全球營銷市場前景及投資研究報(bào)告-培訓(xùn)課件外文版2024.4

INDUSTRIES

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MARKETSMarketingworldwideCHAPTER

01OverviewAdvertisingandmarketingspendingworldwidefrom2021to2024(inbillionU.S.dollars)Advertisingandmarketingspendingworldwide2021-20242,0001,8001,6001,756.61,6311,568.31,453.21,4001,2001,00080060040020002021*2022*20232024***3Description:Itwasforecastthat,in2024,advertisingandmarketingspendingworldwidewillgrowby7.7percenttoalmost1.76trillionU.S.dollars,upfrom1.63trilliondollarsayearearlier.Forcomparison,Australia'sgrossdomesticproduct(GDP)reached1.7trilliondollarsin2022,settingitastheworld's12thlargesteconomythatyear.ReadmoreNote(s):Worldwide;2021to2023;*Source(s):PQMedia;calculatedthefiguresbasedonthesource'sdata.**Forecast.2021dataretrievedfromanearlierrelease.Numbershavebeenrounded,

ReadmoreValueofmergerandacquisition(M&A)transactionsinthemediaandmarketingsectorsworldwidefrom2018to2023(inbillionU.S.dollars)ValueofM&Atransactionsinthemediaandmarketingsectorsworldwide2018-2023120112.51008060402008785.6564343.52018201920202021202220234Description:In2023,thevalueofmergerandacquisition(M&A)transactionsinthemediaandmarketingsectorsworldwidereached43.5billionU.S.dollars,slightlyupfrom43billiondollarsayearearlier.Thefiguresexcludemegadeals,valuedatover10billiondollars.ReadmoreNote(s):Worldwide;2018to2023;excludingmegadeals(valuedatover10billionU.S.dollars)Source(s):CiescoNumberofmergerandacquisition(M&A)transactionsinthemediaandmarketingsectorsworldwidefrom2018to2023NumberofM&Atransactionsinthemediaandmarketingsectorsworldwide2018-20232,5002,0952,0682,0001,7471,5001,00050001,3921,3451,0922018201920202021202220235Description:In2023,thenumberofmergerandacquisition(M&A)transactionsinthemediaandmarketingsectorsworldwideamountedto2,068,slightlydownfrom2,095ayearearlier.Despitethedecrease,thevalueofglobalmediaandmarketingM&Adeals–excludingtransactionsvaluedatover10billionU.S.dollars–increasedin2023.ReadmoreNote(s):Worldwide;2018to2023Source(s):CiescoNumberofmergerandacquisition(M&A)transactionsinmarketingservicesworldwidefrom1stquarter2020to1stquarter2023NumberofM&Atransactionsinmarketingservicesworldwide2020-20231801601401701361221201201008060402001018682797474655857Q1'20Q2'20Q3'20Q4'20Q1'21Q2'21Q3'21Q4'21Q1'22Q2'22Q3'22Q4'22Q1'236Description:Inthefirstquarterof2023,thenumberofmergerandacquisition(M&A)transactionsinthemarketingservicessectorworldwidereached170,morethaninanyquarterofthepreviousyear.

ReadmoreNote(s):Worldwide;Q12020toQ12023Source(s):HoulihanLokeyMarketingbudgetasapercentageofcompanies'totalrevenuesaccordingtochiefmarketingofficers(CMOs)inNorthAmericaandEuropefrom2014to2023Marketingbudget'sshareincompanies'revenuesinNorthAmerica&Europe2014-202312.1%12%10%8%11.4%11.3%11.2%11%10.5%10.2%9.5%9.1%6.4%6%4%2%0%20142015201620172018201920202021202220237Description:Accordingtoanannualsurveyamongchiefmarketingofficers(CMOs)inNorthAmericaandNorthernandWesternEurope,9.1percentoftheiremployers'revenueswereallocatedtomarketingin2023,downfrom9.5percentayearearlier.In2016,thatsharepeakedatover12percent.ReadmoreNote(s):NorthAmerica,Europe;2014to2023;mostrespondentsreportedannualrevenuesofover1billionU.S.dollarsSource(s):GartnerDistributionofmarketingbudgetsaccordingtochiefmarketingofficers(CMOs)inNorthAmericaandNorthernandWesternEuropefrom2017to2023,bysegmentMarketingbudgets'shareinNorthAmerica&Europe2017-2023,bysegmentPaidmediaMarketingtechnologyLaborAgencies/services23%100%90%80%70%60%50%40%30%20%10%0%23%24%22%23.7%23.7%24.9%23.3%24.6%25%25%26%25%24.5%26.2%27%22%26.6%25.4%25.4%29%25%26%24.8%202025.1%202125.7%202225.6%202323%2017201820198Description:Duringa2023surveyamongchiefmarketingofficers(CMOs)andmarketingleadersinNorthAmericaandNorthernandWesternEurope,respondentsreportedallocating,onaverage,25.6percentoftheirbudgetstopaidmedia.Theresultwassimilartothatseenthroughoutthepastsixyears,duringwhichthatsegmentaccountedforroughlyone-quarteroftheirfinancialplans.Meanwhile,marketingtechnology(MarTech)sawitssharegrowfrom22percentin2017toover25percentin[...]

