S全天候营销在困难时期做出明智决策Derek YuehTiya Lee合作关系负贡人合作关系负责人B2B 矿究院B2B 研究院S B2B 研究院，一个研究B2B 增长原理的智囊团人贝合作伙伴FieldCassidyIPAIPASystemlBinetRomcniakEffiesEhrenberg-BassLinked inThe B2BALinkedlnInstitute think tank 在顺境中成功并不难但只有强者才能在逆境中取得成功。女人就像一个茶包一一除非你把她放进开水里，你才能知道她有多强。爱莲娜·罗斯福(Eleanor Roosevelt)The B2B A LinkecllnInstitute thirk tcrnk 最成功的投资者研究过去的数据在困难时期做出明智决策要了解即将发生的事情,你需要了解在你之前发生的事情，瑞-达利欧(RcayDalio)全天候作品集的先驱The B2B A LinkeclnInstitute thirk tcrnk ....()困难时期也是营销中的购买机会营销人员需要像投资者一样行事Tl:le 1Summary of Studies Reported bythe American Business PressRecessionary Periods StudiedAuthor or SponsorConclusion1920s recessionVaile, Harvard Business ReviewBiggest sales increases come from componies that increaseacverlising.1949, 1954, 1958, 1961 recessionsBuchen AdverlisingCompanies that cut odverlising during recession experiencedropped sales and profits...在经济衰退期增加广告1970 recessionABP and Meldrum & FewsmihIncreosed adverlising during recessionleods lo sales er profit会在经济衰退后的几年里advantages [or bothl in years fallowing recession.197475 rocessionABP and Meldrum & FewsmithCompanies that maintain advertising during recession experience带来销售或利润优势（或两higher sales and net income during and afier the recession者兼而有之)197475 recessicnMcGraw-HilAdvertising during recession crcates 132% subscquent 5-ycarsales grewith.198182 recessionMcGrow-HillAcvertising during 1981-82 recession creotes 275% sales growthby 1985.Undisclosad rocssienery periodsCahncrs Publishing Co. andSlralegic Planning Inslituleduring recession crecles gredler market share gains thandecreases do, bul lhere is 'no slalisticolly significant difference inthe lewel of profitability [ROI)' (as quotad in Amcrican Busincsspress, 1993, p.5]Source: All studies are as summarized, quoted ond/or cited in American Business Press [ABP, 1993]. ABP changed its name to AmericanBusiness Media in June 2000.The B2B A LinkecllnInstitute thirk tcnk 最成功的投资者都知道困难时期也是营销中的购买机会当别人恐惧时，你要贫婪，当别！人贫婪时，你要恐惧，沃伦-巴菲特（VWVarrenBuffet)）Linkedin TheTenstitlite 让我们看看成功的营销人员应该做什么今天做出明智决策，战略投放广告素材LinkedinTheB2BInstitute 战略The B2B A Linkeclninstitute thirk tcnk 品牌广告不是要从经济衰退中谋利，而是要抑住日后复苏期的机会。Peter FieldThe B2B A LinkeclnInstitute thir-k tcrnk 让我们从基本要素开始：即使在好的时期，95%的买家者是未来的买家未来买家当前买家95%5%$季度销售额未来现金流瓷料求源：EhcrbcrgBcss什究院和B2B研究院研究结灵 在困难时期，当前的买家推迟购买进一步缩减买家数量未来买家当前买家99%1%$季度销售额未来现金流瓷料求源：EhcrbcrgBcss什究院和B2B研究院研究结易 品牌广告主要是为了吸引「尚未准备好购买的人。“要发展一人品牌，您需要面向自前不在市场中的人做广告。这样当他们未来进入市场时，您的品牌就会是他们熟悉的品牌。John Dawes教授Ehrenberg-Bass研究院The B2B A LinkeclnInstitute think tank 让我个们看一些数据帮助您理解。更多投资=更多触达=更多增长SOVSOM：品牌增长量份额增长是一个函数:HEeSOV= SOV - SOMSOVSOM：品牌收缩市汤份额The B2B A Linkecln*:1 4 -k: 3xk, 43 28:26 1Insitte+ dir k tcrk 经济衰退中的广告提高了收入增长也提升了长期盈利能力。在2008 年经济衰退期间的广告投瓷提II长期盈利增长38.0%只有捐有超高声量份额的品牌才能在2008年经济衰退期实现利润增长。的盈10.0%0.0%0%或以一0-8%8%以上超高产量份额The B2B A Linkeclln资料云源：IPADatabase，2008午择济急退期Instituta thirk tcnk 投放The B2B A Linkeclninstitute thirk tcnk 证据清楚地表明在经济衰退期应该增加或维持广告预算Table 1Summary of Studies Reported bythe American Business PressRecessionary Periods StudiedAuthor or SponsorConclusion1920s recossionVaile. Havard Business ReviewBiggest sales increoses come from companies thatincreaseBuchen Adverlisingaxlvertising1949, 1954, 1958, 1961 recessionsCompanies lhal cul cxdverlising during recession experiencecroppod salas and profits..在经济衰退期增加广告1970 recessionABP and Meldlrum & FewsmithIncreased acvertising during recession leads to sales or profit会在经济衰退后的几年单odvantages (or both) in years following recession.197475 recessicnABP and Meledrum & FewsmithCompanies that maintain advertising during recession experience带采销售或利润优（或两higher sales and net income during and afer the recession.197475 recessionMcGraw-HillAdverlising during recession creales 132% subsequent 5-yeor者兼而有之)sales growth.198182 rocessionMcGraw-HillAcvertising during 198182 recession croates 275% sales growthby 1985.Undisclosed recessionary PeriodsCahncrs Publishing Co. andProfit Impact of Markcting Stralegies (PIMS) database; adverfisingStralegic Flanning Inslituleduring recession creales grealer markel shere gains thandecreases do, but here is 'no slalislically significant diference inthe level of profitobility [ROI] (es quoted in American Businesspress, 1993, p.5).Source: All studies are as summarized, quoled and/or ciled in American Business Press [ABP, 1993). ABP changed ils name to AmericanBusiness Media in June 2000.The B2B A LinkecllnInstituta thirk tank 然而，媒体成本将被严格审视，而且要审视的东西有很多ChaseHadAdson400,000Sites.ThenonJust5,000.SameResultsBy SAPNA MAHESHWARI MARCH 29, 2017RELATEDCOVERAGEYouTube Advertiser Exodus HighlightsDpMorganchPerils of Online Ads MARCH 23, 2017Brands Try to Blacklist Breitbart, but AdsSlip Through Anyway MARCH 26, 2017Advertising's Moral Struggle: Is OnlineReach Worth the Hurt? DEc.26, 2016ADVERTISINGPublishers Retreat From the Risks of 有很多不良网站。广告欺诈每年使营销人员付出60-600亿美元的代价DEOOMICS虚假网站虚假流量AUGUSINFFOU博I告欺诈宠员Linkedin 有很多不良数据。86%关于IT决策者的第三方数据是不精准的。50%25%准率14%10%8%性别年令IT决策者兴注高皱IT次策者老分效果？当印二学.MBS.GrLThe B2BA LinkecllnInstitute thirk tcrnk 并非所有的广告展示都是平等的。根据触达、注意力和环境的质量对不同媒介进行排名针对目标触达高度注意力优