The quick wins as a result of conversion-dominated marketing may feel rewarding at the moment, but it often does not lead to long-term brand growth.
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.
Given the environment, it’s not surprising that many brands are exploring the prospect of bringing their marketing analytics in-house. In the face of all that’s happening in the world, it’s not an irrational notion. But it needs to be executed in the right way.
The pandemic is far from over, and we will feel its effects for years to come, but the resilient media industry is bouncing back, with certain constituents pulling out ahead of others.
As we enter year three of the global pandemic, the impact of COVID-19 continues to shape consumer behavior as well as the global economy—and we can expect to feel its ripple effects for years to come.
On average, 84% of women in AME say they have primary and responsibility for household chores and food prep. AME women are also significantly more likely to take on the primary caretaking role for children/elderely parents and extended families compared to global counterparts.
In our latest research, we examine the challenges and accelerators affecting how and when consumers around the world will engage with the myriad forms of emerging technologies primed to make their lives easier and more efficient.
For brands to succeed today, they need to find ways to address the challenges women face. Making up half of the population, women are key influencers across the globe. And the reality is that women still shoulder most of the household responsibilities.
At Nielsen, we have a clear view of open, one that is not ajar or a “bit more open.” To us, open means exactly that—open. We define open as the ability to use different parties and types of data, models to enrich and applications to consume and take action.
By placing the shopper at the center of decision making, manufacturers can better collaborate with their retailer partners to address the inefficiencies of trade spend—one of the largest costs of doing business.