Proof points and pricing: ‘Demystifying’ marketing effectiveness
From growing share to defending margins through price, what should marketing prioritise and does the wider business understand effectiveness at all?
Driving marketing effectiveness is a core goal for any marketing leader, but how that comes to life can look vastly different from organisation to organisation.
Over a third (39.2%) of the more than 1,200 marketers taking part in Marketing Week 2024 Language of Effectiveness survey, supported by Kantar, interpret marketing effectiveness to mean the success of marketing communication campaigns according to objectives.
For CMO at industrial products business RS Group, Jon White, marketers need to start big picture when defining marketing effectiveness as a concept: “Marketing effectiveness, for me, is persuading more customers to spend more of their time and money interacting and transacting with us as a business versus the alternatives.”
