Marketers underestimate the role of creativity in effectiveness

New research from Kantar finds that marketers are overestimating the impact of factors such as brand versus performance and multimedia, and underestimating creativity and brand size when it comes to ad effectiveness.

Marketers are underestimating the importance of factors including creativity and brand size, and overestimating the role of brand versus performance and multimedia when it comes to marketing effectiveness.

New research by Kantar, which surveyed 7,000 marketers globally, found that marketers believe ‘multimedia’ is the biggest driver of brand profit followed by brand versus performance strategies. They place target audience in third and creative quality fourth.

By comparison, they placed budget setting across variants at the bottom of the list of 10 options, just behind budget setting across geographies and laydown/phasing.

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