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Digital Has Turned Your Marketing on Its Head. What Now?
The customer journey is longer and more complex than ever. We’re long past the time when a purchase could be traced back to a single point of contact: a mailed-in coupon, in-store discount, or even TV campaign.
But how do marketers perceive the effectiveness of new digital channels? Are insights driven by measurement data they can trust? How does perception influence budget decisions?
Get answers to these questions and more in the Nielsen Annual Marketing Report: The Age of Dissonance.
We surveyed marketers at more than 350 brands and agencies around the globe and found that investments in media are often driven by a sense of effectiveness that isn’t entirely grounded in reality.
Get your complimentary copy of the report to discover:
- How perceived effectiveness of channels influences confidence and spending
- Why marketers hold digital channels to a different standard than traditional channels
- Why enthusiasm for digital is tempered by data quality issues and measurement challenges
- Key takeaways and practical recommendations for getting the most value from your investments
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