尼尔森年度营销报告显示，全球仅有 26% 的营销人员对其受众数据有信心

对营销人员进行的全球调查发现，2022 年品牌的首要任务是提高品牌知名度、打破测量孤岛、制定个性化战略以及更加以目标为导向

NEW YORK, April 12, 2022 – 尼尔森 (NYSE: NLSN) released its 2022 Annual Marketing Report, which found marketers are prioritizing digital first, but have struggled over the past two years to keep up with consumers’ changing media habits. Titled “Era of Alignment,” the first global report of its kind, illustrates how marketers need confidence in their data to focus equally on brand building and customer acquisition, doing so through both upper-funnel and lower-funnel planning and execution.

该报告在 2021 年 12 月至 2022 年 1 月期间对近 2000 名全球营销人员进行了调查，揭示了数字技术在资金使用中的主导地位，并暴露出营销人员对这些决策背后的数据缺乏信心。随着数字碎片化的持续，营销人员表示数据准确性、测量和投资回报率是他们最关心的问题。虽然 69% 的营销人员认为第一方数据对他们的战略和营销活动至关重要，72% 的营销人员认为他们可以获得高质量的数据，但全球只有 26% 的营销人员对他们的受众数据充满信心。

对齐时代》发现，世界各地的营销人员都经历过类似的成功领域和挑战，具体表现在：

• Brand awareness is marketers’ top objective. To reach this goal, brands need to leverage an array of channels to reach the widest audience. Nearly two-thirds (64%) of respondents stated that social media is the most effective paid channel with TikTok and Instagram dominating spend. Social media spend increased by 53% across global marketers, significantly more than the aggregate increase of TV and radio spend. Customer acquisition is their second objective, showing that marketers must focus efforts on the entire customer journey.
• Increased media fragmentation amplifies the need for holistic measurement. Marketers’ confidence in measuring ROI of the full-funnel is only 54%. Remove online and mobile video and confidence in measuring ROI across all other channels is under 50% globally, and while nearly half of marketers plan to increase their spending on podcasts, their confidence in measuring the ROI of that investment is 44%.
• It’s vital for marketers to use data to champion personalized marketing strategies. The increasing proliferation of channels produces an abundance of unique data sets. However, 36% of marketers still claim that data access, identity resolution, and deriving actionable insights from data is either extremely or very difficult. With the rise of connected TV (CTV) this presents new challenges to traditional targeting solutions. CTV is a growing focus for global marketers, with 51% planning to increase their over-the-top/CTV spending in the coming year. In 2021, Americans streamed almost 15 million years’ worth of content across subscription- and ad-supported platforms. 
• By placing a greater emphasis on purpose-driven initiatives, marketers can better connect with consumers. Nielsen research shows over half of U.S. consumers (52%) purchase from brands that support causes they care about; similarly, more than 36% expect the brands they buy to support social causes. While global marketers say their brands are emphasizing purpose, Nielsen data shows that 55% of consumers aren’t convinced that brands are fostering true progress.

"尼尔森首席营销与传播官杰米-莫尔达夫斯基（Jamie Moldafsky）表示："尼尔森的工作是提供最全面的跨行业消费者行为视角，我们在测量领域的长期经验和对媒体领域的全面了解为品牌提供了360度的视角，这是其他任何地方都无法比拟的。尼尔森首席营销与传播官杰米-莫尔达斯基（Jamie Moldafsky）表示："这项研究再次证实，营销人员希望将资金投入到能带来直接投资回报的渠道中，但这必须与整体品牌提升相平衡。随着媒体参与方式的转变，灵活性和数据对于优化整个营销漏斗至关重要。随着第三方 cookie 即将被淘汰，营销人员优先考虑个性化和将品牌与客户关心的事业相结合也就不难理解了。通过我们的解决方案和这份报告，我们将继续帮助品牌和营销人员获得可行的洞察，从而做出更明智、更迅速的决策。

这是尼尔森发布的第五份年度营销报告。该报告基于对营销人员的调查反馈，这些营销人员管理着 100 万美元或以上的营销预算；他们的工作涉及多个行业（汽车、金融服务、快速消费品、科技、医疗保健、制药、旅行、旅游和零售）；他们的工作重点与媒体、技术和测量策略有关。

Download the report here.