適應(yīng)時代—品牌的未來策略報告

1、Are we there yet? The short answer is, no. But, we are moving forward!Like you, Ive just experienced one of the most challenging years of my career as a CMO. Data has been a steady guide, but we all know that most marketing challenges also require a heavy dose of intuition. That has been particularl

2、y true of the pandemic period we arehopefullyemerging from.The economic, health and safety effects of the pandemic will affect consumers and businesses for years to come, but many brands are now thinking about reinvestment and growth strategies.What do we know? Data and what it can tell us about ind

3、ividual and market behavior is more critical than ever. Our reliance on marketing technology increases as we face a future without cookies. Quality data and marketing technology solutions have historically been out of reach for many medium- and small-sized companies, yet these businesses are the one

4、s that need the most help today. In fact, the Federal Reserve recently published a report that found that sales for 88% of the countrys small businesses have not returned to pre- crisis levels.Thats why we surveyed marketers from small, medium and large businesses for this years marketing report. It

5、s also why Nielsen is introducing expansions of its core measurement and attribution solutions to bring them within reach for businesses that havent been able to leverage them before.FOREWORDI stepped into the CMCO role at Nielsen at a compelling time for the media industry and marketers. COVID-19 h

6、as tested us all, but now we are shifting from “what has been” to “what will be.” I hope you will find this report useful in providing insights on our industry and the implications of COVID. We are here to help as we let the reset begin.JAMIE MOLDAFSKYChief Marketing and Communications OfficerNielse

7、nINTRODUCTIONFINDINGS SUMMARYKEY RECOMMENDATIONS FOR MARKETERSABOUT THIS REPORT2Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.INTRODUCTION 4FINDINGS SUMMARY 5Resist the Urge to Stop Marketing 7Reallocation Response Times are Critical 10Its Time to Re-Think Omnichannel 13CTV and A

8、ddressable are Budding, yet Largely Uncharted, Opportunities . 16Measurement is a Universal Challenge 19First-Party Data is a Good Start, but its Not Enough 22KEY RECOMMENDATIONS FOR MARKETERS 25ABOUT THIS REPORT 26CONTENTS333Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.INTRODUC

9、TIONcompanies feel the pinch of budget cutbacks more severely than larger ones.While the world is far from putting the pandemic in the rearview mirror, the companies that we surveyed for this years report, regardless of size, are focused on charting their paths forward, slicing through looming uncer

10、tainty to drive revenue. That said, awareness around which channels and platforms to consider, as well as which approaches to take, vary greatly.There is no universal silver bullet to guarantee success and growth, but granular data and scalable marketing solutions can provide brands of all sizes wit

11、h the insights and direction to approach any and all decisions with precision and reliable outcomeseven during the most unprecedented of times.MANY MODERN MARKETING TOOLS ARE NO LONGER OUT OF REACH FOR SMALL- AND MID-SIZED COMPANIES.INTRODUCTIONFINDINGS SUMMARYKEY RECOMMENDATIONS FOR MARKETERSABOUT

12、THIS REPORT4Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.*For this report, we have designated company size as follows:SMALLMEDIUMLARGEMarketing Marketing Marketing budgets of budgets of budgets of less than $1 million to $10 million$1 million $10 million or moreTHIRD EDITION 202

13、0-2021No one was prepared for what the world has experienced over the past year. The widespread disruption has meant something different for everyone, but businesses and households alike have responded similarly: do your best to adapt, and then continue adapting.For businesses, the need for agility

14、was clear, but uncertainty and disruption left most ill-equipped to know how and where to make adjustmentsoften while managing cutbacks, layoffs and curtailed (sometimes dramatically) marketing budgets.Now, as marketing and advertising begin to rebound, brands need to be smart about their strategies

15、 and tactics if they want to reach a world of audiences whose habits and preferences have shifted. Media preferences are ever- changing, and new policies and regulations have triggered new identification and deduplication challenges across platforms and devices.There is no more one-size-fits-all app

16、roach for businesses looking to engage with consumers. Some may opt to invest in addressable ads in linear TV programming, while others might lean into ad-supported video on demand platforms. For others, a mix of targeted email campaigns and paid social media spend might be more appropriate. The var

