Marketing Truth #1: Effectiveness is as important as efficiency

Ann Marie Kerwin and Mike Menkes

In this first episode of WARC’s Marketing Truths series, Ann Marie Kerwin, Americas Editor, and Mike Menkes, SVP, Analytic Partners, discuss how organizations can measure and prove how and where their marketing works.
  • It’s time for US businesses to move past thinking of marketing as a cost, and reframe marketing and media as a mechanism to achieve an organization’s business goals.
  • Maximizing ROI is not a goal, achieving a sales or financial objective is – to achieve a certain financial sales goal, it’s necessary to have an accurate and comprehensive understanding of what's driving the business.
  • Effectiveness is how you achieve those financial goals.
  • Efficiency is reaching those goals by the smartest use of your resources....

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