닐슨 연례 마케팅 보고서, 코로나19 이후 브랜드가 전략을 발전시켜야 할 필요성 강조

마케터는 고객 확보, CTV 및 잠재 고객 발굴 기회에 우선순위를 둡니다.

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.

마케팅 및 광고 프로그램이 회복세를 보이면서 브랜드는 습관과 선호도가 계속 변화하는 소비자들에게 어떤 전략과 전술을 펼칠지 신중하게 결정해야 합니다. 닐슨은 규모에 관계없이 모든 기업이 어떤 채널과 플랫폼을 고려해야 하는지, 어떤 접근 방식을 취해야 하는지에 대한 인식이 크게 다르다는 사실을 발견했습니다.

“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.”

마케팅 예산이 100만 달러 미만에서 1천만 달러 이상인 250개 이상의 미국 브랜드 마케팅 담당자를 대상으로 실시한 닐슨의 설문조사를 기반으로 한 이 연구에 따르면 다음과 같은 사실이 밝혀졌습니다:

• 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.