Use of mass-reach paid media is increasingly important for delivering long-term effectiveness, but many marketers are instead concentrating on short-term activations with short-term results, according to a new report from Les Binet and Peter Field.
Marketing in the Digital Age, published by the IPA, the UK agency trade body, was launched this week at an event in London supported by Thinkbox and Google. Warc subscribers can read a full discussion of the report’s findings in Marketing in the Digital Age: Binet and Field on how media choices impact effectiveness.
The report analysed case studies in the IPA Databank, made up of entrants to the IPA Effectiveness Awards. It found that penetration, rather than loyalty, is the key driver of effectiveness.
Specifically, very large business impacts were seen in 7% of “loyalty” campaigns analysed by Binet and Field, a proportion that grew to 22% of “penetration” campaigns.
Bron en volledig bericht: Warc