勝三2017年公關(guān)行業(yè)營(yíng)銷趨勢(shì)研究報(bào)告達(dá)人

1、Preface 前言China PR Agency Scope 2017 is the fourth wave in an ongoing study togarner a deeper understanding of the motivations and proses forPublic Relations in China. The data are compiled through a series ofer-views with marketers who are the decimakers of some of the largestcompanies in China. Th

2、is study is a tool for taking action, providing anysis of trendshe ever-changing world of PR agency-c nt relation-ships, as well as a deeper understanding of agency perception amongst both current and prospective c nts.2017中國(guó)行業(yè)趨勢(shì)研究是勝三一項(xiàng)長(zhǎng)期研究的第四期，此項(xiàng)研究旨在深入了解中國(guó)行業(yè)的洞察和發(fā)展。其中的數(shù)據(jù)來(lái)源于勝三對(duì)一些資深市場(chǎng)主的采訪，這些市場(chǎng)主都市場(chǎng)領(lǐng)先品牌

3、的決策者。本研究為市場(chǎng)主的決策提供了依據(jù)和參考，對(duì)不斷變化的“商與市場(chǎng)主”關(guān)系進(jìn)行了分析，深入地剖析了現(xiàn)有市場(chǎng)主和潛在市場(chǎng)主商的認(rèn)知。對(duì)We want tonk the participants for committing their time to makingthis the most ambitious and comprehensive PR studyhe world. Webe ve profest reportch as these help to bolster the transparency andalism of marketing and public relatio

4、ns in China, and we aimto continue to be global experts in improving marketing efficiency andeffectiveness through continual studies like this one.對(duì)投入時(shí)間參與此項(xiàng)綜合性研究的所有受訪者表示感謝。相信此類希望通過(guò)。有助于改善中國(guó)和行業(yè)的及專業(yè)度，并且效率的全球不斷開(kāi)展類似研究，繼續(xù)成為協(xié)助市場(chǎng)主eXeCUTiVe SUMMaRy 執(zhí)行總結(jié)an overview of Key MarketR agency Trends市場(chǎng)主與商關(guān)系趨勢(shì)性概覽ChiM

5、aRKeTeRS DeManD DigiTaL CaPaBiLiTieS FRoM PR agenCieS.主需要擁有數(shù)字能力的商。The “digital transformation” spreading throughout the marketing world has nowmade its way to the relationships betn marketers and their PR agencies in China.In our 2015 study, we assertedt the “future of PR will likely be digitally-ce

6、ntric,”andthet is turning out to be a true prediction. This is the fourth wave of the study, butone to reveal such dramatices inarea of digital capabilities. 59%of marketers now rate digital capabilities as a very important factor when selectinga PR agency, up a staggering 55.5% from just 3.5%he 201

7、5 wave of the study.This indicatest the massive shifthe marketing and advertising world has notpassed over the PR discipline.如今，“數(shù)字化”滲透至界的每一個(gè)環(huán)節(jié)，行業(yè)也不例外。在2015年的研究中未來(lái)的行業(yè)可能會(huì)以數(shù)字為中心，現(xiàn)已成為事實(shí)。在此次第四輪的行業(yè)研究中，數(shù)字能力受到了前所未有的關(guān)注。而在上一輪研究中，和在數(shù)字化上的巨大轉(zhuǎn)變尚未在行業(yè)中體現(xiàn)。如今，59%的市場(chǎng)主已將商的數(shù)字能力視作重要的考慮之一，相較于上一輪（2015年）研究中的3.5%，這個(gè)比例增長(zhǎng)了 55

8、.5%。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES3In addition, the study revealed “focusing more on digital/sot the top two biggest changeshe PR industry werel communications,” and the “transition from traditionalPR to digital PR,” according to the survey respondents. Despite

