digplanet beta 1: Athena
Share digplanet:


Applied sciences






















Marketing effectiveness is the quality of how marketers go to market with the goal of optimizing their spending to achieve good results for both the short-term and long-term. It is also related to Marketing ROI and Return on Marketing Investment (ROMI).

Marketing expert Tony Lennon believes marketing effectiveness is quintessential to marketing, going so far as to say It's not marketing if it's not measured.[1]


The concept of marketing effectiveness first came to prominence in the 1990s with the publication of Improving Marketing Effectiveness Shaw,R [2] which won the 1998 Business Management Book of the Year Award.

In 2006, Ad Age devoted a cover story to the book "What Sticks."[3] (ISBN 1419584332), Authors Rex Briggs and Greg Stuart calculated that marketers waste 37% of their marketing investment. Reasons for the waste include failure to understand underlying customer motivations for buying, ineffective messages and inefficient media mix investment (pg 19-20).

What Sticks was named the #1 Book in Marketing by Ad Age[4] and is required reading at leading Universities including Wharton School of the University of Pennsylvania[5] and Harvard.,[6] suggesting that the Marketing Effectiveness continues to be an important business topic.

Marketing effectiveness topics[edit]

Dimensions of marketing effectiveness[edit]

  • Corporate : Each company operates within different bounds. These are determined by their size, their budget and their ability to make organizs act in similar ways leading to the need to segment them. Based on these segments, they make choices based on how they value the attributes of a product and the brand, in return for price paid for the product. Consumers build brand value through information. Information is received through many sources, such as, advertising, word-of-mouth and in the (distribution) channel often characterized with the purchase funnel, a McKinsey & Company concept. Lastly, consumers consume and make purchase decisions in certain ways.
  • Exogenous Factors: There are many factors outside of our immediate control that can impact the effectiveness of our marketing activities. These can include the weather, interest rates, government regulations and many others. Understanding the impact these factors can have on our consumers can help us to design programs that can take advantage of these factors or mitigate the risk of these factors if they take place in the middle of our marketing campaigns.

Factors driving marketing effectiveness[edit]

  • Marketing Strategy : Improving marketing effectiveness can be achieved by employing a superior marketing strategy. By positioning the product or brand correctly, the product/brand will be more successful in the market than competitors’ products/brands. Even with the best strategy, marketers must execute their programs properly to achieve extraordinary results.
  • Marketing Creative : Even without a change in strategy, better creative can improve results. Without a change in strategy, AFLAC was able to achieve stunning results with its introduction of the Duck (AFLAC) campaign. With the introduction of this new creative concept, the company growth rate soared from 12% prior to the campaign to 28% following it. (See references below, Bang)
  • Marketing Execution : By improving how marketers go to market, they can achieve significantly greater results without changing their strategy or their creative execution. At the marketing mix level, marketers can improve their execution by making small changes in any or all of the 4-Ps (Product, Price, Place and Promotion) (Marketing) without making changes to the strategic position or the creative execution marketers can improve their effectiveness and deliver increased revenue. At the program level marketers can improve their effectiveness by managing and executing each of their marketing campaigns better. It's commonly known that consistency of a Marketing Creative strategy across various media (e.g. TV, Radio, Print and Online), not just within each individual media message, can amplify and enhance impact of the overall marketing campaign effort. Additional examples would be improving direct mail through a better call-to-action or editing web site content to improve its organic search results, marketers can improve their marketing effectiveness for each type of program. A growing area of interest within (Marketing Strategy) and Execution are the more recent interaction dynamics of traditional marketing (e.g. TV or Events) with online consumer activity (e.g. Social Media). (See references below, Brand Ecosystems) Not only direct product experience, but also any stimulus provided by traditional marketing, can become a catalyst for a consumer brand "groundswell" online as outlined in the book Groundswell.
  • Marketing Infrastructure (also known as Marketing Management) : Improving the business of marketing can lead to significant gains for the company. Management of agencies, budgeting, motivation and coordination of marketing activities can lead to improved competitiveness and improved results. The overall accountability for brand leadership and business results is often reflected in an organization under a title within a (Brand management) department.
  • Exogenous Factors : Generally out of the control of marketers, external or exogenous factors also influence how marketers can improve their results. Taking advantage of seasonality, interests or the regulatory environment can help marketers improve their marketing effectiveness.


