Research showed that the market continues to consider digital media as the “most effective” for measuring ROI
Nielsen announced the launch of the sixth edition of its annual global Marketing Report, which presents priority points for market professionals and plans to improve ROI (Return on investment), both in 2024 and in the future.
The research, which heard almost two thousand marketing specialists, found that the market continues to consider social networks, online searches, videos and online displays as the most efficient marketing channels but, if they opt only for them and not in a cross approach -media, may miss revenue opportunities.
“Marketing experts manage a diverse and growing number of channels each with a unique set of activation needs and performance metrics. Nielsen Analytics Portfolio meets marketers where they are to accurately measure and maximize returns on a plan complete marketing strategy,” said Tina Wilson, EVP and Group GM of Analytics Portfolio at Nielsen.
Among the main points shown by the study, the excerpts focused on Latin America showed that optimism regarding investments has increased. According to the information, despite inflation, a slowdown in consumer spending and uncertainty in the supply chain, 76% of experts indicated that they expect larger advertising budgets for the year 2024.
The survey also showed that respondents believe that marketing tactics and KPIs are not up to date and 72% of them plan to prioritize performance marketing over brand-building initiatives.
Another point presented in the section is that, even with more than 62% of investments in advertising directed to digital channels, professionals are facing challenges in achieving the results they want.
Finally, in Latin America, the analysis revealed that 90% of marketing experts say they are “extremely” or “very confident” in their ROI measurement abilities. However, only 42% say they evaluate return holistically, measuring traditional and digital marketing efforts together.
“Our research reaffirms that effective measurement requires an integrated effort across media to understand short- and long-term brand metrics and performance,” added Tina.
The survey was created based on responses received in December 2023 from marketers who manage marketing budgets of $1 million or more, who work across multiple industries, and who focus on media, technology, and measurement strategies .
