Marketers on sharing the effectiveness message – Marketing Week

Marketers on sharing the effectiveness message – Marketing Week

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.
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It is one of the biggest challenges in marketing. Not reaching consumers or hitting the right tone in a campaign. Not mastering new channels or monitoring brand health. No, the real challenge for many marketers is talking to the finance department and, in many cases, the CEO.
However, according to Marketing Week’s exclusive Language of Effectiveness research, the problem could be simpler even than that. The two groups speak different languages and often don’t share relevant information even when it is available.
 

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Despite the rising prominence of effectiveness on the corporate agenda, marketers still want businesses to better integrate such metrics into their strategic thinking.
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.
Should marketers embrace the growing prominence of ROI as a mark of success, or are measurement issues and fears of short-termism legitimate concerns?
The new model is designed to offer a “contextual, connected and continuous” learning environment to help marketers better embed what they are taught.
Supplier brands will be able to advertise to Morrisons’ customers through its owned and external media platforms, using its loyalty and ecommerce data to “maximise ROI”.
Now in its second year, the IPA’s Effectiveness Roadmap urges brands and agencies to join forces, as the “marketing of marketing effectiveness” remains a concern.
The Co-operative Bank sees its customer-led standpoint on issues such as the environment and human rights as what makes it different from other banks.
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