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.
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.
2024 Annual Marketing Report We surveyed marketers on topics including budget allocation and spending optimism, brand-building strategies, media balance, and overall trust. Globally significant findings include:
Marketers spend more optimistically in 2024: Despite inflation, consumer spending, and supply chain uncertainty as key planning considerations, 72% of global marketers expect their advertising budgets to be lower this year is expected to expand by 64% year over year. .
Marketer's tactics may not be able to achieve top rankings 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.
marketing technology Confidence doesn’t match the reality of measurement: 84% of global marketers say they are very or extremely confident in their ability to measure ROI, up from 69% in 2023. In comparison, only 38% said they evaluate their ROI of marketing activities overall by measuring traditional marketing and digital marketing together.
“Marketers manage a diverse and growing number of channels, each with unique activation needs and performance metrics. We work holistically to accurately measure and maximize returns across a complete marketing plan,” said Tina Wilson, EVP and Group GM of Nielsen's Analytics Portfolio Company. “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 provides insights from marketers who manage marketing budgets of $1 million or more and work in a variety of industries (automotive, financial services, FMCG, technology, healthcare, pharmaceuticals, travel, tourism, retail) in 2023. Based on December survey responses. ), focuses on media, technology, and measurement strategies. Download the report here.
