How marketers can optimise spend to deliver a 50% uplift in ROI
Marketing Week PartnerNielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
Nielsen’s new analysis shows 50% of planned media channel investments are too low for optimal ROI, while planned spending overall is also 50% too low.
The goal at Dell is to ensure marketing effectiveness is not analysed in silos, although global brand boss Liz Matthews insists the art is in measuring what matters.
Arguing that effectiveness is all about effective reach, Pinterest CMO Andréa Mallard urges marketers to look beyond “superficial vanity metrics”.
Four months into her new role as PepsiCo’s top marketer, Jane Wakely is calling on the industry to “up its game” on effectiveness measurement.
Samsung Europe CMO Benjamin Braun explains how post-Covid marketing has become regarded as a “proper sales channel” with measurable impact.
The Language of Effectiveness, sponsored by Nielsen, will explore what effectiveness means to brands and the expectations expressed by senior stakeholders.
Right-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.
In contrast to fields such as law, few marketing terms have agreed definitions, which prevents accountability. We need to focus more on the effectiveness of marketing’s language.
The marketers behind two highly effective Marmite and Aldi ads explain what it takes to build a creatively effective campaign.
Amid the rising cost of media, Direct Line is ensuring the continued success of its campaigns with team collaboration and “interrogative” agency conversations.
As new DMA research claims a 23% decline in marketing effectiveness and an overreliance on “vanity metrics”, marketing bosses at WW and Salesforce explain their approaches to measurement.
Using new tools to optimise campaigns before launch and taking a “brave” approach to driving progress have helped Boots CMO Pete Markey produce more effective advertising.
The industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
Direct Line Group’s ‘We’re On It’ campaign took home the top prize at the Marketing Week Masters, after driving long and short term business impact and surpassing the already admirable efforts of its previous brand platform.
Top marketers from some of the UK’s leading brands – and Marketing Week Awards judges – share what they believe are the secrets to effective marketing.
Marketers might need to rethink how they talk about funnels with the wider organisation if they are to gain the most traction.
Citing PR as its “most important channel”, Airbnb will continue to invest the bulk of its marketing spend in brand-building in 2022 as it looks to attract new hosts and support innovation.
Sports Direct has moved its brand health forward across a number of key measures since investing in brand building, but CMO Beckie Stanion says the journey is far from over.
Five years ago, it was viewed by consumers as a “faded old man”. Now KFC is Marketing Week’s Brand of the Year and considered one of the creative success stories of the past 18 months. CMO Jack Hinchliffe explains why the hard work is paying off.