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.
Young marketers on plugging knowledge gaps and the power of resilience
Filmed at the first meeting of the School of Marketing’s Founding 50 last month, five young ambassadors discuss their plans to take the message nationwide and what they have learnt from their personal journeys about finding a career which fits their skills.
‘We can’t guarantee success, only increase its probability’
Copying successful brands in the belief they have a formula for growth is bound to fail. Focus on being better than competitors and solving business problems with a critical approach.
Mastercard, Adidas, M&S: 5 things that mattered this week and why
From Mastercard’s new sonic brand to Marks & Spencer splitting its ad account and Adidas making a move into the ‘stale’ hiking market, catch up on all the biggest news from the last seven days.
Inside the launch of Marriott’s new loyalty programme
Marriott has spent more than two years on the launch of its new loyalty programme Marriott Bonvoy as it looks to align the more than 30 brands in its offering and get people considering one of its hotels more often.
