This newest insight conducted latest report – conducted by the World Federation of Advertisers (WFA), in partnership with Ebiquity and the Institute for Practitioners in Advertising (IPA) –, serves as a comprehensive guide for organisations seeking to elevate their marketing effectiveness strategies and achieve sustainable growth and success in 2023 and beyond the years ahead.
The guide defines marketing effectiveness as “the Process of improving business performance from marketing activities, made easier and more impactful by People; Data, Tools, & Measurement; and a strong and clear Focus.” How well a brand performs against each of these key components defines the health and strength of their own marketing effectiveness culture.
Our framework establishes an industry standard, backed by 93% agreement of advertiser respondents, on the definition of marketing effectiveness. We hope that this will promote its adoption as common industry language, fostering stronger effectiveness cultures for brands and agencies.
