ニールセン年次マーケティングレポート、COVID-19を契機にブランド戦略を進化させる必要性を強調

マーケターは顧客獲得、CTV、アドレス可能な芽生えの機会を優先する

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.

マーケティングや広告プログラムが回復するにつれ、ブランドは、習慣や嗜好が変化し続ける消費者に対して、どのような戦略や戦術を展開するかを、意図的にニールセンについて 。ニールセンの調査によると、あらゆる規模の企業において、どのチャネルやプラットフォームを検討すべきか、どのアプローチを取るべきかを含め、その意識は大きく異なっている。

“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.”

マーケティング予算が100万ドル未満から1000万ドルを超える250以上の米国ブランドのマーケティング担当者を対象としたニールセンの調査によると、次のような結果が出た：

• 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.