Marketing Week brings you The Language of Effectiveness, an in-depth report based on data from our exclusive survey of 1,610 brand-side marketers.
Inside you will find essential insight into how marketers are defining effectiveness, the metrics both large and small businesses are prioritising and how this is being communicated with the wider business.
The report also explores how marketers are striking the right balance between brand building and performance, how frequently success should be measured and whether marketing effectiveness has risen up the corporate agenda since the onset of Covid.
Each chapter addresses a different challenge or opportunity. These include:
- The challenge of defining effectiveness
- Solving the brand and performance conundrum
- Marketing vs advertising effectiveness
- The rise and flaws of ROI
- The CEO viewpoint
- How often to measure
- How to communicate success