Why it matters

Marketers are under constant pressure to deliver short-term revenues – as well as being presented with a seemingly endless array of new platforms and tactics. Remaining focused on the true drivers of effectiveness can help make sure long-term growth is not neglected.


  • Rather than taking a binary approach to targeted and mass marketing, brand teams must strike the right balance between these two approaches.
  • Marketers are often wary of using their brand assets to maximum effect, but should consider employing these resources in much fuller ways.
  • To best position brands for sustainable growth, clients and agencies need to remember the importance of excess share of voice, defined as a brand’s share of communications compared to its market share.

“If you really wanted to be effective, what should you do next year?”