Our 6th Annual Marketing Report examines how marketers around the world allocate budget and measure success to prove and improve ROI.
new york, April 25, 2024 /CNW/ — Nielsen, the global leader in audience measurement, data and analytics, releases its 6th annual global marketing report, revealing marketers' priorities and plans to improve ROI in 2024 and beyond Did.
The report, which surveyed nearly 2,000 global marketers, found that although marketers still view social media, search, online/mobile video, and online/mobile display as the most effective marketing channels for ROI, It turns out that if you don't take the right action, you could miss out on key revenue opportunities. Cross-media strategies and approaches.
The 2024 Annual Marketing Report surveyed marketers on topics including budget allocation and spending optimism, brand-building strategies, media balance, and overall trust. Globally significant findings include:
- Marketer spending will become more optimistic in 2024: 72% of global marketers expect advertising budgets to grow this year, up 64% year over year, despite inflation, consumer spending and supply chain uncertainty being key planning considerations It has increased since.
- A marketer's tactics may not yield top KPI results. The most important KPIs for marketers are long-term ROI and full-funnel ROI. But at the same time, 70% of respondents plan to prioritize performance marketing over brand-building efforts. Moving to performance marketing without supporting brand-building marketing can limit her long-term ROI and cause brand decline.
- Allocation to digital media is approaching two-thirds of spending. On average, global marketers plan to allocate more than 63% of their media spend to digital channels, with social media, search, online video, and digital display accounting for the largest increases. A year ago, the marketer split his traditional and digital spending 50/50.
- Confidence in marketing technology does not match the reality of measurement. 84% of global marketers say they are very or extremely confident in their company's ability to measure ROI, up from 69% in 2023. In comparison, only 38% said they evaluate their overall ROI of marketing efforts by measuring traditional and digital marketing together.
“Marketers manage a diverse and growing number of channels, each with unique activation needs and performance metrics. ) to accurately measure and maximize revenue across a complete marketing plan. Tina Wilson, Vice President and Group GM, Analytics Portfolio Companies, Nielsen. “Our research reaffirms that effective measurement requires an integrated effort across media to understand brand and performance metrics in the short and long term.”
This is the sixth annual marketing report produced by Nielsen. This report is based on the survey responses below. December 2023 From marketers who manage marketing budgets $ 1,000,000 More than a few people work in a variety of industries (automotive, financial services, FMCG, technology, healthcare, pharmaceuticals, travel, tourism, retail) and focus on media, technology, and measurement strategies.Download the report here.
About Nielsen
Nielsen is the world leader in audience measurement, data and analytics, shaping the world's media and content. By understanding people and their behavior across all channels and platforms, we provide our clients with independent, actionable intelligence to connect and engage with their audiences now and in the future. Nielsen operates in more than 50 countries around the world.Learn more about www.nielsen.com Connect with us on social media (twitter, linkedin, Facebook and Instagram).
Source Nielsen
For more information: U.S. Press Contact: Landon Oakum; [email protected]; APAC Press Contact: Dan Chapman; [email protected] ; Latin America press contact: Lisset Vega; [email protected] ; EMEA Press Contact: Ben Gold [email protected]
