Dr Grace Kite: Marketers struggle to put marketing effectiveness theory into practice
There is good knowledge among marketers around effectiveness theory, says Dr Grace Kite, but many are finding themselves stuck in conversations where businesses argue the rules don’t apply to them.
Marketing effectiveness theory is becoming “well understood” by most in the industry, where the gap remains is marketers knowing how to apply that to their own businesses, says Dr Grace Kite.
Marketing Week’s Career & Salary Survey revealed a significant marketing effectiveness skills gap, with three in five (60.5%) of the more than 3,500 respondents identifying knowledge of marketing effectiveness as a skills gap within their business.
Speaking about why this might be, econometrician and Magic Numbers founder Dr Grace Kite says that, while many marketers might know the theory, it’s working out how to apply it that is often the fatal error.
