According to a Nielsen Report, $1.5 billion is wasted marketing spend each year in India.
A study titled 'Seven Steps To Unlocking Marketing Effectiveness' shows that marketers in India spend over $5 billion each year, but it's estimated that up to 30 per cent misses its mark (that's $1.5 billion in wasted marketing spend each year). The fragmented media landscape isn't helping matters, as companies are finding it progressively difficult to capture mindshare in the segments they serve.
To guide marketers through their budget allocations and increase their returns on investment, Nielsen has developed a seven-step framework to help them battle today's challenges. The framework shares uncommon ways in which one can optimise the seven steps that help determine a marketer's choice of media, timing of exposure and the size of investment. This framework is based on nearly 1,100 studies across 98 categories carried out globally.
Read the entire report below: