‘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.
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.
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.
Why marketing is key to delivering profitable growth
Niamh CarrollGrowth at all costs is not sustainable for any business, meaning marketing must learn to be an engine not just of growth – but profitable growth.
Where does market share fit in the long-term growth equation?
Niamh CarrollWhile marketing’s fixation on market share has been criticised as potentially “dangerous”, it remains a key commercial goal for many businesses.
‘The war for attention’: B2B brands on why the role of creativity is ‘much clearer’
Matthew ValentineNuance may be needed when measuring the effectiveness of creativity, but adopting a “show not tell approach” is putting B2B brands on the right track.
65% of marketers say focus on creative quality up on last year
Charlotte RogersB2C brands are more than twice as likely as B2B firms to have analysis in place to measure creative quality, new data reveals.
‘Pairing ambition with real marketing rigour’: Gousto marketing VP on profitable growth
Niamh CarrollFollowing a period where profit was the priority, Gousto is now focusing on “sustainable growth” by chasing “share of stomach” rather than market share.
Could the ‘vocabulary of brand’ be making measurement harder?
Charlotte RogersIs the debate around short versus long so “polarised” marketers don’t feel like they can meet the “impossible standard” needed to measure brand impact?
‘Sweating the information harder’: How AI is making its mark on market research
Megan TatumFrom “pressure-testing” ideas to democratising insights, brands are balancing the benefits of using AI within market research with the need for human nuance.
‘What can be measured gets done’: How can marketers reframe persistent short-termism?
Molly InnesAligning with commercial is “more important than ever” says former Boots CMO Pete Markey, with marketers stuck between a rock and a hard place when it comes to measurement.
The Marketing Week Podcast: How to address marketing’s ‘culture of short-termism’
Molly InnesIn the latest episode of The Marketing Week Podcast, we discuss why short-termism is becoming an even bigger issue for brands and what marketers can do to mitigate it.
Only tenth of marketers ‘very successful’ at demonstrating brand impact
Charlotte RogersTwo-fifths of the Language of Effectiveness sample claim they are only ‘average’ at quantifying the business contribution of brand marketing.
‘Eroding trust’: Marketers debate the role for ‘AI-enhanced’ creative
Megan TatumAs the use of gen AI becomes widespread, could a mix of “quality, restraint and responsible use” help marketers avoid ethical issues and creative mediocrity?
Over half of marketers ‘using AI’ for campaign creative
Charlotte RogersWhile some brands debate the role for AI in their marketing plans, others are embracing the possibilities to optimise effectiveness.
Why focusing on market share may lead marketers down a ‘dangerous’ path
Niamh CarrollWith market share growth defined as the function’s “most important” job, could marketers be succumbing to short-termism and limiting growth?
‘Relentless pursuit of the truth’: Why are marketers dissatisfied with metrics?
Matthew ValentineCan marketers ever be truly satisfied with effectiveness metrics, or is too much data, an obsession with accuracy and changing algorithms getting in the way?
Market share growth trumps driving sales as marketing’s ‘most important’ job
Charlotte RogersWhile market share dominates thinking, driving category growth and defending profit margins are far lower down marketers’ list of priorities.
Half of CMOs ‘unhappy’ with measurement of creative effectiveness
Charlotte RogersOver a third of senior leaders also admit not always understanding the connection between campaign analysis and future decision making.
Under 40% of marketers always measure ROI
Charlotte RogersMeasuring return on investment may not always be a priority for marketers, but it remains the most important success metric for the CEO and CFO.
60% of marketers don’t measure if work is delivering business outcomes
Charlotte RogersConversion rates and ROI are far more popular metrics than assessing whether marketing is meeting the company’s goals.
‘Objective view’: Do brands need a dedicated marketing effectiveness team?
Mary-Louise ClewsHaving a dedicated marketing effectiveness team can provide rigour and objectivity, but is that level of resource realistic for every brand?
Less than half of brands have ‘well-defined’ effectiveness function
Charlotte RogersB2B brands are far less likely than those in B2C to have a dedicated, fully accountable marketing effectiveness team.
‘Playing the long game’: How marketers can remove the barriers to brand investment
Megan TatumOften forced to “pick sides” in the tussle between short-term tactics and long-term growth, how can marketers ensure brand is seen as business critical?
Over half of marketers say campaigns ‘too focused’ on performance
Charlotte RogersWhile their businesses might be prioritising performance, most marketers claim brand advertising is key to achieving their objectives.
‘Built over decades, measured in quarters’: How can marketers escape short-termism?
Matthew ValentineIn a volatile world where shareholders demand quick wins and squeezed consumers want short-term savings, how can marketers champion long-term thinking?
