随着消费者可以使用大量新媒体平台和形式，营销人员与潜在买家接触的方式比以往任何时候都要多。对于每一种新的营销渠道，衡量对于确定哪种形式能带来最大的投资回报率至关重要。
Brands that are investing in emerging media are seeing big returns. Nielsen Marketing Mix Models found that influencer marketing, for example, is just as effective as more established, mainstream channels, and performs within 1% of the ROI of TV and digital ads. And when it comes to new media’s impact on brand, the results speak for themselves. In a study of over 1,000 podcast, influencer and branded marketing ads, Nielsen’s 品牌影响力 Norms database shows that the median brand recall was over 70% among consumers who saw the ads.
为了进一步了解新兴媒体对投资回报率的影响，我们最近采访了尼尔森公司品牌影响产品高级副总裁尼科尔-亨德森（Nichole Henderson）。在我们的讨论中，Nichole 讨论了新媒体在营销活动中的迅速崛起、它们如何帮助提高投资回报率，以及营销人员如何在制定预算前对营销活动进行适当的测试。
For additional insights, download our 2022 ROI Report.
