Nielsen’s survey of 260 US marketing professionals found customer acquisition to be the main goal of marketers in 2021.
According to the report, less than 20% of marketers feel confident in their ability to measure overall marketing returns. Fewer than one in five respondents have the right marketing tech to measure marketing returns but are confident in their ROI measuring capabilities.
14% of marketers from smaller organisations with less than $1 million in budget and 20% of marketers from larger organisations with budgets of $10 million and more have the right tech to measure marketing ROI. Brand awareness, full-funnel media ROI, and engagement are the highest-ranked measurement capabilities.
However, small (31%), medium (25%) and large (46%)-sized organisations predict increased investments in martech in the next 12 months. Audience targeting, audience reach, and data quality are the top marketing strategies used by marketers.
[2 minute read]