Eight golden rules for improving Marketing Effectiveness.

Eight golden rules for improving Marketing Effectiveness.

Effectiveness in marketing is simply the ability to prove that marketing has delivered on its stated objectives. Different brands respond differently to the same strategy or tactic, but there are some golden rules-of-thumb in marketing that are almost universal.

One: According to a study by Les Binet and Peter Field, for the IPA Effectiveness Awards, “Brand share of voice must exceed its share of the market if it is to grow.” Brands that invest in excess share of voice (ESOV), defined as SOV above the business’s market share, are likely to see long-term base sales growth. Therefore, invest sufficiently relative to your market share to see long-term sales growth and improved marketing effectiveness. [I] (more…)

How to improve Marketing Effectiveness with a Marketing Audit

How to improve Marketing Effectiveness with a Marketing Audit

A CEO walks into a CMO’s office.

CEO: Is our marketing working?

CMO: What?! Yes, business is good, we are growing, and all the KPIs are positive. You’ve seen the data, why do you ask?

CEO: True. All indicators are positive, it is a good year, but is our marketing effective?

CMO: What do you mean by is our marketing effective? You’ve seen the results.

CEO: Yes, but how do we know that it’s the marketing that’s driving this growth and not market conditions? Our product/service quality beats the competition, our service reviews are high, our price is right, and even the market environment is favourable. What about marketing communications? 

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