Rethinking marketing effectiveness: changing culture and the performance mentality

The way businesses think about the effectiveness of their marketing is changing from a justification of expenditure toward clarifying and optimising marketing spend toward business outcomes.

Marketing effectiveness is increasingly seen as being primarily about business outcomes rather than being limited to marketing itself. Some of the biggest spenders on marketing are creating senior roles and dedicated teams to address the issue and to look at how they can shift institutional thinking in this area.

“Improving marketing effectiveness is now a business imperative,” marketing consultant Fran Cassidy told the IPA’s Eff Week conference (London, October 2017) as she unveiled the findings of the Culture First study, based on interviews with 30 senior figures at brands, non-profits and agencies. “We’re talking about making sense of the complexity...

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