Obsessively repeating what has proven effective may deliver results but leaves you vulnerable to disruption, so always leave some space to experiment.
Every marketer should spend at least 10% of the budget doing something wrong. I don’t mean accidentally wrong, getting things messed up when your intentions were faultless all along. All of us are capable of that.
With more than half of marketers admitting effectiveness is not a defined role and rarely a priority in their business, are brands thinking clearly about how to properly resource their teams?
More than a fifth of brands have no employees with dedicated responsibility for marketing effectiveness, according to Marketing Week’s exclusive Language of Effectiveness Survey.
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.
Motor retailer Halfords has introduced dynamic pricing in its services business to drive profitability by directing demand to its under-utilised autocentres.
The Competition and Markets Authority will probe the extent price promotions are only available to people who sign up for loyalty cards.
The broadcaster’s CMO Penny Brough exclusively tells Marketing Week the inside story about why it felt the need to make the change to U, the research that underpinned it and what it hopes it will achieve.
Marketing Week is proud to name HSBC’s Ucheora Obi-Wheeler as one of our inaugural Future Marketing Leaders, sponsored by Digitas.
