Keen：2026年营销投资框架及决策指南（英文版）（21页）.pdf

1、The 2026 Marketing InvestmentFramework&Decision GuideThe latest marketing benchmarks and trends with insightsfrom 400+brands and$42 billion in media spendOverviewThe Great Reallocation:Where Media Mix Is Headed in2026,Not Just Where Its Been2This is not a vendor pitch.It is a strategic read on how l

2、eadingmarketers are adapting their 2026 investment strategy in realtime,and what that signals about the next phase of themarketing cycle.Keen Performance&Strategic Investment Guide for 2026Consumer behavior is fragmenting.Costs are shifting.Margins are underpressure from tariffs,supply chain volatil

3、ity,and platform pricing dynamics.Inresponse,brands are not simply cutting budgets.They are fundamentallyrewriting their allocation logic.Drawing on data from over 400 brands and$42 billion in historical mediainvestment,this session goes beyond a retrospective analysis of 2025performance.It combines

4、 observed shifts in ROI and channel mix with aforward-looking view into how brands are actively restructuring their 2026plans.Because Keen supports both measurement and planning,we have visibilityinto where budgets are being reallocated before those changes fullymaterialize in market results.That pr

5、ovides a rare lens into where mix is going,not just where it has been.We will examine:How brands are shifting dollars across Search,Streaming,Social,Display,Audio,and Retail MediaHow growth-stage brands and enterprise brands are deploying differentplaybooks under economic uncertaintyHow top and bott

6、om funnel allocations are evolving as leaders balanceimmediate performance with long-term demand creationWhere optimized timing and next-dollar logic are reshaping annual plansOverviewWhat Youll Find in This Report2Through rigorous analysis of marketing investment and performance,this 2 annual repor