Less than a fifth of marketers say business invests in long-term brand health
Charlotte RogersExclusive new research from Marketing Week finds just 17.3% of brand marketers believe their business is investing for the long term.
The Language of Effectiveness 2025
Elizabeth PageThe Language of Effectiveness 2025 report In 2025, marketers are juggling the twin imperatives of delivering immediate sales while also building brand – a challenge that is shaping brands’ marketing effectiveness strategies. The fourth edition of Marketing Week’s landmark annual report, ‘The Language of Effectiveness’ in partnership with Kantar and Google, paints a comprehensive picture […]
Growth, humour and digital brand building: 5 interesting stats from Language of Effectiveness 2024
Matthew ValentineFrom analysing growth prospects to digital delivering brand building, Marketing Week’s Language of Effectiveness data suggests differing attitudes between B2B and B2C firms.
‘Meaningful for anyone looking to stretch the budget’: Marketers on how AI is changing effectivness
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?
Almost half of marketers ‘already using’ AI for market research
Matthew ValentineNew Marketing Week data finds widescale use of AI across various areas relating to effectiveness, with uptake amongst B2C firms and large businesses far higher.
Are brands sacrificing customer loyalty in pursuit of ‘over-acquisition’?
Matthew ValentineCan a focus on customer retention only take a business so far, or do companies that ignore existing relationships run the risk of damaging their brand?
Creative quality, brand influence: 5 interesting stats from Language of Effectiveness 2024
Ellen HammettFrom creative analysis and quality, to tactics and brand advertising, Marketing Week’s Language of Effectiveness data highlights what’s rising up the agenda.
Most marketers believe their brand is well-placed to grow when the economy recovers
Niamh CarrollMarketers are tasked with delivering growth as the economy recovers, but also expected to prioritise the most effective areas and save elsewhere.
Digital creative delivers ‘more emotional impact’ than offline
Niamh CarrollTraditionally seen as a channel to deliver sales messages, Language of Effectiveness data suggests marketers are waking up to the emotional benefits of digital creative.
‘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.
Fewer marketers naming ROI as key metric for senior stakeholders
Matthew ValentineDespite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
‘Alarming signs’: Why are marketers ignoring ROI?
Charlotte RogersWhat are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
‘Winning hearts and minds’: Why businesses are doubling down on brand investment
Niamh CarrollThe number of marketers working for a business focused on brand building doubled versus last year, according to Marketing Week data. What’s driving this shift towards the long term?
Over a third of brands ‘rarely’ measure marketing ROI
Marketing Week ReportersSome 34.2% of marketers rarely or never measure the return on their marketing investment, with almost half not understanding the link between results and decision making.
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.
Missing a trick? Why creative effectiveness is as important in B2B as B2C
Michaela JeffersonB2B marketing is hitting its creative stride, but when it comes to nailing the effectiveness agenda brands need to pick up the pace or risk being left behind.
Market share and measuring ROI: 5 interesting stats from Language of Effectiveness 2024
Marketing Week ReportersFrom ROI blindspots to short-termism on the rise, Marketing Week’s Language of Effectiveness data suggests work is needed to cement effectiveness within business culture.
Over half of firms ramping up focus on quality of creative
Charlotte RogersOver half (57.1%) of marketers say their business has become more focused on the quality of creative over the past year, with smaller firms leading the way.
‘Science has caught up with creative’: Exploring the state of creative effectiveness
Michaela JeffersonMarketers are ramping up their creative effectiveness capabilities, but do they still have room to grow when it comes to getting under the skin of creativity?
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.
The Language of Effectiveness 2024 report
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 […]
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.
‘A worrying trend’: Is the marketing effectiveness agenda stalling?
Charlotte RogersIn a business environment dominated by short-term pressures, restructured teams and squeezed budgets, have we passed peak effectiveness?
Diageo’s effectiveness boss on why brand-building is a ‘total business mentality’
Niamh CarrollBelief that investment in brands fuels performance is something that Diageo has embedded from the very top of its business down, says vice-president and global head of marketing effectiveness and embedded analytics, Gina O’Halloran.
Proof points and pricing: ‘Demystifying’ marketing effectiveness
Niamh CarrollFrom growing share to defending margins through price, what should marketing prioritise and does the wider business understand effectiveness at all?
Growing market share ‘most important job’ for marketers
Ellen HammettExclusive Marketing Week data also reveals only a quarter of marketers see growing profit margins through price as the most important part of their remit.
Are marketers too focused on market share as a measure of success?
Josh StephensonOur 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.
‘It’s fundamental to our values’: Ocado on its pursuit of an effectiveness culture
Molly InnesAs 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.
80% of marketers deem creative quality key to marketing effectiveness
Josh StephensonCreative effectiveness is rising in importance for marketers but measuring success remains a challenge.
