The pace of change in media has been rapid over the past decade or so, and the COVID-19 pandemic has only accelerated the industry’s evolution. Yet amid a fast-changing world, one constant remains: the pressure on marketers to drive positive return on investment. According to the Nielsen Annual Marketing Report: Era of Adaptation, the ability to adapt and change is critical to success for brands. As marketing and advertising begin to rebound, brands need to be smart about their strategies and tactics in order to reach audiences whose habits and preferences have shifted.
How can marketers adjust their strategies and tactics to thrive in this new world? During Nielsen’s Cannes LIONS Live 2021 virtual experience, Lana Busignani, EVP, International Lead, Outcomes, Nielsen, discusses the findings from the Nielsen report including how marketers from brands of all sizes can adapt their marketing strategies moving forward.
在本环节中，拉娜将探讨营销人员如何驾驭这个新世界，并回答以下问题：
- 营销人员是否缺乏对市场做出灵活反应的信心？
- 营销人员是否希望增加对媒体和测量的投资？
- 衡量是营销人员面临的普遍挑战吗？
- 对于营销人员来说，CTV 还是未知领域吗？
请观看我们本场会议的点播录音，了解更多关于如何使营销和广告适应当今新媒体世界的见解。
请务必查看尼尔森 2021 年戛纳国际电影节 LIONS Live 虚拟体验中其他环节的点播录音：
