‘Triple-Cooked Marketing Budgets’: The full recipe
Mark RitsonMarketing budgeting is flawed. Marketers are more confused about budgeting than ever before. Here’s your complete three-step guide to fixing it for 2023.
Mark Ritson – Marketing Effectiveness
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In the battle between salience and differentiation, Bothism wins
Mark RitsonMarketers debate over salience and differentiation like they are mutually exclusive, when the evidence shows both in combination will deliver the best results.
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Marketers should pay more attention to attention
Mark RitsonThere’s ample evidence that longer dwell time on ads raises brand recall and choice, so ignore Byron Sharp’s claims that you shouldn’t pay for more attention.
Can you achieve long and short at the same time? Usually, no
Mark RitsonIt’s appealing to fulfil brand and sales objectives in one execution, but they’re so different that you’ll probably fail at both.
Ritson’s 10 marketing hacks to help small businesses go big
Charlotte RogersFrom a new recipe for pic n’ mix comms, to making extreme choices, Mark Ritson shares his marketing twists that can help SMEs get big brand outcomes.
The seven things marketers need to know in order to answer The Question
Mark RitsonRight-minded marketers understand the need for long-term brand building investment, but most still question how they can convince those above them. Here’s how you do it.
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‘Bothism’ is the cure for marketers’ fascination with pointless conflict
Mark RitsonMarketing theory is a constant battle between opposing viewpoints, but an open mind and accurate data set will show you usually need to adopt both perspectives.
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Don Schultz may be gone but we can’t let integrated marketing die with him
Mark RitsonMarketers must heed the great Northwestern University professor’s principles of integrated marketing communications, or risk the loss of effectiveness that comes with focusing on individual channels.
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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.
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Have yourself a media-neutral Christmas
Mark RitsonMarketers should follow Santa’s example this Christmas. He needs elves and reindeer to deliver all his presents in time, not just one or the other.
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Ads are pointless if the consumer doesn’t recognise the brand behind them
Mark RitsonRenault’s new ad featuring a lesbian couple is a beautiful story and cultural statement, but the brand’s presence is nowhere near distinctive enough.
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Ignoring TV is a strange choice for a big brand
Mark RitsonIf you have a big budget and are making long-form video ads, it makes little sense to leave the most effective medium out of the mix, as Gap has done by rejecting TV for its Christmas campaign.
Watch: Ritson’s nine marketing effectiveness lessons
Marketing Week ReportersRitson reveals his insights into what makes “perfectly effective” campaigns and why marketers must go big if they want to see the best results.
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Watch: Ritson on how Dare used channel diversity to become the leading iced coffee brand
Marketing Week ReportersMarketing Week columnist Mark Ritson digs into the marketing strategy that helped Australian iced coffee brand Dare more than double sales.
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Watch: Ritson on the effectiveness factor that helped Lidl double its market share
Marketing Week ReportersMarketing Week columnist Mark Ritson explains how generating excess share of voice enabled Lidl to accelerate sales and market share, and tackle brand perceptions.