‘ Ma Marke ketin ting E Effe ffective tiveness Cu Cultu lture’- Ho How is it working g in pract actice? ce? Libby Child, Greengrass
Building on the ‘Culture First’ Report: The 2018 quantitative survey Objectives • To br broaden and deepe pen industry knowledge and understanding of the current levels of ‘Effectiveness Culture’ • To establish an ind indus ustr try baseline line against which progress can be measured • To determine cu curre rrent pra ract ctice ces s around the behaviours identified in the 2017 study, exploring those which are he helping ing and nd hind hindering ing the the creation tion of of an n ‘Effectiv tivene ness Cul ultur ture’ • To investigate the inte interdepend ndenc ncie ies betw tween n sta takehold holders #EffWeek
Marketing company Agency 100 Brand owner participants 113 Agency Participants, from 61 companies 61 Agencies Department Job Title/Responsibility Agency Type Job Title/Responsibility CEO/Managing 29% Marketing 57% Director 29% Creative Director 48% Departmental Research/ 33% 20% Director Research/ Insight 27% Media 33% Insight/Analyst Head of 11% 10% Analytics Department 20% 9% Manager Digital Strategy & 17% 9% Finance Planning 24% 11% 10% 4% Other Other Other Other Company Type Department 27% 42% 22% 12% 14% 8% 8% 7% 7% 7% 6% 5% 5% 3% 3% 5% 5% 4% 4% 2% 3% Packaged Media/ Public Media goods Utilities sector Insurance y Automotiv e Charity General Finance Analytics Media- investment Financial Retail publishing Telecoms Technolog Travel Other Planning Manage- ment Buying Research/I nsight Other #EffWeek
‘Marketing Effectiveness’ is on many a management ‘To Do’ list Our clients are very Our own effectiveness drive is Energised focus on committed to led by the perception that we, We are at the start of becoming a data/insight effectiveness as part of as an agency, are bad at it! a more co-ordinated effort driven marketing the process of achieving (to create an Effectiveness organisation. better work. Culture). It’s a major focus, sales Good subject, tool and aim of great idea to It’s a top down Senior our business- have survey- focus at Marketing Agency leaders/CEO our CEO is we all have to group/board embracing it. research driven aim towards a level. so it is sustainable foremost in future. our thinking. We have recruited specific Senior management is skill sets- investing in valuing it more and Driving an agency wide culture of testing and people capability. demanding more data learning, - not just something the analytics team driven campaigns. does , but relevant to everyone. #EffWeek
Marketing company Over half rate their current Marketing Effectiveness Culture, at 6 or below Now 2020 By 2020 75% 44% expect it to Average Now 2020 29% 29% 28% be 8 or Rating (out of 10) 6.0 7.9 above, and a 13% 11% 10% third a 9 or 7% 6% 5% 4% 4% 3% 3% 2% 1% 1% 10. 0% 0% 0% 0% 0% 0 1 2 3 4 5 6 7 8 9 10 Very Poor Excellent #EffWeek
Findings: (What, Why, How) 3 Themes Prevailing ‘Marketing Effectiveness Culture’ 1 is now clearly short term in its focus. It is not yet the norm for marketing’s success criteria 2 /KPIs/objectives to be aligned formally, upfront , across departments, channels, stakeholders. Marketing Effectiveness is increasingly a shared 3 responsibility , yet internal ways of working can remain challenging. #EffWeek
Findings: 3 Themes Prevailing ‘Marketing Effectiveness Culture’ 1 is now clearly short term in its focus. It is not yet the norm for marketing’s success criteria 2 /KPIs/objectives to be aligned formally, upfront , across departments, channels, stakeholders. Marketing Effectiveness is increasingly a shared 3 responsibility , yet internal ways of working can remain challenging. #EffWeek
Marketing company Only 14% of marketers strongly agree long term, 1-3 year plans in place… We have agreed (signed off) marketing plans and objectives in place for the... 89% 83% 77% 83% 39% 20% 14% 20% Strongly agree 42% 43% 50% 10% 25% 59% Somewhat agree 7% Neither 50% 34% 32% 41% 33% Somewhat disagree 30% 10% 8% 8% 22% 20% Strongly disagree 8% 5% 3% 8% 8% 5% 3% Marketing Finance Marketing Finance Marketing Finance Short term (1-6 months) Medium term (6-12 months) Long term (1-3 years) #EffWeek
Agency Agencies agree… There are agreed (signed off) marketing plans and objectives in place for the… 0-20% 21-40% 41-60% 61-80% 81-100% Only 5% of agency On respondents see Short term (1-6 5% 7% 19% 35% 34% months) the majority of their clients having long term 1-3 year, Medium term (6-12 14% 22% 27% 20% 17% months) plans . 1% Long term (1-3 5% 5% 60% 21% 14% 4% years) #EffWeek
