Channel fragmentation and increasing media options provide consumers with an abundance of choice, but they present a hurdle for marketers that rely on traditional mass reach channels to increase brand awareness. And just as we’ve seen in previous years, the marketers surveyed for Nielsen’s 2022 Annual Marketing Report say building brand awareness is their top objective for the year ahead. Similarly, their top business priority is new customer acquisition.
가능한 한 많은 잠재고객에게 도달하는 것이 중요하다는 점을 간과할 수는 없지만, 오늘날에는 미디어 선택의 폭이 훨씬 제한적이었던 과거에 비해 훨씬 더 많은 계획과 전략이 필요하며, 마케터는 소수의 채널을 사용하여 대량 도달에 필요한 사항을 충족할 수 있습니다.
To achieve their top objectives, marketers need to reach large prospective customer groups. Amid a readily fragmenting media landscape, however, they need to approach mass reach differently than they did when it was easier to define what it means to “watch TV.” That being said, the need to drive brand awareness has never been greater.
선택의 폭과 접근성이 줄어든 것 외에도, 팬데믹 이전보다 브랜드 자산의 일부 전통적인 원천은 단순히 가시성 감소로 인해 덜 분명해졌습니다. 예를 들어, 많은 소비자가 오프라인 매장에서 정기적으로 쇼핑하는 횟수가 줄어들면서 진열대에 진열된 제품이나 매장 쇼윈도의 간판을 보는 빈도가 감소했습니다.
오늘날과 같은 세상에서 마케팅 외적인 자산을 당연시하는 것은 위험한 발상입니다. 이러한 사례는 또한 판매가 위태로울 때 소비자의 마음을 사로잡는 것이 얼마나 중요한지 잘 보여줍니다.
To do this, global marketers continue to lean into social media, with 64% of respondents for this year’s marketing report saying it’s their most effective paid channel. And in light of recent successes on platforms like TikTok and Instagram, it’s easy to see why the sentiment—and related spending—is growing.
Notably, global marketers plan to increase their social media budgets more than any other channel over the next year. The projected average increase globally (53%), however, would be higher if it weren’t for marketers in Europe, Middle East and Africa (EMEA), as they intend to increase their social media spending less than marketers elsewhere (31%).
While global marketers continue to spend on social media, search and email, these channels aren’t typically ideal mass reach options. There is, however, no discounting the growing reach of online video and connected TV—and marketers are increasing their spend accordingly. Importantly, they want to ensure that their spend is reaching the right audiences—real people making real choices. In December 2021, for example, YouTube reached 135 million people on TV screens alone1. YouTube is also a growing force in the streaming space, as Americans streamed 177.3 billion minutes of video2 on the platform in January 2022.
Reaching new consumers isn’t what it used to be, and the last 2.5 years have permanently changed consumer behaviors. Traditional mass reach channels like traditional TV and radio are still critical in any marketer’s media mix, but they’re no longer the only options for reaching large audiences en masse.
For additional insights, download our 2022 Annual Marketing Report.
참고
- 닐슨 스트리밍 플랫폼 시청률
- 게이지, February 2022
