Marketing from the heart for growth

In this article, the author argues that marketers should replace ROI or ROMI with a 'share of voice to brand share growth' model to measure profitability over the long term.

Marketing from the heart for growth

John KearonSystem1Group

Building on Binet and Field's work, John Kearon argues that long-term profit requires excess heart and voice from brands. He suggests a 'share of voice to brand share growth' model as an alternative to ROI.

Marketing works in two ways

Through meta-analysis of the IPA Effectiveness Awards Databank, Les Binet and Peter Field have demonstrated that marketing works in two different ways: it can achieve both long-term and short-term effects. Marketing can be broadly categorised into brand-building and sales activation. These two marketing activities work differently over time (Figure 1)....

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