Andrew Willshire tweeted:
“ROI is often used as the metric of choice as though you should seek to maximise it, whereas that would result in under-investment and misallocation of budget. Much better to optimise on incremental revenue, but that’s often overlooked.” Continue reading “ROI measures efficiency not effectiveness”
34 Sources of Client Value
Everard Hunder posted a chart with 34 Sources of Client Value. Continue reading “34 Sources of Client Value”
Marketing Bothism
Mark Ritson wrote an article for Marketing Week titled “Bothism” is the cure for marketers’ fascination with pointless conflict. He also gave the 2020 Ogilvy Lecture for the Marketing Society, Marketing Bothism — see YouTube video below. Continue reading “Marketing Bothism”
Ritson: 3 approaches to the marketing funnel
Mark Ritson wrote an article for Marketing Week titled ‘Funnel juggling’ is the answer to marketing effectiveness (Sept 18, 2020). Continue reading “Ritson: 3 approaches to the marketing funnel”
Ritson: Share of Search – a simple and elegant alternative to Share of Voice
Mark Ritson wrote an article for Marketing Week titled It’s time for ‘share of search’ to replace ‘share of voice’ (Sept 24, 2020).
« Share of voice is a key metric for setting budgets and predicting growth, but digital media make it impossible to calculate accurately. Understanding your share of search queries is a simple and elegant alternative. » Continue reading “Ritson: Share of Search – a simple and elegant alternative to Share of Voice”
The role of marketing
Doug Garnett wrote a blog titled Marketing Roles. Continue reading “The role of marketing”
Helen Edwards on Market Segmentation
Helen Edwards wrote an article for Campaign titled How to avoid segmentation silliness. Continue reading “Helen Edwards on Market Segmentation”
Chasing high ROIs can mean running your business into the ground
Jerry Daykin started a Twitter thread: «ROI is a terribly misunderstood thing in media/advertising. Chasing high ROIs can mean running your business into the ground/minimising growth, and in fact a high ROI is often a sign you are underinvesting in a channel. ROIs aren’t static, they shift as your budgets do. »
Continue reading “Chasing high ROIs can mean running your business into the ground”
Balance, nuance, and contradictions in physics and marketing
Shann Biglione wrote an article for the Drum titled The science of marketing: taking inspiration from quantum physics. Continue reading “Balance, nuance, and contradictions in physics and marketing”
Marketers have to talk to Finance
By Samuel Brealey wrote an article titled Marketers, it’s time to grow up and talk to Finance. Continue reading “Marketers have to talk to Finance”
