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Nielsen report finds marketers betray double standards between digital & traditional

The Drum 15 Jan 2020 08:40
Marketers betray double standards between digital & traditional in a new report

The latest annual marketing report from Nielsen has highlighted a marked discrepancy in the perceived effectiveness of digital and traditional channels with the former far more likely to be given the benefit of the doubt while the latter is held to a higher standard.

The Age of Dissonance report presents this divergence as an opportunity for marketers to better align investments by recalibrating perception versus reality by basing decisions on reliable measurement data.

Warning of squandered spend and missed milestones, as a result, Nielsen argues for a more scientific approach to guide consumer purchasing decisions, with many prioritising digital even when its effectiveness is in doubt.

The report found that data quality was a priority for just 28% of respondents while most marketers were too quick to discount the value of trade promotions, as well as a tendency to prioritise new customers over existing clients. The survey also found that the promise of internet-based TV adoption was slowed by concerns over measurement and media planning efficiency and transparency.

364 international brands and agencies informed the report via survey reports collected between January and March 2019.

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