随着 COVID-19 进入第三个年头，精明的营销人员知道，有意义的个人联系将是品牌长期健康发展的关键。为此，他们需要专注于建立和维护与受众之间的信任--以及在这些努力中应利用哪些渠道。
While it’s important for brands to maintain balanced marketing strategies, marketers should be mindful of consumer sentiment as they allocate their media spending. For example, Nielsen’s 2021 Trust in Advertising study found that brand sponsorships are among the most trusted advertising sources among global consumers, yet most marketers don’t readily consider newer ad formats like brand integrations, sponsorships and product placements in their media planning. In fact, almost 34% of marketers surveyed for our 2021 Annual Marketing Report deemed these marketing formats as not important at all.
报告强调，从营销角度看，数字渠道已变得非常重要，电子邮件、搜索和社交媒体的计划支出大幅增加就是证明。数字营销，尤其是以转换为导向的营销，之所以具有吸引力，是因为它们能在本季度而非下个季度推动销售。近期销售额的吸引力，以及衡量这些努力的能力，有助于增加对这些战略的投资。因此，接受报告调查的营销人员认为，电子邮件、搜索和社交媒体对他们的业务最有效。
然而，过于关注这些数字渠道的弊端在于，我们最近进行的 "广告信任度 "研究发现，消费者并不认为这些渠道非常值得信任。
与他们计划的数字支出意向相比，营销人员在传统渠道上的支出增幅非常小。例如，只有 1.15%的营销人员表示，他们计划将电视和调幅/调频广播的支出提高 50%或更多，只有 4.23%的营销人员计划将这些渠道的支出提高 1%-49%。从消费者信任度的角度来看，这些传统渠道的排名明显高于大多数数字渠道。
在高层次上，营销人员通常会将他们的工作分为品牌建设或转化驱动两类，然后相应地规划他们的渠道战略。进入新的一年，营销人员在规划支出和渠道战略时，应将首要目标放在首位。
Our Era of Adaptation report notes that marketers’ top objectives heading into the second half of 2021 were brand awareness (25%) and customer acquisition (42%), with customer retention carrying significantly less weight (19.6%). For brands with those objectives in mind, and knowing which channels consumers find most trustworthy, marketers should be focused on brand building and awareness strategies. Our recent Brand Resonance white paper highlights that conversion-focused strategies stand in opposition to numerous academic studies that claim upper-funnel marketing is the best path to growth.
尽管有关于增长建设的争论，但营销人员在渠道选择和预期销售影响方面不应做出假设。研究渠道在推动长期销售方面的有效性，可以帮助营销人员了解特定渠道在推动知名度和其他具有潜在销售效应的上层渠道指标方面的作用有多大。例如，消费者认为电视是了解品牌的最佳渠道之一。是的，平均而言，电视是推动长期销售提升的最有效渠道之一，但每个营销活动都不尽相同，电视在不同营销活动中的效果也不尽相同。例如，在尼尔森 25% 的品牌研究中，我们发现电视在产生长期效果方面处于所有渠道中最低的五分之一。然而，在另外 25% 的研究中，电视的效果却是最好的。因此，对于营销人员来说，关键的启示是，如果没有衡量标准，追求有意义的增长可能最终取决于概括、假设和直觉。
There is no discounting the effectiveness of leveraging digital channels to strengthen relationships with existing consumers, but it’s important that marketers seeking long-term growth consider consumer sentiment in addition to their martech stacks. When word-of-mouth is the most trusted channel among consumers—and has grown as such over time—marketers should be as people-focused as possible.
Related Content
- Era of Adaptation: 2021 Annual Marketing Report
- Take Command of Your Brand
- 广告商手册
- 超越营销技术：与消费者建立信任，在情绪高涨时参与其中
