营销人员一直肩负着适应性的重任，但在过去的一年里，COVID-19 改变了许多消费者的习惯，其带来的不确定性和破坏性让许多营销人员缺乏清晰的前进路线图。然而，如果无法面对变化并做出反应，就会付出高昂的代价--既包括品牌在不确定的情况下停止营销，也包括品牌无法很好地了解其营销组合的有效性。
There are signs of a rebound across sectors, and consumers are growing increasingly optimistic about a recovery from the pandemic. But that doesn’t alleviate the need for marketers to stay focused on the effectiveness of their marketing spend. The pandemic simply amplified the need for focus on a global scale.
During this time of significant disruption, companies have been tasked with adjusting and reallocating their marketing mix spend to stay lean and efficient. And despite possible assumptions that being large inhibits agility, large brands report being able to adjust more successfully than smaller brands. In fact, this year’s 尼尔森年度营销报告 found that larger companies have grown increasingly nimble, allowing them to react more quickly than smaller ones to market demand and shifting consumer behaviors. And as a result, they were better able to adjust their marketing mix spending in 2020 as market conditions shifted.
"我们削减了所有不能带来直接效益的项目"。
- 技术公司营销总监
预算往往是采用营销分析和归因解决方案的主要障碍，去年在预算冻结、缩减和裁员的情况下，这一障碍在拥有中小型预算的公司中愈演愈烈。不足为奇的是，预算较少的品牌表示，开支限制压倒了所有其他考虑因素，而预算较多的公司则表示，现代营销技术解决方案能让他们更好地应对未来。
为了满足日益增长的客户需求，营销技术行业进行了调整，拓宽了产品范围，不再局限于只有全球最大企业才能负担得起的单一解决方案。事实上，一系列解决方案已经针对不同规模的企业进行了调整，其定价模式也是如此。从明年的计划支出来看，许多公司似乎已经收到了备忘录。那些还没有收到通知的企业应该注意了。
营销工作始终面临预算限制，而未来的分配通常取决于经过验证的投资回报率。灵活性比以往任何时候都更加重要，精明的营销人员会不断评估和调整他们的营销工作，以确保其效率和效果。这就是为什么营销分析工具至关重要的原因，因为它们可以确保您的支出得到合理分配，并在支出不合理时帮助您进行调整。
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