Nielsen, a world-renowned market monitoring and data analytics company, recently launched its annual marketing report.
The annual marketing report, Titled "The Age of Unification," surveyed nearly 2,000 global marketers between December 2021 and January 2022, reflecting in addition to the overall attitudes of global marketing decision makers and executives towards marketing trends and upcoming actions.
We will refine and interpret the content that has reference significance for overseas brand marketing, and review the keyword [Nielsen Marketing] in the background of the public account to download the full report.
First, social media has become the most important channel for building brand awareness
At the beginning of the report, Nielsen describes the changing consumer demand for brands and the impact on brand goals in the new marketing environment.
Once upon a time, brand building and customer acquisition seemed to be two separate directions. Marketers use value concepts, cultural stories, etc. to package brands, and use advertising and traffic acquisition to convert users. But as consumers expect brands to learn more about themselves and connect with themselves more and more, the lines between brand building and customer acquisition are blurring.
Brand awareness and new customer acquisition remain top targets for marketers, but spending on social media and online channels will gradually increase as consumer media behavior evolves.
This trend is particularly pronounced for traditional brands. Due to the impact of the new crown epidemic, people have less and less opportunities to contact billboards and shop windows in the real world, and the channels covered by traditional brands have not been able to maintain the accumulated brand equity and deepen brand awareness in the hearts of consumers, so online channels, especially social media channels, have also appeared in the competition of traditional brands.
According to Nielsen's survey data, global marketers will get the most budget in the expected budget changes in the next 12 months, with 46% of all respondents believing that social media channels should increase their budgets.
Another set of data shows that among the marketers surveyed, whether from Asia Pacific, Latin America and the Caribbean, North America or the Middle East, Africa or Europe, more brands chose to increase their marketing budgets on social media channels.
Nielsen also mentioned that TikTok and Instagram are the best of all social media channels to help brands succeed.
Second, how brands can achieve their goals in the new marketing environment
Social media is so important to building brand awareness, so how to achieve your goals through social media, Nielsen gave 3 suggestions in the report.
1 Align marketing strategies and tactics with key performance indicators that can be achieved through established tactics.
Since the line between establishing a brand and acquiring customers is becoming more and more blurred, the two parts should not be separated when formulating marketing strategies and tactics. For marketers, there should be a more rigorous approach to channels for the goal of achieving both effects at the same time. More detailed indicators of achievement should also be developed.
For overseas brands, measuring social media performance indicators often face the dilemma of cross-platform and multi-page. Under the unified camppaign and performance indicators, how to measure whether different social channels have completed the indicators, and how is the overall completion of the media matrix?
Brands can create unified marketing campaigns and targets for the entire social media matrix through oneSight's "Post" - "Campaigns" feature of oneSight, a global social media data marketing management platform.
2. Keep an eye on consumers in the platforms and channels where they spend their time.
In recent years, as people have spent more time at home or made more shopping online, many traditional sources of brand awareness have become less obvious. Therefore, it is increasingly important to strengthen the brand awareness in the minds of consumers by increasing marketing investment in key platforms such as social media.
3. Massive coverage of digital channels.
In addition to such a strong channel as social media, in terms of digital, there are many emerging channels that will gradually play a role, and brands should also lay out these emerging channels early. Online video and online TV will also occupy the attention of a new generation of consumers, so when formulating marketing strategies, brands should also pay attention to the comprehensiveness and proportion of digital channels.
epilogue:
As Nielsen's blockbuster annual marketing masterpiece, the report also reveals new trends and new directions that require brands to pay attention to in marketing, such as media fragmentation, personalized marketing strategies and brand social responsibility.