Rise to the challenge of winning back CEOs

I was surprised to read that 70 per cent of chief executives have lost trust in marketers to deliver campaigns with proven ROI.

However, this is not our experience; we work with chief executives who are very much in the other 30 per cent, who with a CPA (cost per acquisition) model can clearly see results from the campaign they are investing in.

Chief executives’ attitude to marketing means that campaigns have to be more ‘science’ than ‘art’ now. The expectation for marketers to deliver tangible results means that concentration on numbers is essential, and working with a model that generates trackable results makes it easier for marketers to justify their campaign spend.

The research from Fournaise Marketing Group is a call to action for marketers to rise to the challenge and adapt their strategy to meet business goals. Getting consumers to engage with brands online is extremely valuable but ideally marketing campaigns will result in a direct action such as a sale, signing up for a report or a ‘like’ on a social network. This will emphasise the value of the marketer’s work to the wider business.

Mark Haviland, managing director, Rakuten LinkShare


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Retailers ramp up radio advertising

Ronan Shields

Tesco has inked the “biggest ever” deal any brand has negotiated with Absolute Radio as retailers look to cross-platform radio advertising following the negative publicity around press advertising in the wake of the News of the World scandal.


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