GroupM：2020年数字营销的消费者信任报告（英文版）(31页).pdf

1、CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 DO WE HAVE IT? WHY WE NEED IT. HOW WE CAN BUILD IT. 2 | CONSUMER TRUST IN DIGITAL MARKETING MARCH 2020 All rights reserved. This publication is protected by copyright. No part of it may be reproduced, stored in a retrieval system, or transmitted in any

2、form, or by any means, electronic, mechanical, photocopying or otherwise, without written permission from the copyright owners. Every effort has been made to ensure the accuracy of the contents, but the publishers and copyright owners cannot accept liability in respect of errors or omissions. Reader

3、s will appreciate that the data is up-to-date only to the extent that its availability, compilation and printed schedules allowed and is subject to change. PROLOGUE 4 EXECUTIVE SUMMARY 5 TRUST IN DIGITAL MARKETING: IT MATTERS 6 BUILDING TRUST THROUGH PLATFORMS 10 BUILDING TRUST WITH DATA 14 BUILDING

4、 TRUST BEYOND ADVERTISING 24 CONCLUSION 30 CONTENTS This white paper is part of GroupMs “Consumer Eye: Marketing Technology” thought leadership initiative, which explores emerging media-related technologies from the perspective of consumers. This initiative seeks to envision the future and discover

5、implications for the disruptors, the disrupted and all advertisers, which is critical as the impact of technology on marketing grows. Using GroupMs LIVE Panel recontact capability, we conducted an online survey among 13,900 middle- to upper-income consumers ages 18 to 49 in 23 countries around the g

6、lobe from July to September 2019. Sample size breakdown as follows: Argentina . . . . . . . . . . . . . . . . . . . . . . . . . . 600 Australia . . . . . . . . . . . . . . . . . . . . . . . . . . . 606 Canada. . . . . . . . . . . . . . . . . . . . . . . . . . . . 606 China . . . . . . . . . . . . .