Webinar | Rethinking Marketing Effectiveness: Moving Beyond ROI
In today's marketing landscape, the age-old adage "Half of my advertising is wasted; I just don't know which half" still rings true. Proving marketing effectiveness remains a top challenge for marketers, despite having access to sophisticated tools and data.
The traditional focus on return on investment (ROI) often leads marketers to prioritise short-term gains at the expense of long-term brand building. As Peter Field, co-author of "The Long and the Short of It," cautions, an excessive focus on ROI can be "insanely dangerous" as it teaches marketers to go after low-hanging fruit rather than pursuing sustainable growth.
So, what should marketers measure if not just ROI?
We were delighted to be joined by special guests Martin Dunn and Chris Connor from The Capability Bridge who expertly demystified traditional ROI based measurement methods and explored new objective-focused approaches to maximise brand and campaign performance.