2020年影响市场营销最重要的趋势是什么?
What will be the most significant trends to impact marketing in 2020?

继上周的博客文章之后,我们其余来自世界各地的全球领导人分享了他们对2020年市场营销和社交媒体发展趋势的看法。
Following last week’s blog post, our remaining global leaders from around the world share their thoughts on the trends that will shape marketing, and social media, in 2020.

Nathan McDonald, Co-Founder and Group CEO
新的网红经济
The New Influencer Economy 

今年将标志着网红流量如何利用其地位实现货币化的重大转变。一种新的网红经济正在出现,人才们开始通过直销、订阅、会员模式、打赏和刷礼物赚钱。网红们将直接在成熟的平台上销售产品——无论是他们自己的产品还是来自首选品牌的产品——比如像使用Instagram的“Shopping from Creators”等工具。网红们也在探索新的方式去销售他们自己、他们的内容想法和创意成果。例如,有些网红会向在Instagram上添加他们“亲密好友”的用户收费,或者探索BuyMeACoffee这样的平台,让内容创作者获得支持、分享独家内容、出售数字下载资源等。品牌需要考虑如何利用这一转变——例如,它们可以寻求为个人网红提供独家产品,并向其粉丝推销。品牌还需要重新评估它们的网红广告衡量指标,以确保它们适合这些新兴的获利策略。

This year will mark a significant shift how influencers monetize their status. A new influencer economy is emerging, with talent starting to make money via direct selling, subscriptions and membership models, tipping and gifting. Influencers will be selling directly on established platforms – either their own products or products from preferred brands – using tools like Instagram’s ‘Shopping from Creators’. Influencers are also exploring ways to sell access to themselves, their content and creative output. Some are charging people to be added as ‘close friends’ on Instagram, for example, or exploring platforms like BuyMeACoffee that enable creators to receive support, share exclusive content, sell digital downloads and more. Brands will need to consider how to tap into this shift - for example, by they could look to provide exclusive products for individual influencers to market to their followers. Brands will also need to re-evaluate their influencer advertising metrics, ensuring they are appropriate to these emerging monetisation strategies. 

Akanksha Goel, Founder and Managing Director of Socialize, Dubai
零党数据时代
The Age of Zero-Party Data

随着2019年全球隐私法规的兴起,浏览器引入了严格的隐私控件,比如屏蔽第三方cookie。对于品牌来说,2020年看起来也没有那么“光明”。随着YouTube宣布将不再支持第三方像素,营销人员正在寻找新的方式来瞄准那些希望加强隐私控制和被遗忘权(删除隐私信息的权利)的受众。我们希望,到2020年,各品牌对第三方数据的依赖将转变为零方数据,即收集有意和主动地由消费者提供的数据。无论是通过一个特别的Instagram故事,还是一个可完全定制的营销活动,整合了数据捕获能力和激励机制后,营销人员将(一定会)快速而轻松地收集到一定规模的零方数据。品牌必须坚持以客户为中心,继续与那些期望私人定制内容和个性化的消费者保持联系。对于广告客户和发行商来说,新的一年将会带来新的机遇,这将是基于隐私和品牌体验的客户至上理念。

As 2019 saw a rising-tide of global privacy regulations, with browsers introducing stringent privacy controls like blocking third-party cookies. And 2020 isn’t looking much ‘brighter’ for brands. As YouTube announces it will no longer support 3rd party pixels, marketers are looking to new ways to target audiences who want increased privacy controls, and the right to be forgotten. In 2020 we expect to see a shift in brands’ reliance on 3rd party to zero-party data, collecting data that is intentionally and proactively directly shared by the consumer. Whether via a quirky Insta story, or a fully customizable campaign marketing experience that incorporates data-capture capabilities and incentive mechanics, marketers will (have to) quickly and easily collect zero-party data at speed and scale. Brands must remain customer-centric to continue to connect with consumers who expect tailor made content and personalization. For advertisers and publishers alike, the coming year will present new opportunities driven by a customer-first approach grounded in privacy and brand experience.

Christina Chong, Managing Director, Singapore
虚拟自我的兴起
The rise of the virtual-self

我们在2019年见证了虚拟内容的爆炸式增长。AR广告让你在家不用离开座位就可以试用化妆品或去芬兰旅行。SparkAR开发了数千种面部滤镜,随着@LilMiquela的成功,各品牌也推出了自己的虚拟网红。挪威服装品牌Carlings推出了一个只能在自己照片上试穿的数字服装系列,以此证明更值得注意的是虚拟产品对社交媒体用户的吸引力。创建虚拟角色(或形象)的想法并不局限于科幻小说或线上电子游戏。Facebook Horizon将于2020年推出,这是一个能够让人们与他人一起探索、游戏和创作的社交虚拟现实世界,它将增加人们对服装或配饰等虚拟物品的需求,从而使你的虚拟形象成为现实。如果在2019年,你得顾及自己的现实社交形象,那么在2020年,你所有的注意力都将集中在虚拟的自我形象上。

We have witnessed an explosion of virtual content in 2019. Augmented Reality ads let you try on makeup or travel to Finland without moving from your seat. Thousands of face filters have been developed by the SparkAR community and, following the success of @LilMiquela, brands have launched their own virtual influencers. What’s more notable is the appeal of virtual products to social media users, as Norwegian clothing brand Carlings proved with the launch of a digital-only clothing line that can only be worn on a picture of yourself. The creation of a virtual persona (or avatar) is an idea not limited to science-fiction books or online video games. The launch of Facebook Horizon in 2020 - a social VR world enabling people to explore, play and create with others - will increase the need for virtual assets like clothes or accessories to equip your avatar with. If in 2019, you had to take care of your social image, in 2020, all your attention will be on your virtual-self.