ReadmoreNote(s):NorthAmerica,Europe;2017to2023Source(s):Gartner;MarketingChartsMarketingbudgetdistributionamongdirect-to-consumer(DTC)marketersworldwideasofOctober2023,bymediumtypeMarketingbudgetdistributionamongDTCmarketersworldwide,2023,bymediumtypeDigitalChannelsIn-store/OOHChannels85%90%80%70%60%50%40%30%20%10%0%46%34%10%10%5%5%2%41%–60%1%1%61%–80%1%0%81%–100%21%–40%1%–20%0%9Description:AsofOctober2023,around46percentofdirect-to-consumer(DTC)marketerssurveyedworldwidereportedallocatingbetween41and60percentoftheirmarketingbudgetstodigitalchannels(includinginfluencerpartnerships,socialmedia,searchengines,anddisplayads).Meanwhile,85percentsaidtheyallocatedbetween21and40percentoftheirbudgetstoin-storeand/orout-of-home(OOH)activations.Duringthesamestudy,digitaladexpansionemergedasglobalmarketers'toppick[...]

ReadmoreNote(s):Worldwide;asofOctober2023;154respondents;amongDTCbrandsandagenciesSource(s):Digiday;KlaviyoMarketers'confidencelevelintheirreturnoninvestment(ROI)measurementinselectedchannelsworldwideasofDecember2022Marketers'confidencelevelinselectedchannels'ROImeasurementworldwide2022ShareofrespondentsExtremely/veryconfident20%

30%Moderatelyconfident40%

50%Slightly/notatallconfident60%

70%0%10%80%90%15%16%100%SocialmediaVideo62%58%23%28%Search57%57%27%27%16%15%DisplayEmail50%49%28%30%21%18%OTT/CTVNativeadvertisingPodcasts48%29%19%45%44%26%27%23%22%Streamingaudio10Description:DuringaDecember2022globalsurvey,62percentofrespondingmarketerssaidtheywereextremelyorveryconfidentintheirreturnoninvestment(ROI)measurementonsocialmedia.Onover-the-top(OTT)andconnectedTV(CTV),nativeadvertising,podcasts,andaudiostreaming,thatsharestoodbelow50percent.ReadmoreNote(s):Worldwide;December2022;1,524respondents;percentagepointsmaynotaddupto100duetodisplayingaggregateresponsesdenotinghighorlowconfidenceSource(s):InsiderIntelligence;NielsenCHAPTER

02DoingbusinessLeadingtrendsmarketersplannedtoleverageforthefirsttimein2024worldwideasofSeptember2023Toptrendsmarketersplannedtoleverageforthefirsttimenextyearworldwide202316%16%16%14%12%10%8%14%14%14%6%4%2%0%ExperientialmarketingInfluencermarketingLivestreamingvideoSellingdirectlyonsocialmedia

