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1、2020GlobalMarketingTrendsBringingauthenticitytoourdigitalageAbouttheDeloitteCMOProgrammeDeloitte’sCMOProgrammesupportsCMOsastheynavigatethecomplexitiesoftherole,anticipateupcomingmarkettrendsandrespondtochallengeswithagilemarketing.Readmoreonthelatestmarketingtre
2、ndsandinsights.Digitaltechnologyhaschangedthefaceofbusiness.Acrosstheglobe,DeloitteDigitalhelpsclientsseewhat’spossible,identifywhat’svaluableanddeliveronitbycombiningcreativeanddigitalcapabilitieswithadvertisingagencyprowessandthetechnicalexperience,deepbusiness
3、strategyandrelationshipsoftheworld’slargestconsultancy.DeloitteDigitalempowersbusinesseswiththeinsights,platformsandbehaviorsneededtocontinuouslyandrapidlyevolvetoperformbeyondexpectations.ReadmoreaboutDeloitteDigital’sworld-classdigitalagencyanditsserviceofferin
4、gs.ContentsIntroduction
5、 2Purposeiseverything
6、 6Payingdownexperiencedebt
7、 14Fusionisthenewbusinessblend
8、 22Areyouatrustbusterorbuilder?
9、 30Theamplificationofconsumerparticipation
10、 38Valuingyourmostimportantasset—talent
11、 48Diffusingagilityacrosstheorganisat
12、ion
13、 562020GlobalMarketingTrends:BringingauthenticitytoourdigitalageIntroductionThehumanconnectionEveryindustrialrevolutionwascatalysedbyamajortechnologicalevolution.Todayisnodifferent.With90percentoftheworld’sdatahavingbeenproducedinthelasttwoyearsandmorethan26
14、billionsmartdevicesincirculation,wearelivinginaneraofunprecedentedtechnologicalinnovation—onethathasspurredtheFourthIndustrialRevolution.1URFIRSTGLOBALMarketingTrendsOreportis,inmanyways,aresponsetothisFourthIndustrialRevolution.Yet,it’snotatechnologyreport.Forno
15、matterwhicheraweliveinorthetechnologyitbringsforth,thehumanremainsconstantthroughoutthisrelayofrevolutions.ThisreportisintendedtoguideC-suiteleadershipindevelopingtheirstrategiesinthisfast-changingdigitalmilieu,whilekeepingthehumanfrontandcentre.Inthisspirit,wese
16、touttoexplorehowbrandscannavigatetheincreasinglydigitisedbusiness,economicandsocialenvironmentinawaythathelpspreserve—andevencultivate—theirhumanconnections.Th