  1. ^ "It’s Not Marketing If It’s Not Measured". 
  2. ^ Shaw, R. Improving Marketing Effectiveness — the methods and tools that work best, Economist Books, 1998 ISBN 1-86197-054-4
  3. ^ Jack Neff New Book Reports 37% of All Advertising Is Wasted, Ad Age, Aug 2006
  4. ^ Ad Age, Book of Tens, Dec 18, 2006
  5. ^ Course Syllabus
  6. ^ Course Syllabus

Further reading[edit]

  • Ambler, Tim, Marketing and the Bottom Line (2004) FT Press. ISBN 0-273-66194-9
  • American Productivity & Quality Center, Maximizing Marketing ROI (2001) American Productivity Center. ISBN 1-928593-57-7
  • Aspatore Books Staff, Improving Marketing ROI: Leading CMOs on Adding Value, Calculating Return on Investments, and Creating a Financial Impact (2006) Aspatore Books. ISBN 1-59622-434-7
  • Briggs, Rex, Stuart, Greg, What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds (2006) Kaplan Business. ISBN 1-4195-8433-2
  • Farris, Paul W., Bendle, Neil T., Pfeifer, Phillip E. and Reibstein, David J., Marketing Metrics: 50+ Metrics Every Executive Should Master (2006) Wharton School Publishing. ISBN 0-13-187370-9
  • Kotler, Philip.; Kevin Lane Keller (2006). Marketing Management, 12th ed.. Pearson Prentice Hall. ISBN 0-13-145757-8.
  • Laermer, Richard; Simmons, Mark, Punk Marketing, New York : Harper Collins, 2007. ISBN 978-0-06-115110-1 (Review of the book by Marilyn Scrizzi, in Journal of Consumer Marketing 24(7), 2007)
  • Lenskold, James, Marketing ROI: The Path to Campaign, Customer, and Corporate Profitability (2003) McGraw-Hill. ISBN 0-07-141363-4
  • Li, Charlene & Bernoff, Josh Groundswell (2008)
  • Lilien, Gary L., Rangaswamy, Arvind, Marketing Engineering (2004) Trafford Publishing. ISBN 1-4120-2252-5
  • Mann, Don, Brand Ecosystems, the relative harmony among all marketing elements that support brands (2008)
  • Powell, Guy R., Return on Marketing Investment: Demand More From Your Marketing And Sales Investments (2003) RPI Press. ISBN 0-9718598-1-7
  • Schultz, Don E., Measuring Brand Communication ROI (1997) Assn of Natl Advertisers. ISBN 1-56318-053-7
  • Thaler, Linda Kaplan, Koval, Robin, Marshall, Delia, Bang! Getting Your Message Heard in A Noisy World (2003) Doubleday Publishing. ISBN 0-385-50816-6

Original courtesy of Wikipedia: http://en.wikipedia.org/wiki/Marketing_effectiveness — Please support Wikipedia.
This page uses Creative Commons Licensed content from Wikipedia. A portion of the proceeds from advertising on Digplanet goes to supporting Wikipedia.
199941 videos foundNext > 

Barry Stamos: Marketing Effectiveness (Part 1)

IBM Unica keynote speaker presentation with Barry Stamos, Global Practice Leader of Acxiom's Media Strategy Group and event host Mark Jeffries. Barry shares ...

"Effective Marketing Strategies" with Eben Pagan

To get more of my very best trainings, go to: http://www.ebenpagan.com.

