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IPA launches model to help guide marketers through the ‘effectiveness thicket’
Niamh CarrollThe IPA is imploring marketers to adopt a formal learning agenda to drive effectiveness, rather than seeking an all-encompassing, one-size-fits-all solution.
Focus on marketing effectiveness in decline, study shows
Matthew ValentineExclusive Marketing Week data finds fewer marketers feel more attention is being paid to proving the effectiveness of their work.
Brand building ‘most important’ factor in achieving business objectives
Marketing Week ReportersDespite a third of marketers recognising how crucial brand will be in helping their business thrive in 2024, half say their campaigns are too focused on performance.
Brands and agencies should work together to build a true culture of effectiveness
Karen MartinNo marketer wants to create work that doesn’t work, so building and fostering a culture of creative effectiveness is essential.
‘We are beginning to turn some corners’: Is ROI still king in marketing?
Josh StephensonWhen used correctly ROI remains an invaluable tool for any marketer looking to prove effectiveness and, despite a fall in its use, it cannot be ignored.
The Language of Effectiveness 2024
Coral PayneFor a third consecutive year, Marketing Week’s Language of Effectiveness report, in partnership with Kantar, sets out to gauge the state of marketing effectiveness, how it is communicated, and whether marketers are succeeding in embedding it as a core aspect of business growth. While brands’ growing focus on marketing effectiveness is undeniable, the research results […]
Ritson’s 10-step guide to ‘stand on the shoulders’ of advertising effectiveness giants
Niamh CarrollWe’ve entered a golden age for advertising effectiveness, but not enough marketers are taking advantage of all the work done by the giants of the field, says Mark Ritson, speaking at Marketing Week’s Festival of Marketing.
Effectiveness of performance ads halves since 2020, research finds
Josh Stephenson“Substandard” creativity and too much focus on “fancy metrics” are impacting the effectiveness of performance campaigns, new data finds, which shows a link between quality creative and driving business outcomes.
Social video most ‘trusted’ form of content influencing B2B tech buyers, survey finds
Hannah RashbassNearly two-thirds of B2B tech buyers say that short-form social video content helps inform buying decisions, according to research from LinkedIn.
‘A more transparent approach’: Inside Sky, ITV and Channel 4’s TV measurement tool
Grace GollaschIn an attempt to give marketers a reason to invest in TV, the three biggest broadcasters have created a tool to quantify TV’s impact on performance metrics.
‘Meaningful for anyone looking to stretch the budget’: Marketers on how AI is changing effectiveness
Josh StephensonWith nearly half of marketers using AI to drive marketing effectiveness, what are they doing, how is it working and how much further can it go?
‘Starting small, thinking long’: Laithwaites Wine on the power of experimentation
Niamh CarrollFor a business that had been largely sales focused, regional testing proved the cornerstone of Laithwaites Wine’s successful case for brand investment.
In brand building, it’s the little things that count now
Grace KiteData shows effectiveness builds as more channels and touchpoints are layered in but brands and their agencies need to ensure everything is served up in a coordinated way.
Doing more with less and ’embracing’ tension with sales: B2B marketers on navigating key challenges
Molly InnesFrom warming up finance and making marketing’s relationship with sales better to how to approach doing more with less, here’s what B2B marketing leaders think.
‘Growth requires investment’: New Nestlé CEO commits to upping marketing spend
Niamh CarrollThe KitKat owner is investing “across [its] value proposition”, including increasing advertising spend, to win with consumers who are still extremely cost-conscious, its CEO said.
EY CMO Rebecca Hirst: ‘We only measure what we treasure’
Amrit VirdiMarketing leaders from John Lewis, EY and NatWest share what they think is, and isn’t, necessary to unlock hidden opportunities in marketing.
Is the KPI still a good indicator of performance?
Johnny CorbettWhen we translate ‘key performance’ indicator to mean ‘metric’ we miss the chance to ask bigger and more important questions.
