Nielsen Annual Marketing Report: Era of Alignment

Despite the difficulty of the past two years, brands continue to re-balance their marketing efforts after widespread pullbacks in 2020, especially with respect to traditional mass reach channels like TV and radio.

As they rebalance, agility remains critical. Consumer behavior isn’t just in flux—it has changed.

Data remains a marketer’s guiding light. But that data–which should be increasingly rooted in an effective first-party data strategy–should be plugged into scalable marketing solutions that brands of all sizes can use to approach all decisions with precision to arrive at reliable, growth-driving outcomes.

The findings in this report offer an inside view of the state of the global marketing industry through the eyes of frontline marketers. The report leverages findings from a global survey to understand marketers’ sentiment around brand objectives, marketing allocation, channel spend, martech effectiveness, driving tangible ROI, new marketing channels and the importance of brand promise.

This report features four key sections:

• Driving Brand Awareness Has Never Been More Important
• Ensure that Your Cross-Platform Measurement isn’t Siloed
• Crystalize Your Data and Your Data Strategy for a Personalized Future
• Make Your Brand Your Promise