Why brand plays a key role in marketing effectiveness
Brands need to have a mixture of short- and long-term KPIs to get the most out of their marketing investment and ensure they are driving profitable growth.
‘There’s no magic formula’: The challenges of measuring marketing effectiveness
From digital attribution to econometrics, there are multiple ways to measure marketing effectiveness. But marketers must ensure they are not just measuring what is easy and never forget the importance of creativity.
Efficiency versus effectiveness: Why marketers need to move beyond ROI
Too many marketers are using ROI as a key measure of success. In this new video, in association with Thinkbox, we speak to marketing effectiveness experts on the limitations of ROI and why brands need to think about total marketing effectiveness.
How brands can maximise marketing effectiveness
Proving the effectiveness of marketing spend is moving up the agenda but exactly how to do that is still a sticking point. Last-click attribution and short-term metrics are often easier to analyse but risk “picking the fruit without watering the plant” and ignoring the long-term impacts.
The outsider’s view of marketing effectiveness
In the third in our video series, created in partnership with Thinkbox, we speak to those outside the marketing world about marketing’s challenge in the boardroom, gaining the trust of the CEO and the view of effectiveness beyond marketing.
How brands overcome the challenge of data overload to boost marketing effectiveness
In the second in our video series, created in partnership with Thinkbox, we speak to marketers, as well as those outside the industry about why evidence matters in marketing effectiveness, where to find the best learnings and why over-datafication is a challenge.
How brands are creating a culture of marketing effectiveness
In this new video series, created in partnership with Thinkbox, we speak to marketers from Diageo, Direct Line and Barclaycard about how they create a culture of marketing effectiveness, the role of specialist units and driving collaboration across the business.
Mark Ritson: A true brand purpose doesn’t boost profit, it sacrifices it
Time and again companies have proved unwilling to stick to their lofty purpose statements when it costs them money. For purpose to have any meaning, corporations need to put it before profit.
Amazon doubles down on TV advertising
Amazon is now TV’s third-biggest spender, with total TV ad revenue reaching £5.11bn in 2018 thanks to increased investment from online businesses.
Ex-Unilever boss Paul Polman: We need to bring humanity back to advertising
The former CEO of the second-largest advertiser in the world is calling on brands to move on from taking the easy route and short-term focuses to consider how diversity can boost businesses in the long-term.
Diageo’s Andrew Geoghegan: It’s basic stuff, but marketers are still failing to put their audience first
Brands need to rethink how they fit into consumers’ lives, whether that’s online of offline, to ensure the audience always comes first.