9、 this obvious industry-wideshift to digital, 43% of marketers still be vet the best approach is to work with sepa-rate PR and digital agencies to benefit for the core competencies of each, while 62.6% ofmarketers thinkt PR agencies should be focused on increasing their digital capabili-ties going fo

10、rward.此外，研究2. 相對(duì)于了當(dāng)前行業(yè)正在發(fā)生的兩大轉(zhuǎn)變：1. 市場(chǎng)主比起以往任何時(shí)候都更加關(guān)注數(shù)字/社交；商而言：傳統(tǒng)的正向數(shù)字轉(zhuǎn)變。雖然整個(gè)行業(yè)都在經(jīng)歷“數(shù)字化”運(yùn)動(dòng)，43%的市場(chǎng)主依然認(rèn)為分別與數(shù)字商和商合作能夠發(fā)揮各自領(lǐng)域中的優(yōu)勢(shì)。而62.6%的市場(chǎng)主建議商當(dāng)務(wù)之急是要加強(qiáng)自身的數(shù)字服務(wù)能力。DigiTaLiZaTion BRingS neW ChaLLengeS.信息數(shù)字化帶來(lái)了新的。According to the marketers who participatedhe study, the digitization of all informationhas signif

11、icantly changed the relationships betwbrands and their taudience.The diffuof brand information has accelerated, and business and communicationstrategies have had to be altered to keep up. 20% of marketers agreedt one negativeimpact of digitization on PR has been the challenge of controlling crisis c

12、ommunications,while 14% assertt it is harder to evaluate the effectiveness of brand promotions wheneverything is in real-time.參與研究的市場(chǎng)主表示，信息數(shù)字化改變了品牌與目標(biāo)受眾之間的關(guān)系，品牌信息的速度加快，因而策略必須適應(yīng)改變的節(jié)奏。與此同時(shí)，信息數(shù)字化也給行業(yè)帶來(lái)了一些影響。20%的市場(chǎng)主認(rèn)為管理的難度加大。14%的受訪者則認(rèn)為，一切信息都是實(shí)時(shí)的，因此很難評(píng)估的有效性。CReaTiViTy ReMainS an iMPoRTanT FaCToR.創(chuàng)新的想法依然重

13、要。his wave of the study, creativity remained a key factor for marketers when shortlist-ing agencies during thtch pros. 22% of marketerected innovative ideas andeffective creative as very important in agency selection, indicatingt marketers be vet the more advanced a PR agency is in breakthrough crea

14、tivity and providing the rightcontent to theaudient, the more competitive they are duringncy selection.The study also foundt while 72% of marketers are satisfied with their current PR agen-cy, 33% would consider a pitch, citing a lack of creativity as their main reason.創(chuàng)新的想法依然是市場(chǎng)主在考慮商進(jìn)入比稿流程時(shí)的關(guān)鍵。22%的

15、市場(chǎng)主認(rèn)為，新穎的創(chuàng)意及有效的創(chuàng)意成果在甄選商時(shí)十分重要。他們相信，具備突破性的想法并且有能力提供正確內(nèi)容的商將在甄選中更具競(jìng)爭(zhēng)力。研究中還發(fā)現(xiàn)，雖然72%的市場(chǎng)主表示滿意其正在合作的現(xiàn)任的創(chuàng)意，33.2%的市場(chǎng)主仍會(huì)考慮進(jìn)行比稿。商，但由于缺乏獨(dú)特inDUSTRy TRenD: LinKing SoL anD SaLeS.行業(yè)趨勢(shì)：社交正在承擔(dān)的銷售職責(zé) 。In our 2015 wave of the study, just 35% of survey respondented to use solas a tool to drive sales promotions.he most re

16、cent study,t number jumped upto 47% as the industry has seen the importance of linking sol andmerceincrease dramaticallyhe last two years. Some of the more “traditional” roles of so-l still remain important, such as generating buzz and enhancing brand awareness;however, the role of sol is likely to

