Media in focus: Marketing effectiveness in the digital era

Investigates the issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy, while addressing whether mass marketing still works.
  • The evidence from this IPA Databank study suggests that marketing is still primarily a numbers game: the main way brands grow is still by increasing penetration, not loyalty.
  • Broad-reach campaigns are still the best way to drive market share, which is in turn a key driver of profit, and the digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media.
  • For firms that invest at the right level, and in the right way, mass marketing is working better than ever but balancing long-term brand building and short-term activation is...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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