Creatinginteractivecontentlikepollsandgames12Description:DuringaSeptember2023surveyamongbusiness-to-business(B2B)andbusiness-to-consumer(B2C)marketingprofessionalsin14marketsworldwide,16percentreportedplanningtoleverageexperientialmarketing(i.e.,toengageaudienceswithreal-lifepop-upsandevents)forthefirsttimein2024.Thesameshareofrespondentsmentionedinfluencermarketing.ReadmoreNote(s):Worldwide;September2023;>1,400;amongB2BandB2CmarketersininAustralia,Canada,Denmark,Finland,France,Germany,Japan,Luxembourg,Netherlands,Norway,Singapore,Sweden,theUnitedKingdom,andtheUnitedStatesSource(s):HubSpotMostimportantmarketingdatatoimprovebusinessoutcomesaccordingtomarketingdecision-makersworldwideasofJanuary2023,bytypeofdataMostimportantdatatoimprovebusinessresultsaccordingtomarketersworldwide202345%42%40%40%40%35%30%25%20%15%10%5%38%35%28%14%0%PurchasehistorySocialmediaEmailmarketingWebbrowsingAdvertisingplatformCRMIntent13Description:DuringaJanuary2023globalsurveyamongmarketingdecision-makers,42percentsaidpurchasehistorywasthemostimportantdatatypetoimprovebusinessoutcomes.Socialmediaandemailmarketingdatatiedinsecond,eachmentionedby40percentoftheinterviewees.ReadmoreNote(s):Worldwide;January16to22,2023;374respondents;amongmarketingdecision-makersSource(s):Ascend2Areasinwhichmarketingdecision-makerssawthegreatestbenefitsofimprovingmarketingdataqualityworldwideasofJanuary2023Areaswhereglobalmarketerssawthegreatestbenefitsofimprovingdataquality202370%61%60%50%45%40%30%20%10%0%35%34%33%29%15%CustomerexperienceEngagementLeadgenerationPersonalizationOveralldecision-makingEmailmarketingTeamalignment14Description:DuringaJanuary2023globalsurveyamongmarketingdecision-makers,61percentsaidcustomerexperiencebenefittedthemostfromimprovingmarketingdataquality.Around45percentofrespondentsmentionedengagement,while35percentcitedleadgeneration.ReadmoreNote(s):Worldwide;January16to22,2023;374respondents;amongmarketingdecision-makersSource(s):Ascend2Areasofgreatestopportunityfordirect-to-consumer(DTC)brandsin2024accordingtomarketersworldwideasofOctober2023GreatestopportunitiesforDTCbrandsin2024accordingtomarketersworldwide2023Shareofrespondents0%10%20%30%40%50%60%59%Digitaladvertisingexpansion/improvementTesting/iterationimprovement51%50%Shipping/fulfillmentimprovementWebsite/UXimprovement47%47%Contentcreationcapacity/qualityIncreasedaccesstoemergingtechData/privacycomplianceimprovementSubscriptionandloyaltyprogramimprovementCustomersupportimprovement38%38%38%37%In-store/OOGmarketingeffectivenessMarketresearchspeed/capabilityimprovement32%14%15Description:AsofOctober2023,almost60percentofdirect-to-consumer(DTC)marketerssurveyedworldwidelisteddigitaladvertisingexpansionandimprovementamongtheareasofgreatestopportunityforDTCbrandsinthefollowingyear.Testinganditerationimprovementrankedsecond,mentionedby51percentofrespondents,closelyfollowedbyshippingandfulfilmentimprovementwith50percent.ReadmoreNote(s):Worldwide;asofOctober2023;154respondents;amongDTCbrandsandagenciesSource(s):Digiday;Klaviyo;MarketingChartsAreasinwhichmarketersusedautomationthemostworldwideasofFebruary2024Areasinwhichmarketersusedautomationthemostworldwide2024Shareofrespondents20%

30%0%10%40%50%60%EmailmarketingSocialmediamanagementContentmanagementPaidads58%49%33%32%SMSmarketing30%CampaigntrackingLandingpages28%27%Livechat24%SEOefforts22%Account-basedmarketingWorkflows/visualizationSalesfunnelcommunicationsPushnotificationsDynamicwebformsLeadscoring20%20%19%18%18%17%16Description:DuringaFebruary2024globalsurveyamongmarketingdecision-makers,approximately58percentreportedautomatingtheiremailmarketingefforts.Socialmediaandcontentmanagementfollowed,asrespectively49and33percentofrespondentssaidtheyusedautomationinthoseareas.ReadmoreNote(s):Worldwide;February2024;387respondents;amongmarketingdecision-makersSource(s):Ascend2CHAPTER

