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Direct Line: Marketers must claim the right to be commercial
Marketers should be prepared to push the commercial agenda within business, says marketing effectiveness boss Ann Constantine, which starts with understanding the impact of their work.
The level to which a brand commits to the marketing effectiveness agenda is often a sign of its degree of commerciality, according to Direct Line Group head of insight and marketing effectiveness Ann Constantine.
The insurance giant has had a “key mission” over several years to ramp up the commerciality of marketing and ensure marketers use the language of business, going behind the jargon to understand what is meant by terms like cost per quote, ROI and conversion.
