Our Language of Effectiveness survey showed that the majority of marketers believe growing market share is their main objective. But in hunting for share growth are they neglecting a far more important metric: profit.
As the online supermarket eyes a return to profitability, its head of brand advertising tells us of the “journey” it is on to embed effectiveness organisation-wide.
Creative effectiveness is rising in importance for marketers but measuring success remains a challenge.
Less than a fifth of marketers consider growing and defending profit margins through price a key part of their role.
In 2022, Marketing Week launched a unique and unprecedented investigation into marketing effectiveness – how it was regarded, measured and communicated within businesses. The centrepiece of that project, named the ‘Language of Effectiveness’, was a landmark survey and report that uncovered how companies large and small defined marketing effectiveness and the metrics they prioritised. This […]
Marketing Week’s Language of Effectiveness survey shows more marketers believe digital is an effective brand building tool than offline. It would signal a seismic shift in perceptions but are some digital channels more effective at building brands than others?
More SMEs are focusing on performance marketing than last year. But what are startups spending their budgets on?
More marketers say digital media – over offline channels – is effective at building brands. But how much of it is being driven by shrinking budgets and easier to track metrics?
A troubled economy is making marketers more sales-focused at the expense of brand marketing, according to Marketing Week’s Language of Effectiveness Survey 2023.
Performance-focused metrics top list of what marketers believe senior stakeholders want to see, with nearly 50% believing the board is too focused on ROI.
The language of the boardroom means many things – and all of them are vital to any marketer looking to step up to the C-suite. Here we spell out the do’s and don’ts to help you be boardroom ready.
Amid a difficult environment, brands are faced with tough decisions regarding where they direct their marketing budgets.
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.
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.
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.