From performance marketing to attribution modeling, we’ve seen a rise in available data from marketing over the past several years which have shifted our focus to more lower-funnel activities.
Brand purpose has once again risen to the top of people’s radar as a result of a new study by Peter Field. But before we wrap our heads around all the many discussions surrounding the research and the responses to the research, let’s take a step back and remember what we mean by brand purpose exactly.
Marketers face many tough decisions when they’re tasked with setting up a marketing campaign for their brand. One of the biggest decisions of all, of course, is who to go after and target?
If we were to go and ask people about their thoughts on the largest brands in the world, many would be able to report about their experiences and memories that they have with that brand.
A recent study from the Advertising Research Foundation shows that attention matters. In fact, the more attention to or involvement with the content, platform, device or media brand, the more likely an ad will be effective.
Most marketers are aware that people tend to shop around the perimeter of the grocery store. If you think for a moment, you can probably confirm that this is true of yourself when you go grocery shopping as well. We don’t walk down every aisle and give every product equal consideration.
The importance of understanding the customer perspective has been around a long time in marketing. In fact, some of the biggest figures in marketing were the most prominent voices promoting the perspective of the customer.
As marketers, we spend a lot of time thinking about how people direct their attention as they go about their day. This is an important question because the majority of information that reaches the senses gets ignored.
Marketers are often tasked with the challenge of estimating the long term impact of marketing and advertising on sales. This is a difficult question of course, with many factors coming into play including the size of the brand, advertising spend, competitors advertising spend, the advertised message, and more.
Marketing effectiveness experts, on behalf of Cannes Lions and WARC, recently analyzed and compared thousands of campaigns that were submitted for the highest marketing awards.