尼尔森：2024年度市场营销报告（中译版）（36页）.pdf

1、2024 Annual Marketing ReportMaximizing ROI in a fragmented media world Copyright 2024 The Nielsen Company(US),LLC.2Table of contentsIntroductionSection 1Section 2Section 3Section 4ConclusionAbout351219283536Spending optimismMarketing misalignmentMedia balanceMartech mismatch Copyright 2024 The Niels

2、en Company(US),LLC.3In 2023,the world braced for a recession.One never fully materialized,but that didnt stop budgets getting slashed and significant layoffs across nearly every sector.While this year may be poised for more of the same,global marketers are staying optimistic.Many are leaning hard in

3、to performance marketing and digital platforms to help them deliver quantifiable results for their businesses.These channels are made all the more appealing with programmatic-style,automated ad buying based on audiences that can be measured,and often optimized,in real time.But,a healthy media mix is

4、 a balanced one.And striking the right balance requires a cross-media approach,continuous tailoring and measuring across the full marketing funnel.This years edition of the Nielsen Annual Marketing Report explores how global marketers are allocating budgets and measuring successall with an eye on pr

5、oving and improving the ROI of their efforts.By studying their priorities and plans,weve developed recommendations to sharpen your own ROI strategies for 2024 and beyond.Based on findings from our global marketer survey,we identified four consistent themes.Four themes from Nielsens 2024 global marke

6、ter surveyCopyright 2024 The Nielsen Company(US),LLC.44.Measurement confidence is high,but incomplete 84%of global marketers say theyre either extremely or very confident in their ROI measurement capabilities,up from 69%in 2023.But only 38%say they evaluate the holistic ROI of their marketing effort