尼尔森年度营销报告认为营销人员有机会使投资回报率观念与现实保持一致

营销人员对新兴数字渠道持怀疑态度；对传统渠道则要求更高

New York, NY – Jan. 14, 2019 – Nielsen (NYSE: NLSN) today released its Annual Marketing Report: The Age of Dissonance. The report sheds new light on how marketers perceive the effectiveness of digital and traditional channels, if their perception is driven by measurement data they can trust, and what ultimately influences budget decisions. 

消费者的购买路径日益分散。营销人员需要了解哪些渠道可以有效地接触到消费者的购买过程，从而制定出最有效的营销组合。然而尼尔森发现，对渠道的投资往往是由一种并不完全基于现实的有效性意识所驱动的，这导致了花费的浪费和机会的错失。

尼尔森对全球 360 多个品牌和代理商的营销人员进行了调查，研究发现

• Marketers hold digital channels to a different standard than traditional channels, despite lack of confidence in ROI. Digital channels are perceived to be effective and invite more spending, even when that effectiveness cannot be readily verified.

• Data quality is a top priority for just 28% of respondents. Despite the benefits of using high quality data, data quality ranks low on the list of marketing priorities—well behind targeting, ad creative and reach. 

• Marketers place a much higher priority on advertising than trade promotions. Most marketers discount the value of trade promotions, despite opportunities to use them to learn about their customers’ in-store purchase behaviors. 

• Marketplace challenges are slowing the adoption of over-the-top (OTT) TV. To capitalize on the promise of OTT, brands must overcome internal knowledge gaps and partner with vendors to address measurement and media planning efficiency/ transparency concerns.

• Marketers prioritize new customers over old. Despite the value of existing customers, the majority of marketers are focused on acquiring new customers and increasing branding awareness, with just 8% of marketers focused on reducing churn.

"尼尔森全球分析主管马特-克雷普西克（Matt Krepsik）表示："在当今日益全方位的渠道环境中，营销人员正在寻求更强的责任感，然而我们通过这项研究了解到，他们对媒体的投资往往是受观念和现实的驱动。尼尔森全球分析主管马特-克雷普西克（Matt Krepsik）说："好消息是，业界正在努力向市场推出可靠的测量解决方案，不仅是为了了解新的数字渠道，也是为了提供所有渠道的可比指标。只有这样，营销人员才能全面思考，在整个客户旅程中做出更明智的投资。"

调查问卷于 2019 年 1 月至 3 月间收集。样本包括 247 名品牌高管和 116 名代理商高管，共计 363 名受访者，其中近 80% 的参与者为总监及以上级别。

For more key findings and recommendations for marketers, please download the report here.