03SocialmediaSocialmediaplatformswiththelargestreturnoninvestment(ROI)accordingtomarketersworldwideasofSeptember2023SocialmediaplatformswithhighestROIworldwide202335%29%29%30%25%20%15%10%5%26%24%16%16%6%6%5%2%0%FacebookInstagramYouTubeTikTokLinkedInX(formerlyTwitter)SnapchatPinterestTwitchTumblr18Description:AccordingtoasurveyreleasedinSeptember2023andconductedamongB2BandB2Cmarketersworldwide29percentofrespondentssaidthatFacebookwasthesocialmediaplatformwiththehighestreturnoninvestment(ROI)thatyear.ThesameshareofrespondentspointedtowardsInstagramforthesamereason.YouTuberankedthirdwith26percentofrespondents,followedbyTikTokwith24percent.

ReadmoreNote(s):Worldwide;asofSeptember2023;1,460respondents;amongglobalmarketersfromacrossB2BandB2CcompaniesSource(s):HubSpotMostimportantsocialmediaplatformsformarketersworldwideasofJanuary2023Mostimportantsocialmediaplatformsformarketersworldwide2023Twitter2%TikTok2%YouTube8%LinkedIn21%Facebook45%Instagram22%19Description:Inearly2023,whenaskedtoindicatethemostimportantsocialmediaplatformfortheirbusiness,thevastmajorityofglobalmarketersselectedFacebook.InstagramandLinkedInfollowedatsecondandthirdplace,howeverInstagramstartedseeingagrowingimportanceonlysince2019.2021wasthefirstyearwhenPinterestwasnotnamedinthiscontext.ReadmoreNote(s):Worldwide;January2023;2,100marketersSource(s):SocialMediaExaminerLeadingsocialmediaplatformsusedbymarketersworldwideasofJanuary2023Socialmediaplatformsusedbymarketersworldwide2023100%89%90%80%70%60%50%40%30%20%10%0%80%64%54%44%26%FacebookInstagramLinkedInYouTubeTwitterTikTok20Description:AsofJanuary2023,Facebookwasthemostcommonlyusedsocialmediaplatformamongmarketersworldwide.Accordingtoaglobalsurvey,89percentofrespondingsocialmediamarketersusedthenetworktopromotetheirbusiness,whileanother80percentdidsoviaInstagram.ReadmoreNote(s):Worldwide;January2023;2,133respondentsSource(s):Frankwatching;SocialMediaExaminerLeadingbenefitsofusingsocialmediaformarketingpurposesworldwideasofJanuary2023Benefitsofsocialmediamarketingworldwide2023100%90%80%70%60%50%40%30%20%10%0%86%76%64%56%55%IncreasedexposureIncreasedtrafficGeneratedleadsDevelopedloyalfansImprovedsales21Description:Increasedexposureisthemostcommonlycitedadvantageofusingsocialmediaformarketingpurposesamongglobalindustryprofessionals.Thisisunsurprisinggiventhehugeappealofhavingbillionsofactiveusersasapotentialadvertisingaudience.Improvedtraffic,leadgenerationandgrowingfanloyaltyarefurtherreasonswhymarketersseevalueinemployingsocialnetworksintheircampaigns.Facebook,InstagramandLinkedInarethetopthreemostusedsocialplatforms[...]

ReadmoreNote(s):Worldwide;January2022;2,133respondents;55%oftheparticipantsliveintheUS,5%intheUK,5%inCanada,4%inIndiaand3%inAustralia.For43%ofmarketerssurveyed,socialmediaistheirprimaryresponsibility.And63%ofmarketersworkinB2C,37%inB2B.Source(s):Frankwatching;SocialMediaExaminerShareofmarketingbudgetsspentoninfluencermarketingworldwideasofFebruary2024Shareofmarketingbudgetsspentoninfluencermarketingworldwide202430%26.1%26%25%22.4%20%15%10%5%15.8%11.5%0%<10%10-20%20-30%30-40%>40%22Description:Duringaglobal2024surveyamongmarketingagenciesandbrands,22.4percentofrespondentsstatedtheyinvested10to20percentoftheirmarketingbudgetintoinfluencermarketing.Another26percentdevotedmorethan40percenttothistypeofdigitalmarketingactivity.ReadmoreNote(s):Worldwide;3,000respondents;amongPRagencies,marketingagencies,brands,andotherrelevantprofessionalsSource(s):InfluencerMarketingHubCHAPTER