17、diversify even morehe next wave,ing anegrated part of linking marketing to actual business results.在2015年的研究中，僅有35%的受訪者表明將社交視作一種促進(jìn)銷售的，的研究表明，市場(chǎng)主已然看到了社交與等銷售之間產(chǎn)生關(guān)聯(lián)的重要性。在過(guò)去的兩年中，社交依舊扮演著一些較為“傳統(tǒng)”的角色，如增加度、品牌知名度。然而，社交的角色轉(zhuǎn)變可能在下一輪研究中變得更加多元化，進(jìn)一步整合市場(chǎng)與業(yè)務(wù)表現(xiàn)。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& TH

18、EIR AGENCIES5aLiBaBa, DUReX LeaD aMong MaRKeTeRS.阿里巴巴、杜蕾斯領(lǐng)先群雄。When asked to name the best peer marketer for their Public Relations approach in China, the two most mentioned companies were tech giant Alibaba, followed by Durex,who moved up from 5th place ed Chanel, Tencent and Nike.he 2015 study. Oth

19、er leadershis category includ-當(dāng)受訪者被問(wèn)及中國(guó)表現(xiàn)最佳的品牌時(shí)，提及最多的是科技巨頭阿里巴巴。其次是杜蕾斯，由2015年的第五名躍升至第二位。其他在該方面領(lǐng)先的品牌包括、騰訊和耐克等。extended Sumnd Best Practice要點(diǎn)延展和最佳實(shí)踐1MaRKeTeRS haVe on-going ReLaTionShiPS Wi agenCy PaRTneRS, DoWn FRoM 1.6 agenCieS in 2015.age oF 1.5 PR市場(chǎng)主的現(xiàn)任 相比略有減少。商關(guān)系平均數(shù)量為1.5個(gè)，與2015年的1.6個(gè)According to t

20、he study, marketers are gradually working with fewR agencies. This finding alignswith the overall market trend of moving towards greateregration. Marketers in China now workwiage of 1.6 advertising agencies, 1.7 marketing service agencies, 2 digital agenciesand 1 media agency.研究中，客戶與 2家數(shù)字發(fā)現(xiàn)市場(chǎng)主的現(xiàn)任商關(guān)系

21、數(shù)量逐年下降，與整體市場(chǎng)朝向整合型的合作模式發(fā)展趨勢(shì)相符，商關(guān)系愈發(fā)緊密。目前，市場(chǎng)主平均與1.6家創(chuàng)意商、1.7家線下/市場(chǎng)服務(wù)商、商和1家商進(jìn)行合作。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES72While other types of agencies are appoed for longeriods of time, PRagenCieS aVeRage ReLaTionShiP LengTh DeCReaSeD FRoM 2.9 yeaRS in 2015 To 2.5 yeaRS in

22、 2017.當(dāng)市場(chǎng)主與不同類型的商合作時(shí)間不斷增加的同時(shí)，對(duì)商的委任時(shí)間卻在縮短，從 2015年的2.9年變?yōu)楝F(xiàn)在的2.5年。While other types of agencies (creative, marketing service and media) working periods have grownto aage of 3.8 years, the length of PR agency relationships has decreased to 2.5 years, com-pared to 2.9 years in 2015. This is seemingly a r

23、eversal of the trend betn the 2013 and 2015waves, which saw the relationship length increase to 2.9 years from 2.4. This years decreasedoesnt nesarily meant c nt-PR agency relationships are destabilizing, but rathert thePRraity of digital transformationhe past two years has significantly altered bot

24、h the role tplays within ananization, and howanizations work with their PR agencies.Digital transformation has impacted the connection betn brands and theiraudience. Assuch, marketers acknowledget they value agencies with more breakthrough creative thinkingand consumer-oriented content, whiay or may

