- Routes to creating high performance marketing and advertising
- Is customer data the new black?
- Not all customers are created equal
- Being ‘direct’ with the customer is a key factor in improving performance
The marketer’s agenda is still being driven by recessionary cut backs but, at the same time, the rise of social media, the multitude of TV channels available and the vast number of brands vying for consumer attention means there is a huge amount of clutter for the marketer to break through if they want their message to be heard.
It was John Wanamaker who famously said, “Half the money I spend on advertising is wasted; the trouble is I don't know which half.” That was nearly 100 years ago, and it’s no easier for marketers now. In fact, Wanamaker was being pessimistic – last year, a study by Rex Briggs and Greg Stuart found that 47% of advertising is wasted. Added to that are the recent findings from the Edelman Trust Barometer, which found that only 22% of the public trust advertising. Also, to reach 80% of 18-49 years olds via prime time TV spots, you’d need 117 60-second adverts – up from just three adverts 20 years ago.
