Era of alignment: Future-focused strategies for brand building and customer acquisition

Nielsen

Looks at how marketers are tackling real-time changes in consumer attitudes, behaviour and media engagement and their plans for the next year.
  • Global marketers are united in stating that building brand awareness is their top objective.
  • Consumer journeys have never been siloed, but increasing media fragmentation amplifies the need for holistic measurement.
  • Globally, marketers understand the need for audience data, yet they struggle with varying aspects of their data strategies, citing notable challenges with data access, identity resolution and being able to derive actionable insights.
  • Consumers want more than just a product or service from brands, and purpose-driven initiatives are proving their weight in ROI....

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