The latest annual marketing report from Nielsen has highlighted a marked discrepancy in the perceived effectiveness of digital and traditional channels with the former far more likely to be given the benefit of the doubt while the latter is held to a higher standard.
The Age of Dissonance report presents this divergence as an opportunity for marketers to better align investments by recalibrating perception versus reality by basing decisions on reliable measurement data.
Warning of squandered spend and missed milestones, as a result, Nielsen argues for a more scientific approach to guide consumer purchasing decisions, with many prioritising digital even when its effectiveness is in doubt.
The report found that data quality was a priority for just 28% of respondents while most marketers were too quick to discount the value of trade promotions, as well as a tendency to prioritise new customers over existing clients. The survey also found that the promise of internet-based TV adoption was slowed by concerns over measurement and media planning efficiency and transparency.
Matt Krepsik, global head of analytic at Nielsen, said: "Marketers are seeking greater accountability in today's increasingly omni-channel landscape, yet we learned through this study that their investments in media are often driven by perception versus reality. The good news is that the industry is working hard to bring credible measurement solutions to market, not just to make sense of newer digital channels, but to provide comparable metrics across all channels. Only then can marketers think holistically and make smarter investments across the entire customer journey."
364 international brands and agencies informed the report via survey reports collected between January and March 2019.
At the tail end of last year Nielsen announced that it would separate its media and retail businesses to form two distinct companies.