04Content&dataShareoforganizationswithacontentmarketingstrategyinplaceworldwidefrom2019to2022Companieswithacontentmarketingstrategyworldwide2019-2022120%97%100%90%84%77%80%60%40%20%0%201920202021202224Description:Duringasurveycarriedoutin2022amongmarketersfromacrosstheglobe,90percentofrespondentsindicatedthatcontentmarketingwaspartoftheiroverallmarketingstrategies.Theshareincreasedby20percentagepointscomparedtothevaluereportedin2019.ReadmoreNote(s):Worldwide;2019to2022;1,500respondentsSource(s):SemrushLeadingmetricsbusiness-to-business(B2B)marketersusedtotrackcontentperformanceworldwideasofJuly2023LeadingmetricsB2Bmarketersusedtotrackcontentperformanceworldwide2023Shareofrespondents0%10%20%30%40%50%60%70%ConversionsEmailengagement73%71%71%69%WebsitetrafficWebsiteengagementSocialmediaanalytics65%Qualityofleads52%Searchrankings45%Quantityofleads41%Emailsubscribers32%Costtoacquirealead,subscriber,and/orcustomer29%25Description:Duringa2023globalsurveyamongbusiness-to-business(B2B)marketers,73percentreportedusingconversionstomeasuretheperformanceoftheircontentmarketingefforts.Emailengagementandwebsitetraffictiedinsecondplace,eachmentionedby71percentofrespondentsaskeyperformanceindicators(KPIs)inB2Bcontentmarketing.Accordingtothesamestudy,brandawarenessandleadgenerationweretheleadinggoalsachievedthroughcontentmarketingamongB2B[...]

ReadmoreNote(s):Worldwide;July2023;1,080respondentsSource(s):ContentMarketingInstitute;MarketingProfsLeadinggoalsachievedwithhelpofcontentmarketingamongB2BmarketersworldwideasofJuly2023OrganizationalgoalsachievedwithuseofB2Bcontentmarketingworldwide2023Shareofrespondents20%

30%0%10%40%50%60%70%80%90%CreatebrandawarenessGeneratedemand/leads84%76%Growloyaltywithexistingclients/customersGeneratesales/revenue50%58%Growasubscribedaudience40%Reducecustomersupportcosts10%26Description:DuringaJuly2023surveyconductedamongB2Bmarketersworldwide,84percentofrespondentssaidthecreationofbrandawarenesswasagoalthattheirorganizationmanagedtoachievewiththehelpofcontentmarketing.Generatingleadsanddemandwascitedby76percentofrespondents,while50percentmentionedthegoalofgrowingloyaltywithexistingcustomers.ReadmoreNote(s):Worldwide;July2023;1,080respondents;amongB2BcontentmarketersSource(s):ContentMarketingInstitute;MarketingProfsShareofB2Bmarketersplanningchangestotheircontentmarketingbudgetsworldwidein2024ChangeofB2Bcontentmarketingbudgetsworldwide202445%40%35%42%32%30%25%20%15%10%5%13%7%5%1%0%Increase1%to9%Increasemorethan9%StaythesameDecrease1%to9%Decreasemorethan9%Unsure27Description:DuringaJuly2023surveyamongB2Bmarketersworldwide,43percentofrespondentsstatedthattheywereplanningtoincreasetheirB2Bcontentmarketingspendinginthefollowing12months,outofwhich13percentplannedtoincreaseitbymorethanninepercent.ReadmoreNote(s):Worldwide;July2023;1,080respondents;amongB2BmarketersSource(s):ContentMarketingInstitute;MarketingProfsLeadingtypesofpaidcontentdistributionmethodsusedbyB2BmarketersworldwideasofJuly2023PaidmethodsusedforcontentdistributionbyB2Bmarketersworldwide202390%78%80%70%60%50%40%30%20%10%0%64%59%35%29%21%SocialmediaSearchengineadvertising/promoted

marketing/pay-per-clickpostsDigitaldispalyadvertisingNativePartnere-mailsPrintdisplayadsadvertising/sponsored