17、iations are seemingly endless.Business size* and industry aside, ingenuity is a must for marketers today, but the stakes they face to validate their efforts have never been higher. Thankfully, the tools available to help marketers reach consumers are well-designed to meet the escalating pressure to

18、drive return on investment. And importantly, many modern marketing tools are no longer out of reach for small- and mid-sized companies. Thats a key change, notable for two reasons: enterprise solutions have historically been too expensive for smaller companies, and smallerFINDINGS SUMMARY1August 202

19、0 Nielsen Total Audience Report5Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.INTRODUCTIONFINDINGS SUMMARYKEY RECOMMENDATIONS FOR MARKETERSABOUT THIS REPORTWhen budgets get tight, brands often retreat and pull back on marketing, which can have negative ramifications in both the s

20、hort- and long term. The pandemic remains a significant obstacle for many brands, but as recovery optimism grows, businesses of all sizes need to position themselves for future growth, and that includes engaging with new consumer groups.Adaptability has always been critical for marketers, but not li

21、ke it is today. Change is constant, but during a pandemic, change is a daily consideration. And when change goes unnoticed, marketing mix can go awry, which leads to inefficiencies and waste. While large scale would seem like a hindrance to staying nimble, smaller businesses actually had more troubl

22、e adjusting their marketing spend in response to the pandemic last year.REALLOCATION RESPONSE TIMES ARE CRITICALRESIST THE URGE TO STOP MARKETINGITS TIME TO RE-THINK OMNICHANNEL132Omnichannel business and marketing strategies have become critical in recent years as consumers have adopted e-commerce

23、as a complement to their traditional shopping behaviors. But consumers use digital channels for more than just making purchases, and its important for marketers to modify their omnichannel strategies to focus on the individual touch points along the customer journey rather than just the point of pur

24、chase.CTV AND ADDRESSABLE ARE BUDDING,YET LARGELY UNCHARTED, OPPORTUNITIES4Few areas of the media industry have pivoted as significantly over the past year as the way consumers interact with video content. While total TV consumption has fallen from historic highs in mid-2020, connected TV (CTV) usag

25、e has become a staple of our daily media diets, with video streaming accounting for nearly one-fourth of total streaming among streaming-capable homes as of year-end 2020. But personalized and targeted ads arent limited to streaming platforms. Industry trends support the growing demand for addressab

26、le measurement at scale across publishers and advertisers as media buyers look to engage with viewers in live, linear, on-demand and streaming environments. More than three-fourths of U.S. homes have at least one enabled connected device1, and eMarketer estimates that addressable TV advertising spen

27、d will reach $3.5 billion by 2021.FINDINGS SUMMARY6Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.INTRODUCTIONFINDINGS SUMMARYKEY RECOMMENDATIONS FOR MARKETERSABOUT THIS REPORTFew would question the need for high-quality data, but cookie-reliant marketers will soon be without a cr

28、itical data source theyve been leveraging since the start of Web 2.0. While the death of cookies doesnt mean first-party data disappears, it does mean that marketers will need to re-assess the sources and quality of their data to establish and maintain relevant relationships with consumers.And not a

29、ll first-party data is created equal, especially when its quality and thoroughness depend on input from consumers. Thats where second- and third-party data can help, yet large companies are 50% more likely to see the value of complementary datasets than smaller ones.FIRST-PARTY DATA IS A GOOD START,

30、 BUT ITS NOT ENOUGH6The proliferation of new platforms and devices amplifies a shared pain point among companies of all sizes: cross-channel measurement. In fact, fewer than 20% of marketers surveyed for this years report say they feel confident in their ability to measure their return on investment

31、 (ROI). This illuminates a significant disconnect between marketers main objective for the year (customer acquisition) and their ability to measure the success of their core marketing tactics.MEASUREMENT IS A UNIVERSAL CHALLENGE5Nothing upends consumer behavior like a global pandemic, and businesses

32、and brands will need to remain nimble and focused on behavior shifts throughout 2021, with a keen eye on new behaviors that may have become ingrained after a year of living with COVID-19. While marketing budgets and spend continueto increase after dropping in mid-2020, many businesses budgets remain

