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Marketers’ top priorities for 2022
Brands’ top priorities for the year ahead are increasing brand awareness, un-siloing measurement, developing personalised strategies, and becoming more purpose-driven, according to Nielsen’s 2022 Annual Marketing Report.
Brand awareness is the top objective, requiring marketers to leverage an array of channels to reach the widest audience. Nearly two-thirds (64%) of respondents stated that social media is the most effective paid channel with TikTok and Instagram dominating spend.
Increased media fragmentation amplifies the need for holistic measurement, but marketers’ confidence in measuring ROI of the full-funnel is only 54%.
Data is key to personalised marketing strategies, but a third (36%) of marketers report that data access, identity resolution, and deriving actionable insights from data is either extremely or very difficult. The growth of Connected TV (CTV) is only adding to the challenges.
Greater emphasis on purpose-driven initiatives may help marketers better connect with consumers (over half of US consumers (52%) purchase from brands that support causes they care about), but Nielsen data also shows that 55% of consumers aren’t convinced that brands are fostering true progress.
Based on a survey of nearly 2,000 global marketers between December 2021 and January 2022, the report also highlights concerns over the quality of the data marketers are using to achieve those priorities.
While 69% of marketers believe first-party data is essential for their strategies and campaigns, and 72% of marketers believe they have access to quality data, only 26% of global marketers are fully confident in their audience data.