Marketing Effectiveness in The Digital Era, Indeed, Wednesday, 11. July 2018

The digital revolution has been going on for over twenty years, and has brought many benefits to marketers. But all is not well in marketing.
Peter Field will present findings from a new IPA Effectiveness Databank study, which examines what has changed in marketing effectiveness and what has not and concludes that many have been misled. In particular marketing remains primarily a numbers game: the main way brands grow in the long term is still by increasing penetration through brand building. This is best achieved using broad reach media, not through tight digital targeting.
Unfortunately, the explosion of short-termism in marketing since the global financial crisis has resulted in declining effectiveness. Peter Field will argue that we need to strike a better balance between short and long-term advertising if we want to exploit the full effectiveness potential of the evolving media landscape.
E ectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts and his pioneering work on the link between creativity and e ectiveness. He has a global reputation as an e ectiveness expert and communicator and speaks and consults regularly around the world about e ectiveness issues. He is a contributor to the Wharton Future of Advertising Project.
Speaker BiographyPeter spent 15 years as a strategic planner in advertising and has been a marketing consultant for the last 20 years. Effectiveness case study analysis underpins much of his work, which includes a number of important marketing and advertising texts: Marketing in the Era of Accountability, The Long & The Short of it, Brand Immortality, The Link Between Creativity and Effectiveness, Selling Creativity Short and a chapter of the Sage Handbook of Advertising. His latest work in partnership with Les Binet – Media in Focus – was published in June 2017. He is also a contributor to the Wharton Future of Advertising Project. Peter writes and speaks regularly around the world about marketing effectiveness. He is an honorary Fellow of the UK Institute of Practitioners in Advertising.
Registration: 4.30pmTalk 5pm - 6pm 6pm - 7pm refreshments
This event is exclusive to Marketing Society details on membership

Marketing Effectiveness in The Digital Era

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