传统媒体对当今的 CMO 仍至关重要，投资回报率、广告浪费和营销技术是他们关注的重点
New York, NY – June 6, 2018 – The launch of the Nielsen CMO Report 2018, the first in an annual series of CMO reports by Nielsen (NYSE: NLSN), reveals that 82% of marketers expect to increase their digital spend as a percentage of their total advertising budget and that nearly 80% of marketers plan to increase their investment in analytics or attribution solutions in the next 12 months. The research, based on in-depth U.S.-based CMO interviews and extensive survey data, made it clear that it’s not more data that marketers are looking for, rather better insight. Only 25% of marketers reported being highly confident in their ability to accurately measure return on investment (ROI).
The report, timed to help media and brands during the upfront season, is a look into the minds of today’s CMOs as they tackle the challenges of an increasingly fragmented marketplace. Across nearly all business verticals, marketers reported large shifts in how they evaluate, measure and budget across media channels.
- 营销人员揭示了数字媒体对其整体营销工作的重要性。
- 82%的营销人员预计在未来 12 个月内将增加数字媒体支出在其广告预算总额中所占的比例（平均增幅为 +49%）。
- 超过 73% 的参与者将搜索和社交媒体列为最重要的数字渠道。
- 然而，数字媒体效果的证明仍不明确；只有 26% 的受访营销人员对自己准确量化数字媒体投资回报率的能力非常有信心。
虽然总体而言，受访者对传统媒体的评价不如数字媒体高，但他们明确表示，传统渠道对品牌建设及其相关的渠道顶部营销指标（包括品牌知名度、回忆度和好感度）仍然至关重要。
- 不到三分之一的受访者预计未来 12 个月传统媒体预算会增加。
- 超过 51% 的参与公司继续将电视视为最重要的传统媒体渠道；30% 的受访者认为电视对其营销战略极为重要。
- 对于传统媒体来说，证明投资回报率也仍然是一项挑战；只有 23% 的营销人员对衡量传统媒体的投资回报率非常有信心。
报告显示，品牌广告商正越来越多地以客户为战略中心，以更多渠道的方式组织自己。四年前，超过 70% 的公司*并非如此。现在，几乎同样多的营销人员（62%）表示，他们的组织方式支持统一的报告结构和收入目标的全渠道方法。 然而，全渠道营销执行方面的挑战依然存在，因为只有四分之一的品牌广告主对其当前的营销技术非常有信心。受访者表示，需要一种更简便的营销技术方法，将多渠道消费者数据和洞察力更好地整合到一个地方。
"我们开展《尼尔森2018年CMO报告》的研究有一个核心目标，那就是为品牌广告主发声，他们正面临着一些最艰巨的挑战。"尼尔森产品营销与战略高级副总裁埃里克-所罗门（Eric Solomon）说。"我们听到的是，尽管新的广告和促销渠道盛行，数据和技术方面的投资也很可观，但营销人员仍在日益全渠道化的世界中努力创造和证明销售成果。"
尼尔森《2018 年 CMO 报告》明确指出，品牌广告主及其代理商正在尽最大努力适应媒体消费和消费者行为的变化，但仍有相当大的进步空间。量化投资回报率和展示实际业务成果的能力势在必行，同时也需要一个简单、统一的技术平台，使持续改进营销绩效成为可能。
下载报告 here.
*全国广告商协会和尼尔森公司开展的 "优化多屏整合营销活动 "调查。
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