Embedding a culture of effectiveness within the company has meant breaking false beliefs around the efficacy of different media and re-educating brand managers.
At the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From measuring the effectiveness of purpose to marketing marketing in B2B, it’s been a busy week. Here is my take.
People tend to love or hate brand purpose, but is its real value somewhere in the middle? Top marketers and researchers weigh in.
Marketing Week reveals the top 10 marketers in financial services, part of our Top 100 Most Effective Marketers, sponsored by Salesforce.
More than a third of marketing budgets are wasted due to “terrible” briefs, according to a study published this week, but there are steps marketers can take to ensure the brief hits the right note.
As third-party cookies are phased out and the threat from ecommerce giants intensifies, retailers in search of new revenue streams are realising the potential of the data in their loyatly schemes.
The question of remote working is nuanced, with evidence for and against, and unique reasons why particular companies and individuals could benefit or suffer. We should acknowledge there’s no one-size-fits-all answer.
Once accused of killing off traditional stores, online retailers are ramping up their focus on physical retail as the worlds of online and offline merge post-lockdown.
B2B brand marketers need to learn to play the game and win over the CFO if they want to grow their brand and budget, which is where the cash flow funnel comes in.
Transforming the perception of marketing in a B2B brand is “not for the faint hearted”, says UBS Asset Management’s Anouschka Elliott, but an unwavering belief in marketing’s value makes a big difference.
Online is not “the enemy” of marketing effectiveness, says econometrician Dr Grace Kite, as analysis reveals the optimum budget split for UK brands is 55% offline, 45% online.
As the Better Briefs Project will reveal this week, 90% of marketers fail to brief agencies effectively, and their failures begin with a total lack of strategy.
The brand’s search volume index almost always sits between 20 and 30 points above the search volume of the property market as a whole.
The fact consumers are no longer “wrapped around the monoculture of television” presents a real problem for advertisers, according to Diageo’s global marketing effectiveness director Kiel Peterson, who believes personalisation backed by data will be key.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here