对于营销人员来说，2020 年是 "转折之年"。那些茁壮成长的营销人员利用独创性和灵活性紧跟变革的步伐。但变革远未结束。除了准备过渡到大流行后的世界，许多企业还需要在 2021 年缩减广告支出后重新吸引消费者的注意力。因此，尼尔森预测，在品牌准备重新进入新常态的过程中，竞争和杂乱将不断升级，这为希望提高投资回报率（ROI）的营销人员带来了新的挑战。
No matter the budget size, measurement remains a universal challenge for all marketers. Brands everywhere are scrambling for more, cleaner data and faster. In a recent survey, marketers across budget sizes and industries reported low confidence in their marketing technology solutions. FMCG and CPG companies, as well as small-budget marketers were the least confident.
对于中小型公司来说，好消息是许多现代营销工具不再遥不可及。精细的数据和可扩展的营销解决方案为各种规模的品牌提供了实时、可行决策所需的洞察力。为了满足不断增长的需求，营销人员正在加大对营销技术工具的投资，以确保营销预算得到合理分配。最终，这将缩小数据知识方面的差距，使中小预算公司与大公司处于更公平的竞争地位。
提示 #1： 拥有中小型预算的营销人员应通过投资营销技术实现公平竞争。
Recent data shows that advertising spend is beginning to ramp up, but many budgets will remain constrained in 2021. How marketers spend their money to support their goals is becoming a major differentiator across budget sizes. While companies of every size are prioritizing customer acquisition and brand awareness, small- to medium-sized brands are 22% more likely to rank this objective as more important. In fact, compared with large brands, they are 6x more likely to invest in personalization and 3x more in path-to-purchase sequencing. This is a watch-out for large budget marketers: Given the cost of customer acquisition, are they investing enough to keep their customer loyalty high?
提示 #2： 拥有中等规模预算的营销人员应在个性化和购买路径信息方面进行投资，以保持较高的客户留存率。
随着经济的开放，营销人员应保持灵活性，并为不同类别和地域的不均衡反弹做好准备。在大流行病期间，那些拥有大量预算、同时在营销技术和敏捷营销原则方面投入巨资的品牌具有明显的优势。这是因为这些营销人员能够在不确定的时期做出动态反应，尤其是在营销组合支出方面，而中小型预算的企业则面临更多限制。
提示 #3： 拥有大笔预算的品牌应充分利用其优化广告支出的能力。
The next big challenges on the horizon for marketers will include identity resolution and cross-channel measurement. Without cookies, marketers will increasingly need to rely on first-party data, and brands with all budget sizes will need to invest in the right tools to help them allocate their budget and better measure their full-funnel media ROI.
以下是各种预算的营销人员都可以使用的更多技巧。
For more detailed insights, download the 2021 Nielsen Marketing Report: Era of Adaptation.
