Rakuten_Marketing-2018年营销人员最关注的五大领域（英文）-2018-14页-1mb

Summary of "Five Strategic Opportunities for 2018"

Core Content

This report outlines the evolving landscape of marketing in 2018, identifying four distinct marketer profiles based on global survey data from over 1,000 marketers across the US, UK, France, Germany, and Asia-Pacific (APAC). The document explores the changing priorities, challenges, and the impact of new technologies on marketing strategies. It also highlights key areas of focus and opportunities for marketers in the coming year.

Main Marketer Profiles

1. Advancers (50%)

• Priorities: Exploring new marketing technologies and increasing marketing authority within the organization.
• Strengths: Creativity (38%), managing multiple channels (11%).
• Region Focus: Most common in Singapore (68%) and the US (55%), least in Germany (41%).
• Skills Sought: Customer journey understanding (40%), experience with other tech platforms (45%).
• Concerns: Ad fraud and poor viewability (30%).

2. Advocates (31%)

• Priorities: Influencer marketing, relationship building both internally and externally.
• Strengths: Customer sensitivity (17%), creativity (32%).
• Region Focus: Most common in Australia (44%).
• Skills Sought: Greater creativity (54%), improved customer journey understanding (34%).
• Concerns: Less focus on budget optimization (9%).

3. Adapters (11%)

• Priorities: Attribution, optimization, and efficiency.
• Strengths: Customer sensitivity (21%), budget optimization (15%).
• Region Focus: Higher among marketers over 45 years old (15%).
• Skills Sought: Limited interest in ROI measurement and reporting (26%).

4. Architects (8%)

• Priorities: Compliance, data accuracy, and legal considerations.
• Strengths: Data analysis (23%), compliance and regulation (43%).
• Region Focus: Highest in the UK (12%) and Germany (17%), lowest in France (5%), US (2%), and Australia (0%).
• Skills Sought: Collaboration with other teams (42%).

Key Areas of Attention

1. Waste in Marketing Spend

• 26% of marketers estimate they waste their budget on the wrong channels or strategies.
• Advocates report higher waste (28%), while Architects are more conservative (18%).
• Opportunities: Marketers should focus on performance tracking and channel optimization to reduce waste.

2. Going Global

• 48% of marketers prioritize global markets over domestic ones.
• Europe and Asia-Pacific are top regions for global interest.
• Opportunities: Global brands should leverage the growing consumer base in Europe and APAC, and consider local currency advantages (e.g., weaker pound in the UK).

3. Short-Term Focus and Long-Term Pain

• Altered customer expectations and loss of customers are the most pressing concerns (50% and 43% respectively).
• Adapters are most concerned about proving marketing value (38%).
• Opportunities: Marketers should invest in new engagement methods like voice and VR to meet rising expectations.

4. Video Follows Influencer Footsteps

• 59% of marketers plan to invest in video content.
• Advancers and Advocates are leading in video investment (65% and 56% respectively).
• Opportunities: Video offers a chance to tell brand stories and engage audiences more effectively, but requires clear ROI metrics.

5. Seasonal Doesn't Mean Traditional

• Adapters and Architects are more likely to maintain constant campaigns year-round (68% and 67% respectively).
• Non-Western sales periods like Chinese New Year and Singles' Day are gaining traction.
• Opportunities: Western marketers can capitalize on these global events by understanding their nuances and aligning campaigns accordingly.

Conclusion

• The role of marketers is becoming increasingly diverse and data-driven.
• Advancers dominate due to their focus on innovation and technology.
• Architects are underrepresented but crucial for ensuring compliance and data integrity.
• Global customer focus and ROI clarity are essential for success in 2018.
• Budget waste remains a challenge, but can be mitigated with strategic and data-informed approaches.

About Rakuten Marketing

• Rakuten Marketing is a global leader in integrated marketing solutions, offering affiliate, display, and search services.
• The company empowers marketers with data-driven, personalized ad experiences across multiple platforms.
• Committed to transparency and performance optimization, Rakuten Marketing helps brands navigate the digital ecosystem effectively.
• Headquartered in San Mateo, California, with offices in multiple regions including Australia, Brazil, Japan, the UK, France, Germany, Singapore, and the United States.