25、 not be coming from their PR agencies anymore.相較于其他類型的商（創(chuàng)意，線下市場(chǎng)服務(wù)及）的合作時(shí)長(zhǎng)由2014年的平均3.35年為2016年的平均3.8年，商的平均合作時(shí)間由2015年的2.9年降到現(xiàn)在的2.5年。數(shù)字逐步占據(jù)領(lǐng)域的主導(dǎo)地位，改變了市場(chǎng)主與商的合作關(guān)系。市場(chǎng)主期待商的服務(wù)范疇。商提出新穎的模式及以消費(fèi)者為的品牌溝通內(nèi)容，或?qū)⒉辉倬窒抻贐eST PRaCTiCe 最佳實(shí)踐：USe CnT-agenCy eVaLUaTion TooLS To heLP iMPRoVe anD STRengThen PaRTneRShiPS.運(yùn)用客戶與商關(guān)

26、系評(píng)價(jià)工具來(lái)幫助雙方改進(jìn)和加強(qiáng)合作關(guān)系。3MoST MaRKeTeRS aRe BRoaDLy SaTiSFieD WiTh TheiR CURRenT PR agenCieS PaRT- neRS, BUT 33.2% aRe ConSiDeRing a PiTChhe neaR FUTURe DUe To TheiR PR agenCieS LaCK oF innoVaTiVe CReaTiViTy.大多數(shù)市場(chǎng)主較滿意正在合作中的商，但對(duì)于缺乏獨(dú)特創(chuàng)意的商，部分市場(chǎng)主考慮在的將來(lái)進(jìn)行比稿。72.8% of marketers are currently happy with their P

27、R agency relationship, yet due to a lack of inno-vative creativity, 33.2% of marketers would still consider a pitchhe near future. Other factors in-fluencing marketers to pitch are an unstable team and lack of professlism (22.4%), decreasedquality in final delivery (18.5), lack of efficiency & effec

28、tiveness (16.8%), lack of digital capabilitiesin PR communication (16.4%), and a lack of media resour(11.6%).72.8%的市場(chǎng)主表示對(duì)于正在合作中的進(jìn)行比稿。其他更換當(dāng)前商感到滿意。但由于缺乏獨(dú)特的創(chuàng)意想法，33.2%的市場(chǎng)主仍會(huì)考慮商的包括：團(tuán)隊(duì)不穩(wěn)定且缺乏專業(yè)（22.4%）、最終成果無(wú)法滿足預(yù)期（18.5%）、缺乏效率和有效性（16.8%）、缺乏數(shù)字能力（16.4%）和媒介資源（11.6%）。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MA

29、RKETERS& THEIR AGENCIES9Shorter marketer-agency working relationships defi-市場(chǎng)主與商平均合作時(shí)長(zhǎng)縮短，導(dǎo)致商在維系 ni y make building those relationships and strong穩(wěn)定的合作關(guān)系和強(qiáng)大的服務(wù)團(tuán)隊(duì)問(wèn)題上都遭遇巨大的 teams a challenge. There exists a simple formula:。一般而言，市場(chǎng)主對(duì)商的滿意度與商的 c nt satisfaction = agency performance/ expecta-表現(xiàn)成正比，與其對(duì)商的期待往

30、往不成正比。 tion. When unrealistic expecions are set from the當(dāng)市場(chǎng)主對(duì)商不合理的期待時(shí)，其滿意度反饋start, it comes as no surpriset c nt satisfaction則難以客觀反映商的實(shí)際表現(xiàn)。然而，這部分期待fails to reflect the true performance of tcy.It is nearly always the expec ion piece t is ne- 在市場(chǎng)主評(píng)價(jià) 商表現(xiàn)時(shí)往往被其忽略。如果客戶和 glected during agency performance a

31、ssessments.商之間一直保持良好的互信和理解，就能避免很多 To avoid breakdowns and dissatisfaction i es,客戶的不滿甚至是合作中斷。having a clear channel to communicate expecta- tions betn c nt and agency is nesary.Industry best practihowsving an evalu-業(yè)內(nèi)最佳實(shí)踐證明，通過(guò)運(yùn)用客戶與商關(guān)系評(píng)價(jià) ation tool to continuously monitor the c nt-agency工具，持續(xù)地對(duì)客戶與商之間的

