Marketers have always been tasked with adaptability, but the uncertainty and disruption over the past year as COVID-19 shifted many consumer habits left many marketers without a clear roadmap forward. The inability to face change and respond, however, can be costly—both when a brand stops marketing amid uncertainty, as well as when a brand doesn’t have a good read on the effectiveness of its marketing mix.
There are signs of a rebound across sectors, and consumers are growing increasingly optimistic about a recovery from the pandemic. But that doesn’t alleviate the need for marketers to stay focused on the effectiveness of their marketing spend. The pandemic simply amplified the need for focus on a global scale.
During this time of significant disruption, companies have been tasked with adjusting and reallocating their marketing mix spend to stay lean and efficient. And despite possible assumptions that being large inhibits agility, large brands report being able to adjust more successfully than smaller brands. In fact, this year’s Rapport marketing annuel de Nielsen found that larger companies have grown increasingly nimble, allowing them to react more quickly than smaller ones to market demand and shifting consumer behaviors. And as a result, they were better able to adjust their marketing mix spending in 2020 as market conditions shifted.
Nous avons supprimé tous les programmes qui ne présentaient pas d'avantages immédiats. – Marketing director, technology company, - Directeur marketing, entreprise technologique Budget is often the primary barrier to the adoption of marketing analytics and attribution solutions, and that barrier escalated among companies with small- and mid-sized budgets last year amid budget freezes, curtailments and staff layoffs. Unsurprisingly, brands with small budgets say expenditure limitations overshadow all other considerations, while companies with larger budgets say modern marketing technology solutions better position them for the future., Le budget est souvent le principal obstacle à l'adoption de solutions d'analyse et d'attribution marketing, et cet obstacle s'est aggravé l'année dernière parmi les entreprises disposant de budgets de petite et moyenne taille, dans un contexte de gels budgétaires, de réductions et de licenciements de personnel. Sans surprise, les marques disposant de petits budgets déclarent que les limitations de dépenses éclipsent toutes les autres considérations, tandis que les entreprises disposant de budgets plus importants affirment que les solutions technologiques modernes de marketing les placent en meilleure position pour l'avenir. In response to growing client needs, the marketing technology industry has adapted, broadening the range of products they offer beyond one-size solutions that only the world’s biggest corporations can afford. Truth be told, an array of solutions have been scaled for businesses of different sizes, and so have their pricing models. In looking at planned expenditures over the next year, it looks like many companies have gotten the memo. Those that have not, should heed the call., En réponse aux besoins croissants des clients, le secteur des technologies de marketing s'est adapté, élargissant la gamme de produits qu'il propose au-delà des solutions uniques que seules les plus grandes entreprises du monde peuvent s'offrir. À vrai dire, toute une série de solutions ont été adaptées à des entreprises de tailles différentes, de même que leurs modèles de tarification. Si l'on considère les dépenses prévues pour l'année prochaine, il semble que de nombreuses entreprises aient compris le message. Celles qui ne l'ont pas encore fait devraient répondre à l'appel. Marketing efforts will always face budgetary constraints, and future allocations typically hinge on proven ROI. Agility is more important than ever, and savvy marketers are continually evaluating and adjusting their marketing efforts to ensure they’re efficient and effective. That’s why marketing analytics tools are critical, as they work to ensure that your spend is well allocated and help you adjust when it’s not., Les efforts de marketing seront toujours soumis à des contraintes budgétaires, et les allocations futures dépendent généralement d'un retour sur investissement avéré. L'agilité est plus importante que jamais, et les responsables marketing avisés évaluent et ajustent en permanence leurs efforts de marketing pour s'assurer qu'ils sont efficaces et efficients. C'est pourquoi les outils d'analyse marketing sont essentiels, car ils permettent de s'assurer que vos dépenses sont bien réparties et vous aident à les ajuster lorsque ce n'est pas le cas. Learn how Nielsen can help you track, measure and optimize your marketing tactics and understand the impact of your media campaigns with our ethically sourced audience data., Découvrez comment Nielsen peut vous aider à suivre, mesurer et optimiser vos tactiques marketing et à comprendre l'impact de vos campagnes médiatiques grâce à nos données d'audience d'origine éthique. Advertising Brand marketing COVID-19 Marketing attribution Marketing mix Marketing performance, Publicité Marketing de la marque COVID-19 Attribution du marketing Marketing mix Performance marketing Our offices in Mexico recently earned the Human Rights Campaign (HRC) Foundation’s Corporate Equality Certification for 2018., Nos bureaux au Mexique ont récemment obtenu la certification d'égalité des entreprises de la Fondation Human Rights Campaign (HRC) pour 2018. Nielsen Mexico Earns HRC Equality Recognition | Nielsen, Nielsen