Faced with a worsening cost crisis, soaring inflation and recession, this report explores how marketers can demonstrate the tangible impact of their activity so they can make a compelling case for investment, even as budgets are squeezed.
Demonstrating the tangible impact of marketing on driving donations and funding lifesaving treatment is central to Warren Fiveash’s role at the Teenage Cancer Trust.
When marketers question their own assumptions about channels, data reveals advertising delivers more long-term ROI than previously thought, particularly from cross-channel campaigns.
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’s unrealistic to expect budgets to remain intact, so use data to demonstrate where your marketing is most effective and why share of voice is crucial to growth.
Marketers in 19.1% of large organisations admit the results of marketing campaigns are not shared with their business, causing half to feel demotivated.
Marketers should be prepared to push the commercial agenda within business, says marketing effectiveness boss Ann Constantine, which starts with understanding the impact of their work.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
Though it’s easy for marketers to be seduced by the short-term wins that come with lower-funnel activities, the evidence is clear: it takes a full-funnel strategy to make it through a downturn unscathed.
More than a fifth of brands have no employees with dedicated responsibility for marketing effectiveness, according to Marketing Week’s exclusive Language of Effectiveness Survey.
CEOs receive marketing effectiveness updates in less than a third of businesses, according to Marketing Week’s Language of Effectiveness Survey, as brands debate who should see the insight and why.
Are senior stakeholders receiving effectiveness results, or are they out of the loop when it comes to the success of marketing activity?
Should marketers take greater accountability when it comes to clearly conveying the difference between marketing and advertising effectiveness to the wider business?
Marketers will only see ROI from personalisation if they have a complete understanding of customers’ likely behaviours, which enables brands to offer them true value.
Marketing boss Yilmaz Erceyes advises his peers to reframe the conversation about return on investment to “diffuse the tension” between how marketers and CEOs define success.
A quarter of marketers responding to Marketing Week’s Language of Effectiveness Survey say a lack of data capability is holding back their effectiveness efforts.
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.
Most marketers claim to only measure effectiveness on an ad hoc basis, with just 13% of brands investing in ongoing tracking. But, is it possible to measure too often?
Marketing Week’s exclusive Language of Effectiveness Survey reveals almost 7% of brands aren’t measuring marketing effectiveness at all, while nearly half of marketers believe their CEO is “too focused” on ROI.
Most respondents (71.8%) to Marketing Week’s Language of Effectiveness Survey claim their brand needs to expand its suite of marketing effectiveness analysis.
Marketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.
Should marketers embrace the growing prominence of ROI as a mark of success, or are measurement issues and fears of short-termism legitimate concerns?
Despite return on investment emerging as the effectiveness metric increasing most in emphasis over recent months, marketers are concerned their companies could be guilty of tunnel vision.
SMEs are more likely to focus solely on brand marketing than their counterparts in large organisations, according to exclusive data from Marketing Week’s Language of Effectiveness Survey.
Exclusive research from Marketing Week reveals 14.9% of marketers focus solely on brand marketing, versus 8.6% of their peers whose main focus is performance marketing.
Despite the rising prominence of effectiveness on the corporate agenda, marketers still want businesses to better integrate such metrics into their strategic thinking.
As brands seek to navigate the cost of living crisis, not to mention the wreckage left behind by Covid, Marketing Week’s exclusive data reveals marketing effectiveness is cementing its importance in business decision making.
From defining what brands mean by effectiveness to the rising importance of measurement, Marketing Week’s exclusive Language of Effectiveness Survey reveals marketers are calling for the greater integration of effectiveness in business decisions.
From ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
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.