Marketing: When the abundance of data is not enough

Marketing: When the abundance of data is not enough

Nielsen has just released its 2022 annual marketing report “ era of alignment (Era of alignment).

This study, conducted between December 2021 and January 2022 among nearly 2,000 global marketers, shows and also highlights the dominance of digitization in spend management Marketers’ lack of trust in data underlying these decisions.

Marketers and the Data Paradox…

When marketers have never had so much data at their fingertips, it doesn’t seem to make their lives any easier.

Marketers surveyed by Nielsen say that as digital fragmentation increases, data accuracy, measurement and ROI are now top concerns.

While 69% of marketers believe 1st-party data is essential to their strategies and campaigns, and 72% believe they have access to quality data, only 26% fully trust their data.

The question of ROI becomes central

Marketers’ confidence in measuring the ROI of the entire journey is only 54%.

Excluding online videos and videos viewed on mobile phones, trust in ROI measurement of all other channels is less than 50% worldwide.

Although almost half of marketers plan to increase their spend on podcasts, their confidence in measuring this channel’s ROI is only 44%.

The proliferation of channels produces a wealth of unique data.

However, 36% of marketers still say that accessing data, solving identity problems, and deriving actionable insights from data is extremely or very difficult.

The rise of connected television (TVC) also poses new challenges for conventional targeting solutions.

TVC is becoming increasingly important to marketers, with 51% expecting to increase their connected TV spend in the coming year.

In 2021, Americans have been streaming nearly 15 million years of content across subscription and ad-supported platforms.

Awareness and acquisition as primary goals

Brand awareness is the main focus of marketers for the year ahead.

For nearly two-thirds (64%) of marketers surveyed, social media is the most effective paid channel for doing this (TikTok and Instagram are the top spenders).

As a matter of fact, Social media spend up 53% among marketers worldwide, which is significantly higher than the combined increase in TV and radio spending.

customer acquisition is her second goal and shows that marketers need to focus their efforts on the entire customer journey.

CSR: Consumers who still need to be convinced

Nielsen Scarborough shows that more than half of US consumers (52%) buy from brands that support causes they care about; Likewise, more than 36% expect the brands they buy to support social causes.

While marketers worldwide claim their brands are purpose-driven, Nielsen’s data shows it 55% of consumers are not convinced that brands contribute to real progress.

“This study reconfirms that marketers want to invest in channels that deliver immediate ROI, but this needs to be balanced with overall brand impact.
As media engagement evolves, agility and data are essential to streamline all marketing efforts.
With the impending removal of third-party cookies, it's only natural for marketers to prioritize personalization and align theirbrand around the causes their customers care about... »

a notice Emma Delserieys, Vice President, Marketing Effectiveness Customer Success, EMEA at Nielsen


This is Nielsen’s fifth annual marketing report. This report is based on responses to a survey of marketers managing marketing budgets of $1 million or more across a variety of industries (automotive, financial services, consumer goods, technology, healthcare, pharmaceuticals, travel, tourism, etc.). retail) and that focus on media, technology and measurement strategies.

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