While brands can use data to inform messaging, leverage modern martech to improve targeting and measure engagement to gauge performance, there is one facet of marketing that modern technology can’t help with: consumer trust.
According to The Gauge, Nielsen’s total TV and streaming snapshot, broadcast gained 2 share points to represent 28% of total TV viewing in October.
Nielsen recently identified three pillars of effective media planning that marketers should focus on in order to thrive in an uncertain future—focusing on the people they’re trying to reach, connected planning and continuous planning.
The widespread adoption of mobile payment services in Africa has many looking to crypto currencies as a natural next step—one that’s removed from conventional banking systems and offers protection against currency devaluation.
When branded content is built into marketing strategies and supported by real consumer voices, brands and audiences alike can enjoy more authentic and lasting interactions.
As our population diversifies and personalization becomes increasingly important, brands will need to embrace inclusion by sharing ownership with consumers.
The rise in buy now, pay later services increased notably when the effects of the pandemic set in, bolstered by the flexibility and convenience of interest-free payment plan options—a dramatically different alternative to traditional credit cards.
As complexity in the media industry rises, Nielsen believes brands should focus on three key measurement pillars.
While brands shouldn’t abandon their traditional advertising strategies, they certainly do need tailored initiatives to engage with their audiences—especially as the media landscape fragments across platforms and services.
Big data sets don’t have rich details about actual people—from age, to income, to race and ethnicity—the way you do with a robust panel. These data sets, because they’re created by machine-to-machine transfers, also increase the possibility of waste and fraud.