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28 April 2022
Marketing effectiveness declined last year, says DMA
Effectiveness studiesDirect effectiveness
An analysis of DMA Awards entries suggests that marketing effectiveness declined sharply in 2021, based on the number of effects* generated by the average campaign.
Overall marketing effectiveness declined by 23% in 2021.
The average campaign generated 2.4 effects in 2021, down from 3.1 effects in 2020 (which was the highest figure recorded since 2017).
There has been a marginal improvement in the brand effectiveness of campaigns in 2021 (up from 0.5 to 0.6 brand effects year-on-year).
The decline in response effectiveness over the same period has been greater (declining from 2.1 to 1.6 response effects year-on-year).
Marketers continue to measure the performance of campaigns without evaluating their true value – measuring metrics that are most accessible, not what really matters to the business.
Why it matters
The Data and Marketing Association (DMA)’s Meaningful Marketing Measurement research provides a perspective on the evolution of marketing effectiveness in recent years, including views on multi-channel, brand, response, retention and acquisition campaigns.
“Effectiveness lessons learned in the previous few years seem to have been lost as volume and spend return to the ad market” – Tim Bond, director of insight at the DMA.
*Of the 170 measures used by DMA Award entrants, 41% relate to campaign delivery measures, and 59% to business, brand or response effects.