To make marketing the solution in a recession pay close attention to the numbers
Grace KiteNew data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.
Grace Kite
Marketers have a responsibility to climate change, and so far we’re failing
Grace KiteWith advertised emissions up by more than 10% since 2019 there are three clear steps marketers need to take to help drive down the industry’s impact on the environment.
Three data-led pointers for marketers during budget season
Grace KiteSetting budgets for the year ahead is never an easy task, let alone during periods of economic uncertainty. But the data shows there are three clear steps marketers can take now to ensure their spend pays off next year.
When it comes to marketing payback, words matter just as much as numbers
Grace KiteFrom ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
Advertisers need to get over their fear of commitment
Grace KiteMarketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.
1 Comment
If there was a marketing effectiveness ‘crisis’, it’s now over
Grace KiteThe industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
Marketers are in pole position to shape consumer demand for sustainability
Grace KiteCreating a lower carbon alternative is one thing, but brands still need to get people to choose it, and marketing and advertising has the opportunity to be the driving force in helping people make the transition.
The divergence of fortunes post-Covid means marketers need a multi-pronged approach
Grace KiteEconomists have suggested the UK’s recovery will be K-shaped, as the rich get richer and the poor get poorer, which means marketers must understand which bucket potential buyers are in and adjust strategies accordingly.
Marketers must be included when competition lawyers test Google’s market power
Grace KiteWhen Google’s market power is being assessed, Google and its customers can’t be the only marketing voices being heard – other marketing experts must be brought to the table.
Three predictions for marketing analytics in 2021
Grace KiteThe importance of value for money in marketing analytics will rise, new and better ways of evaluating the online customer experience will emerge and digital-first brands will focus in on market mix modelling.
Search data is a gold mine for marketing strategy
Grace KiteSearch data reveals a lot about what consumers want and can inform on how to position a brand for growth and even what words will work best in a campaign.
Marketers misunderstand the two tasks of online advertising
Grace KiteConfusion over the twin functions of digital advertising could lead marketers into flawed decision making, especially when ads used to signpost customer journeys are treated as if they can generate demand.
The wrong and the real of marketing effectiveness
Grace KitePeter Field and Les Binet have shown us a model for how short- and long-term marketing work together but the reality is achieving this in practice is hard.
Will brands boycotting social media be less effective?
Grace KiteThe brand boycott is about more than media effectiveness, but it is a good opportunity for marketers to work if they should be in the ‘love it’ or ‘hate it’ camp on social media.