Return on investment has been “demonised” as a marketing metric in recent years due to brands that “confuse it as the ultimate goal”, says Haleon’s vice-president of global media, Simon Peel.
Freed from the shackles of its former parent company, Haleon is turning around its approach towards efficiency and effectiveness in marketing.
Despite return on investment emerging as the effectiveness metric increasing most in emphasis over recent months, marketers are concerned their companies could be guilty of tunnel vision.
Marketing boss Yilmaz Erceyes advises his peers to reframe the conversation about return on investment to “diffuse the tension” between how marketers and CEOs define success.
Weaker consumer confidence and an increasingly promotional environment has led Halfords to downgrade its profit expectations and seek strategies to cope with market volatility.
Marketing leaders from EY, Vodafone Business, KPMG and Quickbooks share their thoughts on the value of distinctive assets and tone of voice in the next installment of our series on what it takes to build B2B brands effectively.
Startups may be nimble and free to take risks, but that’s because they have to be. There are far more benefits to having the resources of a big brand.
The amount spent on promotions increased by 4% versus the same month last year, according to data from Kantar, as supermarkets compete to out-do each other on price in an ever-competitive environment.