Shaping future-proof brands in existential times. • Chief Strategy Officer Serviceplan • Sustainable Brand & Marketing Professional • Entrepreneur with bekokoro.com • Author • TedX Speaker
Last week was #EuroEffie24 Judging Week and it was amazing to read all those entries from all over Europe. The best thing is you are forced to deep-dive again into #MarketingEffectiveness, a field in which we heave learned so much over the past decade, thanks to Les Binet, Peter Field, Mark Ritson, Byron Sharp's Ehrenberg-Bass Institute and System 1 (Please follow all of them and work with them!). Thanks for your everyday brilliant work. 🤓 My #learnings from this year's international glimpse are two-fold: 1. Our markets are different and so are our maturity levels. But all markets grow over time, become more professional and get their hands on good data and know-how (Thanks to the above.) as a basis. 🪴 2. We all can bring more of the research into our everyday work and apply it more consequently as well as argument with it, internally and externally. It will help us to apply one message as marketing community and to push effectiveness of marketing, which in turn will help marketing to rise in business. Let's get even better at that! 💪 So, what are the basics we know? ⚖️ #Brandbuilding and #SalesActivation must be balanced for maximum effectiveness and financial performance. It's on average a 60:40, depending on your category and where you stand with your brand. 💗 Emotionally driven ads outperform rational messaging for long-term #growth. 💰Brands that maintain #ExcessShareofVoice grow faster than competitors. 🤩 Maximizing reach and enhancing #MentalAvailability is crucial for maintaining a competitive edge. 🎨 #Distinctiveness is nowadays more important than differentiation in itself: Aim for #fame! 💓 #Fluency in terms of familiar settings, characters and other fluent devices resp. branding elements to drive accuracy and speed of brand recognition are crucial over the long-term. #Marketeers, if you want to add to this list, please do so! And even more so, let's embrace all of this again and again, especially in these tougher market conditions, to mutually drive our #marketing #impact. Thanks everyone providing their cases to this year's #EffieEurope Show to mutually train our muscles: Please celebrate the work and the winners at #EuroEffieDay in #Brussels on 11 December. 📆 🥳 Effie Worldwide Effie Awards Europe Serviceplan Group
Head of Operations | Product & Solution Consultant | ex-Google
2moGreat rundown of marketing effectiveness principles! At CTAD, we've seen firsthand how emotional impact in UX design aligns with your point about emotionally driven ads outperforming rational messaging. Our data-driven approach to UX consulting often reveals that distinctive, emotionally resonant experiences lead to better conversions. It's fascinating to see these parallels between marketing effectiveness and UX optimization.