Soft power and megamergers: Your Marketing Week
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From marketers utilising soft power over the 4Ps to Boots’ insight-led approach to success, it’s been a busy week. Here is my take.
The 1P problem
“Marketing effectiveness isn’t a single lever to pull, it’s a symphony. Every element of the marketing plan – pricing, segmentation, distribution, communication – plays a role. Yet, we’re stuck on repeat, asking the same tired question: ‘Did the YouTube investment campaign deliver?’ or such like.”
These are the words of Sorin Patilinet, Mars’ global effectiveness lead in a column for us this week. Patilinet was writing about what has become a rather narrow view of effectiveness.
In essence, most conversations about impact are reduced to the effectiveness of advertising. Actually, not even that, the effectiveness of media. The effectiveness of creativity alludes most still. Baffles many more.
