Marketers on ‘connecting the dots’ between effectiveness and business success
Robust measurement of effectiveness, teamed with a dedicated comms plan aimed at the wider business, could help marketers build the business case for investment in tough times. Why then are brands choosing not to share?
It can often feel like half the battle is getting the company to buy into the business case for marketing effectiveness. However, once the analysis has been conducted surely it makes sense to communicate the results with the wider organisation?
Unfortunately, open communication is not a priority in every business. In 15.4% of brands the results of marketing campaigns are not communicated to the wider company, according to Marketing Week’s exclusive Language of Effectiveness Survey of 1,610 brand-side marketers. Executive vice-president and CMO at UPS, Kevin Warren, cannot relate to this lack of communication.