32、合作關(guān)系以及 working relationship and health improves both the健康度進(jìn)行，能夠使商適時(shí)地調(diào)整工作細(xì)節(jié)、 strength of the relationship and the longevity of the加強(qiáng)雙方的合作關(guān)系、延長(zhǎng)合作時(shí)間。partnership.4gooD CnT SeRViCe anD BReaKThRoUgh ThinKing / CReaTiViTy aRe aT The ToP oFThe LiST FoR MaRKeTeRS “iDeaL” agenCy.市場(chǎng)主眼中的理想突破性想法/創(chuàng)意。商應(yīng)該具備兩大屬性：良好

33、的客戶服務(wù)，Regarding marketers agency selection criteria, good c nt service and breakthrough thinking /creativity top the list of key attributes marketers wantheir ideal PR agency.Compared with 2015, marketers added the expecion of a stable service team, while strongstrategic capability and good media re

34、lations maained their importance. Oneeresting thingto note: although strong EPR/digital capability doesnt appear to be on top of the list for an idealPR agency, it doesnt mean its less important. Rather, it reflects tmarketers might currently beconsidering other types of agencies to fill their digit

35、al communication needs.在挑選理想商時(shí)，市場(chǎng)主優(yōu)先重視的是令人滿意的專業(yè)服務(wù)，以及具有創(chuàng)新想法與創(chuàng)意能力。與2015年相比，市場(chǎng)主新增加了對(duì)于商保持團(tuán)隊(duì)穩(wěn)定的需求。同時(shí)市場(chǎng)主仍舊希望看到商較強(qiáng)的策略制定能力，以及與保持良好的關(guān)系。數(shù)字能力雖不是首要標(biāo)準(zhǔn)，但仍舊是重要，這側(cè)面反映了，市場(chǎng)主可能傾向于與其他類型的商合作以解決數(shù)字方面的需求。BeST PRaCTiCe 最佳實(shí)踐：inVeSThe ReLaTionShiP促進(jìn)改善客戶關(guān)系5The RoLe oF SoL MeDia in PR CoMMUniCaTion haS PLayeD a STRaTegiC andiMP

36、oRTanT RoLe To FURTheR STiMULaTe BRanDS Roi.社交在正在扮演著策略性的重要角色，并影響著品牌的投入產(chǎn)出。Given the factt the majority of marketers have realized the importance of sol media,traised the question of how will it evolvehe future. It still fulfills the basic needs of generatingbuzz, creating brand awareness (78.1%), bui

37、lding WOM and enhancing brand influence (71%), andalsoegrates all communication messages, expands the communication platform (67.9%), sollistening and crisis management (54.7%), and discovers potential consumer needs (49%). As men-tioned previouslyhe report, 47% of marketers already have higher expe

38、cions on how solmedia can help improve sales. Compared with the 2015 study, there is less focus on supporting the customer service experience.當(dāng)社交已然轉(zhuǎn)變其職能時(shí)，需要關(guān)注的是其未來(lái)。除了對(duì)社交的基本需求，如：引起話題并品牌認(rèn)知和熟悉度、樹(shù)立品牌口碑并、整合信息以擴(kuò)大、及管理、發(fā)掘消費(fèi)者潛在需求等，越來(lái)越多的市場(chǎng)主開(kāi)始著眼于如何通過(guò)社交體驗(yàn)的期待則有所減少。來(lái)促進(jìn)銷售增長(zhǎng)。反之，市場(chǎng)主對(duì)于社交支持顧務(wù)IMPROVING THE EFFECTIVENES

