Proving the work has worked is a key consideration of a strategist. The purpose of this section of the Strategy Toolkit is to set out the fundamentals of 'effectiveness', and to provide some advice to improve the measurement of campaigns and other activity.
We tend to think about the effectiveness of a campaign or an activity after the event has taken place. This is nothing new, as it has been rare for marketing or its agencies to approach the effectiveness question from earlier on in the strategic process.
It would be much better to start thinking about how your communications activity is going to work and in how many different ways from the start of the strategic process.
In this section you will learn:
1. The basics of effectiveness
It is important to dismiss a few misconceptions about what effectiveness and evaluation mean. First off, efficiency is not the same as effectiveness. Second, pursuing a profit objective is not the same as pursuing a shareholder value objective, which is much more about longer-term success than short-term gains.
What else does this article talk about?
- Account planning, strategic planning
- Measuring ROI
- Econometric modelling
- Tracking theories & ideas
- Long-term vs short-term effectiveness
Interested in seeing what other marketing challenges WARC covers?
WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.
What do I get with WARC?
- 65,000+ articles covering the full spectrum of marketing communications.
- Including over 12,000 effectiveness case studies revealing the campaign strategies of the world's leading brands to help maximize ROI.
- Best practice guides that explain the how and why of marketing challenges to stay ahead of the ever-changing marketing landscape.
- Marketing intelligence, trend reports, brand profiles and event reports to give your brand clear competitive advantage.