长期增长需要平衡的营销战略
Marketers have always been pressured to deliver measurable ROI for their efforts, but the demand for growth has sharpened as the world looks toward a post-pandemic future. As the learnings of several multinational brands suggest, that growth must be addressed with balanced marketing strategies that re-elevate upper-funnel, brand-building efforts to work in tandem with the mid- and lower-funnel efforts.
盖普（Gap）和阿迪达斯（Adidas）等品牌在大流行病来临之前重新调整营销战略，说明了一个重要的认识：建立和维护一个品牌需要的不仅仅是维持销售额。这是因为，任何品牌的现有客户群都无法产生足够的销售增量来实现大多数长期增长目标。
Importantly, upper-funnel marketing efforts are a lever to drive sales. They also generate an array of ancillary benefits that can drive the efficiency of sales activations. This paper delves into the importance of a balanced marketing strategy and the benefits that both short- and long-term initiatives deliver along the path to sustained brand viability.
