How brands can address a decline in marketing effectiveness

Brian Carruthers

Marketing effectiveness is below pre-pandemic levels for the second year running, according to the Data & Marketing Association.

Marketing effectiveness is below pre-pandemic levels for the second year running, according to the Data & Marketing Association. But dig a little deeper and you find that while performance marketing effects have declined by 62% in that time, brand campaign effectiveness has nearly doubled.

“In a muted economic environment, there is only so much response that you can sweat out of consumers with your direct response advertising,” explains Ian Gibbs, insight and planning director at the DMA. He is talking WARC through findings from analysis of the DMA Effectiveness Databank contained in the association’s new report, The CMO Measurement...

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