Marketing is undergoing a transformation. Digital now captures more than half of all advertising spending in the U.S.
But how do marketers perceive the effectiveness of all the new channels at their disposal? Are those insights driven by measurement data they can trust? How does perception versus reality ultimately influence budget decisions?
Nielsen surveyed over 350 marketers around the globe to get answers and found that enthusiasm for digital was tempered by severe data quality issues and measurement challenges. Digital has made the customer journey more complex. With new metrics, platforms and tools, measuring that journey is even more difficult.
Visit Digital Marketing Depot to download the “Nielsen Annual Marketing Report: The Age of Dissonance – Marketer’s Trust in Digital Drives Spend Despite Challenges.”