82% of marketers plan to increase digital spend, but only 26% are confident in ROI

82% of marketers plan to increase digital spend, but only 26% are confident in ROI
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Dive Brief: Eighty-two percent of surveyed marketers plan to increase their digital spending as part of their overall ad budget by an average of 49% over the next year, according to findings from Nielsen’s new CMO Report 2018 . Nearly 80% plan to increase their investment in analytics or attribution solutions over the next 12 months. Search and social were the most important digital channels for 73% of respondents. The study, based on interviews with CMOs and survey data, found that marketers are looking for better insights rather than more data. Only 26% said they were confident in their ability to measure ROI on digital. Marketers are also increasingly focusing on consumer-centric, omnichannel strategies, according to the report. Sixty-two percent said their structure supports an omnichannel strategy with reporting solutions and revenue goals. Respondents also cited a need for better marketing technology that integrates consumer data and insights across channels Marketers also still find value in traditional channels when it comes to brand building, awareness, ad recall and favorability. However, less than one-third of respondents plan to increase their traditional media budgets over the next 12 months. TV was ranked the most important traditional channel by 51%, and 30% said TV was "extremely important" to their strategy. Like digital, measuring ROI on traditional media is also a struggle, with just 23% saying they were "highly confident" in their ability to track effectiveness. Dive Insight: Nielsen’s latest CMO report sheds light on the double-edged sword digital marketing continues to present, […]

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