Donald Wong, General Manager, Hong Kong
潮人(社交)游戏
Boomer Got (Social) Game

“OK Boomer”的梗在网络上的爆火象征着Z世代和千禧一代的战斗呐喊,它囊括了“数字原生代”与前一代之间的巨大分歧,(前一代建立了支持当前数字时代的基础架构)。婴儿潮一代 (Baby Boomers)因缺乏对社交沟通的理解而饱受批评。例如香港行政长官林郑月娥使用Facebook Live功能去接触城市中“被剥夺权利的”年轻人(他们在线上和线下造梗玩梗的行为取得了巨大的关注)。但她的尝试只会在社交媒体上引起更多愤怒。与郑月娥形成对比的却是唐纳德·特朗普。不管公众是爱他或是恨他,他都在这场游戏里显得游刃有余。因为他知道社交需要长期投资。既然一些品牌希望采用建立社交角色的方式来与受众进行交流和合作,那么在2020年,这些品牌可以从中借鉴经验。肤浅地使用社交平台进行单向交流等同于邀请“ OK Boomer”的参与。建立一个真正的沉浸式社交品牌将帮助您应对不断发展的营销环境。

The meme “OK Boomer” is a Gen Z and Millennial battle cry that encapsulates the great divide in attitude between “digital native” generations and the generation prior, who built the infrastructure that enabled the current digital age. Boomers have been criticized for a lack of understanding of how social communication should work. Case in point: Hong Kong Chief Executive Carrie Lam took to Facebook Live to reach out to the “disenfranchised” youths in the city (who have created memes online and offline to great effect). Her attempts only drew more ire on social. But, a counterpoint - Donald Trump. Love him or hate him, he’s got game. He knows that social requires long-term investment. Brands can learn from this in 2020, as they look to adopt a social persona to communicate and collaborate with their audience. Using social platforms superficially for one-way communication is the equivalent of inviting an ‘OK Boomer’. Building a truly immersive social brand will help you navigate the evolving marketing landscape.  

Masayuki Tono, Managing Director, Tokyo
5G后的生活
Life after 5G

在2019年里,在线视频内容在网络市场占据了主导地位。在日本,视频广告市场自2018年以来增长了141%,预计几年内市场价值将达到5000亿日元(约合46亿美元)。所有社交媒体巨头都在往基于视频内容的方向转型。对于Twitter来说尤其如此。从专注于短文本到转变为视频平台,Twitter每天在全球范围内都能实现25亿次视频观看量。在5G兴起的推动下,视频产业在2020年将做得更大。凭借超快速和超可靠的数据传输功能,5G有能力改变我们的在线体验。视频种类将变得更丰富,更长,更复杂;视并且可以在不同的屏幕和设备上进行观看,内容的选择也会更加个性化。我们可以看到社交平台将随着观众的期望而发展,并争相以有效和吸引人的方式充分利用5G的潜力。一场革命即将到来–随着人们对社交平台期望的增长,受众也在不断变化,而平台也在不断革新以满足受众的需求。

Throughout 2019, video content dominated online. In Japan, the video advertising market has grown +141% since 2018 and is expected to be valued at 500 billion yen (around $4.6bn) within a few years. All the social media giants are shifting towards video-based content; this is especially true for Twitter, transforming from a focus on short text into a video platform and achieving 2.5 billion video views per day worldwide. Video will be even bigger in 2020, boosted by the rise of 5G. With super-fast and extra-reliable data transfer capabilities, it has the power to transform our online experience. Videos will be richer, longer and more complex, viewable on different screens and devices, with personalized content. We can expect social platforms to be forced to evolve as their audiences expect more, racing to fully utilize 5G’s potential in effective and engaging ways. A revolution is on the horizon – audiences are changing as they learn to expect more from social platforms, platforms are changing to meet their audience’s demands. 

Suzie Shaw, Managing Director, Sydney
抖音占领巅峰
TikTok Takes on the Titans

随着抖音的普及率持续飙升,2020年它将给一些更大,更成熟的社交网络带来机遇和挑战。作为世界上下载量最大的免费应用程序,成为世界上使用率最高的十大社交媒体应用程序之一,并在Twitter,Snapchat和LinkedIn排名之前,抖音在年轻的受众群体中取得了长足的进步,并且每天都在变得更加成熟。奇特、喜剧和讽刺的内容包括滑稽表演、对口型演唱、流行舞蹈,甚至体育和美容方面的内容,吸引了越来越多的群体。抖音越来越火的现象标志着我们正处于一个时刻,从我们向朋友和追随者投射完美图片的生活方式转移到抖音,纯粹是为了推动大众参与和内容消费的新行为而发展的时刻娱乐和联系。

2020 will be the year TikTok troubles some of the larger, more established social networks as its penetration continues to soar. Already the most downloaded free app in the world, and in the world’s top 10 most-used social media apps – ahead of Twitter, Snapchat and LinkedIn – TikTok has made huge headway with a younger audience, and is ageing up daily. The quirky, comedic and ironic content spans sketches, lip-synching, dance trends, and even sports and beauty, and is appealing to broader and broader communities. Its growing popularity marks a moment in time when we’re moving on from the need to project a picture-perfect lifestyle to our friends and followers, to one where TikTok is driving a new behavior of mass participation and consumption of content purely for the sake of entertainment and connection.