33、significantly constrained.Brands, however, cant run the risks associated with going silent. In addition to reducing top-of-mind awareness, short-term decisions to stop advertising put long- term revenue at riskboth incremental revenue and base sales. Nielsens database of long-term effect models sugg

34、ests that brands that stopped advertising in the second half of last year could see revenue declines of up to 11% this year2.When budgets are constrained, not all brands are in a position to both maintain engagement with existing consumers and develop campaigns to gain new consumers. But the busines

35、s of staying engaged with existing consumers isnt business as usual. Very little in our daily life resembles life in 2019, and marketers have just as much pivoting to do when it comes to acquiring new customers as they do with retaining existing consumers.A year into the pandemic, all of the markete

36、rs we surveyed rank customer acquisition as their top objective for the year. Across marketing objectives, customer retention was the only real variance, as smaller companies rank this objective as more important than companies with larger budgets.1. RESIST THE URGE TO STOP MARKETINGA YEAR INTO THE

37、PANDEMIC, ALL OF THE MARKETERS WE SURVEYED RANK CUSTOMER ACQUISITION ASTHEIR TOP OBJECTIVE FOR THE YEAR.INTRODUCTIONFINDINGS SUMMARYKEY RECOMMENDATIONS FOR MARKETERSABOUT THIS REPORT72 May 2020 Adapting Advertising to a New Normal Webinar7Copyright 2021 The Nielsen Company (US), LLC. All Rights Rese

38、rved.TOP MARKETING OBJECTIVES42412729201646Small / Medium: $10M0%10%20%30%40%50%+22CUSTOMER ACQUISITIONBRAND AWARENESSCUSTOMER RETENTIONCUSTOMER ADVOCACY44COMPETITOR CONQUESTING22CHURNREDUCTIONThe 22% variance with respect to customer retention is interesting, particularly because larger companies s

39、hould be well versed in knowing the cost of customer acquisition vs. retention. Its clear that all brands place a premium on acquisition and brand awareness, but it will be interesting to see if larger companies find themselves adjusting their strategies if consumer loyalty wanes and there is no ded

40、icated effort to combat it.Q. Please rank each of the following marketing objectives for your business from most important to least important. Chart shows the percentage of respondents who picked that objective as their #1 priorityCOMPANIES WITH SMALLER MARKETING BUDGETS PLACE MORE IMPORTANCE ON CUS

41、TOMER RETENTION THAN BRANDS WITH LARGER BUDGETSKEY RECOMMENDATIONS FOR MARKETERSINTRODUCTIONABOUT THIS REPORTFINDINGS SUMMARY“We had to completely change our focus to talk about all things COVID. Without doing this, it looked like we were ignoring the problem. There was a lot of clutter totry to cut

42、 through as well, so we worked hard to find the right messaging that would resonate well with our customers.” MARKETING ASSOCIATE, FINANCIAL SERVICES FIRM88Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.TOP MARKETING TACTICS353916291518132114480%10%20%30%40%50%AUDIENCE TARGETINGAU

43、DIENCE REACHDATA QUALITYPERSONALIZATIONPATH-TO-PURCHASE MESSAGE SEQUENCINGADCREATIVE22PUBLISHER PLACEMENT+13-466X3X-54Small / Medium: $10MGenerally speaking, the focus on retention among brands with small- and medium-sized marketing budgets is evident in the tactics theyre using to meet their object

44、ives. Companies of different sizes have different perspectives on reach, for example, while companies of all sizes view targeting and data quality similarly.Personalization and path-to-purchase message sequencing are also more important among brands with smaller marketing budgets, while businesses w

45、ith larger budgets are mainly focused on audience targeting, reach and data quality.Business strategies and marketing campaigns are unique to individual brands and companies. With that in mind, each brand must ensure that marketing success measurement aligns with its specific business objective.Ther

46、e is never a good time to stop advertising. When budgets are limited, marketers should focus on engaging with existing customersin the short term. As consumer behaviors shift, however, brands need to position themselves for future growth, which often provides an opportunity to engage with new consum

