全天候營(yíng)銷(xiāo)-在困難時(shí)期做出明智決策

全天候營(yíng)銷(xiāo)在困難時(shí)期做出明智決策—Iiyu値曾限合作關(guān)系負(fù)責(zé)人B2B—Iiyu値曾限合作關(guān)系負(fù)責(zé)人B2B研究院I合作關(guān)系負(fù)責(zé)人 ?—B2B研究院TheBTheB2BALinkedlnInstitutethinktankTheBTheB2BALinkedlnInstitutethinktankB2B硏究院，一個(gè)硏究B2B增長(zhǎng)原理的智囊團(tuán)Linkedin在順境中成功并不難，但只有強(qiáng)者才能在逆境中取得成功。H女人就像一個(gè)茶包——除非你把她放進(jìn)開(kāi)水里，你才能知道她有多強(qiáng)。愛(ài)蓮娜?羅斯福(EleanorRoosevelt)

最成功的投資者硏究過(guò)去的數(shù)據(jù)在困難時(shí)期做出明智決策。2008年經(jīng)濟(jì)衰退期間的表現(xiàn)//2008年經(jīng)濟(jì)衰退期間的表現(xiàn)要了解即將發(fā)生的事情，你需要了解在你之前發(fā)生的事情。瑞?達(dá)利歐(RayDalio)全天候作品集的先驅(qū)TheBTheB2BALinkedlnInstitutethinktankTheBTheB2BALinkedlnInstitutethinktank困難時(shí)期也是營(yíng)銷(xiāo)中的購(gòu)買(mǎi)機(jī)會(huì)。營(yíng)銷(xiāo)人員需要像投資者一樣行事。RecessionaryPeriodsStudiedAuthororSponsorConclusion1920srecessionVaile,HarvardBusinessReviewBiggestsalesincreasescomeFromcompaniesthatincreaseadvertising.1949,19541958,1961recessionsBuchenAdvertisingCompaniesthatcutadvertisingduringrecessionexperiencedroppedsalesandprofits.1970recessionABPandMeldrum&FewsmithIncreasedadvertisingduringrecessionleadstosalesorprofit□dvcmkiges(orb。向inyee「sfollowing「ecessicn.1974-75recessionABPandMeldrum&FewsmithCompaniesthatmaintainadvertisingduringrecessionexperiencehighersalesandnetincomeduringandaftertherecession.1974-75recessionMcGraw-HillAdvertisingduringrecessioncreates132%subsequent5-yearsalesgrowth.1981-82recessionMcGraw-HillAdvertisingduring1981-82recessioncreates275%salesgrowthby1985.UndisclosedrecessionaryperiodsCahnersPublishingCo,andStrategicPlanningInstituteProfitImpactofMarketingStrategies(PIMS)database;advertisingduringrecessioncreatesgreatermarketsharegainsthandecreasesdo,butthereis"n。statisticallysignificantdifferenceinthelevelofprofitability[ROI]"{asquotedinAmericanBusinesspress,1993,p.5).Table1SummaryofStudiesReportedbytheAmericanBusinessPress.…在經(jīng)濟(jì)衰退期增加廣告會(huì)在經(jīng)濟(jì)衰退后的幾年里帶來(lái)銷(xiāo)售或利潤(rùn)優(yōu)勢(shì)（或兩者兼而有之）Source:Allstudiesareassummarized,quotedand/orcitedinAmericanBusinessPress(ABR1993).ABPchangeditsnametoAmericanBusinessMediainJune2000.最成功的投資者都知道困難時(shí)期也是營(yíng)銷(xiāo)中的購(gòu)買(mǎi)機(jī)會(huì)。當(dāng)別人恐懼時(shí)，你要貪婪，當(dāng)別人貪婪時(shí)，你要恐懼。沃倫?巴菲特(WarrenBuffet)LinkedffijTh覊馳絲歸讓我們看看成功的營(yíng)銷(xiāo)人員應(yīng)該做什么今天做出明智決策。(_>戰(zhàn)略 投放 廣告素材 J >LinkedQTheB2BInstituteTheBTheB2BALinkedlnInstitutethinktankTheBTheB2BALinkedlnInstitutethinktank戰(zhàn)略

