From analysing growth prospects to digital delivering brand building, Marketing Week’s Language of Effectiveness data suggests differing attitudes between B2B and B2C firms.
With 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?
New Marketing Week data finds widescale use of AI across various areas relating to effectiveness, with uptake amongst B2C firms and large businesses far higher.
Can 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?
From creative analysis and quality, to tactics and brand advertising, Marketing Week’s Language of Effectiveness data highlights what’s rising up the agenda.
Marketers are tasked with delivering growth as the economy recovers, but also expected to prioritise the most effective areas and save elsewhere.
Traditionally seen as a channel to deliver sales messages, Language of Effectiveness data suggests marketers are waking up to the emotional benefits of digital creative.
When 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.
Despite a drop in its perceived importance, ROI is still the metric most marketers believe their company is judging them on.
What are the consequences for the industry – and marketers’ career ambitions – of failing to measure ROI?
The 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?
Some 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.
Despite 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.
B2B 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.
From 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 (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.
Marketers 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?
No marketer wants to create work that doesn’t work, so building and fostering a culture of creative effectiveness is essential.
For 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 […]
Exclusive Marketing Week data finds fewer marketers feel more attention is being paid to proving the effectiveness of their work.
In a business environment dominated by short-term pressures, restructured teams and squeezed budgets, have we passed peak effectiveness?
Belief 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.
From growing share to defending margins through price, what should marketing prioritise and does the wider business understand effectiveness at all?
Exclusive Marketing Week data also reveals only a quarter of marketers see growing profit margins through price as the most important part of their remit.
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.
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.
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.
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.