Social Media Marketing Effectiveness

Topics include: How usability affects social media marketing effectiveness; How social media button placement affects their performance; How the quantity of ...

Eloqua's Marketing Effectiveness Summit

Real Marketers. Real Challenges. Real Answers. Find out how marketers are learning to become more accountable and improve their demand generation programs an...

Social Media Marketing Effectiveness: Measuring ROI

Situated Research launched in 2008 in the midst of a recession and has grown into a profitable enterprise. Much of our success is credited to social media in...

Joe Megibow on Measuring Marketing Effectiveness

Joe Megibow, Vice President and General Manager, Expedia, US, shares tips for marketers seeking to measure marketing effectiveness across channels. To learn ...

Small Business Marketing Mistake No. 5: Not measuring your marketing effectiveness!

For more cool marketing tips and tricks, please go to http://www.basicbananas.com and pop in your email address to get more awesome stuff sent straight to yo...

Money Is In The List - Email Marketing Effectiveness

http://www.2asuccessdreamblog.com/email-marketing-effectiveness-107-open-rates/ Email marketing effectiveness gauged by open and click through s Digest this ...

Measuring Marketing Effectiveness I

Mike Kelly and Creig Foster discuss basics of Measuring Marketing Effectiveness I.

2014 B2B Technology Content Marketing Trends: Effectiveness, Production and Goals

Content Marketing Institute's newest research report, B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends- North America, gives insight into what tec...

199941 videos foundNext > 

485 news items

Marketing Week

Marketing Week
Thu, 31 Jul 2014 03:07:30 -0700

Diageo says it shaved £72m from its marketing budget by consolidating media buying and switching money to more efficient channels as it the company stepped up efforts to improve profitability. SmirnoffBottle-Product-2013. Smirnoff owner Diageo says it ...


Tue, 08 Jul 2014 19:48:45 -0700

In an environment where consumers stop to think before they buy, marketers are increasingly challenged to find ways to appeal to them. But appealing to them is just the first step; the payoff comes only when their brands and products end up in ...


Thu, 17 Jul 2014 15:18:45 -0700

If you like the old Saturday Night Live "More Cowbell!" skit, you'll love what business-to-business advertisers are doing about content marketing. While "b-to-b marketers are still struggling to translate their content-marketing efforts into actual ...
Insurance News Net
Thu, 31 Jul 2014 03:07:30 -0700

Bottom line, you can't deliver a compelling customer experience. Problems manifest themselves as redundant spending in corporate and local marketing, brand consistency challenges, generic messaging, and lack of visibility on marketing effectiveness.".
Broadway World
Mon, 28 Jul 2014 07:26:15 -0700

... today announced the launch of Penton's SmartReach Web Target business intelligence solution, which will enable marketers to identify business decision makers early in their sales process – improving their marketing effectiveness and lead generation.
Wed, 30 Jul 2014 04:03:45 -0700

Callidus Software Inc. (NASDAQ: CALD), a leading provider of sales and marketing effectiveness software, announced today that AppDynamics, the leading provider of application performance management solutions, has selected CallidusCloud to help ...

SYS-CON Media (press release)

SYS-CON Media (press release)
Wed, 30 Jul 2014 07:26:15 -0700

Its SaaS-based IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies' marketing data, providing actionable recommendations and optimized media plans to improve marketing effectiveness. These recommendations ...
Tue, 29 Jul 2014 18:06:22 -0700

Measuring everything and leveraging all data to improve marketing effectiveness is another vital characteristic of a transformative CMO. To illustrate this point, Rogers said 52 per cent of 'over-performing' marketing organisations are actively ...

Oops, we seem to be having trouble contacting Twitter

Talk About Marketing effectiveness

You can talk about Marketing effectiveness with people all over the world in our discussions.

Support Wikipedia

A portion of the proceeds from advertising on Digplanet goes to supporting Wikipedia. Please add your support for Wikipedia!