Nielsen merilis Laporan Pemasaran Tahunan 2024 yang mensurvei para pemasar global tentang strategi ROI

Laporan Pemasaran Tahunan keenam mengeksplorasi bagaimana pemasar global mengalokasikan anggaran dan mengukur keberhasilan-semuanya dengan tujuan untuk membuktikan dan meningkatkan ROI

NEW YORK - April 25, 2024 - Nielsen, a global leader in audience measurement, data, and analytics, released its sixth global Annual Marketing Report, revealing marketers’ priorities and plans to improve ROI in 2024 and beyond.

Laporan yang mensurvei hampir 2.000 pemasar global ini menemukan bahwa para pemasar terus memandang media sosial, pencarian, video online/mobile, dan tampilan online/mobile sebagai saluran pemasaran yang paling efektif untuk mendapatkan ROI, tetapi dapat kehilangan peluang pendapatan utama tanpa strategi dan pendekatan lintas media.

Laporan Pemasaran Tahunan 2024 mensurvei para pemasar mengenai berbagai topik, termasuk alokasi anggaran dan optimisme belanja, strategi membangun merek, keseimbangan media, dan kepercayaan diri secara keseluruhan. Beberapa temuan utama secara global meliputi:

1. Marketer spending optimism is up in 2024: Despite the presence of inflation, consumer spending, and supply chain uncertainties as key planning considerations, 72% of global marketers expect bigger ad budgets this year, up from 64% on a year-on-year basis.
2. Marketer tactics may not drive top KPI results: Marketers’ top KPIs are long-term ROI and full-funnel ROI. At the same time, however, 70% of respondents plan to prioritize performance marketing over brand building initiatives. A shift to performance marketing, without supporting brand-building marketing, could limit long-term ROI and may cause brand decay.
3. Digital media allocations are approaching two-thirds of spending: On average, global marketers plan to allocate more than 63% of their media spending to digital channels, with social media, search, online video and digital display accounting for the largest increases. A year ago, marketers split their traditional:digital spending 50:50.
4. Marketing technology confidence doesn’t match measurement realities: 84% of global marketers say they’re either extremely or very confident in their ROI measurement capabilities, up from 69% in 2023. Comparatively, only 38% say they evaluate the holistic ROI of their marketing efforts by measuring traditional and digital marketing together.

“Marketers manage a diverse and growing number of channels – each with a unique set of activation needs and performance metrics. Nielsen’s Analytics Portfolio meets marketers where they are at – across channels and across objectives – to accurately measure and maximize returns across a complete marketing plan,” said Tina Wilson, EVP 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. The report is based on survey responses in December 2023 from marketers who manage marketing budgets of $1 million or more, who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail), and whose focus pertains to media, technology, and measurement strategies. Download the report here.

Tentang Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 50 countries. Learn more at www.nielsen.com and connect with us on social media (Twitter, LinkedIn, Facebook dan Instagram).

Press Contact