Bob Hoffman: ‘Devious ad tech weasels’ are making marketers look like fools
Matt BarkerBob Hoffman, aka the Ad Contrarian, argues that after 10 years of scandal, trauma and confusion, scepticism is a desirable trait for marketers.
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Analysis of all the key moments from the event, focusing on how marketers can boost the effectiveness of their marketing spend.
Bob Hoffman, aka the Ad Contrarian, argues that after 10 years of scandal, trauma and confusion, scepticism is a desirable trait for marketers.
When analysing simple metrics like NPS marketers can’t look at the number in isolation, they must frame it within a wider context, diagnose what it means and ask how it can be improved.
While it is important to understand its limitations and resist an obsession with short-term thinking, return on investment remains a powerful metric for marketers when used correctly, says Henkel marketing boss Nikki Vadera.
The best way of measuring digital marketing’s brand impact is to use “old school” methods such as econometric analysis, brand lift studies and customer research, according to Jerry Daykin.
With a diverse group stretching from food to funeral care, the Co-op is constantly being challenged to find new ways to prioritise the different aspects of the business on a tighter budget than its rivals, explains marketing boss Matt Atkinson.
The investment may be large and specialist talent hard to find, but Paddy Power marketing boss Michelle Spillane believes working with in-house econometricians is a recipe for success.
The CEOs of Wagamana and Kerry Foods explain why an appreciation of internal comms and a thirst for innovation are important characteristics marketers must possess in the post-pandemic world.
Economist Grace Kite urges marketers to get under the bonnet of their econometric modelling to ensure the work is robust and doesn’t go to waste.
Little Moons marketing director, Ross Farquhar, explains why preparation allowed his team to take advantage when the mochi ice cream brand suddenly went viral.
The fast-food giant admits to falling behind with consumer trend leading to a loss in brand relevance but eventually found a way to engage with consumers again to reinvigorate its brand.
CMOs and marketing managers must manage their time effectively and complete a brand diagnosis within their first six months on the job, says Ritson.
Endless tasks drag marketers away from achieving business goals, leaving many repeating work and missing deadlines. It’s time to prioritise the things that matter.
Increased online shopping and a more competitive ecommerce sector mean brands and retailers can’t afford for their product listings to lack detail.
With changes on several fronts limiting how brands identify and target individuals, marketers must equip themselves with the key knowledge needed to prepare for a world where privacy is presumed.
Brands need to progress from search keyword strategies to answering real-life questions, and in so doing will increase consumer engagement and insight.
NatWest CMO Margaret Jobling told the Festival of Marketing that brands should always make time to review their marketing activity and refresh their approach, especially with consumer attitudes changing so quickly today.
Marketers are increasingly faced with the challenge to identify and target audiences without third-party cookies, but it’s important to bear in mind that the deprecation of the first-party cookie will also significantly impact their ability to measure campaign success.
Close collaboration between marketing and sales is critical for an effective B2B business, and it can be measured by considering ‘return on alignment’.
As HSBC and Salesforce Datorama demonstrated at the Festival of Marketing, marketers need to move away from manual processes to realise their data’s value and identify opportunities proactively.
Customers are increasingly expecting superior experiences, so brands must use data to understand them better and ensure marketing is truly useful and relevant.
Marketers who can measure outcomes, and not just clicks, are well placed to meet the demand for more business-driven KPIs in campaigns.
By putting rigour into their long-term strategies and adopting an outcomes-focused approach, marketers could create a culture of flexibility, says Nationwide CMO Sara Bennison.
TUI now acts on customer insight “almost immediately”, a change brought about by the pandemic that CMO Katie McAlister says must remain in place if it is to retain a competitive advantage.
Samuel Day admits it’s not easy to get internal stakeholders on board when implementing a long-term strategy, but says in order to do so marketers need to educate CEOs and CFOs in the principles of marketing.