尼尔森-2019年营销报告——不和谐的时代（英文）22页_3mb

Nielsen Annual Marketing Report Summary: The Age of Dissonance

Core Content

Nielsen's 2019-2020 Annual Marketing Report, titled The Age of Dissonance, explores the evolving landscape of marketing, focusing on how marketers perceive and allocate budgets across digital and traditional channels. The report highlights the tension between perception and reality in digital marketing, the role of data quality, the potential of OTT (Over-The-Top) advertising, and the shifting priorities of marketers towards new customers and brand awareness.

Main Findings

1. Digital Media Budgets Follow Perception, Not Reality

• Marketers are more inclined to invest in digital channels based on perceived effectiveness rather than measurable ROI.
• Paid search and social media are seen as the most effective digital channels, with video joining them this year.
• Email is the most trusted digital channel in terms of ROI measurement, with 67% of marketers very confident in its effectiveness.
• OTT TV has low perceived effectiveness, with only a slight increase from 40% in 2018 to 41% in 2019.
• Agencies are slightly more confident than brands in the effectiveness of digital channels, but both groups agree on the ranking of effectiveness.

2. Brands Shrug Off Data Quality Issues

• Data quality is a low priority for brands, ranking fourth in campaign priorities.
• Targeting and ad creative are the top priorities, with 53% and 37% of respondents respectively.
• Brands are less concerned about data quality than agencies, which could lead to long-term challenges in campaign effectiveness.
• The industry must focus on educating marketers on the value of data to ensure better decision-making.

3. Digital Will Break Down Advertising and Promotion Silos

• Owned media is seen as more critical than trade promotions, with 85% of respondents valuing it highly.
• Trade promotions are underutilized and ripe for disruption by digital technologies.
• Future innovations like AR/VR can enhance in-store experiences and improve planning and optimization.
• Marketers should not discount promotions and should integrate them with earned and paid media strategies.

4. Obstacles Hinder OTT Adoption

• Measurement capabilities are the biggest concern for OTT adoption, affecting 62% of marketers.
• Internal knowledge gaps are also a major barrier, impacting 58%.
• Both brands and agencies face challenges, but brands perceive measurement and targeting as more significant obstacles.
• Marketers are advised to test small-scale campaigns, build internal capabilities, and form partnerships with media and technology vendors.

5. Marketers Favor New Customers Over Old

• Acquiring new customers is the top marketing objective for 41% of respondents.
• Increasing brand awareness is the second most important, with 28% of marketers prioritizing it.
• Customer retention is a distant third, at 13%, and preventing churn is the least important.
• The 80/20 rule is losing relevance as customer loyalty declines, with only 8% of consumers considering themselves loyal.

Key Recommendations for Marketers

• Communicate campaign objectives clearly to agencies to ensure alignment.
• Avoid disproportionate focus on paid media; engage agencies in earned media and promotions.
• Improve data quality as much as targeting and reach.
• Invest in digital channels like paid search, video, and social media, but don’t neglect traditional channels like email and linear TV.
• Prepare for OTT by testing small campaigns, building internal expertise, and forming strategic partnerships.
• Avoid guesswork in marketing decisions; partner with industry experts to validate ROI.
• Acknowledge the role of perception in media decisions and seek reliable measurement tools.

About the Report

• Survey Methodology: Conducted between January and March 2019, with responses from 363 marketers (247 brand executives, 116 agency executives).
• Geographic Distribution: 74% from the U.S., 5% from Canada, 3% from the U.K.
• Industry Focus: 12% in the CPG industry, with most respondents holding Director-level or higher positions.
• Purpose: To understand current marketing dynamics and identify opportunities for improvement in media planning and measurement.

Conclusion

Nielsen highlights that while digital media is growing in importance, its effectiveness is often based on perception rather than solid measurement. Marketers are under pressure to balance innovation with accountability, especially as data quality and ROI measurement remain key concerns. The report urges marketers to adopt more data-driven approaches, invest in emerging channels like OTT, and rethink their strategies to focus on customer acquisition and brand awareness in an increasingly fragmented market.