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掌控您的品牌

1 minute read | June 2021

长期增长离不开均衡的营销战略

营销人员总是面临着通过其工作实现可衡量投资回报率的压力,在全世界即将走向后疫情时代之际,对增长的需求也变得强烈起来。正如几家跨国品牌的经验教训所表明的那样,必须通过均衡的营销战略才能实现增长;这类战略重新提升了漏斗顶部的品牌建设力度,与漏斗中、下部营销工作一起发挥协同作用。 

Gap 和阿迪达斯等品牌在疫情前对营销策略的重新平衡,体现了一个重要认识: 建设和维护品牌,需要的绝不仅仅是单纯地维持销量。 这是因为,任何品牌现有的客户群都无法创造足够的增量销售来实现大多数长期增长目标。

重要的是,漏斗顶部营销是推动销售的杠杆。 它们还能带来一系列附加好处,提升销售激活的效率。 本文深入探讨了平衡营销策略的重要性,以及短期和长期的举措带来的好处,以实现品牌的持续生存能力。

本报告的英文版可供下载。

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