Der jährliche Marketingbericht von Nielsen unterstreicht die Notwendigkeit für Marken, ihre Strategien im Zuge von COVID-19 weiterzuentwickeln

Vermarkter priorisieren Kundenakquise, CTV und adressierbare Wachstumschancen

New York, NY – April 1, 2021 – Nielsen (NYSE: NLSN) today released its Annual Marketing Report: The Era of Adaptation. The report delves into how marketers are revamping their strategies after facing and mitigating the disruption caused by the COVID-19 pandemic. It found that while marketers at organizations of all sizes rank customer acquisition as their top objective in 2021, smaller companies are more focused on customer retention than large companies. To achieve both of those goals, social media, search and video rank as the top channels companies will invest in over the next 12 months, but they need to go beyond only these channels to acquire and retain customers.

Im Zuge der Neuausrichtung von Marketing- und Werbeprogrammen müssen Marken bewusst entscheiden, welche Strategien und Taktiken sie bei den Verbrauchern einsetzen, deren Gewohnheiten und Vorlieben sich ständig ändern. Nielsen fand heraus, dass Unternehmen aller Größenordnungen sehr unterschiedlich darüber informiert sind, welche Kanäle und Plattformen sie in Betracht ziehen und welche Ansätze sie verfolgen sollten.

“The pandemic exponentially challenged marketers, requiring them to take a hard look at the strategies they’ve historically used to reach audiences across the consumer journey and to adapt and redefine those decisions with data,” said Jamie Moldafsky, Chief Marketing and Communications Officer, Nielsen. “As brands of all sizes chart their paths forward, the ability to access data and marketing analytics tools with speed and quality will be key to both navigating the follow-on effects of COVID-19 as well as establishing a more agile approach to future shifts in consumer preferences and  emerging channels.”

Die Untersuchung, die auf einer Nielsen-Umfrage bei Vermarktern von mehr als 250 US-Marken mit Marketingbudgets von weniger als 1 Million Dollar bis über 10 Millionen Dollar basiert, ergab, dass:

• Connected TV (CTV) and addressable measurement present a wealth of new opportunities for marketers. But internal knowledge gaps about the newness and nuanced nature of connected TV (CTV) rank highest among the challenges marketers face in implementing CTV into their marketing mix.
• Omnichannel goes beyond the point of purchase. As consumers now use digital channels for more than just making purchases, marketers are modifying their omnichannel strategies to create a holistic experience for consumers, not just moving them to the point of purchase on a select few channels.
• Marketing analytics tools are critical to ensuring marketing spend is well allocated, especially as cookies go away. The data showed that three out of four advertisers are unsure about how to accurately measure ROI. Fortunately, many modern marketing tools are no longer out of reach for small- and mid-sized companies. That’s a key change, notable for two reasons: enterprise solutions have historically been too expensive for smaller companies, and smaller companies feel the pinch of budget cutbacks more severely than larger ones
• Regardless of budget size, marketers struggle with data quality and accuracy. Although companies with smaller budgets find it less problematic, all brands should have maximum confidence in their data quality with the importance of person-level connections rising. In fact, 86% of marketers from companies of all sizes recognize the importance of first-party data, despite their lack of confidence in their data overall.

For more key findings and recommendations for marketers, please download the Nielsen Annual Marketing Report: The Era of Adaptation report.