Marketers have allegedly been facing an effectiveness ‘crisis’ – which would suggest that the ability to sell through advertising whilst driving long-lasting profit, has been declining. However, new data confirms that this is not the case, and ROI from online advertising has been increasing for the past five years. Short-termism and creative effectiveness The Crisis […]
TV
Is sustainability key when targeting Gen Z’s?
Companies that fail to demonstrate a sustainable initiative could be losing interest amongst Gen Z’s, according to research by student marketing platform Student Beans. Sustainability remains in people’s minds despite the uncertainties and financial insecurities caused by Covid-19 with 82% of consumers agreeing that issues around sustainability are in fact more top of mind now than before […]
Demand generation for start-ups
Demand generation, in short, involves targeting broadly to widen the potential pool of consumers, whilst driving measurable demand for a product/service. Demand gen focuses on discovering prospects that already exist, as well as stimulating interest with a new audience. Often, brands aim to drive demand by supplying a solution (within a product or service) for an […]
Marketing effectiveness in the digital era
Marketing effectiveness, broadly speaking, is the measurement of how successful a strategy has been in meeting short-term and/or long-term commercial goals. When looking at the success of a marketing strategy, often brands consider return on investment in the short-term, and metrics like share of market to benchmark the success of long-term growth initiatives. Relentless development […]
2022 predictions: what can we expect?
Looking back to look forward “The pandemic significantly impacted all advertising industry revenue. We saw revenues in the commercial TV sector materially decline almost overnight, as advertisers either cancelled or postponed their campaigns in light of the pandemic.” Aldona CornishDirector 2020 was a year marked by the Covid-19 pandemic, and lockdown restrictions were put in […]
John Lewis’s fall from grace
It is no secret that The John Lewis Christmas ad has had a special place in the UK’s cultural zeitgeist. For many years it has been a key marker of the festive season. However, certain metrics would appear to suggest that John Lewis’s cultural cache of Christmases past is slipping away. You gov brand index […]
