复苏进行时，品牌如何突围困境？-萃弈-202004

复苏进⾏时,品牌如何突围困境?NavigatingthroughRecovery2020.4.16+主题1.从历史中学习2.赢得更⾼声量占⽐3.防范全球信息疫情4.充分利⽤⼴告预算5.疫情下的品牌建设回顾时间轴JANFEBMARCNYJan22HubeicitiesunderlockdownJan20SignificantincreaseincasesinWuhan,firstoverseascasesreported潜伏期爆发期控制期Mar19Firstdaywith0localinfectionnationwideDec31ChineseauthoritiestreateddozensofcasesofpneumoniaofunknowncauseJan11ChinareporteditsfirstdeathJan30WHOdeclaredglobalhealthemergencyFeb11Officialname:COVID-19Feb13Morethan14,840newcasesinHubeiFeb1Over10,000confirmedcasesDailynewcasesFeb3GradualresumptionofworkThesituationcontinuestodevelop…Mar25HubeiunlockedApr8WuhanunlockedMar11WHOdeclaredCOVID-19apandemic疫情改变了什么？社交距离市场情绪⽣产停⽌⽣活侧重LearningsfromthepastWinahighershareofvoiceGuardagainsttheglobalinfodemicMakethemostoftighteradbudgetsBrandbuildingundercoronavirus从历史汲取经验⼀个世纪的证据Source:ASICentral,20091920s1940s/50s/60s1970s1980s1990s•追踪了200家公司•在经济衰退期间继续做⼴告的公司⽐衰退前领先20%•减少做⼴告的公司仍处于衰退之中，⽐1920年的⽔平低7%•追踪⼴告投⼊和销售趋势•削减⼴告投⼊的公司的销售和利润双双下跌•这样的公司同样落后于保持⼴告预算的公司•在经济衰退期间和今后的数年间，做⼴告和积极推销的公司可以维持和增加销售额HarvardBusinessReviewBuchenAdvertisingAmericanBusinessPressMcGraw-HillResearch•分析了600家B2B公司•在经济衰退时期和接下来的三年中，保持/增加⼴告⽀出的公司业务增⻓•到了1985年，⼤量做⼴告的公司⽐不做⼴告的公司增⻓了275%MarketSense•平衡⻓期品牌打造与短期销售推⼴•Jif和KraftSaladDressing在经济衰退前增加⼴告⽀出后，其销售分别增⻓57%和70%2003年爆发的SARS疫情带来巨⼤⽽持久的业务推动⼒短短⼀年时间，京东从在北京销售硬盘驱动器和电⼦产品的实体店转型成为电商平台JD.com在SARS疫情最严重的时候，阿⾥巴巴团队被困在杭州的⼀套公寓中，决定从阿⾥巴巴的B2B业务拓展到淘宝，为3.3亿⽹上购物者提供服务由于疫情期间对于短信服务和⾼速⽹络连接的需求增⻓，中国移动在2003年的净利润同⽐增⻓9.1%从SARS疫情中学习DataSource:NationalBureauofStatistics,PRC,Feb20202003年爆发的SARS疫情对于消费品零售销售额增⻓的影响JanFebMarAprMayJunJulAugSepOctNovDec消费下降是理所当然的，在控制期后出现迅速回升的爬坡阶段IncubationNov2002–Mar2003OutbreakMar–May2003ControlPeriodMay–Jun2003StablePeriodJun–Jul2003宏观数据：为经济恢复做好准备最初爆发六周后，中国的经济活动从最低点起逐渐恢复Source:HarvardBusinessReview,March2020人货流动生产规模房地交易Source:ChineseMarketingResearchCenter,March202070%的消费者看好中国的经济前景23.70%18.51%47.66%51.28%19.88%22.52%6.94%6.69%1.82%1%TherestofChinaHubei,Guangdong,Henan,ZhejiangExtremelypositivePositivebutcautiousUnsureRelativelynegativeExtremelynegative69.79%Positive71.36%Positive我们在中国市场已经看到了消费复苏迹象DataSource:UnionPayAdvisors,2020TransactionvalueindexTheoutbreakstartedgettingmassattention30daysbeforeCNYWorkresumptiondelayedExtendedholidayWorkresumedWeek1WorkresumedWeek2WorkresumedWeek3WorkresumedWeek420192020CNYWeekSpendingstartedpickingupataslowerrate“⻓期的品牌建设将受益于持续的⼴告曝光，尽管信息传递需要适当的调整”–BrianWieser，群⾢媒介集团全球商业情报总裁Source:CNBC,2020营销投⼊的侧重调整：专注投资您的⽬标受众，突显品牌的可信度、社会关联性，⽐竞品赢得更多消费者的⼼智。