39、S & EFFICIENCY OF MARKETERS& THEIR AGENCIES11The effort involved in choosing an agency is rela-選擇一個(gè)優(yōu)秀的商僅僅是實(shí)現(xiàn)市場(chǎng)目標(biāo)的 tively small compared to the effort required by both第一步，的工作是需要在市場(chǎng)主和商長(zhǎng)期 marketer and agency team to nurture a long-lasting的共同協(xié)作中完成。融洽的市場(chǎng)主與商關(guān)系使得 and sucsful partnership. Key to a sucsful繁雜

40、的日常工作得以順利開(kāi)展。而建立成功的客戶關(guān)系 c nt-agency relationship is clearly establishing最關(guān)鍵的是要梳理清楚任務(wù)目標(biāo)、工作進(jìn)程，并和客戶aligned and realistic goals and develotranspar-建立透明、公平的衡量指標(biāo)進(jìn)行監(jiān)測(cè)。ent and fair metrics on how these are measured.In addition to the establishment of “evaluation除了通過(guò)評(píng)估工具來(lái)商和市場(chǎng)主的關(guān)系， tools” to monitor the health

41、 ofncy rela-另一個(gè)建立健康工作關(guān)系的方法是建立明確和雙方 tionship, another useful tool to foster a productive一致的行為準(zhǔn)則，規(guī)范并定期檢測(cè)雙方的行為和 working relationship is to establish clear and tocols on behavior and decimaking, whichare monitored regularly to ensure continuous im- provement.665.2% of Marketers SeT UP KPiS FoR

42、 TheiR PR agenCieS, WiTh DigiTaLLy-ReLaTeD KPis SigniFiCanTLy inCReaSeD.多達(dá)65.2%的市場(chǎng)主會(huì)對(duì)顯著上升。商設(shè)定考核指標(biāo)，與數(shù)字相關(guān)的考核指標(biāo)As has been done previously, marketers set up KPIs for their PR agencies, they tend to usebrand-related KPIs to measure the PRns. Number of clips (32.7%) continues to be thepriority, followed

43、by soctalk on the brand (21.8%), growth of socmedia followers (15.8%),and brand image improvement (15.8%).In addition, effectiveness-related KPIs have been increasingly leveraged. PV/Click/Engagement,sales grownd traffic change in-store / online store are the most mentioned. Among the men-tions, the

44、 proportion of PV/Click/Engagement is over one fourth, which is much highern wasseenhe last wave.對(duì)于如何衡量商在活動(dòng)中的表現(xiàn)，市場(chǎng)主過(guò)往更偏向依據(jù)與品牌相關(guān)的考核指標(biāo)。其中，保持在第一的是的數(shù)量（32.7%），其后分別是關(guān)于品牌的（15.8%）。（21.8%）、粉絲數(shù)量的增長(zhǎng)（15.8%）以及品牌形象的然而今年發(fā)現(xiàn)，一些與效果（Effectiveness）相關(guān)的考核指標(biāo)被越來(lái)越多市場(chǎng)主所采用，最常見(jiàn)效果指標(biāo)包括：瀏覽量/點(diǎn)擊量/互動(dòng)量、銷售增長(zhǎng)、進(jìn)店人數(shù)/網(wǎng)點(diǎn)人流的變化等。而“瀏覽量/點(diǎn)擊量/互動(dòng)

45、量”更是被超過(guò)四分之一的市場(chǎng)主包括在對(duì)商的考核指標(biāo)中，其比例相比上一輪研究有明顯的上升。BeST PRaCTiCe 最佳實(shí)踐：geT The higheST ReTURn on DigiTaL ThRoUgh MeDia aUDiTing.通過(guò)數(shù)字媒介審計(jì)，達(dá)成最大化的回報(bào)。 To ize the return on digital, implementing a為了數(shù)字的投資回報(bào)率，市場(chǎng)主應(yīng)深入 consultants can leverage their cross-industry expe-公司擁有豐富的跨行業(yè)經(jīng)驗(yàn)及業(yè)內(nèi)基準(zhǔn)，能夠幫助rience to compare the digi

