For years, marketers have been stuck in an endless debate. Brand or performance? Do we spend on short-term clicks, or invest in long-term brand love? It’s been treated like some sort of marketing Hunger Games, where one must win at the expense of the other. But here’s the thing. This isn’t a survival game. The […]
Brand Building Is the New Performance Marketing Read More »
In the ever-evolving world of marketing, 2024 has brought forth an evolving shift where the spotlight is not just on selling products but also on establishing a meaningful connection with consumers. It’s akin to a carefully orchestrated symphony where brand purpose harmonizes with performance marketing, creating a melody that resonates globally. Much like a skilled
Synergy of Purpose and Performance in Marketing Read More »
Marketing leaders today face a paradox: despite access to more technology, data, and tools than ever before, many organizations are still falling short in demonstrating clear business value. A core reason for this gap is that capabilities are often developed and deployed without a clear link to the value they are meant to deliver.
Aligning Capabilities with Value: A Blueprint for Modern Marketing Organizations Read More »
As marketing leaders, we often focus on new technologies, campaigns, and data strategies to drive growth. Yet, there is a hidden barrier within many marketing organizations that quietly erodes performance, drains talent, and delays results: organizational friction. Addressing this friction systematically is not just an operational concern; it is one of the most powerful levers
Reducing Organizational Friction: The Hidden Lever for Marketing Growth Read More »
Generative AI is dominating discussions in boardrooms and marketing leadership circles, yet many organizations are missing the true opportunity it presents. While it is tempting to deploy GenAI immediately for content generation or workflow automation, this task-oriented mindset often results in fragmented efforts that fail to deliver meaningful business value. To fully leverage GenAI, marketing
From Use Case to Need Case: Unlocking GenAI’s Strategic Potential in Marketing Read More »
You can turn to Multi-Touch Attribution (MTA) to deliver accountable and measurable results by mapping each of the consumer journey to conversion. However, as you invest in sophisticated measurement tools and navigate the challenges of integrating various models, a hidden threat can silently undermine your efforts: attribution fraud. It can distort your data, skew your
Are You Truly Optimizing Marketing ROI? Assess Your Attribution Fraud Risk Read More »
The MMA Multi-Touch Attribution (MTA) Journey Map is an end-to-end guide on how to launch a successful multi-touch attribution initiative within an organization, which based on feedback gathered through the Marketing Attribution Think Tank (MATT) working groups. The MTA Journey Map spotlights three rollout traps, the “data ditch” of endless data wrangling, the “forever-pilot” loop
Your Multi-Touch Attribution Journey to Success Marketing Starts Now Read More »
Chasing instant results is a hard habit to break. Clicks, conversions, and short-term gains are tempting, but they tell only part of the story. That’s where brand equity steps in. It works quietly in the background, shaping preferences and influencing choices long after the ads have stopped running. The Campbell’s study helped make this clear.
The Future of Marketing Belongs to Brands That Play the Long Game Read More »
The SMARTIES Business Impact Index (BII) is the world’s first and only global modern marketing index that identifies, ranks, and celebrates the agencies, brands, advertisers, and solution providers making the biggest business impact. Built on a proprietary methodology co-developed with WARC, the global authority on marketing effectiveness, the BII evaluates thousands of submissions each year
In today’s complex marketing landscape, effectiveness is no longer defined by creativity alone; it’s measured by real, demonstrable business outcomes. The SMARTIES Business Impact Index (BII) was created to recognize just that. Now in its latest edition, the 2024 Global Rankings bring together the most consistent performers from across the world — agencies, brands, advertisers,
SMARTIES Business Impact Index 2024 Global: A Snapshot of Marketing that Matters Read More »