在經(jīng)濟(jì)衰退中打廣告能夠增加您利用復(fù)蘇期的機(jī)會(huì)。品牌廣告不是要從經(jīng)濟(jì)衰退中謀利，而是要抓住日后復(fù)蘇期的機(jī)會(huì)。PeterField讓我們從基本要素開(kāi)始：即使在好的時(shí)期，95%的買(mǎi)家都是未來(lái)的買(mǎi)家當(dāng)前買(mǎi)家未來(lái)買(mǎi)家當(dāng)前買(mǎi)家95%5%5%未來(lái)現(xiàn)金流季度銷(xiāo)售額未來(lái)現(xiàn)金流資料來(lái)源:EhrenbergBass硏究院和B2B硏究院硏究結(jié)果

在困難時(shí)期，當(dāng)前的買(mǎi)家推遲購(gòu)買(mǎi),進(jìn)一步縮減買(mǎi)家數(shù)量。當(dāng)前買(mǎi)家未來(lái)買(mǎi)豕當(dāng)前買(mǎi)家99%未來(lái)現(xiàn)金流1%未來(lái)現(xiàn)金流季度銷(xiāo)售額資料來(lái)源:EhrenbergBass研究院和B2B研究院研究結(jié)果TheBTheB2BALinkedlnInstitutethinktank品牌廣告主要是為了吸引尚未準(zhǔn)備好購(gòu)買(mǎi)的人?！ㄒl(fā)展一個(gè)品牌，您需要面向目前不在市場(chǎng)中的人做廣告，這樣當(dāng)他們未來(lái)進(jìn)入市場(chǎng)時(shí)，您的品牌就會(huì)是他們熟悉的品牌?！↗ohnDawes教授Ehrenberg-Bass硏究院

TheBTheB2BALinkedlnInstitutethinktankTheBTheB2BALinkedlnInstitutethinktank經(jīng)濟(jì)衰退中的廣告提高了收入增長(zhǎng)也提升了長(zhǎng)期盈利能力。在2008年經(jīng)濟(jì)衰退期間的廣告投資提升長(zhǎng)期盈利增長(zhǎng)38.0%10.0%38.0%10.0%只有擁有超高聲量份額的品牌才能在2008年經(jīng)濟(jì)衰退期實(shí)現(xiàn)利潤(rùn)增長(zhǎng)。0%或以下 0-8% 8%以上超高聲量份額資料來(lái)源IPADatabase,2008年經(jīng)濟(jì)衰退期投放證據(jù)清楚地表明在經(jīng)濟(jì)衰退期應(yīng)該增加或維持廣告預(yù)算。Table1SummaryofStudiesReportedbytheAmericanBusinessPressRecessionaryPeriodsStudiedAuthororSponsorConclusion1920srecessionVaile,HarvardBusinessReviewBiggestsalesincreasescomeFromcompaniesthatincreaseadvertising.T1949,1954,1958J961recessionsBuchenAdvertisingCompaniesthatcutadvertisingduringrecessionexperiencedroppedsalesandprofits.1970recessionABPandMeldrum&FewsmithIncreasedadvertisingduringrecessionleadstosalesorprofitodvcmkiges(orboth)inye。「摂。llowing「e^ssion.1974-75recessionABPandMeldrum&FewsmithCompaniesthatmaintainadvertisingduringrecessionexperiencehighersalesandnetincomeduringandaftertherecession.1974-75recessionMcGraw-HillAdvertisingduringrecessioncreates132%subsequent5-yearsalesgrowth.1981-82recessionMcGraw-HillAdvertisingduring1981-82recessioncreates275%salesgrowthby1985.UndisclosedrecessionaryperiodsCahnersPublishingCo,andStrategicPlanningInstituteProfitImpactofMarketingStrategies(PIMS)database;advertisingduringrecessioncreatesgreatermarketsharegainsthandecreasesdo,butthereis"nostatisticallysignificantdifferenceinthelevelofprofitability[ROI]W(asquotedinAmericanBusinesspress,1993,p.5).Source:Allstudiesareassummarized,quotedand/orcitedinAmericanBusinessPress(ABR1993).ABPchangeditsnametoAmericanBusinessMediainJune2000..…在經(jīng)濟(jì)衰退期增加廣告會(huì)在經(jīng)濟(jì)衰退后的幾年里帶來(lái)銷(xiāo)售或利潤(rùn)優(yōu)勢(shì)（或兩者兼而有之）然而，媒體成本將被嚴(yán)格審視，而且要審視的東西有很多 .....ChaseHadAdson400,000Sites.ThenonJust5,000.SameResults.BySAPNAMAHESHWARIMARCH29,2017RELATEDCOVERAGEYDuTubeAdvertiserExodusHighlightsPerilsofOnlineAdsMARCH23,2017BrandsTrytoBlacklistBreitbart,butAdsSlipThroughAnywayMARCH26,2017AdvertisingsMoralStruggle:IsOnlineReachWorththeHurt?DEC.26,2016ADVERTISINGPublishersRetreatFromtheRisksofTheBTheB2BALinkedlnInstitutethinktank有很多不良網(wǎng)站。廣告欺詐每年使?fàn)I銷(xiāo)人員付出60-600億美元的代價(jià)。Linkedin18Linkedin18有很多不良數(shù)據(jù)。86%關(guān)于IT決策者的第二方數(shù)據(jù)是不精準(zhǔn)的。資料來(lái)源:"哪種類(lèi)型的數(shù)字廣告對(duì)B2B潛在客戶(hù)搜尋最有效？IT決策者案例〃，作者NicoNeumann等人:〃黑盒數(shù)字消費(fèi)者分析的效果如何？”麻省理工學(xué)院，MBS,GroupM

