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媒介权利报告
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约3/4的广告客户、代理商和媒体公司认为他们的组织已经实现了最佳的媒体组合，但有一种混合方式是人们缺乏信心的，即品牌建设与绩效营销之间的平衡。投资回报率测量与预期不符是另一个问题。85%的受访者认为最重要的投资回报率指标是短期销售和长期宣传的混合。但是，只有52%的人使用这种方法进行ROI测量。调查发现，营销人员过度依赖短期销售指标。只有8%的受访者认为最重要的投资回报测量指标是短期销量，但是40%的受访者将其作为主要的衡量方法。此外，研究工具缺乏也是一个问题，许多受访者指出在多触点归因，转化投资回报和营销组合建模等领域中，解决方案的可用性和质量也存在差距。
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媒介权利报告 Introduction Extraordinary marketing through integrated, holisticadvertising. If marketers understand the need for a balanced approach to understanding performance, why do they still focus on short-term sales as the primary indicator of campaign success? In 2018, in our 5" annual Getting Media Right study, we find that marketers are continuing to struggle with measuring and proving ROI, primarily due to their approach. While a majority recognise they should look at a blend of short-term sales & long-term brand as indicators of performance, a large portion of marketers still focus on short-term sales, using traditional metrics. They've diversified media, but the new play book for driving growth requires marketers understand how ideas, content, and media can be activated to create holistic marketing. There is still work to be done to align media strategies. In fact, the new generation of millennial marketers, in particular, prove to be least convinced that marketing strategies are sufficiently integrated and that the media mix is optimised. With this changing talent mix comes a new group of marketers that have been immersed and influenced by technology and innovation. 【更多详情，请下载：媒介权利报告】
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