尼尔森-适应时代—品牌的未来策略报告（英文）-2021.4-27页_3mb

Nielsen Annual Marketing Report Summary

Core Content

This report, titled ERA OF ADAPTATION: Future-Foward Strategies for Brands of All Sizes, explores the evolving landscape of marketing in the post-pandemic era. It emphasizes the need for brands to adapt their strategies, leverage data and technology, and rethink traditional marketing approaches in light of changing consumer behavior and new challenges in the digital ecosystem.

Main Points

• Adaptation is Key: The pandemic has forced brands to continuously adapt their marketing strategies, and this trend is expected to continue in 2021 and beyond. Brands must remain agile and responsive to shifting consumer habits and market conditions.

• Marketing Budgets and Constraints: While marketing budgets have started to rebound after a drop in mid-2020, many brands, especially small and medium-sized ones, still face significant financial constraints. This has led to a focus on cost-effective strategies and a need for better ROI measurement.

• The Shift from Cookie-Based to First-Party Data: With the decline of cookies, marketers are increasingly relying on first-party data to build meaningful consumer relationships. However, this data alone is not sufficient, and brands must complement it with second- and third-party data to ensure comprehensive insights.

• Omnichannel Re-Thinking: The traditional focus on the point of purchase is evolving. Marketers are now encouraged to consider the entire customer journey, from touch point to touch point, and ensure seamless experiences across all channels.

• CTV and Addressable Advertising: Connected TV (CTV) and addressable advertising are emerging as key opportunities for brands, especially in a world where streaming is becoming more prevalent. These formats offer personalized and targeted experiences, but they come with challenges in measurement and adoption.

• Measurement Challenges: Despite the growing importance of measurement in marketing, brands of all sizes and industries lack confidence in their ability to accurately track ROI. This is compounded by the fragmentation of platforms and the absence of cookies, which have traditionally been used for tracking consumer behavior.

• Marketing Technology Accessibility: Modern marketing tools and solutions are now more accessible to small- and mid-sized companies, making it possible for them to compete with larger brands. However, budget limitations and a lack of expertise still pose challenges.

Key Findings

1. Resist the Urge to Stop Marketing

• Brands that ceased marketing during the pandemic may face up to 11% revenue decline in 2021.
• Customer acquisition is the top marketing objective for all surveyed marketers, with customer retention being a key focus for smaller companies.

2. Reallocation Response Times are Critical

• Companies with larger budgets were more agile in reallocating marketing spend, reacting faster to market changes.
• Budget constraints are a major barrier to adopting marketing analytics and attribution solutions, especially for smaller businesses.

3. Re-Think Omnichannel

• Omnichannel strategies must extend beyond the point of purchase to include the entire customer journey.
• Smaller brands are more focused on personalization and path-to-purchase message sequencing.

4. CTV and Addressable are Budding Opportunities

• CTV adoption has surged, particularly among older demographics, and is becoming a staple in consumer media consumption.
• Addressable advertising is gaining traction across all media types, including live and linear TV, offering personalized experiences.
• Larger companies are more likely to explore CTV and addressable advertising, but all brands need to invest in the right technology and data.

5. Measurement is a Universal Challenge

• Fewer than 20% of marketers feel confident in measuring ROI, highlighting a significant gap between objectives and capabilities.
• Brands must prioritize measurement capabilities like deduplication, multi-touch attribution, and marketing mix modeling.

6. First-Party Data is a Good Start, But It's Not Enough

• First-party data is important, but its quality and completeness vary, especially for smaller brands.
• Marketers from all company sizes recognize the importance of first-party data, but confidence in its accuracy remains low.

Key Recommendations for Marketers

• Align Marketing Success with Business Objectives: Ensure that marketing measurement and analytics tools are tailored to the specific goals of the brand.
• Focus on ROI Measurement: As the marketing landscape evolves, brands must prioritize the measurement of ROI across all channels and tactics.
• Invest in the Right Technology: Modern marketing tools are now accessible to all brands, and investing in them can help improve efficiency and effectiveness.
• Embrace Personalization: Use data and technology to deliver personalized experiences across all platforms, including traditional TV.
• Revisit and Optimize Strategies: Continuously evaluate and refine marketing strategies, focusing on what works and discarding ineffective methods.

About the Report

• This is the third edition of the Nielsen Annual Marketing Report, covering the period from 2020 to 2021.
• The report is based on surveys of marketers from small, medium, and large businesses.
• It highlights the challenges and opportunities that brands face in the current marketing environment, with a focus on adaptation, data, and technology.