并非所有的廣告展示都是平等的。 、 根據(jù)觸達(dá)、注意力和環(huán)境的質(zhì)量對(duì)不同媒介進(jìn)行排名。針對(duì)目標(biāo)觸達(dá)高度注意力優(yōu)質(zhì)環(huán)境TheBTheB2BALinkedlnInstitutethinktankTheBTheB2BALinkedlnInstitutethinktank鎖定高度一致的目標(biāo)客戶(hù)鎖定高度一致的目標(biāo)客戶(hù)更有可能比不一致的目標(biāo)客戶(hù)實(shí)現(xiàn)高增長(zhǎng)15%■年增長(zhǎng)率+5%或更高經(jīng)濟(jì)衰退是重新調(diào)整的機(jī)會(huì)。更好地與銷(xiāo)售目標(biāo)保持一致會(huì)帶來(lái)更好的增長(zhǎng)。合格銷(xiāo)售線(xiàn)索客戶(hù)獲取客戶(hù)保留資料來(lái)源:MillerHeiman2010年銷(xiāo)售最佳實(shí)踐廣告素材

改變廣告素材是駕馭不斷變化的經(jīng)濟(jì)情緒的正確方法嗎?封城第8周第9周第10周第11第8周第9周第10周第11周■驚訝中立■恐懼■厭惡■快樂(lè)■悲傷■憤怒資料來(lái)源:B2B硏究所，Systeml硏究有趣的是，同一廣告素材在新冠疫情之前和之后的表現(xiàn)一樣好消費(fèi)者對(duì)廣告的反應(yīng)并非不同資料來(lái)源:B2B硏究所，Systeml硏究

最成功的廣告素材并沒(méi)有真正改變。全時(shí)營(yíng)銷(xiāo)勝過(guò)實(shí)時(shí)營(yíng)銷(xiāo)。Mastercard-1990年代Hovis-1970Mastercard-1990年代Hovis-1970年代資料來(lái)源:B2B硏究院"經(jīng)濟(jì)衰退時(shí)期的廣告”您不一定需要新的廣告素材。如果廣告