Marketers debate over salience and differentiation like they are mutually exclusive, when the evidence shows both in combination will deliver the best results.
Marketers should be prepared to push the commercial agenda within business, says marketing effectiveness boss Ann Constantine, which starts with understanding the impact of their work.
Setting 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.
Obsessively repeating what has proven effective may deliver results but leaves you vulnerable to disruption, so always leave some space to experiment.
Having boosted awareness, education is the necessary next step towards moving consumers down the funnel towards purchase intent, says marketing director Alex Pickering.
Though it’s easy for marketers to be seduced by the short-term wins that come with lower-funnel activities, the evidence is clear: it takes a full-funnel strategy to make it through a downturn unscathed.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
More than a fifth of brands have no employees with dedicated responsibility for marketing effectiveness, according to Marketing Week’s exclusive Language of Effectiveness Survey.
CEOs receive marketing effectiveness updates in less than a third of businesses, according to Marketing Week’s Language of Effectiveness Survey, as brands debate who should see the insight and why.
Now in its second year, the IPA’s Effectiveness Roadmap urges brands and agencies to join forces, as the “marketing of marketing effectiveness” remains a concern.
Are senior stakeholders receiving effectiveness results, or are they out of the loop when it comes to the success of marketing activity?
Should marketers take greater accountability when it comes to clearly conveying the difference between marketing and advertising effectiveness to the wider business?
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.
A quarter of marketers responding to Marketing Week’s Language of Effectiveness Survey say a lack of data capability is holding back their effectiveness efforts.
Most marketers claim to only measure effectiveness on an ad hoc basis, with just 13% of brands investing in ongoing tracking. But, is it possible to measure too often?