2020 Global Marketing Trends: Bringing authenticity to our digital age
2020全球营销趋势：将真实性带入数字时代
Introduction
介绍
The human connection
人际关系
Every industrial revolution was catalyzed by a major technological evolution. Today is no different. With 90 percent of the world’s data having been produced in the last two years and more than 26 billion smart devices in circulation, we are living in an era of unprecedented technological innovation—one that has spurred the Fourth Industrial Revolution.
每一次工业革命都是由一次重大的技术革新所推动的。今天也一样。全球90%的数据是在过去两年中产生的，超过260亿台智能设备在流通，我们正生活在一个前所未有的技术创新时代，这个时代已经引发了第四次工业革命。
OUR FIRST GLOBAL Marketing Trends report is, in many ways, a response to this Fourth Industrial Revolution. Yet, it’s not a technology report. For no matter which era we live in or the technology it brings forth, the human remains constant throughout this relay of revolutions. This report is intended to guide C-suite leadership in developing their strategies in this fast-changing digital milieu, while keeping the human front and center.
我们的第一份全球营销趋势报告在很多方面是对第四次工业革命的回应。然而，这不是一份技术报告。因为不管我们生活在哪个时代，也不管它带来了什么技术，人类在这场革命的接力中始终保持不变。本报告旨在指导C-suite领导层在这个快速变化的数字环境中制定战略，同时保持以人为本。
In this spirit, we set out to explore how brands can navigate the increasingly digitized business, economic, and social environment in a way that helps preserve—and even cultivate—their human connections. Through interviews with more than 80 subject matter experts across the globe, we identified seven key trends on which every business will likely have to focus over the next 18 to 24 months to help build a socially and humanconscious enterprise. To create this report, we integrated new research and analysis, insights from academic literature, and stories from the field. While each of these trends varies in age—conversations around some are just starting to pick up in the public sphere while others have been noted in literature for centuries—there’s a common thread that runs through them, one that puts the human at the forefront of our digital environments.
本着这一精神，我们着手探索品牌如何在日益数字化的商业、经济和社会环境中导航，从而有助于保持甚至培养其人际关系。通过对全球80多位主题专家的采访，我们确定了7个关键趋势，在未来18到24个月内，每个企业可能都必须关注这些趋势，以帮助建立一个具有社会意识和人文意识的企业。为了撰写这份报告，我们整合了新的研究和分析、学术文献的见解和该领域的故事。尽管这些趋势中的每一个在年龄上都有所不同，但有些只是开始在公共领域出现，而另一些已经在文学上被注意了几个世纪，有一条共同的线索贯穿其中，那就是将人类置于我们数字环境的最前沿。