September 05, 2019 - By Sonya Ford, VP Product Marketing International Media, Nielsen
We live in a world where brands fight to win and keep customers. Yet consumers today have never been so disloyal.
Despite major investments in engaging and seamless customer experiences, many companies find that even after winning someone’s trust, they can lose it in the blink of an eye—or a tweet—sometimes forever.
Today’s product and media landscape is exploding with choice. In fact, consumers are demanding it in every part of their lives. They’re more aware and engaged with broader competitive sets than five years ago. There are simply more products on the shelf and more content than ever before.
Marketers are in new territory. Competition for customers’ attention has never been so relentless, or so complicated. Consumers now interact with your brand across a dizzying number of channels, touchpoints and devices.
You need to supply an increasingly distracted audience with stories that are engaging and relevant. And set your brand apart by making every interaction a meaningful experience. It’s harder than ever to know whether your ads and other marketing tactics are reaching the right audience—or making an impact.
Proving which marketing tactics actually drive revenue and growth may be the hardest part of your job. The quantity of data and channels you could track is exploding, but it’s scattered across multiple systems with no easy way to tie it all together. To add to the complexity, consumers are more aware of privacy and security.
You’re looking for clear answers—but you’re getting different stories from different data. And you’re under pressure to make all that data tell a single story so you can react quickly and assess performance holistically.
Most marketers measure across traditional and digital media. But channel-specific metrics, weeks-old data and coverage gaps can throw off your accuracy, too. Your data may only be refreshed every few weeks or months, but you’re making decisions and digital buys every day. That mismatched speed can cost you, big time.
Plus, it’s hard to get a complete picture of your consumers and how channels are working together to drive a particular KPI when new channels keep emerging. Even more troubling, falling back on legacy approaches means that you can’t prove how you’re contributing to the growth of the business.
In today’s digital age, speed matters. If you’re not able to maximize each touchpoint in the consumer journey -- and do so quickly -- you could be missing opportunities to influence key audiences and take advantage of new and influential advertising channels.
No matter what your role, you need to make accurate decisions about your strategies, audiences, tactics and timing, so you can create the best experiences for your customers, and the greatest returns for your business.
At DMEXCO 2019, we’ll present solutions for today’s marketer. These products meet the challenges of the digital era by allowing marketers to plan, activate and optimize their media.
Our solutions leverage the power of Nielsen data, platforms, and modeling methodologies without compromising accuracy or actionability. Every member of your team – from executives to channel managers and data analysts to media planners and agency partners – can get the fast, reliable insights they need to inform their decision making.
Visit us at Stand B-19 in Hall 8 for demonstrations of how these solutions help marketers get the information they need to improve results and show the value of their initiatives.
Our solutions enable brands and agencies to discover their best-performing marketing based on the people who matter most. To see them in action, visit us in Hall 8, Stand B-19.