本文选自“Spotlight China聚焦：论存量竞争与用户周期营销，盘活品牌生命力”专题，点击前往专题页，本系列后续发布的内容将继续聚焦这一主题，敬请关注！
从WARC《2023年营销达人攻关册》在2022年底做的调研来看，尽管中国营销人对商业预期的水平是近年来最低的，但仍有超2/3（64%）的受访者表示在2023年会提高营销投入，或者保持2022年的投入水平，说明大家都已经认识到，在市场艰难的时期，营销是一项重要的投入。
但广告主还是以降本增效为出发点，央视市场研究（CTR）《2023中国广告主营销趋势调查报告》对300+位广告主所进行的调研得出，近八成广告主同意“降本增效”是2023年营销的主题词。如某数码3C品牌受访高管所说：“我觉得疫情过后其实还是没有像想象中那么快的一个回暖，所以谨慎乐观。”...
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