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 […]
The second event in the Festival of Marketing’s Currency of Effectiveness series discussed how marketers can get buy-in from their brands to effectively measure impact, and why a fear of being held accountable could be putting marketers off pursuing meaningful measures.
A combination of experimentation, econometrics and short-term digital attribution has been referred to as the ‘golden trinity’ when it comes to measuring effectiveness, but is it the answer all brands have been looking for?
The company behind Guinness and Johnnie Walker ‘bakes in’ marketing effectiveness within its way of brand-building, ensuring all its marketers understand and can utilise the effectiveness technology at their disposal.
You might increase total message recall by adding more of them, but you’ll lose credibility, as shown by the World Cup protestor who couldn’t pick one cause.
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?
Too great a focus on return on ad spend (ROAS) is leading to short-term thinking and under-investment, which in turn is stifling growth, and it has the potential to be far more damaging than ROI.
The effectiveness expert warns marketers to stop “neglecting” price and start thinking like economists.
The first event in the Festival of Marketing’s Currency of Effectiveness series discussed how brands can use media strategy and creative effectiveness to turn excess share of voice into “effective share of voice”.
As a travel company, TUI “sells dreams” and so needs to look beyond channels where return on investment can be granularly measured, says UK and Ireland CMO Katie McAlister.
The travel accommodation business’s decision to cut performance marketing and increase brand investment two years ago is paying off, it claims, with the move away from ‘buying customers’ to ‘education’ boosting direct bookings and retention, and helping grow profit.
Should marketers take greater accountability when it comes to clearly conveying the difference between marketing and advertising effectiveness to the wider business?
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.
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?
The third event in the Festival of Marketing’s Currency of Effectiveness series explored how marketers can make the case for investment in their business, with senior marketers explaining the importance of transparency in their relationships with stakeholders.
A decade on from the launch of The Long and the Short of It, effectiveness experts Les Binet and Peter Field reflect on the book’s impact and look ahead to what’s next.
Older campaigns and intellectual property (IP) may be a brand’s “greatest and most neglected assets”, according to research from System1.
Meanwhile, one third of B2B marketers plan to cut their investment into brand building over the next six months, according to new data from LinkedIn.
Marketers in 19.1% of large organisations admit the results of marketing campaigns are not shared with their business, causing half to feel demotivated.
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.
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?
Arçelik , parent company of white goods brands such as Beko, is determined not to compromise brand-building activities such as its sustainability initiatives and innovation even amid a tough economic climate.
Boots CMO Pete Markey says the retailer’s use of first-party data means it is able to target consumers “even more effectively” this year.
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.
By adopting a more emotional approach to its marketing and experimenting with its media mix, Maersk has successfully shifted perceptions of its brand and grown both revenues and profits, its head of marketing explains.
Aldi has been on a journey since entering the UK market 30 years ago, with its relentless focus on keeping prices down, commitment to British produce and a carrot called Kevin helping to propel the challenger to the top of consumers’ minds.
From stuck in a rut in 2017 to attracting 15 million new customers by 2021, KFC invested in a long-term brand platform designed to engage and excite the entire business from the CEO to franchisees.
While effectiveness researchers Kantar and System1 disagree on which Christmas ad is the best brand builder this year, both agree this year’s crop of ads have been stronger than 2021’s.
In a world where less is more, checking insights, aligning KPIs and adopting a mend and repair mindset can make your marketing investment work harder.
More and more brands are talking about mental availability, but talk is cheap. To understand its value you need to recognise it for what it is – a metric to be measured, studied and tracked.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
Just Eat is investing in how it measures effectiveness and positions its marketing function for success as it looks to become the UK’s “most loved” delivery brand, says UK marketing director Victoria Gold.
Whether relying on valuations from consultancy groups, analysing pricing power or opting for bespoke metrics, there is no set definition on how to judge brand impact.
Brands act to accelerate the value of a business model rather than being assets in themselves. Framing brands as standalone assets will simply serve to alienate finance.
The need to deliver growth on a reduced budget is the reality for many marketers but its not just a job of optimising investment. For marketing leaders, it’s also about maintaining motivation and managing expectations.