IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online ACL Direct Promo · We know about Relationship Marketing ,We are experts in loyalty and incentives · We like to create unique experiences Finding the ‘magic’ strategy that will allow brand marketing campaigns and actions to achieve a high impact and achieve a very positive return is the dream of every marketing and advertising strategist.Uzbekistan Email List However, that magic recipe for success does not exist and marketers must understand how their market works and where they are going wrong, rather than simply looking for the shortcut to success. One of the latest studies on the issue has been prepared by Kantar, who has analyzed the investment guidelines of brands in their marketing and advertising campaigns and the effectiveness and return that these channels offer.

The study answers the question of whether marketers are putting more resources in channels that offer better data. The analysis starts from the investment patterns of 2020. The first of the great conclusions of the study is in the effectiveness of television. Television has become the least cost-effective medium of those that companies are betting on. According to Kantar’s conclusions, television takes 33% of the investment made by brands, but does not provide an equivalent in terms of return.

Its contribution in terms of metrics linked to the brand is only 16%. Therefore, it can be concluded that TV costs more than it is really worth. The only way this could change would be if a change is made in how the investment pie is spread. As they point out in Kantar’s conclusions, if television and online advertising have a similar investment, the cost effectiveness of television would gain. Most likely, they predict, it would be more cost-effective. The effectiveness of online The second great point made by the study is linked to online advertising. Online advertising is the most effective in terms of return. Although it is only 26% of the advertising investment made by brands, its weight in brand metrics is 43%. Its impact on how consumers perceive the brand and how they process its messages is far greater than the investment that marketers make in the channel.

In fact, from the study data it can be concluded that the offline channel is receiving an overinvestment. Companies are allocating much more money to position themselves in that channel and to use it than these platforms allow later to recover. Of all the investment, offline channels take 74%. Despite this, its impact in terms of brand remains at 57%. The problem of giving more weight to a channel Still, no channel is completely perfect, and marketers must take on the challenge of how a higher investment can throw the balance of return off balance. In fact, their data makes it clear that as investment in a channel increases, it loses its flashy figures in terms of return and impact. The best way to understand it is precisely in the online channel: according to Kantar, as the investment that marketers made grew in both 2019 and 2020, cost effectiveness fell.

As the weight of a channel in the distribution of the advertising pie grows, they warn, its effectiveness in terms of costs also decreases. Therefore, it is best not to think of a single channel as the solution to all problems and as a kind of magic wand for all problems. The most efficient thing is to establish a media plan that finds the balance and that does not focus all the effort and all the investment in a single channel. In addition, the strategy must also take into account more elements than simply on which channel the campaign is going to be launched. The quality of the ad and the reach they achieve are determining elements when it comes to marking the impact of this campaign. Marketers must strike a balance between the channels they use and the campaign fund itself.

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