Measure for measure: How lockdown has changed marketing KPIs
Matthew ValentineAs traditional measures of success are being challenged by the Covid-19 crisis, brands are developing new KPIs to assess the effectiveness of their teams.
How The Ticker improved the odds for gambling brands’ mobile success
Ellen HammettFrom boosting display ad conversions by 1,200% to increasing viewability to more than 90%, The Ticker has significantly improved campaign performance for a number of online betting brands.
Marketing Week Masters awards deadline extended
Marketing Week ReportersMore than 60 CMOs and managing directors will judge the annual awards, which celebrate strategic effectiveness across the marketing world.
Heinz, Tesco and Aldi behind ‘most effective’ Covid-19 ads
Ellen HammettBrands that avoid generic messages about staying at home, togetherness or looking to the future with optimism are more likely to resonate with consumers during the pandemic.
Why are brands turning to direct response amid Covid-19?
Ellen HammettMarketers are moving money from broad-based brand advertising to direct response communications and this trend will likely continue beyond the pandemic. What does this mean for effectiveness?
Marketoonist on generic advertising ‘in these uncertain times’
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Just 7% of brands ‘seize the opportunity’ to invest more in marketing during Covid-19
Sarah VizardThe vast majority of marketers are cutting or maintaining their marketing budgets, saying that while finance teams understand the rationale behind investing in media during the coronavirus pandemic, they simply don’t have the money to do so.
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Coca-Cola ‘pauses’ marketing spend over ‘lack of ROI’
Molly FlemingCoca-Cola says marketing investment in brands has “limited effectiveness” while people are in lockdown due to the coronavirus pandemic, although it is moving some spend into digital.
New approaches to digital marketing measurement
Econsultancy TeamDigital marketing is changing rapidly as new technical and regulatory frameworks come into practice, forcing many marketers to rethink how they measure activity.
Businesses need to ensure they can survive today before they look long-term
JP HansonBy now, I am sure you have seen the argument. Perhaps it was accompanied by a reference to a study, maybe even some statistics. “Companies that invest in brand-building advertising during times of economic crisis come out of them in better shape than those that don’t.” Something like that. What you may not know, particularly […]
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Diageo halts ‘ineffective’ ad spend due to coronavirus
Molly FlemingThe drinks giant is reallocating resources across the group “as part of mitigation measures” as the on-trade is hit by lockdowns.
Watch Mark Ritson’s webinar on marketing during the coronavirus crisis
Marketing Week ReportersMarketing Week columnist Mark Ritson provides practical advice on how to prevail in the time of Covid-19 in this webinar.
Marketoonist on marketing budget cuts
Tom FishburneTom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
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The best marketers will be upping, not cutting, their budgets
Mark RitsonIt may seem like a paradox, but recessionary periods actually provide fertile grounds for marketers to grow their brand’s market share if they’re prepared to think long-term.