尼尔森发布《2024 年度营销报告》，调查全球营销人员的投资回报战略

第六期《年度营销报告》探讨了全球营销人员如何分配预算和衡量成功--所有这些都着眼于证明和提高投资回报率

NEW YORK - April 25, 2024 - Nielsen, a global leader in audience measurement, data, and analytics, released its sixth global Annual Marketing Report, revealing marketers’ priorities and plans to improve ROI in 2024 and beyond.

该报告对近 2000 名全球营销人员进行了调查，发现营销人员仍然认为社交媒体、搜索、在线/移动视频和在线/移动显示屏是投资回报率最高的营销渠道，但如果没有跨媒体战略和方法，就可能错失重要的创收机会。

2024 年度营销报告》就预算分配和支出乐观程度、品牌建设战略、媒体平衡和整体信心等主题对营销人员进行了调查。全球范围内的一些重要发现包括

1. Marketer spending optimism is up in 2024: Despite the presence of inflation, consumer spending, and supply chain uncertainties as key planning considerations, 72% of global marketers expect bigger ad budgets this year, up from 64% on a year-on-year basis.
2. Marketer tactics may not drive top KPI results: Marketers’ top KPIs are long-term ROI and full-funnel ROI. At the same time, however, 70% of respondents plan to prioritize performance marketing over brand building initiatives. A shift to performance marketing, without supporting brand-building marketing, could limit long-term ROI and may cause brand decay.
3. Digital media allocations are approaching two-thirds of spending: On average, global marketers plan to allocate more than 63% of their media spending to digital channels, with social media, search, online video and digital display accounting for the largest increases. A year ago, marketers split their traditional:digital spending 50:50.
4. Marketing technology confidence doesn’t match measurement realities: 84% of global marketers say they’re either extremely or very confident in their ROI measurement capabilities, up from 69% in 2023. Comparatively, only 38% say they evaluate the holistic ROI of their marketing efforts by measuring traditional and digital marketing together.

“Marketers manage a diverse and growing number of channels – each with a unique set of activation needs and performance metrics. Nielsen’s Analytics Portfolio meets marketers where they are at – across channels and across objectives – to accurately measure and maximize returns across a complete marketing plan,” said Tina Wilson, EVP and Group GM, Analytics Portfolio Companies, Nielsen. “Our research reaffirms that effective measurement requires an integrated effort across media to understand brand and performance metrics in the short and long term.”

This is the sixth Annual Marketing Report produced by Nielsen. The report is based on survey responses in December 2023 from marketers who manage marketing budgets of $1 million or more, who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail), and whose focus pertains to media, technology, and measurement strategies. Download the report here.

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Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences—now and into the future. Nielsen operates around the world in more than 50 countries. Learn more at www.nielsen.com and connect with us on social media (推特, LinkedIn, 在 Facebook 上 和 Instagram).

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