Adobe：2020亚太地区营销展望(英文版)（22页）.pdf

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1、Marketer Outlook Survey APAC Region (excluding Japan) Data collected June 2020 | Adobe PR 2020 Adobe. All Rights Reserved. Adobe Confidential. Highlights Work From HomeWork From Home Currently seven-in-ten marketers are working from home (nearly half worked 1+ days a week from home prior to COVID-19

2、). Among them, one- third feel they cannot work from home and be fully effective. To work more effectively from home, the greatest needs are for faster internet, access to specific servers/documents, and fewer distractions. Email is deemed to be the least effective way to communicate when working fr

3、om home; video conferencing/calls and phone are most preferred. Organisations will generally allow more work from home once restrictions end, expect that more in their organisation will do so long- term, and are set up effectively to enable long-term remote work. Less than one-quarter have concerns

4、or challenges about long-term remote work. Brand CommunicationBrand Communication Nearly three-quarters of organisations currently have a COVID-19 task force to manage messaging/marketing. Most organisations have shifted their imagery or language in recent campaigns. Overall spending on marketing ca

5、mpaigns and advertising has slightly increased due to COVID-19 (in all countries). However, marketing spending for the remainder of this year will decrease due to COVID-19. The FutureThe Future A slight majority expect to proactively advertise/push out messaging within a week of stay-at-home orders

6、ending, and expect to return to pre-COVID levels of investment in marketing within a quarter or sooner. Most organisations are seeing increases in online traffic. There will be a widespread transformation in long-term strategy and a new approach to future marketing efforts. Country DifferencesCountr