content.With Connected Media,you only spend budgets where they drive impact.Our comprehensive services,from planning and strategy to media management,enable our clients to navigate this digital age confidently.In this dynamic digital
67、era,our commitment is to drive measurable business outcomes,equipping clients with strategies and expertise to thrive in the interconnected world of Connected Media.Together,we navigate complexity,harness opportunities,and achieve success.2121Connect with usEmail a member of our team in your region
68、to talk to them about how you could harness Connected Media to drive growth.Kiess LamourGlobal Head of MediaUNITED KINGDOMAlex SteerGlobal Chief Data OfficerUNITED KINGDOMTarik WindleConnected Media EMEA/Global Head of Media Solutions WT MAPDENMARKAnna KettingConnected Media Lead EMEA/Managing Partn
69、erNETHERLANDSJeremy DowdyConnected Media NA Lead/President Performance MarketingUNITED STATESAadit BimbhetConnected Media APAC Lead/Regional Commerce Director,APACSINGAPOREGlenda KokConnected Media LATAM Lead/Chief of Technology Business,LATAMARGENTINA22About Wunderman Thompson At Wunderman Thompson
70、 we exist to inspire growth for ambitious brands.Part creative agency,part consultancy and part technology company,our experts provide end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience.We are 20,000 strong in 90 markets around the world,
71、where our people bring together creative storytelling,diverse perspectives,inclusive thinking,and highly specialized vertical capabilities,to drive growth for our clients.We offer deep expertise across the entire customer journey,including communications,commerce,consultancy,CRM,CX,data,production,and technology.Our Connected Media practice is made up of over 500 colleagues,across 4 regions,representing over 30 nationalities and languages.Connect with