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 »
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 »
In today’s challenging economic climate, marketers are under unprecedented pressure to deliver tangible results and demonstrate clear Return on Investment (ROI) for every dollar spent. Traditional broad-reach marketing plans, while aiming for widespread exposure, often fall short in efficiency, leading to wasteful spending on audiences unlikely to convert. But what if there was a scientifically
Maximize Your Marketing ROI in a Tight Economy: The Power of Movable Middles Read More »
Marketing insights from recent MMA Global events – A series ! Over the last couple of months, the MMA Global events have reflected the wider churn afoot in the marketing world, triggered largely by rapid technological advancement. A compelling manifesto for the modern CMO has emerged from this industry-wide huddle. A blueprint, not for next
Marketing’s Strategic Rebuild: 12 Imperatives CMOs Can’t Afford to Miss Read More »
In today’s complex digital landscape, major brands face a significant challenge: reaching their audience effectively while avoiding the risks of ads appearing near unsafe or inappropriate content (Hybrid). Brand safety is a critical factor in maintaining consumer trust and ensuring the effectiveness of digital campaigns: [1], [2] 35% of consumers hold brands accountable for ads
AI Advertising at Scale: Driving Ad Performance Without Compromising Brand Reputation Read More »
