‘A worrying trend’: Is the marketing effectiveness agenda stalling?
In a business environment dominated by short-term pressures, restructured teams and squeezed budgets, have we passed peak effectiveness?
Interest in effectiveness has been rising up the corporate agenda over the past couple of years, as marketing has used data to firmly shake off any suggestion of being the ‘colouring in department’.
However, could this interest in the value of effectiveness be shifting down the list of priorities in a business environment dominated by squeezed budgets, short-term demands and teams under pressure to deliver more with less?