닐슨, 글로벌 마케터를 대상으로 ROI 전략에 대해 조사한 2024 연례 마케팅 보고서 발표

제6차 연례 마케팅 보고서에서는 글로벌 마케터들이 ROI를 입증하고 개선하기 위해 예산을 할당하고 성공을 측정하는 방법을 살펴봅니다.

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.

약 2,000명의 글로벌 마케터를 대상으로 조사한 이 보고서에 따르면 마케터들은 소셜 미디어, 검색, 온라인/모바일 동영상, 온라인/모바일 디스플레이를 ROI에 가장 효과적인 마케팅 채널로 보고 있지만 크로스 미디어 전략과 접근 방식이 없다면 주요 수익 기회를 놓칠 수 있다고 답했습니다.

2024 연례 마케팅 보고서는 마케터를 대상으로 예산 할당 및 지출 낙관론, 브랜드 구축 전략, 미디어 균형, 전반적인 신뢰도 등의 주제에 대해 설문조사를 실시했습니다. 전 세계의 주요 조사 결과는 다음과 같습니다:

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.

닐슨 소개

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 그리고 인스타그램).

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