TikTok marketers' mission: to achieve effectiveness in today's marketing environment

This report is jointly released by TikTok and Ipsos, mainly exploring how modern marketers can maximize marketing effectiveness in today's marketing environment. The specific contents include:

As the marketing environment continues to change, brands need to develop comprehensive marketing strategies to achieve sustainable growth. TikTok and Ipsos have identified four key missions that marketers should focus on, including planning marketing strategies, connecting with audiences, choosing media placements, and measuring success.

Mission One: Cultivate New Growth:

Task: Reach different user groups and drive conversions to achieve growth.

Solution: Brands need to plan for both the conversion of existing demand and the building of future demand, achieving sustainable growth by strengthening core user loyalty, expanding market penetration, and growing categories.

Case: foodpanda increased new user acquisition and installs and reduced CPA through TikTok's interactive add-ons.

Mission Log: Balance attention between new and existing users, focus on groups that influence household purchasing decisions, and collaborate with platforms that can deploy different marketing approaches for each growth lever.

Mission Two: Attract Deep Attention:

Task: Capture audience attention and leave lasting memories.

Solution: Use powerful creativity and platforms for authentic interaction, highlight brand relevance and authenticity, create engaging ad content, maintain brand image consistency, and use video and other formats to create positive memories.

Case: Espoir improved ad recall and brand awareness through brand effects in collaboration with TikTok.

Mission Log: Use platforms that allow authentic interaction between brands and consumers to attract attention, build brand memory through continuous use of brand assets and authentic content, and influence long-term purchasing behavior.

Mission Three: Explore Full-Funnel Frontiers:

Task: Select the right screen combinations to achieve maximum impact.

Solution: Consider combinations of short and long term, upper and lower funnel, and multi-screen. Digital platforms can drive both long-term brand building and short-term goals. Brands should develop content strategies suitable for each platform and implement full-funnel marketing to attract new consumers and promote long-term sales.

Case: Nestlé KitKat improved conversion rates and awareness through the synergy of TikTok and TV, while Country Road understood the impact of brand campaigns on performance campaigns through TikTok's full-funnel measurement framework.

Mission Log: Carefully select screens for maximum impact, innovate multi-screen measurement, and determine the most effective screen combinations for optimal returns.

Mission Four: Comprehensive Measurement for a Holistic View:

Task: Gain a comprehensive understanding of marketing campaign effectiveness from a higher perspective.

Solution: Combine organic and paid content as a coherent, integrated strategy to amplify brand impact, optimize paid ad decisions by tracking metrics, and use paid ads to amplify the influence of organic content.

Case: VGN improved conversion rates and reduced installation costs through TikTok's Spark Ads.

Future Measurement: As organic and paid content grow, updating measurement methods to capture their impact becomes increasingly important.

Mission Log: Adopt comprehensive measurement approaches to understand results, optimize campaigns, and maximize returns. Incorporate organic and paid content into overall measurement, and deploy them in a highly integrated and coordinated manner to maximize impact.

Modern marketers should plan business growth drivers, create creative content that attracts consumers, implement full-funnel marketing strategies, and comprehensively measure the effectiveness of marketing campaigns. This report provides guidance and advice for modern marketers to achieve effectiveness in today's marketing environment.