WMG：全球内容营销的未来（英文版）(12页).pdf

1、Understanding the future for content-led marketing around the world RESEARCH REPORT NOVEMBER 2019 Understanding the future for content-led marketing around the world 2 The Future For Content-Led Marketing Around The World survey was conducted on behalf of The World Media Group, a strategic alliance

2、of the worlds leading media brands who are committed to promoting award winning journalism and the role of international media. The objective of the Survey was to provide an update on the 2018/2019 Report and to expand the exploration of trends to provide a picture of how international content-led c

3、ampaigns are commissioned and implemented. The survey was circulated between 2 September and 7 October 2019 to advertisers, media agencies and media owners with international communications remits, and promoted via the World Media Groups social media channels. 269 responses were received, providing

4、views from around the globe. Asked to describe their primary role, the largest number of respondents 44% confirmed a planning/strategy role, with 11% working within client advertisers teams and 42% in agencies. This survey was conducted to provide insights for the strategic development of The World

5、Media Awards, organised by The World Media Group to celebrate great international, content-led advertising strategy. The World Media Awards are judged by an independent Jury of advertisers, agency representatives and content experts working within media owners. The World Media Awards are recognised

6、by the WARC Media 100 successor to the Gunn Media 100 which tracks the performance of campaigns, brands, and agencies in advertising media competitions around the world. 2019 Award winners include leading international brands such as Fox Networks, Audi, Credit Suisse, Amgen JAPAC, Deutsche Bank, and