Category: Contributor Blogs

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

Navigating change isn’t easy, yet change remains front and center for marketers seeking the best strategies and channels to engage with consumers. Agility has never been more important, and adaptability remains a top attribute for marketers as channels broaden and the lines between our linear and digital worlds converge.

To establish and maintain meaningful relationships with consumers, marketers need to keep pace with real-time changes in behavior, attitudes and media engagement. According to Jamie Moldafsky, Nielsen’s chief marketing and communications officer, robust and accurate data must be marketers’ north star for understanding and engaging consumers—and for measuring the ROI of that engagement.

With the complexities of ongoing disruption and media fragmentation, Moldafsky says several things remain constant: the need to know consumers and clients, what they want from you and how you can most effectively and efficiently engage them.

In concert with the launch of Nielsen’s 2022 Annual Marketing Report, we spoke to Moldafsky about the importance of brand, the intersection of brand and acquisition, the importance of understanding full consumer journeys and the value of scalable data strategies.

For additional insights, download Nielsen’s 2022 Annual Marketing Report.