Marketers say price is their least important job, survey finds
Josh StephensonLess than a fifth of marketers consider growing and defending profit margins through price a key part of their role.
Has digital media reached maturity as a brand building channel?
Michaela JeffersonMarketing 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?
How have SMEs adapted marketing in light of the current climate?
Molly InnesMore SMEs are focusing on performance marketing than last year. But what are startups spending their budgets on?
Digital beats offline as marketers’ most effective tool for brand building, survey finds
Josh StephensonMore 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?
How has economic uncertainty impacted marketing budgets?
Molly InnesA troubled economy is making marketers more sales-focused at the expense of brand marketing, according to Marketing Week’s Language of Effectiveness Survey 2023.
ROI top effectiveness metric demanded by C-suite
Josh StephensonPerformance-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: What to say and what to avoid
Josh StephensonThe 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.
Revealed: Marketing effectiveness ‘more prominent’ factor in business decisions
Charlotte RogersAs 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.
One charity on why sharing marketing effectiveness is key to its mission
Charlotte RogersDemonstrating the tangible impact of marketing on driving donations and funding lifesaving treatment is central to Warren Fiveash’s role at the Teenage Cancer Trust.
Why cross-channel campaigns are the way to build profitable brands
Marketing Week PartnerWhen marketers question their own assumptions about channels, data reveals advertising delivers more long-term ROI than previously thought, particularly from cross-channel campaigns.
Marketers on ‘connecting the dots’ between effectiveness and business success
Charlotte RogersRobust 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?
Outsmarting recession: The only way to protect marketing is to be data-driven
Hanna WadeIt’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.
Marketing results not shared with wider business in fifth of large firms
Charlotte RogersMarketers in 19.1% of large organisations admit the results of marketing campaigns are not shared with their business, causing half to feel demotivated.
Direct Line: Marketers must claim the right to be commercial
Charlotte RogersMarketers 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.
Are brands taking marketing effectiveness resourcing seriously?
Charlotte RogersWith 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?
How full-funnel strategies fuel success in an economic downturn
Emma DelserieysThough 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.
Marketing effectiveness not a defined role in half of brands
Charlotte RogersMore than a fifth of brands have no employees with dedicated responsibility for marketing effectiveness, according to Marketing Week’s exclusive Language of Effectiveness Survey.
Nailing the ‘alligator pitch’: Marketers on sharing the effectiveness message
Matthew ValentineCEOs 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.
The Language of Effectiveness report 2022
Charlotte RogersFaced 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.
Less than a third of CEOs see effectiveness analysis
Charlotte RogersAre senior stakeholders receiving effectiveness results, or are they out of the loop when it comes to the success of marketing activity?
How marketers negotiate the gap between marketing and ad effectiveness
Molly InnesShould marketers take greater accountability when it comes to clearly conveying the difference between marketing and advertising effectiveness to the wider business?
The three things you need to do personalisation properly
Malcolm CliffordMarketers will only see ROI from personalisation if they have a complete understanding of customers’ likely behaviours, which enables brands to offer them true value.
Premier Foods’ CMO on the need to ‘redefine’ ROI
Charlotte RogersMarketing 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.
Marketers lament lack of data capability in measuring effectiveness
Molly InnesA quarter of marketers responding to Marketing Week’s Language of Effectiveness Survey say a lack of data capability is holding back their effectiveness efforts.
How marketers can optimise spend to deliver a 50% uplift in ROI
Marketing Week PartnerNielsen’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.
Ad hoc or always on? Marketers on how often to measure effectiveness
Matthew ValentineMost 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?
Gaps in measurement and ROI obsession: 5 interesting stats to start your week
Charlotte RogersMarketing 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.
Marketers call for ‘expanded’ effectiveness capabilities
Charlotte RogersMost respondents (71.8%) to Marketing Week’s Language of Effectiveness Survey claim their brand needs to expand its suite of marketing effectiveness analysis.
Effectiveness comes with the confidence to invest
Secret MarketerMarketing effectiveness is driven by courage, focus and tenacity, rather than a quest for efficiency.
‘Marketers need to get real’: Addressing the significance of ROI
Charlotte RogersShould marketers embrace the growing prominence of ROI as a mark of success, or are measurement issues and fears of short-termism legitimate concerns?
Almost half of marketers say brands ‘too focused’ on ROI
Charlotte RogersDespite 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.
Brand vs performance: Marketers on bridging the divide
Molly InnesSMEs 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.
Marketers almost twice as likely to focus purely on brand over performance
Molly InnesExclusive 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.
Marketers face ‘tension’ in push to prioritise effectiveness
Charlotte RogersDespite the rising prominence of effectiveness on the corporate agenda, marketers still want businesses to better integrate such metrics into their strategic thinking.