47、er groups.MARKETERS TAKEAWAYS9Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.KEY RECOMMENDATIONS FOR MARKETERSINTRODUCTIONABOUT THIS REPORTFINDINGS SUMMARYQ. How important are each of the following tactics to your marketing strategy performance? Please rank from most important to

48、least important. Chart shows the percentage of respondents who picked that tactic as their #1 priority20%40%60%80%Large companies, particularly those with household names, spokespeople and widely recognized logos, have greater resources than smaller ones. That doesnt always mean, however, that they

49、always allocate their spend efficiently, shift when they need to and capitalize on new trends or opportunities quickly.That said, perhaps taking a lesson from their smaller counterparts, larger companies have grown increasingly nimble, allowing them to react more quickly to market demand and shiftin

50、g consumer behaviors. By incorporating agile marketing principles and investing in modern marketing technologies, theyre conquering inefficiencies and reacting dynamically. And as a result, companies with larger budgets were better able to adjust their marketing mix spending in 2020 as market condit

51、ions shifted.MARKETING MIX SPENDING AGILITY BY BUDGET SIZE AND INDUSTRY100%3541594479413737Small: 10MTravel and TourismRetailFMCG / CPGHealthcare / PharmaceuticalFinancial Services Technology322. REALLOCATION RESPONSE TIMES ARE CRITICALINTRODUCTIONFINDINGS SUMMARYKEY RECOMMENDATIONS FOR MARKETERSABO

52、UT THIS REPORT1010Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.0%BY BUDGET SIZEBY INDUSTRY SECTORQ. How significantly did you have to adapt your marketing mix spend in 2020 as a result of COVID-19? Chart shows the percentage of respondents who had to adapt a lot or a significant

53、 amount (top-2 answers on a 5-point scale)Small: 10MBUDGETLIMITATIONDATA ACCESSINTERNAL KNOWLEDGEGAPSCOMPARABLE METRICS ACROSSCHANNELSIDENTITYORGANIZATIONAL RESOLUTIONBUY-INPRIVACYEXTERNALREGULATIONS / DEPENDENCIES CONCERNS10%020%30%40%50% 33 23 22“We cut all programs that were not showing immediate

54、 benefit.” MARKETING DIRECTOR, TECHNOLOGY COMPANYBudget is often the primary barrier to the adoption of marketing analytics and attribution solutions, and that barrier escalated among companies with small- and mid-sized budgets last year amid budget freezes, curtailments and staff layoffs. Unsurpris

55、ingly, brands with small budgets say expenditure limitationsovershadow all other considerations, while companies with larger budgets say modern marketing technology solutions better position them for the future.IMPEDIMENTS TO ADOPTING MARKETING ANALYTICS AND ATTRIBUTION SOLUTIONSCOMPANIES WITH LESS

56、FUNDING FOR MARKETING EFFORTS SAY THATBUDGET LIMITATIONS INHIBITED THEIR ABILITY TO ACCESS MARKETING TECHNOLOGY SOLUTIONS IN 2020KEY RECOMMENDATIONS FOR MARKETERS1011Copyright 2021 The Nielsen Company (US), LLC. All Rights Reserved.INTRODUCTIONABOUT THIS REPORTFINDINGS SUMMARYQ. What are your bigges

57、t challenges with marketing analytics / attribution? Please rank from most challenging to least challenging. Chart shows what percentage of respondents ranked each area as their #1 challenge.$31SMALL: 10MANTICIPATED CHANGE IN MARTECH INVESTMENT OVER THE NEXT 12 MONTHSIn response to growing client ne

58、eds, the marketing technology industryhas adapted, broadening the range of products they offer beyond one-size solutions that only the worlds biggest corporations can afford. Truth be told, an array of solutions have been scaled for businesses of different sizes, and so have their pricing models. In

59、 looking at planned expenditures over the next year, it looks like many companies have gotten the memo. Those that have not, should heed the call.Marketing efforts will always face budgetary constraints, and future allocations often hinge on proven ROI. These are particularly relevant points for com

60、panies with smaller budgets. Thats why marketing analytics tools are critical, as they work to ensure that your spend is well allocated and help you adjust when its not.Identity resolution and cross-channel measurement are newer capabilities from a modern marketing perspective, which means many comp