Post by account_disabled on Dec 28, 2023 3:48:54 GMT -5
At a time when marketing budgets are smaller than ever, and defending them before company management becomes complicated; Being more effective is the objective to be followed by brands when it comes to achieving success with fewer resources. Everything has changed after the start of the pandemic and companies must align with these changes if they want their campaigns to work. WARC today published an insights report examining current effective marketing trends following an analysis of winning case studies from the IPA Effectiveness Awards 2020 , a biennial international competition that rewards campaigns that link marketing effectiveness to business success. . They have analyzed the metadata of winning entries to establish themes and trends to help advertisers, agencies and media owners have a deeper understanding of what typifies effective advertising .
In these difficult times, justifying marketing spend in the boardroom is more vital than ever . This is where awards play a key role: to win such an accolade, these agencies and clients have demonstrated strong proof of the payback and power Phone Number List of their marketing communications,” said Kay Heenan, Marketing Director, Effectiveness, IPA. . Here are the lessons we can learn from the winning 2020 case studies to elevate industry learning and drive future effectiveness, plus key insights from the winning campaigns: 1. Short and long term activations Both short- and long-term activations can sustain the brand and generate profits – marketers need to think holistically and position brands not based on performance, but alongside it. 2. Challenging thinking Challenge thinking is being adopted by brands of different shapes and sizes. It is no longer limited to young upstarts.
Consistency is key in marketing Consistency is key to long-term brand growth, although it can be more effective with a twist. For example, John Lewis finds a new twist on “thoughtful gifting” every Christmas. 4. The need for solid data Solid data to facilitate decision-making, a commitment to brand creativity and a culture of effectiveness are vital to closing the gap between brand and board. 5. Distinctive assets Distinctive assets can work harder for brands at a time when budgets are being reduced due to the health and economic crisis resulting from the coronavirus crisis. 6. Brand size, audience and objectives Best practices relate to factors such as brand size, audience, and goals. Smaller brands, for example, can afford to be more experimental as they grow. Taking these components into account ensures the most effective channel selection, according to the report .
In these difficult times, justifying marketing spend in the boardroom is more vital than ever . This is where awards play a key role: to win such an accolade, these agencies and clients have demonstrated strong proof of the payback and power Phone Number List of their marketing communications,” said Kay Heenan, Marketing Director, Effectiveness, IPA. . Here are the lessons we can learn from the winning 2020 case studies to elevate industry learning and drive future effectiveness, plus key insights from the winning campaigns: 1. Short and long term activations Both short- and long-term activations can sustain the brand and generate profits – marketers need to think holistically and position brands not based on performance, but alongside it. 2. Challenging thinking Challenge thinking is being adopted by brands of different shapes and sizes. It is no longer limited to young upstarts.
Consistency is key in marketing Consistency is key to long-term brand growth, although it can be more effective with a twist. For example, John Lewis finds a new twist on “thoughtful gifting” every Christmas. 4. The need for solid data Solid data to facilitate decision-making, a commitment to brand creativity and a culture of effectiveness are vital to closing the gap between brand and board. 5. Distinctive assets Distinctive assets can work harder for brands at a time when budgets are being reduced due to the health and economic crisis resulting from the coronavirus crisis. 6. Brand size, audience and objectives Best practices relate to factors such as brand size, audience, and goals. Smaller brands, for example, can afford to be more experimental as they grow. Taking these components into account ensures the most effective channel selection, according to the report .