尼尔森：2022年全球营销报告（EN）_30页_1mb

Summary of "Era of Alignment" Report

Core Content

This report outlines the evolving landscape of marketing in 2022, emphasizing the importance of brand awareness, personalized marketing, cross-platform measurement, and data strategy in a fragmented media environment. It highlights how marketers are adapting their budgets and strategies to align with consumer behavior changes, technological advancements, and the need for measurable outcomes.

Main Points

1. Brand Awareness is Critical

• Brand awareness is now a top marketing objective for global marketers.
• With media fragmentation and reduced visibility of traditional brand equity sources, marketers must focus on cross-channel brand building.
• Nielsen data shows that a 1-point increase in brand metrics (like awareness and consideration) drives a 1% increase in sales.
• Short-term wins are still a priority, but long-term brand growth is essential.

2. Measurement Needs to Be Holistic

• Consumer journeys are not siloed, but only 54% of marketers are confident in measuring full-funnel ROI.
• Social media is the most effective paid channel, with 64% of marketers ranking it as their most effective channel.
• Confidence in ROI measurement varies by region, with Latin America showing the highest confidence in social media ROI (86%) and Asia-Pacific the lowest (55%).

3. Data Strategy is Key for Personalization

• Data is essential for understanding consumer behavior and delivering personalized marketing.
• Only 26% of global marketers are fully confident in their audience data.
• First-party data is seen as important by 69% of marketers, with 72% believing they have access to quality data.
• Challenges include data access, identity resolution, and actionable insights.
• LATAM faces the most difficulty with these data-related aspects, while APAC and North America report the least.

4. Optimizing Across the Funnel

• Marketing mix models (MMMs) are recommended to optimize short-term sales and long-term brand awareness.
• Brands should align data strategies with campaign KPIs to ensure effective execution.
• Contextual and behavioral data are critical for personalized targeting and improving campaign performance.

5. Next-Gen Channels and Media Trends

• Connected TV (CTV) and podcasts are growing in importance, with 51% of global marketers planning to increase CTV spending.
• Podcasts are gaining traction, with host-read ads showing 71% brand recall.
• Digital ad delivery and measurement are increasingly dependent on identity solutions to track demographics and consumer behavior across billions of devices.

Key Recommendations

For Building Brand Awareness

• Align marketing strategy and tactics with KPIs that reflect brand goals.
• Stay top-of-mind across all platforms and channels where consumers engage.
• Leverage mass reach capabilities of digital channels, especially CTV and social media, to build awareness.

For Measurement Confidence

• Use technology that supports ROI measurement and data integration.
• Remain agile and adaptive by continuously refining data strategies.
• Optimize throughout the funnel using MMMs and full-funnel analysis to balance short-term and long-term goals.

For Data Strategy

• Crystalize your data strategy to support personalized marketing and targeting.
• Invest in first-party data and consent-compliant data partners to enhance audience targeting.
• Continuously optimize data strategies to ensure alignment with campaign KPIs and consumer engagement.

Conclusion

The Era of Alignment underscores the need for marketers to focus on brand awareness, personalization, and holistic measurement in a rapidly changing media environment. As traditional channels face challenges in ROI measurement, digital channels offer new opportunities for engagement and growth, provided that marketers have the right data and tools to support their efforts. Data confidence remains a critical issue, especially in LATAM, where marketers face the most challenges. The report calls for strategic investment in data infrastructure and martech solutions to ensure effective and efficient marketing that drives real business outcomes.