自 COVID-19 封锁以来，我们的消费行为发生了翻天覆地的变化。消费者使用媒体的时间越来越长，数字购物呈上升趋势，而且由于许多商品缺货和需求不断变化，消费者开始尝试新事物。这可能要求企业重新聚焦并改变为 2020 年规划的营销战略。但这并不意味着要全面削减营销投资。
尽管媒体消费增加，但许多公司却在削减广告投资。企业必须认识到削减广告投入的危险，以及这将对中长期销售产生的影响。制定计划不仅是为了今天，也是为了以后做准备，这一点比以往任何时候都更加重要。
在 COVID-19 之后，有两个关键行动可以帮助企业脱颖而出：
- 现在就保持或增加广告和促销投资，为未来的品牌发展做好准备
- 制定计划，准确衡量投资回报，并利用结果推动营销战略决策
- 保持现在的广告和推广投资，以确保未来的品牌效应
历史表明，在经济衰退期间减少广告支出往往会适得其反。许多研究表明，在经济衰退期间维持媒体投资很可能会提高企业的长期利润。
亚历克斯-比尔和斯蒂芬-金 1990 年撰写的《经济衰退期间的广告》就是这样一项研究。Biel 和 King 断言："在经济衰退期间减少广告投放，可能会在衰退期间和衰退之后损害销售，而不会带来任何实质性的利润增长......那些适度或积极增加支出的广告商比那些削减广告投资的广告商获得了更大的市场份额"。
Nielsen’s Marketing Mix analysis shows that short-term decisions to go dark also put long-term revenue at significant risk – both incremental revenue and base sales, which are associated with things like brand equity, distribution and product value. Our long-term effect model suggests that cutting advertising for the rest of 2020 could lead to an 11% revenue decrease in 2021. Turning off advertising for a period of time also reduces the effectiveness of media when ads go back on the air. It takes time to recoup the awareness lost from a gap in continuous airing.
在经济不景气的时候，削减开支可能会让人感觉很自然，但历史经验表明，削减广告开支来增加短期利润是行不通的。现在增加广告投入很可能会减少经济衰退带来的负面影响，同时增加市场份额。
2. 制定计划，准确衡量投资回报，并利用结果推动营销战略决策
面对不断变化的环境，为投资制定清晰准确的衡量计划是一项竞争优势。拥有准确的投资衡量计划的公司将能够了解新的基准线，并找到提高投资回报和市场份额的方法。
如何让你的测量计划更加精确：
- 选择一个客观的测量伙伴，这样就不会有人给自己的作业打分了
- 利用包括所有业务驱动因素（媒体和非媒体驱动因素）的营销组合方法
- 利用投资回报率基准了解自己与他人的对比情况
- 审查关键绩效指标以评估成功与否，并为您的持续决策提供依据
Now, more than ever, it is extremely important to use a marketing mix methodology that includes all variables that impact your business, including non-media drivers, to accurately analyze your investment. In 2019, a marketing mix model could not be accurate without considering the increase in national consumption tax. In 2020, how can a model hope to provide value if it does not measure the effect of COVID-19? Based on Nielsen’s Marketing Mix Meta-Analysis, models that do not include full business drivers have, on average, 47% inflated incremental outcomes. If the right non-media drivers are not included in the analysis, companies risk inflating ROIs by up to 68%.
It is also important to understand how your return on investment compares against the industry. A particular ROI, such as TV ROI, might look strong compared to that of other media tactics or in isolation. You might find, however, that when compared against the ROI norms for all of Japan, your “strong” ROI is in fact below average and, as such, an area for renewed focus. Nielsen has the largest ROI database across our clients’ industries. Nielsen ROI Compass uses this to provide best-in-class industry benchmarks.
在这种新环境下，对关键绩效指标进行审查以反映市场变化也很重要。一旦设定了关键绩效指标，它们就可以为您的持续决策提供依据，而营销组合分析则可以帮助验证关键绩效指标是否已经达到。COVID-19 以不同的方式影响着不同的行业，毋庸置疑，它将对我们的业务产生长期影响。企业现在决定如何处理其广告和衡量计划，将决定谁能胜出。
