鉴于新型冠状病毒（COVID-19）的爆发，代理机构和出版商在未来几个月内将面临模式的转变，营销重点将重新调整。广告商将要求他们的媒体合作伙伴在未来的发展中，在购买漏斗的底部提升价值。
未来几个月，营销计划的变化速度可能会让许多公司措手不及。许多广告代理公司和出版商已经开始着手削减广告预算，以减缓 COVID-19 的传播，如取消体育赛季或推迟奥运会。但是，社会疏远措施和生活限制所带来的经济影响可能会在可预见的未来改变营销人员的关注点
And when marketers choose to cut advertising budgets in recessionary periods, there are consequences. A recent article published by Nielsen notes that, by maintaining ad budgets at pre-recession levels, an advertiser’s share of voice actually increases when economic headwinds are more challenging.
但是，随着许多企业感到经济拮据，他们会越来越多地要求代理商和供应商证明购买漏斗底部的价值。大衰退期间也发生了类似的转变，当时新的广告技术平台提供了前端和后端指标。这使营销人员能够声称他们的广告预算更有针对性地触及相关消费者。
提供这类解决方案的供应商要么是在经济大衰退期间推出的，要么是其定位功能引起了营销人员的兴趣，因为他们需要压缩广告预算。请看在这一时期成为主流的几种利基产品的发展历程：
Data targeting: Emerging from the Great Recession, companies specializing in third-party targeting became staples in the business by the early 2010s. These companies leveraged third-party data to identify consumers who marketers considered more relevant (such as through in-market, psychographics, etc.) and sold their data through multiple platforms and networks. This capability garnered significant traction in display media, which combined efficient banner inventory with smarter targeting strategies.
Programmatic advertising: As companies like 谷歌 invested big money in ad servers toward the end of the 2000s, it set off a stampede of start-ups to service the demand for ad serving. And some of the companies that launched during this time went on to become key players on the display side of the business. Programmatic display grew from $10 billion to $27 billion between 2014 and 2017, respectively.
Nielsen research has found that short-term cuts to ad spend could have long-term consequences, as on average 50% of the impact of marketing is realized after one year. Nevertheless, the impacts of COVID-19 may force marketers to work with smaller ad budgets in the months ahead. If this proves to be the case, they will again look to companies who can provide immediate solutions at the bottom of the funnel. But unlike the Great Recession, there are tools and metrics available today that can be leveraged immediately.
机构和出版商如果能迅速做出调整，就能在短期内为机遇的出现做好更充分的准备。以下是管理者可以实施的五项战略，以便更好地为公司定位：
Look for third parties who can validate ROI metrics: Working with independent companies who are credible and can track consumer location (at the store level), or can measure sales in any capacity, is worth consideration. Providing marketers with the means to measure bottom-funnel metrics can provide leverage during negotiations.
Empower marketers to leverage first-party data: Providing marketers with the ability to reach identifiable first-party customers (i.e., those who have bought from or visited the client’s website) represents an advantage during economic downturns. The ability to deliver reach, in tandem with connecting marketers to consumers who already purchase their products, represents a powerful one-two punch.
Backend metrics to gauge consumer sentiment: Providing the means to measure the impact of an ad campaign, on the backend, will soon represent a priority. Being able to do so can insulate an agency/publisher from budget cuts. Even at the top of the purchase funnel, publishers who cannot provide any backend measurement will be challenged to maintain existing budgets in a post COVID-19 world.
Real-time analytics—connecting the dots between exposure and sales: The ideal solution connects the dots between ad exposure and real-world sales. This is available in several vertical industries but not all. Getting ahead and investigating this capability will provide agency teams with the means to offer smarter business solutions to their marketing clients.
Identify areas on a client’s website that deliver results: Advanced KPIs (ROAS/ROI) play a bigger role today compared to the Great Recession era. When it comes to website visits, do you know what part of the client’s website is driving the highest return on investment? Working with vendors that can identify the most valuable real estate on a client’s website can position your agency as a forward-thinking organization. And, if your company can offer competitive intelligence on the sales side of the equation, that will resonate even more so with marketers.
与过去经济衰退时期的情况一样，消费者支出将反弹并稳定经济。然而，由于企业在经济衰退期间和衰退之后都会采取谨慎态度，营销预算将一如既往地滞后。如今，为购买漏斗底部提供解决方案的代理商和出版商将使自己处于有利地位，并在经济恢复全面增长时为公司的蓬勃发展奠定基础。
