In a post-pandemic world, the pressure to achieve ROI from marketing budgets is greater than ever. That’s why we’ve put together this guide on marketing effectiveness.
One of our first tasks when we onboard a new client is to look at how they’ve been managing their marketing. There are three keys areas that contribute to marketing failure:
lack of strategic direction
failure to set quantifiable outcomes with a well-defined mechanism for assessing them
using the wrong technology stack for what they want to achieve
In the best of times, businesses can recover quickly from such mistakes and move on.
In the worst of times, such as a pandemic when the economy has largely shut down for more than a trading quarter, that is simply not possible.
Today, the pressure to extract tangible value from marketing budgets is greater than ever. In the past 4 months alone, we have restructured marketing budgets for businesses of all sizes across multiple sectors. While this is structurally similar to the work we have been doing for the last 20 years, there is one crucial difference: the degree of strategic re-engineering has increased and the timeframe for effective delivery has decreased dramatically.
The silver lining in this situation is that it compels agencies to demonstrate effectiveness. That has always been our strong point, which is why we are creating a series of guides about marketing effectiveness.
The first of these guides looks at how the integration of marketing, sales and psychology significantly increases effectiveness. You can download that guide here:
If you need help building an effective digital marketing strategy, why not book a free online consultation with one of our digital marketing experts? All you need to do is bring the coffee! Book your appointment below.
by Dr Peter Hughes Sep 11, 2020
Co-founder of Cognition, psychologist and expert in digital transformation and decision science. Peter is a published writer and has facilitated digital transformation projects in the UK, Europe, South America, Russia, the Middle East and Asia.