Agility is key for marketers amid the convergence of brand and acquisition – Nielsen

Navigating change isn’t easy, yet change remains front and center for marketers seeking the best strategies and channels to engage with consumers. Marketers need agility and adaptability as the digital and linear worlds merge.

Marketing must be able to adapt and respond quickly to changes in behaviour, attitudes, media and social media behavior in order for consumers and build and keep meaningful relationships. According to Jamie Moldafsky, SME’s chief marketing and communications officer, robust and accurate data must be marketers’ north star for understanding and engaging consumers—and for measuring the ROI of that engagement.

Moldafsky explains that the challenges of continuing disruption and fragmentation in media have made it difficult to keep track of many things. One is the need to understand your clients and consumers, and what their wants are. The second is how best you can interact with them.

In concert with the launch of SME’s Annual 2022 Marketing Report, we spoke to Moldafsky about the importance of brand, the intersection of brand and acquisition, the importance of understanding full consumer journeys and the value of scalable data strategies.

For additional insights, download SME’s 2022 Annual Marketing Report.