Think of your media mix like ‘Moneyball’ if you want to find success
Grace KiteMarketers who ignore media channels with high ROI but little buzz could be doing themselves – and their function – a disservice.
Grace Kite
The great day of third-party cookie anger has come and who can stand upright?
Grace KiteSee the cookie apocalypse as an opportunity to ditch flawed forms of measurement in a quest for greater accuracy.
The idea is the bullet, data is the gun
Grace KiteIdeas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
Only people can give the gift of effectiveness
Grace KiteHaving the right people at the heart of effectiveness programmes is the difference between succeeding and failing.
Rising costs mean TV’s payback advantage is now in question
Grace KiteThe price of TV ads has risen much quicker than the price of other channels over the past few years, while viewing has also declined, meaning it could be time for brands to change the channel.
Justify budget requests with a solid set of projections
Grace KiteRunning the numbers through different scenarios enables you to identify the budget that’s needed to reach your targets and will make it more likely to be approved.
The economy is going to be ‘meh’ in 2024 but your marketing plan can’t be
Grace KiteLast year Mark Ritson put forward his triple-cooked chips method for budgeting, but Grace Kite reckons it’s worth dunking them one extra time to take into account the strength of demand in the economy, your target market and category.
Believe the hype: Online ads are finally living up to their effectiveness promise
Grace KiteThe effectiveness of online ads hasn’t always been entirely clear but there is now solid evidence they are more than pulling their weight.
Amazon needs saving but is advertising going to be its saviour?
Grace KiteIt’s hard to imagine Amazon as vulnerable. But after Covid, demand dropped while the costs of expensive fulfilment capacity set up during the crazy times continued. Almost a trillion dollars’ worth of turnover netted out a loss of $2bn in 2022. With this peril in the background, the advertising business, where Amazon sells access to […]
It’s not women that need fixing, it’s how the workplace treats parents
Grace KiteWomen’s career progress and salaries take a dive when they become mums, not because they become less good at their job but because policies around parental leave and childcare continue to be biased.
The worst thing you can do is freeze: A guide to making marketing plans in recession
Grace KiteEconomists now believe this year’s recession will be relatively mild, but marketers still have important work to do to ensure their brands come out stronger on the other side.
To make marketing the solution in a recession pay close attention to the numbers
Grace KiteNew data highlights the strategies that succeed in a recession and why advice to avoid going dark is too blunt.
Marketers have a responsibility to climate change, and so far we’re failing
Grace KiteWith advertised emissions up by more than 10% since 2019 there are three clear steps marketers need to take to help drive down the industry’s impact on the environment.
Three data-led pointers for marketers during budget season
Grace KiteSetting budgets for the year ahead is never an easy task, let alone during periods of economic uncertainty. But the data shows there are three clear steps marketers can take now to ensure their spend pays off next year.
When it comes to marketing payback, words matter just as much as numbers
Grace KiteFrom ROI to cost per acquisition, the terminology used to describe marketing can often be confusing, even to the smartest of people. It’s time for some much needed clarity.
Advertisers need to get over their fear of commitment
Grace KiteMarketers are getting in their own way by being afraid to financially commit to their campaigns. New data shows ROI is generally higher when advertisers spend more – that is, until they spend too much.
Algorithms are powerful new agents of double jeopardy
Grace KiteThe algorithms of big tech firms favour big brands, meaning they are at an unfair advantage over their smaller competitors. But more meritocratic algorithms would be better for small businesses with a quality product and the economy.
If there was a marketing effectiveness ‘crisis’, it’s now over
Grace KiteThe industry has been telling marketers their ability to sell stuff using ads is in decline, but as well as not being particularly helpful it’s simply not true. New data shows ROI has been increasing over the past five years.
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