Marketing Effectiveness in the Digital Era
Required reading for any marketer who wants to understand how to balance brand building and activation activities across different media, categories and brands for the best results
Les Binet, Head of Effectiveness at adamandeveDDB and Peter Field, Marketing Consultant having been working together for ten years to interrogate the IPA’s Databank - over 1,300 case studies from the IPA Eff Awards.
‘Marketing effectiveness in the digital era’ is a mammoth undertaking in four chapters to forensically examine previous campaigns to extract the most effective balance of brand building and activation activities.
Essential reading for anyone with a role to play embedding marketing effectiveness at their organisation.
Knowing the rules of marketing effectiveness is all very well, but how do you achieve it? You need a business-wide culture that promotes it. This research undertook to find out what that means in practice. Over 30 interviews took place with leading brands to see how they are tackling the marketing effectiveness challenge and key behaviours, crucial for success were identified.
Measurement Strategy in the digital era
The what, how and why of measurement is an essential component of marketing effectiveness. Organisations that get it right, get their marketing right.
What should we be measuring, what’s the best way to do it, and most importantly what are we supposed to do with all that data when we’ve got it? How do we turn it into action?
The Green Paper on measurement was presented at EffWeek 2017. It has driven a new research project ‘Measurement strategy in the digital era, which will be presented at EffWeek 2018.
Key findings from: Profit Ability: the business case for advertising
"Profit Ability: the business case for advertising" - how advertising delivers profit...
Help shape the future of our industry
The IPA and ISBA are collaborating to run the UK’s biggest effectiveness culture survey...
Interview – Fran Cassidy talks about her new research into marketing effectiveness culture
A short interview with Fran Cassidy about her research for the IPA and CIMA, 'Culture First'...
How to measure marketing effectiveness – Infographic
The different metrics that can be used to measure marketing effectiveness (Media in Focus)...
Infographic – Media in Focus challenging assumptions in marketing today
An infographic challenging assumptions and marketing rules in today's digitally transformed world....
Interview – Les Binet on long-term brand building
Les Binet has co-authored many seminal texts on marketing effectiveness in advertising....
Interview: John Webb, Gain Theory on new measurement green paper
John Webb, of Gain Theory talks about the new Green Paper on measurement...
Measurement Strategy in the Digital Era: Towards a Green Paper
What should measurement strategy look like in the digital era?...
The uncertain future of prediction – new MRS report released
“Just what the industry needs, great collaboration between clients and agencies on the topics that drive business growth.”
Bridget Angear, Joint Chief Strategy Officer at AMV BBDO
“It’s great to see the IPA in the UK bring the whole industry and particularly the trade bodies together to focus on effectiveness. This new Marketing Effectiveness initiative will enable people across the industry to work together to build on best practice.”
David Wheldon, Chief Marketing Officer, RBS
“Effectiveness is a team sport, so it was great to see the industry in the widest sense, come together. In an increasingly diverse and fragmented world, only by using all parts of the brain will we solve effectiveness challenges and design our campaigns to deliver short and long term value. That’s why what happens next is important – if the IPA can help facilitate progress on this with a long-term initiative around Marketing Effectiveness, we’ll definitely crack it.”
Bart Michels, Global CEO Kantar Added Value and Country Leader Kantar UK
“The time spent at #EffWeek was extraordinarily effective. It was great to hear the diverse views from all areas of the industry. All tied together with the common themes of accountability and effectiveness.”
Andrew Canter, Global CEO, BCMA
“It has been a privilege to be part of the inaugural Effectiveness Week. The agenda is one which we at O2 UK feel passionately about. To see and hear perspectives across the industry demonstrates how the breadth of marketing effectiveness is increasingly being valued within businesses. Data, insight, social, customer experience, test and learn, ROI, these are all fundamentals and were covered expansively at the event”.
Sandra Fazackerley, Marketing & Consumer, Telefónica UK Limited
“The full week of effectiveness events brought into clear focus the need for marketers to use data and insight to achieve the key business objectives of growth and profits. Marketers today are in a better position to quantify their knowledge of customers and measure the ability of investments in marketing to increase brand and shareholder value.”
Chris Combemale, Group CEO, DMA