Neilson Global Marketing Report 2022

The 2022 global annual marketing report was released recently. This report surveys marketers across various industries in media globally to understand the behaviors with data. Here are the key pain point take aways from the report.

1. Expected budget changes:

   1. High increase of social media to 53% of budget

   2. 50% increase of display online/mobile budget

   3. 49% increase of video on online/mobile

   4. 37% increase on OTT-TC/connected-TV

2. Top marketing objectives:

   1. Brand awareness as most important

   2. Customer acquisition falling in second

   3. Customer retention third most important

   4. Customer advocacy

   5. Competitor conquest

   6. Churn reduction last

3. Beliefs on what positively influences campaign performance:

   1. Audience targeting comes in at the top

   2. Ad creative second

   3. Audience reach is third

   4. Data quality

   5. Personalization

4. Importance of diversity and CSR initiatives:

   1. 67% of DEI in marketing efforts

   2. 65% in content where ads are purchased

   3. 65% in vendor selection

   4. 68% in marketing effort as a company

   5. 68% environmental and social governance in marketing efforts

Brand awareness efforts, social media spend increases, DEI/CSR initiative importance and audience targeting are the ley take aways from the report. To read the full report click HERE.