A dedicated approach to marketing effectiveness works, strengthening the marketing effectiveness culture of both brands and agencies and leading to stronger business value from marketing effectiveness.
This is one of the core findings released today from the 2022 IPA Marketing Effectiveness Roadmap report, supported by ISBA, and Marketing Week, which reports the levels of marketing effectiveness competency within the industry and sets out a clear model for future success.
Now in its second year, the IPA Marketing Effectiveness Roadmap defines marketing effectiveness as: "The process of improving business performance from marketing activities, made easier and more impactful by people, technology, and a strong and clear focus."
How well organisations rate their performance against this definition, and against the quadrants of Focus / Process / People / Data, Tools & Measurement* defines their effectiveness culture which the IPA believes has a strong influence on their business success. By analysing organisations’ performance across these quadrants, it is possible to identify ways to improve both for individual companies and the industry as a whole.
In analysing the performance of the 36% of returning brands and agencies that have completed both the 2021 and 2022 Marketing Effectiveness Roadmap, it is evident that a dedicated approach to marketing effectiveness has helped strengthen marketing effectiveness culture in two ways:
It has helped brands and agencies either strengthen or maintain their effectiveness culture year-on-year:
For brands, it has helped create consistency in how their marketing effectiveness performance is viewed, with a tighter range of scores across each of the effectiveness quadrants.
There are also findings in the 2022 data that reinforce findings from the 2021 roadmap, including:
For brands it increases (+88%) and for agencies there is a more moderate 33% increase from a higher base (4.3 v 3.8).
26% of brand respondents and 37% of agency respondents claim that their brand or agency does not have an effectiveness roadmap
In its conclusions, the report makes a number of rallying cries to the industry, including:
It also calls for an increase in applications for IPA Effectiveness Accreditation from IPA member agencies, for which applications open in spring 2023.
Says Janet Hull OBE, Director of Marketing Strategy, IPA: "This could have been the difficult second album; finding something new to say alongside reinforcing the clear and obvious recommendations from the 2021 IPA Marketing Effectiveness Roadmap. However, there is a really strong new message: a dedicated approach to marketing effectiveness works. Specifically it helps create a stronger effectiveness culture and a more consistent view of how marketing effectiveness is performing across the four quadrants. This will lead to increased business value coming from marketing effectiveness. This is exactly why the IPA is keen to encourage brands and agencies to take marketing effectiveness more seriously and to make it part of the boardroom agenda."
Says report author Nick Milne: "The findings and recommendations in this 2022 IPA Marketing Effectiveness Roadmap present a great starting point or place from which brands and agencies can evaluate how their journey is progressing, or change course if needed. But each journey is individual, which is why we always recommend starting with a roadmap to create alignment and ownership. The next step then is about creating trusted effectiveness partnerships between brands and agencies so that there can be better integrated ways of working to deliver against the same goals and objectives."
Says Clare O’Brien, Head of Media, Performance & Effectiveness, ISBA: "These 2022 findings of the Marketing Effectiveness Roadmap, that reveal the benefit of a dedicated approach, should be encouraging for marketers, especially those who have been promoting the adoption of effectiveness culture across their organisations for many years here in the UK. An effectiveness culture is not a ‘nice to have’. It’s essential that whole organisations – and their agencies – recognise that business objectives are inextricably linked to the effective management of increasingly complex on and offline marketing-to-consumer routes as both media and retail channels continue to expand and multiply. This requires board-level recognition and these latest survey findings will be a source of clear evidence to support those brands and agencies just embarking on their effectiveness culture roadmaps."Download the full, free report Catch up with EffWorks Global 2022
(Paid-for, bespoke reports are also available to those who took part in the survey.)