Mexico reçoit la reconnaissance du HRC pour l'égalité | Nielsen Nielsen Mexico Earns HRC Equality Recognition, Nielsen Mexico reçoit la reconnaissance du HRC en matière d'égalité Our offices in Mexico recently earned the Human Rights Campaign (HRC) Foundation’s Corporate Equality Certification for 2018. This was Nielsen’s first such recognition in Mexico; the company has been honored by the HRC five years in a row in the U.S., Nos bureaux au Mexique ont récemment obtenu la certification d'égalité d'entreprise de la Fondation Human Rights Campaign (HRC) pour 2018. C'est la première fois que Nielsen obtient une telle reconnaissance au Mexique ; l'entreprise a été récompensée par la HRC cinq années de suite aux ÉTATS-UNIS HRC Mexico released its first International Report of Equality, recognizing 32 multinational enterprises for LGBTQ inclusion. The HRC’s evaluation is designed to promote public policies and best practices around the inclusion of LGBTQ people in workplaces throughout Mexico. Our recently formed Nielsen Mexico PRIDE group led the efforts to achieve our 100% score on the HRC’s Corporate Equality Index (CEI) in Mexico. , HRC Mexico a publié son premier rapport international sur l'égalité, récompensant 32 entreprises multinationales pour leur intégration des personnes LGBTQ. L'évaluation de la HRC vise à promouvoir les politiques publiques et les meilleures pratiques en matière d'intégration des personnes LGBTQ sur le lieu de travail dans tout le Mexique. Notre Notre groupe PRIDE de Nielsen Mexique, récemment formé, a dirigé les efforts pour atteindre notre score de 100 % sur l'indice d'égalité des entreprises (CEI) de la HRC au Mexique. Equidad MX, the specific HRC certification, promotes three strategic pillars of LGBTQ inclusion in the private sector:, Equidad MX, la certification spécifique du CDH, promeut trois piliers stratégiques de l'inclusion des LGBTQ dans le secteur privé : The adoption of nondiscrimination policies, L'adoption de politiques de non-discrimination The development of employee groups, creating a committee of diversity and inclusion, Le développement de groupes d'employés, la création d'un comité de diversité et d'inclusion Public activities to support LGBTQ inclusion in Mexico, Activités publiques en faveur de l'intégration des LGBTQ au Mexique We earned this certification and the maximum rating in the inaugural report based on our focus on creating a work environment free of discrimination, the work of our local Employee Resource Group (our local PRIDE Chapter), and our efforts—through public actions and community support—to generate a more inclusive society. As an example, in June, more than 80 of our associates in Mexico participated in a Pride Parade held in Mexico City, demonstrating our commitment to LGBTQ equality and inclusion., Nous avons obtenu cette certification et la note maximale dans le rapport inaugural grâce à l'attention que nous portons à la création d'un environnement de travail exempt de discrimination, au travail de notre groupe local de ressources pour les employés (notre chapitre PRIDE local) et à nos efforts - par le biais d'actions publiques et du soutien de la communauté - pour générer une société plus inclusive. À titre d'exemple, en juin, plus de 80 de nos associés au Mexique ont participé à un défilé de la fierté organisé à Mexico, démontrant ainsi notre engagement en faveur de l'égalité et de l'intégration des personnes LGBTQ. “Diversity and Inclusion is a global business imperative here at Nielsen and one of our most valued corporate assets,” said Armando Uriegas, General Director, Nielsen Mexico. “We are extremely pleased to say that Nielsen Mexico has received this recognition and honor; our commitment to promoting a safe and inclusive work environment for all our employees is fundamental to our corporate culture.”, La diversité et l'inclusion sont un impératif commercial mondial chez Nielsen et l'un des atouts les plus précieux de notre entreprise"
– Marketing director, technology company
Budget is often the primary barrier to the adoption of marketing analytics and attribution solutions, and that barrier escalated among companies with small- and mid-sized budgets last year amid budget freezes, curtailments and staff layoffs. Unsurprisingly, brands with small budgets say expenditure limitations overshadow all other considerations, while companies with larger budgets say modern marketing technology solutions better position them for the future.
In response to growing client needs, the marketing technology industry has adapted, broadening the range of products they offer beyond one-size solutions that only the world’s biggest corporations can afford. Truth be told, an array of solutions have been scaled for businesses of different sizes, and so have their pricing models. In looking at planned expenditures over the next year, it looks like many companies have gotten the memo. Those that have not, should heed the call.
Marketing efforts will always face budgetary constraints, and future allocations typically hinge on proven ROI. Agility is more important than ever, and savvy marketers are continually evaluating and adjusting their marketing efforts to ensure they’re efficient and effective. That’s why marketing analytics tools are critical, as they work to ensure that your spend is well allocated and help you adjust when it’s not.
Learn how Nielsen can help you track, measure and optimize your marketing tactics et understand the impact of your media campaigns with our ethically sourced audience data.
