Only 26% of global marketers are confident in their audience data: Nielsen study

As digital fragmentation continues, marketers report data accuracy, measurement, ROI as concerns.

Mumbai: The digital dominance in marketing dollars notwithstanding, with continued digital fragmentation, marketers report data accuracy, measurement, and ROI as paramount concerns. While 69 per cent of marketers believe first-party data is essential for their strategies and campaigns, 72 per cent of marketers believe they have access to quality data, and only 26 per cent of global marketers are fully confident in their audience data, according to the global survey conducted by Nielsen.

Nielsen’s 2022 annual marketing report titled ‘Era of Alignment’ surveyed nearly 2,000 global marketers between December 2021 and January 2022 to reveal a digital dominance in how dollars are being spent and exposed marketers’ lack of confidence in the data behind those decisions. As per the report, brands’ top priorities for 2022 are increasing brand awareness, breaking down measurement siloes, developing personalised strategies, and becoming more purpose-driven.

As marketers are prioritising a digital-first approach, the social media spend increased by 53 per cent across global marketers, significantly more than the aggregate increase of TV and radio spend. However, they have struggled over the past two years to keep up with consumers’ changing media habits. The report illustrates how marketers need confidence in their data to focus equally on brand building and customer acquisition, doing so through both upper-funnel and lower-funnel planning and execution.

The ‘Era of Alignment’ report found marketers around the world are experiencing similar areas of success and challenges, as shown by:

Brand awareness is marketers’ top objective: To reach this goal, brands need to leverage an array of channels to reach the widest audience. Nearly two-thirds (64 per cent) of respondents stated that social media is the most effective paid channel with TikTok and Instagram dominating spend. Customer acquisition is their second objective, showing that marketers must focus efforts on the entire customer journey.

Increased media fragmentation amplifies the need for holistic measurement: Marketers’ confidence in measuring the ROI of the full-funnel is only 54 per cent. Remove online and mobile video and confidence in measuring ROI across all other channels are under 50 per cent globally, and while nearly half of marketers plan to increase their spending on podcasts, their confidence in measuring the ROI of that investment is 44 per cent.

It’s vital for marketers to use data to champion personalised marketing strategies: The increasing proliferation of channels produces an abundance of unique data sets. However, 36 per cent of marketers still claim that data access, identity resolution, and deriving actionable insights from data is either extremely or very difficult. The rise of connected TV (CTV) presents new challenges to traditional targeting solutions. CTV is a growing focus for global marketers, with 51 per cent planning to increase their over-the-top/CTV spending in the coming year. In 2021, Americans streamed almost 15 million years’ worth of content across subscription- and ad-supported platforms.

Also Read: Connected TV: A growing market in India   

By placing a greater emphasis on purpose-driven initiatives, marketers can better connect with consumers: Nielsen research shows over half of US consumers (52 per cent) purchase from brands that support causes they care about; similarly, more than 36 per cent expect the brands they buy to support social causes. While global marketers say their brands are emphasising purpose, Nielsen data shows that 55 per cent of consumers aren’t convinced that brands are fostering true progress.

“The research reaffirms that marketers want to put money into channels to deliver immediate ROI, but this must be balanced with overall brand lift. As media engagement shifts, agility and data are critical to optimise the entire marketing funnel,” said Nielsen chief marketing and communication officer Jamie Moldafsky. “With the upcoming depreciation of third-party cookies, it’s understandable to see marketers prioritising personalisation and aligning their brand with causes their customers care about. Through our solutions – and this report – we’re continuing to help brands and marketers get actionable insights to make more informed, and quicker decisions.”

This is the fifth annual marketing report produced by Nielsen. "The report is based on survey responses from marketers who manage marketing budgets $ one million or more; who work across a variety of industries (auto, financial services, FMCG, technology, health care, pharmaceuticals, travel, tourism, and retail); and whose focus pertains to media, technology, and measurement strategies," according to data and market measurement firm.


Latest Reads
Trivayu Media Works aims to double client base; focus on newly built startups

Hyperlocal content distribution company TriVayu Media Works has announced ambitious targets to expand its client base by 100 per cent by specifically focusing on newly built start-ups.

MAM Marketing MAM
ASICS India inks deal with cricketer Prasidh Krishna

Japanese sports performance brand ASICS welcomed Indian cricketer and prolific right-arm fast bowler Prasidh Krishna into the ASICS family.

MAM Marketing MAM
Tenovia Solutions bags Maharishi Ayurveda’s e-com mandate

Tenovia Solutions on Thursday announced that it has signed up the e-commerce mandate of Maharishi Ayurveda.

MAM Marketing MAM
Binance ropes in TikTok fame as brand ambassador

Binance has partnered with the Italian Senegalese creator Khaby Lame, who grew to fame through his viral TikTok videos, to join as a global brand ambassador.

MAM Marketing Brands
Adani Sportsline and Indian Olympics Association (IOA) join hands as principal sponsor partners

The sports arm of the Adani Group, Adani Sportsline has become an official partner with the Indian Olympics Association (IOA) for the upcoming Birmingham Commonwealth Games 2022, Hangzhou Asian Games 2022, and Paris Olympic Games 2024.

MAM Media and Advertising People
Ferrero India, Discovery Channel launch Kinder Joy’s ‘Natoons’ collection

The confectionery brand of Ferrero, Kinder Joy (manufacturers of sweet-packaged products) has announced its portfolio expansion in India with the launch of Kinder Joy ‘Natoons' emphasising the purpose of ‘Learning about Animals’ for kids.

MAM Marketing MAM
GoDaddy launches new campaign aimed at giving ‘visibility’ to SMEs

GoDaddy, the company that empowers everyday entrepreneurs, today launched a new India marketing campaign focusing on the benefits of creating an online presence to make business ‘visible’ around the globe, irrespective of the size and the location. The campaign strives to inspire and empower more...

MAM Marketing Brands
Revex Media to expand into Canada and UAE in 2022-23

Gurgaon-based agency Revex Media has announced its aim to double its client base by the end of the financial year 2022-23. The agency’s fiscal year objective is to expand into new markets in Canada and the UAE.  It has already roped in five new brands in the first quarter of this month and grew its...

MAM Marketing MAM
Kenya Safari Packages from India - How to Plan the Best Trip

From visa application to vaccination-when to travel- places to visit, and for how long - here is a perfect guide on how to plan the best Kenya safari packages from India. Kenya is one of the few countries in Africa that boast all sorts of tourist attractions. From wildlife-rich savannahs to gushing...

MAM Marketing MAM