没有人喜欢等待。这是人之常情。如今，我们的生活节奏越来越快，而数字互联所带来的速度更加快了我们的生活节奏，这只会增加我们的压力，要求我们在日常生活的方方面面都加快速度。商业领域也是如此：连通性、数字技术和高速通信从本质上加快了我们的工作节奏。这在市场营销中尤为明显。然而，根据品牌的目标，也许是时候做出一些调整了。
在考虑营销技术时，品牌有数百种选择，近年来，他们对这些选择非常倚重。事实上，一段时间以来，以转换为重点的营销一直是行业的宠儿。而当大流行病来袭，各品牌纷纷缩减大众媒体宣传活动时，数字营销的重点就更加突出了。
COVID-19 aside, digital growth-focused strategies drive sales in this quarter, not the next. Importantly, a focus on near-term sales—and the ability to measure the impact of conversion marketing—serves to grow investments in these strategies. And marketers are quick to confirm that they’re steadily increasing their financial spending across conversion-oriented channels at much greater rates than more traditional channels, such as linear TV and radio. According to our 2021 Annual Marketing report, marketers surveyed planned to earmark their largest spend increases to social media, search, online/mobile video and email.
Importantly, all brands should develop holistic, well-balanced marketing strategies that map to specific business objectives and outcomes. But when brand awareness and customer acquisition are key business goals, conversion-dominated strategies are going to deliver limited results. These strategies also stand in opposition to numerous academic studies that claim upper-funnel marketing is the best path to growth. Notably, the marketers surveyed for our most recent marketing report rank brand awareness and customer acquisition as their top priorities, which stands in opposition to where their increased spending is headed.
我们生活节奏加快的弊端在于，推动销售比开展大众传播活动更容易（也更快），因为后者需要更长的时间才能产生积极的效果。衡量长期销售额的标准也不同，许多营销人员认为传统大众媒体的效果低于数字渠道。
From a consumer perspective, our recent Trust in Advertising study found that consumers have more trust in many forms of traditional media than digital options. And while our most recent marketing report notes that many brand marketers cited challenges in measuring the return of their investments in traditional media like TV, radio and print, Nielsen experience base shows that on average, a 1-point gain in brand metrics, such as awareness and consideration, drives a 1% increase in sales. So if a brand generates $100 million in annual sales, that 1-point gain would equal an additional $1 million in sales.
上层渠道工作还能产生一系列辅助效益，从而提高销售活动的效率。例如，尼尔森（Nielsen）最近对一家金融服务公司的营销活动在约 20 个市场上推动销售的效果进行了测评。开始时，不同市场的品牌意识和对品牌的考虑各不相同。研究结束时，尼尔森发现漏斗上部品牌指标与营销效率之间的相关性非常强（0.73）。因此，品牌可能会发现值得建立品牌资产，这不仅对销售有直接益处，而且还能提高激活工作的效率，从而带来间接益处。
与消费者建立关系并通过有意义的个人互动来培养这种关系的重要性不言而喻。在这个选择越来越多、忠诚度却稍纵即逝的世界，品牌需要制定战略来巩固与现有消费者的关系，而数字渠道对于这些努力至关重要。然而，为了实现真正的品牌增长和长期的商业可行性，营销人员需要在转换努力与将其价值主张展现在尚未熟悉他们的消费者面前的举措之间取得平衡。
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