LearningsfromthepastWinahighershareofvoiceGuardagainsttheglobalinfodemicMakethemostoftighteradbudgetsBrandbuildingundercoronavirus赢得更⾼“SOV声量占⽐”声量占⽐带来最终的胜利–市场份额ShareofVoice(SOV)%ShareofMarket(SOM)%SOV=SOMSOVSOMBrandstendtogrowSOVSOMBrandstendtoshrink声量占比市场份额我们应该从何⼊⼿，提升声量？Source:eMarketer,2020;Kantar,2020;Forbes,202020%每天花在移动互联⽹上的时间增加20%，从6.1⼩时增⾄7.3⼩时受欢迎的视频平台内容GamingFoodCelebritiesHealthandfitnessOnlinelearningComedy20%26%34%37%39%41%56%58%LivestreamvideoOnlinemusicSocialmediaDigitalnewsMobile/onlinegamesLinearTVShortvideoLong-formvideo观众会选择哪类媒体呢？CTV（联⽹电视）观看⾏为和媒介花费时间的显著变化Source:SDK-basedhouseholdCTVmeasurement,ncc春节前1⽉1⽇—1⽉23⽇春节及之后1⽉24⽇—2⽉10⽇2.5次⽇均开机次数4.8⼩时⽇均收看时⻓2.8⼈屏均触达⼈数3.2次⽇均开机次数6.9⼩时⽇均收看时⻓3.4⼈屏均触达⼈数75%64%61%30%28%26%29%24%19%14%63%60%36%41%19%14%34%9%6%7%0%20%40%60%80%100%电视剧电影综艺动漫生活游戏原创教育新闻纪录片BeforeCNYJan1-23,202083%67%63%62%58%55%52%43%42%37%12%30%67%3%42%66%42%12%8%21%0%20%40%60%80%100%综艺电影电视剧财经游戏新闻动漫娱乐旅游汽车AfterCNYJan24-Feb10两⼝之家在新闻、财经、旅游和娱乐内容上的消费显著增加CTVContentPreferencefor2-personHouseholdsSource:SDK-basedhouseholdCTVmeasurement,ncc§Viewers§TimeSpent§Viewers§TimeSpentTVDramaMovieTVShowAnimeLifestyleGamingOriginalEducationNewsDocumentaryTVShowMovieTVDramaFinanceGamingNewsAnimeEntertainmentTravelAutomotive现在是最坏的时间，现在是最好的时机。Theoutbreakstartedgettingmassattention防范全球信息疫情LearningsfromthepastWinahighershareofvoiceGuardagainsttheglobalinfodemicMakethemostoftighteradbudgetsBrandbuildingundercoronavirus在全球公共卫⽣危机之际，避免您的品牌与社交媒体上不合适、敏感或虚假内容出现在⼀起⾄关重要AladyinWuhanenjoyingabatsoupCovid-19isaman-madevirusCovid-19isanuclearweaponAspyfromChinaiscapturedbyCanadafordeliberatelyspreadingthevirustoCanadaAnurseinWuhansayingthereare90KconfirmedcasesinChina虚假新闻Source:CMOCouncil,201766%消费者表⽰如果品牌与不恰当或令⼈不安的内容关联⼀起，他们对品牌的尊敬程度也会下降。随着新冠肺炎疫情继续发展，越来越多的中国⼈从社交媒体上家⼈朋友的道听途说转向可靠、专业的医学⽹站获取疫情相关信息Source:ChineseMarketingResearchCenter,March2020在开放的互联⽹上通过特定内容创建品牌资产⾄关重要品牌安全应该是⼴告投放的必须前置条件保护品牌免受虚假、劣质或负⾯新闻影响在⼴告中宣传合适的内容保护品牌⼴告免受⽆效流量影响⼴告预算收紧的启⽰LearningsfromthepastWinahighershareofvoiceGuardagainsttheglobalinfodemicMakethemostoftighteradbudgetsBrandbuildingundercoronavirusSource:eMarketer,2020eMarketer将中国2020年的媒体⼴告总⽀出预算下调⾄1137亿美元，将⼴告⽀出增⻓率下调⾄8.4%$100.13$109.60$121.13$132.93$144.62$154.30$95.80$104.85$113.67$124.33$135.78$147.41$159.552018201920202021202220232024Oct2019forecastMarch2020forecastTotalMediaAdSpendingForecastGrowthrate=8.4%客户的声⾳Source:BlueMedia,202029%32%14%16%OverallbudgetadjustmentforH12020Reducedby0%-30%Reducedbymorethan30%NoimpactorincreasedUnclear所以，Q2和2020H2的⼴告预算应该如何分配？1.程序化应该作为⾸选，⽽不是可选项Addressable精准Flexible灵活Decisioningpower决策Optimizable优化Measu