Improving Marketing Effectiveness. Part 1: What to Measure?
There is hardly an organization that is completely satisfied with their abilities to assess marketing activity results, and in this age of technology and changes companies should choose wisely and act quickly to keep pace with trends and generate business growth. A global consultancy Gain Theory published a white paper on marketing effectiveness that provides information on how to measure and maximize the impact of marketing activities. In this article, we cover the most informative and interesting parts of their paper, which includes insights from the marketing top managers of 40 large UK brands that together spend over £7 billion on advertising. The key to success and business growth is the right marketing strategy, it will help to create the right culture, make better decisions and wisely invest. It requires specific knowledge and resources, and the common challenges include not having the right people for the job or complexity of the subject itself. With the right motivation and collaboration within a company it will be easier to achieve better effectiveness. And here are some advice that the author gives us to improve marketing performance. What is marketing effectiveness? To properly and successfully measure marketing effectiveness we need first to agree on… Read more »
