Nielsen's study reveals a disparity between perceived and actual marketing effectiveness across various channels. Out of ten channels analyzed, nine showed lower real effectiveness than perceived, with radio being the exception, demonstrating a higher real ROI. Marketers are advised to rely on objective data rather than assumptions about effectiveness. Nielsen emphasizes understanding the target audience's media consumption to improve marketing strategies and highlights the importance of balancing short-term performance with long-term brand growth rather than favoring short-term gains alone.
"To bridge this gap, marketers need to shift from relying on perceived effectiveness to analyzing objective data. The first step is to understand your target audience…"
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