Nielsen is Annual Marketing Report Uncovers Only 26% of Global Marketer – MarTech Series


Nielsen (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.
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The report, which surveyed nearly 2,000 global marketers between December 2021 and January 2022, revealed a digital dominance in how dollars are being spent and exposed marketers’ lack of confidence in the data behind those decisions. With continued digital fragmentation, marketers report data accuracy, measurement, and ROI as paramount concerns. While 69% of marketers believe first-party data is essential for their strategies and campaigns, and 72% of marketers believe they have access to quality data, only 26% of global marketers are fully confident in their audience data.
The Era of Alignment found marketers around the world are experiencing similar areas of success and challenges, as shown by:
“Our work at Nielsen is to provide the most complete view of consumer behavior across industries, and our longtime experience in measurement and comprehensive view of the media universe gives brands a 360-degree view that can’t be found anywhere else,” said Jamie Moldafsky, Chief Marketing and Communications Officer, Nielsen. “This research reaffirms that marketers want to put money into channels to deliver immediate ROI, but this must be balanced with overall brand lift. As media engagement shifts, agility and data are critical to optimize the entire marketing funnel. With the upcoming depreciation of third-party cookies, it’s understandable to see marketers prioritizing personalization and aligning their brand with causes their customers care about. Through our solutions – and this report – we’re continuing to help brands and marketers get actionable insights to make more informed, and quicker decisions.”
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PR Newswire, a Cision company, is the premier global provider of multimedia platforms and distribution that marketers, corporate communicators, sustainability officers, public affairs and investor relations officers leverage to engage key audiences. Having pioneered the commercial news distribution industry over 60 years ago, PR Newswire today provides end-to- end solutions to produce, optimize and target content — and then distribute and measure results. Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire powers the stories of organizations around the world. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and Asia-Pacific regions.
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