New research suggests the marketing industry is focusing too much on short-term marketing effectiveness and that this is having a negative impact on awareness, share of voice and ultimately profits.
By Sarah Vizard
MBNA’s Nic Travis says programmatic advertising has made media buying more transparent, while focusing on audiences – particularly on Facebook – removes the uncertainty of cross-device tracking.
Marketers from Instagram, Taylors of Harrogate, Microsoft and Eat share their thoughts on what it takes to get the most from their team.
As Newsworks releases new research today (July 13) that claims adding print newspapers to a multi-channel marketing campaign can boost ROI threefold, the newspaper industry has been encouraged to better communicate what it can offer marketers.
Rather than only prioritising training for their teams, marketing leaders should carve out time for learning and rethink what ‘upskilling’ really means.
Analysing £1.8bn of media investments across the UK, a post-Covid/Brexit advertising effectiveness study found profitability varies greatly by media, with TV the greatest driver of overall profit volume.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.