46、tal media of marketers市場(chǎng)主從數(shù)字策略的制定、與商的溝通、策略 against industry benarks on strategy, commu-執(zhí)行、合作流程到投放價(jià)格等各個(gè)環(huán)節(jié)進(jìn)行比對(duì)。nication, execution, collaboration, and media costs.這樣，市場(chǎng)主能清晰地知道自己的投入是否有效、 Only then can marketers pinpoareas in need of公司提供的策略是否合理、得到的價(jià)格是否優(yōu)于市場(chǎng) improvement so t their digital media strategy i

47、s平均水平以及與商的合作流程是否有進(jìn)步空間，itioned to reach its um potential.從而能夠有針對(duì)性的提高數(shù)字管理水平及效率。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES13 media marketing pros audit ensures effective了解數(shù)字的各個(gè)環(huán)節(jié)，而數(shù)字媒介審計(jì)則為 allocation of resour. This is where third party達(dá)成這一目標(biāo)提供了良好的依據(jù)和保障。第7The iMPaCT oF The Di

48、giTaLiZaTion oF inFoRMaTion haS ChangeD The ReLaTionShiPBeTn The BRanD anD itsaUDienCe.信息數(shù)字化促進(jìn)了品牌與目標(biāo)人群的關(guān)系，同時(shí)也帶來(lái)管理的。his age of digital transformation, the diffumatically (28.1%), changing the business mof all brand information has accelerated dra-and communication strategy (16.5%), and alsocreating h

49、igher expecions of brand presence on various communication channels (14.4%).Encouragingly, digitalization also creates more opportunities andsibilities (10.1%), sot bothmarketers and their agency can be more aware of consumer behavior changes, and can thereforegenerate more direct and faster engagem

50、ent with theaudience (9.4%).市場(chǎng)主認(rèn)為信息數(shù)字化帶來(lái)了一些積極的影響，包括品牌的速度加快、數(shù)字化已經(jīng)改變了品牌的業(yè)務(wù)模式和溝通策略、促使消費(fèi)者對(duì)品牌有了更高的要求、信息數(shù)字化創(chuàng)造了的機(jī)會(huì)與可能性等。因此，市場(chǎng)主和其商能更捕捉消費(fèi)者變化，從而與消費(fèi)者建立更直接、更緊密的關(guān)系。Meanwhile, the effect on crisis managemens been negative, with it much easier to lose control(20.4%) and have negative information spread faster (16.

51、3%). With such rafragmenion, ithas alsoe harder to evaluate the actual brand promotion effectiveness on digital/solplatforms (sales conver) (14.3%).然而，信息數(shù)字化是一把雙刃劍。管理的難度加大、消息地更快、多樣化的數(shù)字導(dǎo)致難以評(píng)估活動(dòng)的有效性等也給市場(chǎng)主帶來(lái)了不少的行業(yè)的共同課題。如何在快速發(fā)展的信息時(shí)代及早預(yù)估并有效規(guī)避風(fēng)險(xiǎn)，8MaRKeTeRS eXPeCT PR agenCieS To FoCUS MoRe on DigiTaL TRanSF

52、oRMaTion.商需要加強(qiáng)現(xiàn)有數(shù)字互動(dòng)能力。Until PR agencies can offer trulyegrated servi, 43.2% of marketers said they would work sep-aray with the PR agency and another Digital/Sol agency, and get the core competencies frombogencies, or to get their current PR agency to work in collaboration winother Digital/Solagenc

53、y (25.2%). Only 24.5% of marketerggested having their current PR agency establish adigital divi, while 7.1% of marketers plan to have their service teamheir current PR agencyreloaded with digital profesals.在 各取商能夠真正提供整合型服務(wù)之前，43.2%的市場(chǎng)主分別給商和數(shù)字互動(dòng)商布置工作，并從兩家。同時(shí)25.2%的市場(chǎng)主希望讓其現(xiàn)有的商與另一家數(shù)字互動(dòng)商進(jìn)行合作。另有24.5%的市場(chǎng)主建議

