Episode description
Episode description
Only half of marketers believe they understand marketing effectiveness principles according to WARC. Even worse, many US marketers lag their global peers in applying these proven frameworks for growth.Elena, Angela, and Rob break down the most important marketing effectiveness principles every marketer should know. They examine why these principles work, how to apply them to your brand, and what happens when marketers ignore them. Plus, learn why broad reach and brand building still matter, even in today's digital-first world.
Topics covered:
- [01:00] How one healthcare CMO used marketing effectiveness to secure record budgets
- [04:00] Why broad reach matters more than narrow targeting
- [07:00] The science behind distinctive brand assets
- [10:00] Why light buyers drive more growth than loyal customers
- [14:00] The truth about the 60/40 brand building rule
- [19:00] How excess share of voice predicts market share growth
- [22:00] Mental and physical availability's impact on sales
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Resources:
2023 MI3 Article: https://www.mi-3.com.au/17-04-2023/how-ex-pg-us-marketer-ditched-cohorts-personas-and-restrictive-segmentation-blended-0
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