promotingyourcontentcontent(notinlucingsocialmediaplatforms)28Description:InJuly2023asurveyconductedamongmarketersworldwidediscoveredthat78percentofrespondentssaidtheyhadusedsocialmediaadvertisingandpromotedpoststodistributepromotionalcontent.Searchenginemarketingandpay-per-clickmethodswerecitedby64percentofrespondents,while59percentsaidtheyuseddigitaldisplayadvertising.ReadmoreNote(s):Worldwide;July2023;1,080respondents;amongB2BcontentmarketersthatinvestinpaidcontentSource(s):ContentMarketingInstitute;MarketingProfsLeadingcausesofdata-relatedchallengesfordirect-to-consumer(DTC)marketersworldwideasofOctober2023Leadingcausesofdata-relatedchallengesforDTCmarketersworldwideasof2023Shareofrespondents0%10%20%30%40%50%48%60%70%DataqualityandaccuracyDatafragmentationacrossplatformsHighcostoftechnology/techstack62%61%56%Dataprivacyandcompliance53%Real-timepersonalizationCustomerjourneycomplexity42%41%41%40%AttributionmodelstoidentifybestchannelsforconversionsSubscriptionandbillingdatamanagementIntegratinginventoryandsupply-chaindataIntegratingmobileandappdata31%Siloeddataacrossteams/departments10%29Description:AsofOctober2023,approximately62percentofdirect-to-consumer(DTC)marketerssurveyedworldwidepointedtodataqualityandaccuracyasacauseofdata-relatedchallengestheirteamsfacedinthepastyear.Datafragmentationacrossplatformsandthehighcostoftechnologyortechstackfollowed,mentionedby61and56percentofrespondents,respectively.Duringthesamestudy,digitaladexpansionemergedasglobalmarketers'toppickforDTCbrands'greatest[...]

ReadmoreNote(s):Worldwide;asofOctober2023;154respondents;amongDTCbrandsandagenciesSource(s):Digiday;KlaviyoPerceivedaccuracyofdatausedbydirect-to-consumer(DTC)marketersworldwideasofOctober2023PerceivedaccuracyofdatausedbyDTCmarketersworldwideasof202390%84%80%70%60%50%40%30%20%10%0%8%8%0%0%VeryaccurateSomewhataccurateSomewhatinaccurateVeryinaccurateNotatallaccurate30Description:AsofOctober2023,approximatelynineoutof10direct-to-consumer(DTC)marketerssurveyedworldwidesaidthedatatheirteamsusedwasatleastsomewhataccurate.Whileeightpercentdescribeditassomewhatinaccurate,noneoftherespondentsstateditwasveryinaccurateornotatallaccurate.Duringthesamestudy,digitaladexpansionemergedasglobalmarketers'toppickforDTCbrands'greatestopportunitiesin2024.

ReadmoreNote(s):Worldwide;asofOctober2023;154respondents;amongDTCbrandsandagenciesSource(s):Digiday;KlaviyoCHAPTER

05Spotlight:artificialintelligence(AI)inglobalmarketingLeadingareasinwhichmarketersusedartificialintelligence(AI)worldwideasofMarch2023LeadingareasinwhichmarketersusedAIworldwideasof2023Shareofrespondents20%0%10%30%40%50%60%NoneCustomerservice/supportAdtargetingandanalysisAnalysis/forecasts/projectionsContentcreation53%19%18%17%17%Contentdistribution12%Dynamicpricing10%9%Segmentation/personalization32Description:DuringaMarch2023survey,whenaskedabouttheirprimarywaysofusingartificialintelligence(AI)formarketingpurposes,53percentofrespondingprofessionalssaidtheydidnotuseAIinanyfield.AmongthemainareasinwhichmarketersusedAIstoodcustomerserviceandsupport,aswellasadvertisementtargetingandanalysis,with19and18percent,respectively.ReadmoreNote(s):Worldwide;March2023;358respondents;amongmarketingDecision-Makers(55percent:owners,partners,C-level)Source(s):Ascend2Leadingtasksexecutedwithartificialintelligence(AI)accordingtomarketersworldwideasofMay2023LeadingtasksexecutedwithAIaccordingtomarketersworldwide2023Shareofrespondents20%0%10%30%40%50%60%CreatefirstdraftsContentoptimization54%43%42%Spellingandgram