与许多市场的情况一样，巴西的媒体格局正变得日益复杂，而且变化速度比历史上任何时期都要快得多。虽然平台和内容的多样性为渴望媒体的消费者带来了福音，但从市场营销的角度来看，媒体领域的演变可能具有挑战性，尤其是在证明投资回报率（ROI）方面。
了解整个媒体环境的变化对未来的成功至关重要，为了促进持续合作，我们最近在巴西为来自快速消费品（FMCG）和非快速消费品行业的 115 多家客户举办了首次营销实效活动。此次活动的主题是 "多渠道环境下的有效沟通"，旨在分享对当前媒体格局的看法、评估市场中现有营销活动的表现以及提高营销活动的投资回报率。
"尼尔森营销投资回报率解决方案美国地区副总裁戴维-埃尔霍恩（David Ehrhorn）在活动的第一场演讲中表示："了解什么是有效的，以及如何在一个包含数字、跨设备和离线元素的世界中组合正确的策略，是营销人员目前面临的最大挑战之一，他们需要营销智能来降低这一难题的复杂性。
大卫还概述了营销人员可用于与消费者互动的一些新方法和渠道，同时强调营销人员在使用这些方法和渠道时，需要能够衡量其有效性。在详细介绍了线上和线下指标、跨渠道去重以及了解消费者属性和偏好等方面的挑战后，大卫最后解释了多点触点营销是如何帮助许多营销人员在数字时代克服这些挑战的。
Dr. Carl Marci, chief neuroscientist for Nielsen Consumer Neuroscience, expanded on David’s discussion by detailing the power of using consumer neuroscience at a time when marketers need every possible advantage to engage their consumers. His presentation focused on how creative in today’s complex media market needs to be strong and emotionally engaging enough to create a lasting connection with an intended audience. This is paramount as consumers are faced with myriad media options, channels and devices—all of which are vying for their attention.
“With a plethora of viewing options available in the wake of media fragmentation, marketers continue to feel pressure to ensure their creative has the power to break through the clutter,” said Dr. Marci. “By combining great storytelling and the advanced technology of consumer neuroscience, marketers can win the battle against consumer’s dwindling attention spans and create significant brand impact.”
In addition to listening to Dr. Marci’s presentation, attendees had the opportunity to visit a booth after the session to see and experience Nielsen’s consumer neuroscience technologies.
Pictured above: Panelists bring cross-industry view points on media evolution, effectiveness and optimization (from left to right): Janaina Brizante, Nielsen Consumer Neuroscience Director for Brazil, Claudia Furniel, Marketing Manager, Banco Itaú, Natalie Delgado, CMI Director, Mondelez, Paulo Ramazza, Marketing Manager, Magazine Luiza
