This hub features the latest reports, data and insights related to The Nielsen Annual Marketing Report series. The report is driven by a national survey conducted across 250+ marketers across a variety of industries focused on media, data, technology and measurement strategies. Scroll down to discover how marketers are approaching marketing in today’s world.
LATEST REPORT
No one was prepared for what the world has experienced over the past year. For businesses, the need for agility was clear, but uncertainty and disruption left most ill-equipped to know how and where to make adjustments.
Now, as marketing and advertising begin to rebound, brands need to be smart about their strategies and tactics if they want to reach a world of audiences whose habits and preferences have shifted. There is no more one-size-fits-all approach for businesses looking to engage with consumers.
In this report, Nielsen discusses smart marketing and advertising strategies for brands of all sizes to meet the escalating pressure to drive return on investment.
FEATURED INSIGHTS
FIRST-PARTY DATA IS A GOOD START, BUT IT’S NOT GOOD ENOUGH
No marketer would ever question the need for high-quality data, especially as consumers demand increasingly personalized experiences from brands. Despite the need, however, data quality remains a significant obstacle for brands of all sizes, which means many marketers will struggle to establish the relevant connections that consumers are seeking.
It’s Time for Brands to Re-Think Their Omnichannel Strategies
Many omnichannel shoppers use digital channels for information rather than simply an electronic means to an end. That means that omnichannel marketing strategies that fixate on e-commerce buying exclude a significant portion of consumers—those whose shopping touchpoints include, but don’t end in, a digital one.
HOW TO MAXIMIZE MARKETING ROI AT EVERY BUDGET SIZE
In addition to preparing to transition into a post-pandemic world, many businesses will need to also recapture consumers’ attention after pulling back on advertising spending in 2021. As a result, competition and clutter will escalate as brands prepare for re-entry into the new normal, creating new challenges for marketers hoping to drive return on investment (ROI).
MARKETING TRENDS
There is no more one-size-fits-all approach for marketers looking to engage with consumers, but when viewed over time you can see how companies marketers are re-shaping their strategy. These charts feature some of the latest marketing trends.
PAST REPORTS
annual marketing report: era of adaptation
No marketer would ever question the need for high-quality data, especially as consumers demand increasingly personalized experiences from brands. Despite the need, however, data quality remains a significant obstacle for brands of all sizes, which means many marketers will struggle to establish the relevant connections that consumers are seeking.
NIELSEN ANNUAL MARKETING REPORT: THE AGE OF DISSONANCE
Many omnichannel shoppers use digital channels for information rather than simply an electronic means to an end. That means that omnichannel marketing strategies that fixate on e-commerce buying exclude a significant portion of consumers—those whose shopping touchpoints include, but don’t end in, a digital one.
THE NIELSEN CMO REPORT 2018
THE ROADMAP FOR MARKETERS WHO LEAD
In addition to preparing to transition into a post-pandemic world, many businesses will need to also recapture consumers’ attention after pulling back on advertising spending in 2021. As a result, competition and clutter will escalate as brands prepare for re-entry into the new normal, creating new challenges for marketers hoping to drive return on investment (ROI).