54、讓其現(xiàn)有的商設(shè)立數(shù)字互動(dòng)部門，并進(jìn)行協(xié)同工作。7.1%的市場(chǎng)主希望讓其現(xiàn)有的商撤換服務(wù)團(tuán)隊(duì)，加入數(shù)字互動(dòng)方面的專業(yè)。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES159a TRULy inTegRaTeD PR agenCy WiTh DigiTaL capabilities WoULD FULFiLL gRoWing DeManDS anD Win oVeR The MaRKeT.引領(lǐng)數(shù)字化整合營(yíng)銷變革的公關(guān)代理商將贏得更多市場(chǎng)主的關(guān)注。Looking to the future, it is cle

55、ar that digitalization in PR communications is still evolving. For bothmarketer and agency, rapid adaption to the developing environment and consumer needs (18.9%)hase critical. Marketers have higher expectations for PR agencies breakthrough creativityat PR deliverables, especially with digital offe

56、rings (15%). Meanwhile, PR agencies need to be pro- active at providing insightful suggestions as to improving brand preference, and in addition, sales performance (14.4%).當(dāng)我們展望未來(lái)，數(shù)字化營(yíng)銷仍將帶動(dòng)公關(guān)行業(yè)。對(duì)于市場(chǎng)主及代理商來(lái)說(shuō)，快速適應(yīng)營(yíng)銷環(huán)境的變化并滿足消費(fèi)者 多元化需求（18.9%）是制勝的必要因素。市場(chǎng)主有更高的期待，希望代理商能夠不拘泥于傳統(tǒng)公關(guān)，具有與時(shí)俱進(jìn)的創(chuàng)新力，特別在數(shù)字化服務(wù)方面（15%），同時(shí)

57、能夠主動(dòng)提出建設(shè)性洞察，提高品牌好感度，及促進(jìn)銷售（14.4%）。BeST PRaCTiCe 最佳實(shí)踐：BUiLD The BeST agenCy TeaM ThRoUgh CoLLaBoRaTion.群策群力，構(gòu)建最佳代理團(tuán)隊(duì)。10LoCaL anD BoUTiQUe PR agenCieS aRe aLReaDy gaining The CoMPeTiTiVe aDVanTage.公關(guān)代理商未來(lái)發(fā)展所需的競(jìng)爭(zhēng)優(yōu)勢(shì)已經(jīng)逐漸在本土精品公關(guān)代理商中顯露。Based on actual agency performance from this study, boutique local PR ag

58、encies have already overtaken multinationals in several key areas. Although the multinationals still lead in good inter- national networks (68.1%), having good relations with the media (75.8%); and marketers paying more attention to senior management getting involved in the account (79.4%), the loca

59、l agencies have pulled ahead in being up-to-date with the trends and agile in applying new media and chan- nels (59.6%); their ideas are executable and relevant to consumers (50.4%); and they are capable of digital solutions (58%).It is a good rule of thumb for marketers to do their對(duì)于市場(chǎng)主來(lái)說(shuō)，充分了解代理商的能

60、力、長(zhǎng)處以及 due diligence on PR agency offerings as well as the團(tuán)隊(duì)非常重要，因?yàn)樵俸玫膭?chuàng)意和策略都是通過(guò)代理商 agency team. In the midst of a fragmented media的團(tuán)隊(duì)來(lái)執(zhí)行的。面對(duì)越來(lái)越碎片化的媒介環(huán)境，公關(guān) space with unlimited channels for communication,代理商應(yīng)該具備相應(yīng)的應(yīng)對(duì)技巧。因此，越了解公關(guān)it is expected that PR agencies develop specialties代理商真實(shí)能力的市場(chǎng)主，越能找到最適合的代理商