Marketers are increasingly using short-term metrics to measure marketing success but is it simply because it’s easier to do so or are they under pressure from senior leaders to deliver immediate results?
Shrinking marketing budgets and the use of short-term metrics to measure success have resulted in a sharp drop in creativity, according to the latest IPA report ‘Selling Creativity Short: Creativity and effectiveness under threat’.
Digital media and financial pressures on CEOs are forcing marketers to focus increasingly on short-term metrics at the expense of creativity and brand building.
Sky Sports’ viewing figures for the WSL grew 45% last season, and it is keen to capitalise on this by making its biggest investment behind the league to date.
888 Holdings, which owns brands including William Hill and 888Casino, has downgraded its revenue expectations for its current quarter, citing the impact of its marketing efficiency push and UK regulation changes as partial drivers.
Marketing can only generate an effective pipeline if it targets the same buyers as sales, but new research shows the overlap – even between brand and demand marketing – is often shockingly small.
Budgeting and planning season may sometimes feel like fighting a losing battle for marketers, but it should be a moment to reflect and press forward, according to former marketing leaders.