What makes for effective marketing and how to measure it?
Lucy TesserasTop marketers from some of the UK’s leading brands – and Marketing Week Awards judges – share what they believe are the secrets to effective marketing.
Top marketers from some of the UK’s leading brands – and Marketing Week Awards judges – share what they believe are the secrets to effective marketing.
The algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.
To get brand diagnosis right, marketers must be willing to hear some uncomfortable truths, get the whole business on board and seize the opportunity to improve.
With only just over half of marketers convinced they are measuring ROI throughout the funnel, is the fragmentation of both customer data and media shaking confidence?
Whether you’re entering industry awards or reviewing your work internally, the best case studies focus on the things that matter to the judges and your business.
Amid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
As new DMA research claims a 23% decline in marketing effectiveness and an overreliance on “vanity metrics”, marketing bosses at WW and Salesforce explain their approaches to measurement.
The Marketing Effectiveness Roadmap will provide a model for any company looking to improve its marketing effectiveness practices, as well as “useful ammunition” for conversations with the C-suite.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Having won the Marketing Week Awards Grand Prix for its brand platform last year, Direct Line has launched a new campaign to shift perceptions even further.
Coca-Cola’s CEO credited increased marketing investment with driving “strong sales” across all operating segments in the company’s first quarter results for 2022.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
There are two paths brands can follow – one leads to sales while the other points to profitability, and the latter is invariably the right one to choose.
Sainsbury’s magazine recipe scored in the top 30% of UK ads for its ability to grab attention, as well as in the top 25% for building salience and the top 10% for brand cues.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here