此为英文文档：Nielsen-2024 Annual Marketing Report -Maximizing ROI in a fragmented media world.docx

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2024-04-30 发布于北京
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此为英文文档：Nielsen-2024 Annual Marketing Report -Maximizing ROI in a fragmented media world.docx

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2024Annual

2024

Annual

MarketingReport

MaximizingROIinafragmentedmediaworld

TableofcontentsSection4Martech

Tableofcontents

Section4

Martechmismatch

Conclusion35

About36

Introduction

Section1

Spendingoptimism

Section2

Marketingmisalignment

Section3

Mediabalance

Four

FourthemesfromNielsen’s2024

globalmarketersurvey

In2023,theworldbracedforarecession.Oneneverfullymaterialized,butthatdidn’tstop

budgetsgettingslashedandsignificantlayoffsacrossnearlyeverysector.Whilethisyearmaybepoisedformoreofthesame,globalmarketersarestayingoptimistic.

Manyareleaninghardintoperformancemarketinganddigitalplatformstohelpthemdeliverquantifiableresultsfortheirbusinesses.Thesechannelsaremadeallthemoreappealingwithprogrammatic-style,automatedadbuyingbasedonaudiencesthatcanbemeasured,and

oftenoptimized,inrealtime.But,ahealthymediamixisabalancedone.Andstrikingtherightbalancerequiresacross-mediaapproach,continuoustailoringandmeasuringacrossthefullmarketingfunnel.

Thisyear’seditionoftheNielsenAnnualMarketingReportexploreshowglobalmarketersareallocatingbudgetsandmeasuringsuccess—allwithaneyeonprovingandimprovingtheROIoftheirefforts.Bystudyingtheirprioritiesandplans,we’vedevelopedrecommendationstosharpenyourownROIstrategiesfor2024andbeyond.

Basedonfindingsfromourglobalmarketersurvey,weidentifiedfourconsistentthemes.

Nielsen

1.Spendingoptimismisup

Despiteinflation,slowedconsumerspendingandsupplychain

uncertainties,72%ofglobalmarketersexpectbiggeradbudgets

thisyear,upfrom64%lastyear.

2.Marketingtacticsand

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此为英文文档：Nielsen-2024 Annual Marketing Report -Maximizing ROI in a fragmented media world.docx