2026年营销投资框架及决策指南

The 2026 Marketing InvestmentFramework & Decision Guide Thelatestmarketingbenchmarksandtrendswithinsightsfrom400+brandsand$42billioninmediaspend Overview The Great Reallocation: Where Media Mix Is Headed in2026, Not Just Where It’s Been Consumerbehaviorisfragmenting.Costsareshifting.Marginsareunderpressurefromtariffs,supplychainvolatility,andplatformpricingdynamics.In Drawingondatafromover400brandsand$42billioninhistoricalmediainvestment,thissessiongoesbeyondaretrospectiveanalysisof2025performance.ItcombinesobservedshiftsinROIandchannelmix witha BecauseKeensupportsbothmeasurementandplanning, wehavevisibilityintowherebudgetsarebeingreallocatedbeforethosechangesfully We will examine:HowbrandsareshiftingdollarsacrossSearch,Streaming,Social,Display, Audio,andRetailMediaHowgrowth-stagebrandsandenterprisebrandsaredeployingdifferentplaybooksundereconomicuncertainty Thisisnotavendorpitch.Itisastrategicreadonhowleadingmarketersareadaptingtheir2026investmentstrategyinrealtime,andwhatthatsignalsaboutthenextphaseofthe Overview What You’ll Find in This Report Through rigorous analysis of marketing investment and performance, this 2annual report examines how brandsallocated spend and generated returns across channels. By analyzing 2025 media performance, the report reveals clear signals about where marketing dollars are most likely to be efficient in the year ahead. Thisreportisbuiltasadecision-makingresource.Ratherthanstoppingatwhatchanged,theanalysisisstructuredtohelpmarketersturnperformancepatternsintoclearplanningguidance.Eachchapterisdesignedtohelpteamsevaluateassumptions, TheseinsightsaregroundedinKeen’sproprietaryplatformdata, 400+ brandsacrossadiversesetofverticalsandbusinesssizes.$42 billionofhistoricalmarketinginvestment. OurpredictiveinsightsarepoweredbyKeen’sMarketingElasticityEngine(MEE), whichmeasuresthetruerelationshipbetweenmarketinginvestmentsandbusinessoutcomes.Thisfoundationhelpsmarketers Let'sexplorehowtheseindustryinsightscanbeappliedtoyouruniquebrandchallenges,startingwiththetrendsreshaping Table of Contents Overview.................................................................................................................................................2Chapter1:OverallInvestmentandROITrends...............................................................................................4 Chapter3:BalancingTheFullFunnel............................................................................................................11 Chapter4:RetailMedia'sNextPhaseofGrowth..........................................................................................15 Chapter6:LookingAhead:Data-DrivenMarketingSuccessin2026.............................................................20 Chapter1 Overall Investment and ROI Trends The 2025 Reinvestment and ROI Recap In2025,marketingleadersadjustedbudgetsundercontinuedpressuretoprovereturns.AcrossKeen'sbrands,MediabecametheprimaryadjustmentleverwhileTradeandConsumerPromotionsheldrelativelysteady.Thestorybeneaththenumbersrevealsthatmid-sizedand Mediasawreinvestmentdeclineto2.5%(from2.8%)butROIimprovedfrom1.8to1.9,signalingashifttowardhigher-performingchannels. BrandsthatreallocatedwithinMediastrategicallycapturedefficiencygainsevenatlowerinvestmentlevels.Thosethatcutuniformlydidnot.Thisdynamicplayedoutdifferentlybybrandsize,shapedbystructuraldifferencesinTradeaccessandtheneedtobuildawareness. How should brands calibrate Media investment based on growth stage?Reinvestmentratesvariedsignificantlybycompanysize: Smaller brands(<$100M)maintainedthehighestMediareinvestmentat12.8%,usingMediatobuildawareness.RetailersprioritizeestablishedbrandsinTradeprogramstodrivestoretraffic, whichmeanschallengersmustreachconsumersdirectlythrough Mid-market brands($100Mto$500M)reducedMediato4.5%astheybeganaccessingmoreTradeleverage.Largerbrands($500Mto$1B)cutto3.2%, whileEnterprisebrands(>$1B)heldat2.3%,focusingonconversionefficiency with Planning for 2026: Match Investment to Growth Stage Enterprise brands:protectmediainvestmentwhereROIremainsstrong,maintainTradediscipline,andlimitPromotionstotargetedmoments.Mediaoffers Mid-cap brands:reallocatewithinMediatowardhigher-performingchannelsratherthancuttinguniformly,maintainTraderelationshipstoprotectdistribution,andavoidoverinvestinginconsumerpromotions. Challenger brands: sustainMediainvestmentevenaslargercompetitorspullback,useTradeselectively whereitunlocksdistribution,andlimitPromotionstokeymoments.Buildingawarenesstakespriorityovershort-termefficiencyoptimization. Chapter2 Choosing the Right Media Mix Whatworkedandwhatdidn’tinthe2025mediamixandwhereyoushouldputyournextdollarin2026. Driving Media Impact Through Smarter Allocation Mediaefficiencyimprovedin2025despitedeclininginvestment,provingthatsharperallocationmattersmorethantotalspend.Butthatinsightraisesthenextquestion: whichchannelsdeliveredthoseefficiencygains,andwhereshouldbrandsreallocatefor2026?Marketingteamsarebalancingtheshiftfroml