How rethinking ‘value’ can improve effectiveness
Robin BonnThere’s growing momentum around a refocus on outcomes over agency inputs, but by defining ‘value’ too narrowly, marketers risk missing the opportunity.
Senior buy-in vital to accelerate culture of marketing effectiveness, IPA finds
Michaela JeffersonAs IPA research reveals effectiveness culture scores rise significantly in brands where the value of marketing is understood by senior leadership, creating a roadmap could be the answer to securing C-suite support.
Proving the value of marketing has taken centre stage
Hanna WadeMarketers are increasingly accountable to their boards for their spend, and to justify it they need to be able to prove its short- and long-term effects.
Growth Hacks: FemTech brand Elvie on disrupting a market
Matt BarkerWith its award-winning products and innovative ideas, Elvie continues to enjoy great success. As CMO Aoife Nally explains, that startup spirit of invention remains as strong as ever.
The 95:5 rule is the new 60:40 rule
Peter WeinbergB2B marketers shouldn’t be spending time and money convincing out-of-market buyers to consider a purchase but instead invest in making every buyer remember their brand next time they need its product.
1 Comment
Why the sales funnel is the cockroach of marketing concepts
Tom RoachIt doesn’t seem right that most of the industry uses a template built on three layers which are each mostly wrong and not strongly supported by marketing science.
The language of marketing is so imprecise as to be almost meaningless
JP CastlinIn contrast to fields such as law, few marketing terms have agreed definitions, which prevents accountability. We need to focus more on the effectiveness of marketing’s language.
Just Eat drives UK growth after tripling marketing investment
Michaela JeffersonDespite posting a loss of of €190m, Just Eat’s marketing investment and Euro 2020 campaign has seen the brand improve its awareness, loyalty and order numbers.
Advertising’s impact on sales and the power of marketing: Your Marketing Week
Russell ParsonsAt the end of every week I look at the key stories, offering my view on what they mean for you and the industry. From research proving sales will suffer if you cut advertising to Deliveroo’s growth, it’s been a busy week. Here is my take.
Airbnb shows faith in brand by boosting marketing investment
Michaela JeffersonThe travel accommodation business has upped its marketing spend by 175% in the second quarter of 2021, helping to drive a 300% revenue boost.
‘Trustworthy, modern, expert’: Boots crowned June’s most effective ad
Michaela JeffersonHaving scored in the top 20% of all UK ads for both branding and building affinity for the brand, Boots’ ‘Feel Good as New’ is revealed as the most effective TV ad of June.
Kerry Foods’ CEO on why marketing has proven its ‘power’ in a crisis
Marketing Week ReportersKerry Foods CEO Nick Robinson believes marketing has more than proven its value to help brands thrive in a crisis, a fact he appreciates given his more than two decades spent as a marketer at brands such as Diageo and Coca-Cola.
P&G and Coke’s pandemic performances prove it: You don’t cut ad spend in a crisis
Mark RitsonProcter & Gamble doubled down on marketing when Covid hit, while Coca-Cola went dark. The former’s revenues surged, the latter’s dwindled, and Ehrenberg-Bass data now proves if you stop advertising you lose sales.
How TalkTalk looked to ‘punch above its weight’ with in-game advertising
Manny PhamTalkTalk saw a 12% uplift in purchase intent after trialling in-game advertising, which head of brand and acquisition Ben Cooper says was achieved by integrating it in a “non-obstructive way”.
Do you have a marketing philosophy?
Tom RoachFrom Delony Sledge to Fernando Machado, marketers with a coherent brand philosophy produce better and more consistent advertising.