Short term needs take priority Strongly disagree Somewhat disagree Neither Somewhat agree Strongly agree % AGREE Our short term, tactical needs often take priority over 2% 11% 14% 42% 31% 73% longer term (12 month +) objectives We change our marketing direction regularly to meet 2% 20% 19% 40% 18% 58% the demands of the marketplace Our long term strategic plan consistently influences 7% 25% 16% 39% 14% 53% and guides our short term tactical decisions AGENCY PERSPECTIVE 0-20% 21-40% 41-60% 61-80% 81-100% Their short term, tactical needs frequently take 4% 78 78% 15% 36% 42% 3% priority over longer term (12 month +) objectives The marketing direction changes regularly to 12% 14% 31% 31% 12% meet the demands of their marketplace #EffWeek
Marketing company Channel/campaign specific focus Strongly disagree Somewhat disagree Neither Somewhat agree Strongly agree % AGREE We place great importance on being able to demonstrate 3% 11% 10% 35% 41% 76% the ROI/payback of all of our marketing activity Our focus is on reviewing and reporting on individual 1% 16% 12% 47% 23% 70 % campaign/activity/channel effectiveness Our measurement approach is fragmented, as we 3% 18% 10% 44% 24% 68% analyse separate pockets of activity (M) We have an ad-hoc approach to cross data analysis, 2% 14% 17% 55% 12% 67% responding to specific requests or challenges (M) I am not satisfied with our approach to measuring the 18% 27% 45% 9% 54% effectiveness of our marketing activity (F) We have not been able to quantify the business impact 18% 27% 12% 24% 18% 42% of our long term brand building marketing activity #EffWeek
Marketing company It is much easier to look at We do have the right things in We are a low margin Our hearts and minds short term metrics, but place from the perspective of business and comms is one want to have this (long without the long term impact the business. But we lever to pull to deliver term planning) and this is being incorporated it won’t systematically ignore these revenue…The challenge is to longed for in our team. give an accurate picture. things in favour of tactical keep the business honest to wins and short term thinking. the long term plan. We can’t/haven’t Reactive market & Short termism comes measured success of sales campaign from senior brand building at the Over 90% of budget messaging taking management who are same time as tactical. dedicated to performance priority over not engaged in how channels and the pressure for marketing planning marketing can help the remaining 10% is to & strategy. drive the business but deliver sales not brand. Too difficult to quantify long term see it as a cost. business value of a strong brand. The power dynamics within the business mean the long We have a long term strategy and plan but given the Largely driven by achieving short term is not understood at all nature of our markets and audience behaviour changes, term objectives with resource and long term brand effects we need an underlying flexibility i.e. the market and the allocation according to very are not factored into any audience comes first and the strategy or a plan will flawed attribution models in the decision making. change to meet a market opportunity. absence of anything better. #EffWeek
Agency Marketing people tend to demand 5 year Short term focus is killing visions from agencies in pitches but then Marketing people don't last very strategic planning and long term revert to short term planning in practice. long in their jobs so they're after brand development/health. The This creates an imbalance between results, quickly. obsession with what happened agency and marketing very quickly as in a 5 minute window/last week agencies are usually more excited by long- and continual course changes term brand building. undermines strategy at time Short term planning is the norm. Short term attribution has become the key focus- possibly Annual planning has been to the detriment of long term one of the biggest blockers to brand health. Tenures of long-term planning, clients Marketing Directors appear to reset annually and C-Suites seem losing sight of that long Econometrics do show to be shorter than term/vision set out by the Generally strategies and effectiveness but primarily ever driving focus CEO a year or two ago. objectives are set for 1 to 3 on a campaign rather than short term. years but budgets only set on longer term so not annually which means there showing cumulative effect. can be some change. #EffWeek
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