Attention is advertising’s currency, let’s agree on its value
Sorin PatilinetAttention is key to understanding the effectiveness of media and creative, but we need a standardised definition and methods for measuring it.
Reckitt on Gen AI, ‘full funnel’ and why ROI is about to get easier
Charlotte RogersA firm believer in the strength of “full funnel ideas”, Reckitt’s Becky Verano is on a mission to “take the hood off” creativity and explore virtual production.
‘Fewer things with intensity’: Brands on embracing the fear of doing less
Niamh CarrollChoosing to spread investment as widely as possible can be a reassuring strategy, but doing ‘fewer things, better’ is often a more profitable way to achieve growth.
How M&S and Innocent used emotion and ‘single-mindedness’ to earn attention
Grace GollaschBy playing on emotions and using humour, M&S and Innocent successfully used Instagram to earn and retain attention, according to Kantar’s ‘The Works’ study.
‘Here to drive demand’: Hovis on its mission to ‘protect and grow’ the bread category
Niamh CarrollThe bread category may be undergoing an “evolution” away from the traditional sliced loaf, but Hovis is confident it can continue making its product relevant.
One brand on using humour to cut through a ‘low emotional engagement category’
Niamh CarrollPitching itself as not another “faceless mega corp”, natural soap brand Dr Squatch wants to reach a male audience, many of whom don’t buy the product themselves.
‘Leaving the bubble’: Itsu on going beyond restaurant awareness to grow grocery
Niamh CarrollHaving grown its grocery presence since 2012 targeting restaurant customers, Itsu is on a mission to build wider awareness while maintaining a one brand approach.
How marketers are finding growth opportunities in mature categories
Niamh CarrollRecruiting new consumers to categories with high household penetration is difficult, but that doesn’t mean growth has to simply come from scraps over market share. Three marketers share their brand’s path to growth in mature categories.
‘We will lose people’: Why Typhoo is ‘repurposing’ its brand to restart growth
Niamh CarrollTyphoo is the oldest British tea brand, but it has adopted a fresh approach, product and mission to encourage change across the tea category, while also reversing its own decline.
Tackling ‘muscle memory’: Brands in new categories on disrupting norms to grow
Niamh CarrollBrands in emerging categories often have to be disruptive in how they approach product, price and place to create value in unchartered territory.
Stop, start, stick: Marketing leaders on scale, building demand and future thinking
Marketing Week ReportersAhead of next month’s Festival of Marketing, speakers including Grace Kite, Pete Markey, Les Binet and Helen Edwards share their dos and don’ts – from turning up on Reddit and rejecting dogma to celebrating marketing’s transformative power.
How marketers can align their messy reality with finance’s demands for certainty
Jonathan KnowlesFinance’s demands for predictability are at odds with the probabilistic nature of marketing.
‘Language of profit’: Marketers on the struggle to link brand equity and price power
Niamh CarrollAlmost nine in 10 marketers believe strong brands have pricing power, yet only 40% are able to draw a line between equity and driving a premium.
B2B marketers need to show how their runs are scored
Mimi TurnerThe ‘buyability’ model unifies brand and demand, and helps attribute revenue, with a strategy built around B2B buyers’ needs and how they make decisions.
Is a focus on effectiveness delivering bigger marketing budgets?
Charlotte RogersAlmost a third of marketers say their budget rose by 0% to 10% over the past two years after ramping up their focus on effectiveness.
Les Binet and Dr Grace Kite to spotlight effectiveness at this year’s Festival of Marketing
Grace GollaschNow in its 11th year, the Festival of Marketing returns to London with a line-up of global marketing leaders, including Les Binet and Dr Grace Kite, who will tackle the industry’s biggest challenges.
Profitable growth and pricing power: Your Marketing Week
Russell ParsonsAt the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From marketers looking to assert their authority over profitable growth to the benefits of pricing power, it’s been a busy week. Here is my take.
Just two-fifths of marketers ‘can quantify’ link between brand and price elasticity
Charlotte RogersWhile most marketers agree brand strength drives price power, just over half say their firm can command higher prices than rivals.