#marketing-effectiveness

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fromThe Drum
2 days ago

Brand purpose skeptics take a 'very different story' from Peter Field's IPA study

Among critics was behavioral specialist Richard Shotton, who has drawn quite a different conclusion into the viability of purpose-led marketing from the data. The study compared and contrasted 47 brand purpose cases with 333 non-purpose cases over the same period. 57% of brand purpose campaigns studied were deemed to "perform strongly." These "well-executed" campaigns drove 15% more market share growth than standard ad campaigns, a fact many fans of purpose have grasped on to and championed.
Marketing
fromThe Drum
2 months ago

Amazon is right to bring back 'Joy Ride,' its most successful Christmas campaign

Like Spider-Man senses danger with his Spider-Sense, I get tingles when I'm in the presence of marketing greatness. It was set off when I was working with Amazon in Seattle a few weeks ago. I was in one of its mega studios running workshops with its killer in-house creatives and planners when global marketing VP Claudine Cheever and head of global planning Christopher Marchegiani cornered me, triggering my heightened super marketing senses. They were grinning.
Marketing
Marketing
fromThe Drum
4 months ago

Are you in the '15%' club?

Top-performing brands drive roughly 15% of total business impact by optimizing channel mix, investing in creative, and taking a long-term test-and-learn approach.
Marketing
fromThe Drum
6 months ago

The ROI reset: 5 strategies shaping the future of marketing effectiveness

AI is reshaping marketing measurement into a core architecture for advertising effectiveness.
Media industry
fromRAIN News
7 months ago

Radio's "perceived effectiveness" problem (and solution)

Perceived marketing effectiveness often exceeds actual effectiveness, except for radio, which demonstrates higher real ROI than perceived ROI.
fromExchangewire
9 months ago

New AI Study Shows Effie UK Winners Outperform on Emotion, Attention & Correct Brand Recall

According to new data, Effie UK Award winners generate significantly stronger positive emotions, higher brand recall, and greater audience attention compared to non-winning campaigns.
Media industry
Marketing tech
fromMarTech
9 months ago

Why don't martech vendors provide a tool for the metric that matters? | MarTech

Incremental sales are essential for measuring true marketing effectiveness, contrasting traditional attribution methods that can misrepresent results.
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